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Storm Unveil New Logo and Uniofrm, Franchise

November 5, 2011 - Arena Football League (AFL) - Tampa Bay Storm News Release

Tampa Bay - The five-time World Champion Tampa Bay Storm unveiled a new logo and uniform today at the St. Pete Times Forum in front of its fans and media. The change corresponds with the other transformations Tampa Bay Sports and Entertainment has recently made with its other properties in executing the "world class" vision of Chairman Jeff Vinik that focuses on four key stakeholders: the team, the Tampa Bay community, the St. Pete Times Forum and most importantly the fans.

Storm clayers Cliff Dukes, Nick Hill, Amari Jackson and Tom Kaleita proudly displayed the new logo and home uniforms as team president Derrick Brooks discussed the inspiration and vision of the new logo and uniform with those in attendance at Storm Fest 2012. The team will wear the blue jersey at home and the white jersey on the road.

"This is a great day for the Storm, our fans and the Tampa Bay community," said CEO Tod Leiweke. "As an organization, our goal is to present to our fans a world class atmosphere when they attend any event at the St. Pete Times Forum. The logo and uniform change for the Storm reflects our values and long-term vision for the franchise. It is symbolic of the new direction the entire organization is taking to fulfill the world class vision Jeff Vinik has tasked us to provide to our fans."

The Storm, purchased by Vinik on January 13, 2011, worked with SME, a strategic brand development firm servicing the sports and entertainment industries, to empower the franchise with a bold new brand. Within the new vision, leadership, and era of TBSE, the Storm's fresh identity will reengage the region, the fans, and the larger arena football audience.

The Storm's new logo and uniform centers on creating an innovative departure from the existing design and a unique identity among the arena football competitive landscape. Focused around the words, "revolutionary", "intimidating," "sleek" and "3.0", the brand was steered in an aggressive creative direction. Within the Storm wordmark, SME utilized a much more contemporary "eye of the storm" and added Tampa Bay Blue into the color palette, honoring the rich and strong tradition of the Storm brand. Additionally, the angular stripes on the uniform sides and sharp edges of the logo exude the entity's movement, dynamism, and speed.

"When our players put on the Storm uniform they represent the values and vision of not only the Tampa Bay Storm, but Tampa Bay Sports and Entertainment," said Brooks. "This franchise has a rich tradition and history, these changes will carry the legacy and championship values into the future."

The Five-Time World Champion Tampa Bay Storm celebrates its 25th season in the AFL. The 2012 Season home opener is Friday, March 16 versus South Division rival Georgia Force. Fans and sponsors can go to or call 813.276.7300 to get the latest news or updates. Additionally fans and sponsors can follow the Storm on Facebook (Tampa Bay Storm) or Twitter (@tampabaystorm) for up to date news and exclusive content.

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The opinions expressed in this release are those of the organization issuing it, and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.

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