Utah Jazz reveals some new with hint of old in refresh to uniforms, logo

Utah unveiled a brand refresh that brings them full circle, back to the franchise’s beginnings in New Orleans.

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While the change might seem minimal to some, it also represents a last gasp for the look that accompanied the Jazz to back-to-back NBA Finals, in 1996-97 and 1997-98.

Their new logo eliminates the spiky, italicized “Jazz” letterforms that were introduced in 1996. It’s essentially a refined, recolored version of the mark that moved with them from New Orleans to Utah nearly four decades ago.

Jazz chief marketing officer Craig Sanders said "(t)he revised designs offer a cohesive representation of the Utah Jazz brand with the integration of new elements and iconic Jazz marks. We remain true to our navy, gold and green colors for Jazz fans and the team, but present them in a clean and modern fashion. This brand identity package refl

ects our franchise history with an eye to the future."

American professional sports franchises continue to seek inspiration from their past. While this is not a new phenomenon, it’s a current trend, a reaction to market forces as well as to a continually unsettled American psyche in need of familiar brand “comfort food” that connects consumers to better, stabile, and more prosperous times.