THE Los Angeles Clippers are unveiling a major new rebrand, which will embrace the franchise’s maritime roots.
The NBA team’s new logo shows a navy blue ship etched with basketball lines, within a C-shaped compass.
The new Clippers jerseys, part of a major new rebrand for the franchiseCredit: LA CLIPPERS/NBA
The new jerseys and logo reflect the maritime roots of the franchiseCredit: LA CLIPPERS/NBA
The Clippers are unveiling a brand new lookCredit: LA CLIPPERS/NBA
Red is returning as a third color of jerseyCredit: LA CLIPPERS/NBA
And the team name, stretched around the edge, has a typeface that takes some nautical inspiration.
Fan feedback in recent years has highlighted a desire for the franchise to revive some of its old elements.
The new jerseys also feature maritime fonts, while red returns as a third color with nautical flags down the side.
The rebrand is being timed to coincide with the Clippers moving to the new Intuit Dome.
The $2 billion arena, which is expected to be open in time for the 2024-25 season, is next to SoFi Stadium in Inglewood, home of the Los Angeles Rams and Los Angeles Chargers.
The new Intuit Dome is expected to be open in time for the 2024-25 seasonCredit: Getty
The fortunes of the Clippers, long in the shadow of the Lakers, has improved since billionaire Steve Ballmer purchased the franchise a decade ago.
This season, the team have a 37-19 record and are fourth in the Western Conference.
The Los Angeles Clippers were previously called the San Diego Clippers, where they played from 1978 to 1984.
The name comes from the sailboats which were commonplace in the 19th century in the San Diego area.
“Even these people who have been fans of this team forever couldn’t tell you the meaning behind the name,” team president of business operations Gillian Zucker said.
There have been suggestions the Clippers may change its name, but that would seem to be unlikely according to Ballmer.
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“I still listen to (fans) and I have heard, partially to my surprise, that there is no interest in a name change,” he said.
“I had thought about [the name] years ago, before I got the team, but we heard similar reactions back then.”