Clippers unveil their rebranding for next season

soxhop411

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Dec 4, 2009
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View: https://imgur.com/a/KxSM9nI


Ballmer wanted a monogram-style mark that would play internationally, Gillian Zucker, president of business operations for the Clippers and Intuit Dome, told ESPN. Even amid the overall criticism of the logo, the team learned that fans liked the idea of a semi-stacked "LA" mark -- with the "A" sitting atop and within the lower leg of the capital "L."

With fans expressing such affection for the name -- derived from clipper ships and naval vessels that dot the coast off of San Diego, the team's original California home -- team officials decided it was best to keep the name and tether any new art to it. They wanted a makeover that would stay true to the Clippers' traditional name, colors and iconography.

Focus groups and respondents to those fan surveys repeatedly expressed optimism that the franchise was in good hands under Ballmer, officials said.

"People said this a hundred times -- 'This team has direction now,'" Zucker said. "They said it over and over."

The concept of direction -- of forward momentum -- struck a chord. The result is a sharp new primary icon mixing the motifs of a compass and a naval ship:
The color scheme is mostly classic Clippers, though with a new emphasis on navy blue. The ship is the centerpiece. There may be some snark about its semblance to a swimming shark, but the team is probably OK with that. They wanted the ship to look menacing -- as if it were coming straight at you, officials said.

The ship also helped the team preempt any potential copyright claims from Major League Baseball's Seattle Mariners, who have used compass imagery on their art, per league sources.

The outer edges of the ship's sails curve, mimicking actual sails in the wind. The font is inspired by the typeface often used on the hulls of gray naval vessels, the team said.

The two colored rings on the global logo -- red on the outside, powder blue on the inside -- offer nice touches of color. They were the brainchild of Christopher Arena, the NBA's head of on-court and brand partnerships, who felt the art needed some brighter pops, officials said.

That logo will shine at center stage on the Clippers' new court at Intuit Dome:
https://www.espn.com/nba/story/_/id/39586633/nba-story-clippers-new-uniforms-logos
 

JerBear

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There's no basketball in the logo, how will they know which sport they play?

This one looks good in general, good idea to hold the powder blues back for a secondary bump when the initial shine wears off.
 

Rudi Fingers

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The whites (both the navy script and the red front numbers) look a lot like the Dodgers' uniform, and also the '80s Clippers' uniform, which are both good things in my eyes.
 

SemperFidelisSox

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It looks like a soccer teams logo, but I’m guessing that’s what they were going for by that “plays internationally ” comment by Balmer.

I think they missed a good opportunity for a complete overhaul of the franchise. A new name and identity would have been cool. The Clippers don’t really have any history or tradition worth keeping.
 

ElUno20

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Jul 19, 2005
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I'm whatever on the logo but the lettering is well done. Big fan.

Also, the nautical theme surveyed well with the fans so I'm guessing that's why they leaned into it.
 

RSC3000

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Jan 23, 2024
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I like it, nice clean script, really like the navy color way as well. A lot of new rebrands to me feel overdone, but this one not so much.
 

scott bankheadcase

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Nov 1, 2006
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It looks like a soccer teams logo, but I’m guessing that’s what they were going for by that “plays internationally ” comment by Balmer.

I think they missed a good opportunity for a complete overhaul of the franchise. A new name and identity would have been cool. The Clippers don’t really have any history or tradition worth keeping.
Changing name and identity is so freaking annoyingly hard to do with especially I.P. law and trademarks (but also smaller but really annoyingly hard things like how naming and history work with a bunch of internal processes), that basically the league needs a really good reason for it. The league needs to really want you to change names to make it happen (Bullets->Wizards). The Hornets/Pelicans change was a super unique situation and the league already had a lot of the IP and trademarks that it was able to work. But, overall, changing colors and a logo? Takes some time but doable.

Changing franchise name? Your name better be racist or something to get that approved.
 

Ale Xander

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Oct 31, 2013
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To officially rebrand, don't the CLippers need to make a conference finals, first?
 

John Marzano Olympic Hero

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Dope
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Apr 12, 2001
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There's no basketball in the logo, how will they know which sport they play?

This one looks good in general, good idea to hold the powder blues back for a secondary bump when the initial shine wears off.
The seams of the basketball are echoed on the front of the boat. It's a little subtle.

I think they missed a good opportunity for a complete overhaul of the franchise. A new name and identity would have been cool. The Clippers don’t really have any history or tradition worth keeping.
Balmer wanted to rename the club, but in all of the surveys they did the fan base was overwhelmingly in support of keeping the Clippers name. Maybe the should have went back to the Braves. ;)
 

Pablo's TB Lover

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To officially rebrand, don't the CLippers need to make a conference finals, first?
Seems like this should be an offseason news release, no? Mainly because I would chuckle if they won the championship, then there is a whole debate that 'We can't switch over NOW, can we?'
 

DavidTai

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The seams of the basketball are echoed on the front of the boat. It's a little subtle.



Balmer wanted to rename the club, but in all of the surveys they did the fan base was overwhelmingly in support of keeping the Clippers name. Maybe the should have went back to the Braves. ;)
Buy a Clipper ship and sail it into the port every time the Lakers lose.
 

Auger34

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Apr 23, 2010
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Why would they not switch in this case? i am failing to see the contradiction
Because there would be more success attached to the name and thus harder to change it. I'm not sure I agree that one title would change it but I get what the OP was trying to say
 

Pablo's TB Lover

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Because there would be more success attached to the name and thus harder to change it. I'm not sure I agree that one title would change it but I get what the OP was trying to say
Yup, what I was trying to say is they rode out this logo through so many playoff failures that it would be amusing for them to switch to this uni closer in style to the "moribund era" of the franchise right after reaching the pinnacle.