OVERVIEW

The Los Angeles Clippers, often abbreviated as the LA Clippers, are an American professional basketball team based in Los Angeles, California. They compete in the National Basketball Association (NBA), as a member club of the league’s Western Conference Pacific Division. The most recent identity update was revealed to the public in 2015 but was not well received in the public’s eye.

 

THE ASK

The year 2020 would be a good opportunity to implement an identity update to highlight the “Clippers” story in the mark, create a movement that reflects the sport and the symbol. and make a statement on their changing culture to step into a new era.

 

CONTENTS

Company Logo

Stationery System

Website

Venue

Team Uniforms

Promotional Merchandise

Advertising

 

Graphic Design: Gracy Liu

Motion Design: Gracy Liu

Savannah College of Art and Design

Clipper boat, named after the famous sailing boats in San Diego.

Showing movements as a sports logo.

Basketball has appeared in every Clippers logo.

Horizontal logo for alternate use purposes.

COMPANY LOGO (B&W, REVERSE COLOR)

 

The design highlights the identity and story of where the name “Clippers” originally came from, featuring movement and speed of a sports team, and keeping the red, blue and white from the team’s official color palette. The logos in the color palette are composed based on the team’s official colors and to show how the logo reads in reversed color mode.

STATIONERY SYSTEM

 

The stationery system features a clean, simple, centered design that highlights the team’s official color palette. The two business card designs are purposely designed for different employees to speak for their positions. The horizontal layout is formal and most suitable for corporate employees, and the vertical layout is for on-site staff.

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