LOS ANGELES CLIPPERS REBRAND


Background


Ever wonder why Los Angeles' other basketball team is named "The LA Clippers"?

Turns out, the name “Clippers” was chosen when the NBA professional basketball team was based in San Diego, known for the great sailing ships (built and rigged for speed) that passed through its bay. The name was kept after Donald Sterling relocated the team to Los Angeles in 1984.

In 2014, Donald Sterling was banned from the NBA and forced to sell The Clippers after he was caught on tape making racist remarks. Steve Balmer, former CEO of Microsoft, proceeded to quickly buy the franchise, and rebranded the team the following year to rid the Clippers of the Donald Sterling era. Unfortunately, the rebrand was received with little enthusiasm.

Outcome

My intent with the redesigned logo is to give the LA Clippers a modern visual identity that separates itself from the other sports brands in Los Angeles, while still paying homage to the history of the franchise. The new crest is inspired by the shape of clipper ship sails, spelling the acronym "LA" within its body.

**This project is a hypothetical rebranded identity, and the photos of NBA players Paul George and Kawhi Leonard are used for illustrative purposes only. 



Process below: sketches, ideation, and logo exploration




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