The new look of Sharks Territory was unveiled at a 10 a.m. press conference by Sharks President and CEO Greg Jamison, Executive Vice President of Business Operations Malcolm Bordelon, defenseman Kyle McLaren and logo designer Terry Smith. The re-branding included the unveiling of the updated Sharks logos, the re-launch of http://www.sjsharks.com/ and the re-opening of the Sharks Store.
The new San Jose Sharks Primary Crest, joined by eight supporting marks, is both a re-imagination and a tribute to the original triangle logo used since the team’s inception in 1991. The updated crest incorporates more Pacific Teal, the primary color of the Sharks, and emphasizes speed, strength and determination. Smith, the designer of the original Sharks logo, created the new marks over an 18-month period in conjunction with Sharks players and front office.