Sharks Unveiling New Logo July 24!

The San Jose Sharks will be next to unveil a new — or rather, "updated" — logo for the new season. The news was posted on their web site today. The official unveiling will take place two weeks from today on July 24. Of course I'll have full coverage as usual. Read the press release below.

July 10, 2007

New Look Of Sharks Territory Coming July 24

When the Sharks take the ice for the 2007-08 campaign, they will be doing so with a different look, and not just with regards to the players. There are few details publicly available, but the one certainty is the Sharks logo will have a more updated feel this fall. There will also be new secondary marks introduced.

“I think people are going to like it,” said defenseman Kyle McLaren, one of several Sharks who had input on the updated design. “I think they’ll embrace the change. It goes with the new NHL.”

The Sharks did not take altering their brand lightly, as the main logo has been one of the most popular in professional sports since the club’s inception in 1991.

“We put a lot of research into this and feel the fans will thoroughly appreciate the updated logo and new marks,” said Sharks President and Chief Executive Officer Greg Jamison. “The players were heavily involved in the process and they were extremely happy with the outcome.”

Fans will have their first opportunity to view the new look and secondary marks on July 24 at 10 a.m. PST on sjsharks.com and merchandise with the updated logo and new marks at the Sharks Store will be available starting on that date as well.

While the logo will be released this month, the new-look jerseys will not be previewed until closer to training camp. All NHL jerseys will be altered to some degree this year as Reebok introduces new fabrics to help enhance player skills.

The Sharks primary mark has not changed throughout the Sharks 16-year history, but the jersey has been altered on several occasions. San Jose ’s original jersey was introduced in 1991 and the most recent incarnation was put in place in 1998, although it served as an alternate jersey the prior campaign. The alternate black jersey debuted in 2001.

I'm looking forward to it. The current Sharks logo will live on as a classic but lacks enough color to be considered a great logo by today's standards. Or so happens to be the opinion of one blog writer. Yes, me.

Now as for the tournament, the Sharks play their 12th match on July 23, the day before the unveiling. Regardless of whether a leak happens, the logo won't take effect in the competition until the day after its official unveiling which is July 24. That said, the Sharks have only two matches after July 25 — both on the last two days of the tournament, August 9 and 10. The new logo will be used for those two matches and the Championship Tournament should the Sharks advance.