The day after the NFL awarded the expansion team to Jacksonville, a triumphant Wayne Weaver held up the Jaguars' proposed silver helmet and teal jersey at the NFL owners' meeting in Chicago. The team's colors were to be teal, gold, and silver with black accents. However, this jersey and helmet design, with a gold leaping jaguar, created controversy. Ford Motor Company, then-parent of the automaker Jaguar, believed that the Jaguars' logo bore too much resemblance to the automaker's logo. Though no lawsuit was brought to trial, lawyers from the team and the automaker negotiated an ultimately amicable agreement whereby Jaguar would be named the official car of the Jaguars, and the Jaguars would redesign their uniforms.
The new logo was a snarling jaguar head with a teal tongue, which Weaver said was his wife's touch. He also claimed that the teal tongue came from "feeding Panthers to our Jaguars" — an obvious jab at their expansion brethren. During the Jaguars' first ever preseason game teal-colored candies were handed out to all the fans who attended, turning their tongues a teal color just like on the logo. Additionally, raspberry lollipops were handed out by the "Candy Man" in section 142 to also turn the home fans' tongues teal.
In 2009, Weaver announced that he wanted to 'clean up' the team's image. This meant the elimination of the full-body crawling Jaguar logo, the clawing Jaguar, and the two previous wordmarks which bent the text around these logos.
In February 2013, Jaguars owner Shahid Khan, who had acquired the team in late 2011, introduced a new brand identity for the team that included a new logo, wordmark, and secondary logo. The new Jaguar head logo was intended to be "fiercer" and more realistic.
The secondary logo incorporated the new Jaguar head logo along with the first official usage of the team's popular nickname "Jags". The two images were incased in a shield-style shape, designed to be a tribute to Jacksonville's military community.
Beginning in 2013, the Jaguars began to feature gold more prominently than in the past. In fact, from 2009–12 gold had only been used in the team logo and as a minor accent color.