Toronto Star February 22nd 1995

They're no longer the Double Blue.

After 122 years the Argonauts have gone for a new look, replacing the dark and light blue combination with a dark blue, slate green and silver ensemble.

The team's new logo, unveiled yesterday, features the familiar ``A'' on a shield held by a helmeted warrior from the mythological tale of Jason And The Argonauts.

The changes are part of an effort by The Sports Network and its parent company, Labatt Brewery, which bought the franchise last May, to revive the club's sagging popularity among Toronto sports fans, especially the younger crowd.

The Argos introduced an array of caps, T-shirts and other merchandise bearing the new colors and logo.

Club president Bob Nicholson said Argo executives looked at 10 different logos, designed by the same company that produced the Toronto Raptors trademark, before settling on the one unveiled yesterday.

``We need to rebuild our franchise and build a passion for football in this city,'' he said. ``We want to be a bold, aggressive organization. We want to appeal to the group out there that is not familiar with this club, but at the same time, we didn't want to lose our old fans.

``We still see the old elements in this new logo.''

While the logo and color changes undoubtedly will draw negative responses from traditionalists, there is no question that the team's decision to reduce ticket prices up to 25 per cent will be popular.

A survey conducted by The Star last season indicated that the high price of tickets was one of the main reasons fans stopped attending Argo games.

``We've dropped prices to pre-1991 prices,'' Nicholson said.

The top season tickets will now cost $299, down from $400, for the SkyDome's 200 level between the goal lines. Single-game tickets in this area are $35, as opposed to $45 last year.

Season tickets in the 100 level are now $250 vs $350 last year. Single-game ducats have been reduced to $29 from $40.

End zone seats remain $149 and $18 in the south end and $79 and $10 at the north end. Seniors and students can get a season ticket package in the south end zone for $99 and $49 in the north end.

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