Los Angeles Clippers Revamp Brand Identity: New Logo, Uniforms, and Arena

A new era is dawning for the Los Angeles Clippers. Since Microsoft tycoon Steve Ballmer purchased the team in 2014, the organization has been striving to establish a fresh identity. Starting from the 2024/25 season, the Clippers will take a significant step forward in their plans by moving from the Crypto.com Arena in Downtown Los Angeles to the brand-new Intuit Dome in Inglewood, California.

With a new home comes a new brand identity for the team, including logos, uniforms, and even arena designs – all emphasizing the origins and significance of the Clippers name. Business Operations President Gillian Zucker stated, “Even longtime fans of the team may not know the meaning behind the name Clippers.”

The Clippers name is inspired by the sailing ships of the mid-1800s, which were prevalent in the San Diego area, setting the scene for numerous blockbuster films from 1978 to 1984. They adopted the name Clippers when they moved from Buffalo, New York to San Diego in 1978.

New Clippers Logo The new Clippers logo prominently features an image of a navy-blue naval ship in the center, with basketball imagery on both sides of the ship. The entire ship is enclosed within a compass-shaped “C.” This logo design aims to highlight the team’s maritime origins.

Established in 1970, the Clippers are a longstanding NBA brand. However, they have always lived in the shadow of their neighbors, the LA Lakers, and now the Golden State Warriors. Since purchasing the Clippers for $2 billion in 2014, billionaire Steve Ballmer has been determined to rejuvenate the team’s brand.

The Clippers’ rebranding process began in earnest about three years ago, around the time they broke ground on the construction of the Intuit Dome. Fan feedback often emphasized a desire to revive traditional Clippers elements from the past, such as the script, and the minimized red and blue hues in the 2015 design. There was also the question of the name—should the team change it?

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New Clippers Uniforms The new Clippers jerseys will evoke a sense of familiarity among fans. The Clippers conducted fan polls before making the final decisions. The uniforms will feature the traditional colors of navy blue and white, while the third jersey will be red with a ship imagery on both sides.

Business Operations President Gillian Zucker stated that the goal was to create contrast in the design, such as red lettering on navy blue jerseys and navy blue lettering on white jerseys. They want longtime fans to recognize nods to the past while enticing new fans with fresh, differentiated designs from the current version.

New Clippers Arena

The Clippers aim for simplicity with their new arena design, with sea-blue accents around the edges of the court and the area beneath the baskets. The new logo sits prominently at center court, with the team name at the bottom on either side of the court.

This may not be the final arena design, and there may be further changes before the official unveiling in August 2024.