Toronto Blue Jays Unveil New Logo, Uniforms

Written By:  •  Friday, November 18, 2011

The Blue Jays are blue again!

Continuing what has been one of the better re-branding off-seasons in Major League Baseball, the Toronto Blue Jays saved the best for last today and unveiled their new modern-retro logos, uniforms and colour scheme for the 2012 season.

Comparing the 1977-1996 logo and the 2012 logo side-by-side

The primary logo is a 2011 take on the original 1977-1996 logo, complete with split-style lettering arched around the jay head on a baseball.  The maple leaf has been enlarged, perhaps larger now that the club is Canada’s only franchise this time around. A navy blue double outline has been added around the modernized script to really hold the logo together.

The rebrand had been in development for two years according to Jays President Paul Beeston, other notes from Paul:

- “The blue is back in Blue Jays, we’re not the Jays, we’re the Blue Jays!”
- “The maple leaf is a very important part of the logo and of the history.  We represent Canada and proud of it”
- “Want to connect the past to the future, the players of today are now connected to the Roberto Alomars of the past”
- “Two year process, Anne Ochi of Major League Baseball provided guidence, involved in the process.  Managers and players were all involved”
- “A mark that reflects our past but moves us to the future, it’s been modernized and energized”


On the caps and the front of the uniforms is a partial version of the primary logo which features only the blue jay head with maple leaf.  Unlike the 1977-1996 uniform sets the baseball design is not a part of the cap or uniform patches.

New cap logo for 2012, this was the logo leaked in September

The club’s famous split-style lettering has returned on both the front of the jerseys and on the font for the player numbers.  The font is not at all like the other split-style scripts the club has used before as this version is the first to include serifs.  Player names are arched across the back of the jersey in a standard block style, one-colour font.

Home jersey lettering for new Jays uniform

There will be three in-game uniforms, home, road and blue alternate.  All three jerseys borrow heavily upon the elements of the 1994-1996 set with the various more modern designs in place of the originals. Each jersey includes the team name arched across the front (BLUE JAYS on home and alternate, TORONTO on road) with the aforementioned baseball-less logo to the bottom right of the script and a double stripe on each sleeve cuff.

New 2012 alternate Toronto Blue Jays jersey

I have two extremely small gripes with the set, very small, the exclusion of the baseball on the cap and uniform logos and the maple leaf slapped onto the official team wordmark logos. That’s all, the rest of this set is a home run, a Jose Bautista, a without-a-doubter, and so on.

Wordmark with classic “slap on a maple leaf!” strategy

Major kudos to the Toronto Blue Jays for doing this right, for listening to what the fans want.  After years and years of teams telling fans what they’re going to like it seems that teams are finally listening.

You can see all of the new Toronto Blue Jays 2012 logos and uniforms, as well as all their old graphics from 1977-2011 by checking out the Toronto Blue Jays Logos section right here at SportsLogos.Net

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Chris Creamer

Chris Creamer is the founder of SportsLogos.Net and has been maintaining it since June 1997. You can follow him on Twitter at @sportslogosnet or contact him via email at ccreamer@sportslogos.net

  • Jay P

    Absolutely beautiful! Welcome back BLUE Jays!

  • http://www.brbnetworks.com G. Redman

    As a Yankees fan I can say this. Very nice! Nice to see that you went back to basics. Blue Jay nation should be celebrating right about now. Hope this logo is here to stay.

    Congrats! Can’t wait to see the unis.

  • Matt Vee

    Love it.

  • DC

    Wow. Looks awesome. So classic.

  • Jeff

    Best rebrand in a very long time. This makes the Winnipeg Jets look even worse

  • twitter.com/creussner

    just one word: AWESOME

  • Aaron

    This is where it’s all at. Getting back to the original in some way shape or form. I would’ve liked to see the white and blue home caps, but these are great.

  • allenjd

    Excellent redesign. I might have put the player number on the front (maybe in red like the Dodgers) with a slightly less arched word mark and then have the logo on the sleeve. Still much much better than the previous set.

  • http://www.flight-19.com F19

    Damn that’s sexy. Beautiful. The only thing I find a little weird is that the “Toronto” is in split lettering on the jerseys but not in the logo. Minor gripe though because the non-spit typeface looks nice too.

    I must say as a fan of the one team that did not listen to it’s fans this offseason, these fantastic unveilings(O’s, Mets, Jays) we’ve seen in the past week make me even sadder as a (former) Marlins fan.

    • http://nappyafro.com saule wright

      yeah, the combination of split and solid lettering looks odd to me. I like both, but I don’t like both together. OR if you have to use them together, make them the same size or Toronto bigger.

  • https://twitter.com/#!/FZMcKracken Dylan Bradbury
  • Zach

    I FREAKING LOVE THIS!! SO COOL!! One change I would make would to to take off the blue jay on the jerseys in the southeast corner, but IT’S THE BEST ANYWAYS!!

  • O’Husker

    no pullovers? Disapointing…

  • Sean Carter

    I love how bluejays have gone back to it’s roots with their new look

  • fjojr

    As a Marlins fan, I am ashamed of our teams new look. Wish the Blue Jays were in our division just so we could constantly see the better designs constantly. Hope we get a rebrand in a few years.

  • Ben

    Rule 1.11 (e) No part of the uniform shall include a pattern that imitates or suggests the shape of a baseball.

  • steve

    please, correct me if I am wrong, but I thought it was against uniform code to have anything resembling a baseball on your cap. Certain teams have been grandfathered in, but any new uniforms cannot have it. That would explain the lack of baseball on the cap.

  • Jonathan

    wow its already been a great rebranding offseason (orioles, mets, marlins) and this just caps it off. awesome modernization of the classic blue jays look maybe it will bring them the luck they had will this jersey style in the 90s

  • EhJustinK

    I absolutely hate the stripes at the bottom of the sleeves. It looks very 80′s/90′s.

  • HockeyFan

    Finally, back to the original identity. These uniforms are freaking awesome.
    They are now distanced from the JP Dickhead era with the stupid black and the Jays branding
    The Blue Jays are back, great job folks.

  • Dominik

    Love it. What a great Redesign. Congrats and good luck for next season.

  • OBomb

    I like these a lot. They’re a retro design but they simultaneously look modern as well. Great job by the Toronto front office.

  • http://www.gregcbrown.com Greg Brown

    This is a great day for baseball and for all of us here in the Toronto area. I was a Blue Jays fan for the first 20 years of the franchise, but gradually lost interest as they moved away from the original logo and uniform design.

    But I just might return to the fold again – an excellent redesign and although I never thought I would say it, I think this may be better than the original because it’s really an update and a refresh from the early days.

    And it’s great that they are the BLUE Jays again. During the Riccardi years they wanted everyone to call them the “Jays”. They wanted to be cool, hip dudes – but they really alienated many people like me who have waited for a day like this for many years.

    Well done, Blue Jays. You’ve hit a grand slam today. Let’s hope this “back to the future” rebrand lasts for many many years to come.

  • DMadSport

    Very, very, VERY well done! Hands down, the best 2012 redesign, and one that actually improves on a classic look. Also, I do agree on how the outline holds the entire logo together; that’ll look very sweet on an on-deck circle.

  • spfldwhale

    Simply AWESOME! I loved the old 80s logo and uniforms and was disappointed in everything the Jays did since then. This logo captures that old feel with a little modern sleakness and recognises Canada, which I feel is important.

  • Justin

    This is what 99% of the fans wanted. I think its great!

  • Gray

    As the only MLB team from Canada I think they’re more than entitled to slap a maple leaf on anything and everything they want to. I think it looks nice on the wordmark, to break up the all-blue. Besides, Americans are just as abusive with the stars and stripes appearing on EVERYTHING so they’re just as bad as the Canadians are with their maple leaf.

    Anyway, love this retrofit-design. Paying homage to their iconic logo while refreshing it to more modern standards. A home run, if you ask me.

  • http://sprint metssince64

    Would have liked to see the red baseball stitching around the logo and an alternate white and blue cap. Otherwise a fantastic and beautiful blend for a modern and retro look. Except for the putrid Marlins, its been a great few weeks for sports rebranding.Best of luck Blue Jays.

  • http://kingjamesfan96.blogspot.com Daniel Keeling

    I really like these! Way to go, MLB, for finally going back to some teams’ roots and reinventing some teams’ branding.

  • J2G

    I’d have to tend to agree with a couple of previous posters re: the logo under the word-mark, I probably would have preferred numbers in that place with the logo on the sleeve. Overall, like most people I think they did a great job in updating a classic look. The blue logo on the blue alternate is slightly hard to grasp but I welcome these over the black and grey monstrosities any day.

  • http://nospintruths.com Vincent Muambi

    This is the best sports uniform in Canada. Period. The new design is simply awesome. I totally love it! I can’t wait to get my hands on those new uniforms. Let’s Go Blue Jays!

  • LONROY

    LOVE THE NEW “THROWBACK” UNIFORMS AND LOGOS!!! These new logos are so much more superior than the current Toronto “T” logo.

  • DriveOf85

    Excellent, excellent. The only thing better would have been to bring back the actual 89-96 uniforms with the original Blue Jays logo. But as consolation prizes go, this is just fine. `Can’t wait to see these real Blue Jays in action in 2012!

  • Jazz

    Blue Jays better not change this new logo. It’s the best logo i’ve seen to date.

  • warmachinegow

    Finally! they get rid of those awful black jersey’s, this upgrade gets a BIG A (would give an A+ if they would have added the Blue and White caps for the home uni) but still a fantastic, traditional rebrand!! Like others have said, too bad Winnipeg Jets and Miami Marlins didnt do something like this.

  • http://james,bethune@sympatico.ca Ryan Millar

    Now all they have to do is go back to using the term Skydome instead of the Rogers Center.

  • Scott

    Very nice set. I just wished that the Marlins would have listened to the fans like the Blue Jays did.

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