TORONTO BLUE JAYS REVEAL NEW LOGO
By Adnews Staff
The Toronto Blues Jays baseball club revealed a new look for 2004 yesterday, including a new logo and merchandise. The development work was done by the team's own marketing staff, some outside research consultants, design firm Brandid and ad agency MacLaren McCann. The new logo displays a styled blue jay extending to the left from the word "Jays," which is printed in a three-dimensional metallic script. The colours consist of blue, metallic silver and metallic graphite with black and white accents. Uniforms using the new visuals will go into use next year. Beginning Jan. 1, the team's signage, correspondence, advertising and collateral materials will also display the new logo. The company has already put a line of apparel and headwear on sale. A larger collection of merchandise will be distributed to retailers next year.