San Jose Sharks Unleash A New Shark

San Jose Sharks Unleash A New Shark
A Taste of Nastiness with the Jaws Look

“We ended up building a mark that the city, the players, and most importantly the fans will be proud of.”-- Terry Smith.

By Larry Garcia BASD_Rdrive 7/25/07

The movie Jaws had viewers on the edge of their seats in movie theaters. In fact, if you ever attend Universal Studios and took the Jaws journey, a huge Shark lunges out of the water with its jaws wide open that had fans and little ones screaming. Bad-bad Shark!

On Tuesday, July 24, 2007 at the H.P Pavilion, the San Jose Sharks tried to give their Shark (Logo) a different impression for the Shark faithful and NHL fans.

On ice the San Jose Sharks have speed and a dash of malice. The Sharks give and take when it comes to left and right hooks against rivals in the NHL. Although toughness, speed and aggressiveness along with coaches playing chest with stratagem vs. other coaches was not enough for the Stanley Cup this year, they decided to add an arsenal new look.

The Sharks are also looking at the innovative look from a marketing perspective along with eight other NHL teams who are upgrading a new appearance of their own for the 2007-08 seasons. Terry Smith (Photo left) who designed the previous logo was the go to guy along with his associates for creating the blueprint, colors and graphic elements who drew up numerous designs within an 18 month period till they were fulfilled.

Terry Smith also tried to give it the new trend look as today’s 3D games and cartoons have. “We wanted to give it a little more life,” said Terry Smith. “To make it a little more aggressive, making that eye pop out with more color to it.” As you can see, with the new Shark look, they still wanted to stay with the similar logo. The organization removed the color gray and increased the color of burnt orange that was already in place with the hockey stick.

Terry also noted when they first created the Shark look with the color teal, fans were not all that impressed due to the nature of the aggressiveness of hockey.

Fans, don’t worry, the Sharks are still with the color teal as they just added a nice dose of Black to compliment. They also added a bit more depth with a mean streak of energy and life to the Shark with a 3D fashion color to the eye.

The old Shark look was only half of the Shark. The new in-look now shows the full tail. Before the transition took place, someone from the Sharks organization said, “I wonder what the rest of that Shark looks like?” We’ll, there it is, in teal, black and orange.

“We ended up building a mark that the city, the players, and most importantly the fans will be proud of,” said Terry Smith.