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.

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. 



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