The Sharks have revealed new secondary logos – not to be confused with the club’s main logo, which remains unchanged – as part of a new marketing campaign beginning with the 2016-17 season.
The logo will not appear on any of the club’s three jerseys for this season, though, according to a team spokesman. Instead, it will be utilized in a limited number of marketing applications, such as a “Los Tiburones” jersey giveaway on Oct. 29.
Graphic artist Terry Smith, a Bay Area native, designed the new symbol, which features a teal shark bearing its teeth without the standard hockey stick between its jaws.
Smith’s company, Terry Smith creations, also created the Sharks’ original logo, dating from 1991. That logo was brought back for the 25th anniversary jersey that the Sharks wore five times during the 2015-16 regular season.
“It’s always exciting to continue to work on the Sharks brand. We have taken tremendous pride in designing all of the team’s signature looks for the last 25 years,” Smith said in a statement released by the team. “As an artist and sports enthusiast, there is no greater feeling than having the fans and players embrace what we create. Working on a new generation of Sharks logos has given us the opportunity to expand the brand and incorporate new elements into the overall look and feel of the franchise.”
The Sharks also announced a new campaign entitled “Sharks For Life,” working with Bay Area ad agency Division of Labor.
On Monday, the Sharks announced a robust promotional schedule, featuring such giveaways as a Martin Jones bobblehead, chia Joe Thornton, and a Brent Burns grill, showcasing the defenseman’s toothless grin.