By: JAEQWON SUAREZ / DEPUTY ARTS & ENTERTAINMENT EDITOR
The Los Angeles Clippers have yet again undergone a branding change, which some fans are in love with, while the other half have expressed their dislike of the change.
On Monday, the Clippers revealed a new logo and uniforms for the 2024-2025 season. This marks the second major rebranding of the franchise in the past decade, following the rebrand when current owner Steve Ballmer purchased the team from Donald Sterling in 2014.
2015 was the first time that the Clippers changed their logo since moving to Los Angeles in 1984. Before then, the squad was known as the San Diego Clippers from 1978-1984.
The organization wanted to step back and return to the nautical roots of the team while also modernizing it for their fans. A Clipper is a ship that once revolutionized global trade, making the transportation of goods quicker.
The American Clippers, however, were known for their three-masted, full-rigged ship that had square sails on each of the masts, which traded capacity for speed. National Geographic has pointed out many interesting facts about Clippers.
For example, “They were built to carry high-value freight, like tea from China or, during the Gold Rush, dry goods and provisions to California that would fetch very high prices. These ships were also much more loftily rigged than typical merchant ships. This made them very expensive to operate because you needed crews of 50 or 60 men.”
The new logo features a ship to represent the Clipper and honor San Diego, as it got its name because many people thought San Diego was known more for the sailing ships that would travel in the San Diego Bay.
There is also a “C” that looks like a compass, a tool most commonly used by sailors, that engulfs the silhouette of the ship in the center. The “N” in Angeles matches up perfectly with the compass, as it appears to be pointing North.
Taking a closer look, there are also markings along the bottom of the ship that resemble a basketball. Great research and details were put into the new design to appease fans, even if some may not agree with the new logo yet.
The President of business operations for both the Clippers and the Intuit Dome, Gillian Zucker, described the journey the team took to finalize their new logo.
“We listened to as many voices as we could and then engaged specialists to arrive at a timeless design that blends bedrocks of our past and our future. Our new marks are meaningful and strong, capturing our roots and our aspirations,” Zucker started off in his statement. “We have been on a long journey, gathering feedback and insights from across Clipper Nation.”
Many fans of the Clippers however seem to be split, with some appreciating the new look while others criticize it for being boring or comparing it to other small colleges or expansion teams logos.
The main concern that many fans have commented on is the fact that the ship in the logo looks nothing like the actual Clippers seen in real life. Many have since been quick to point that out as they roast the team.
One fan on X, Mike Beauvais stated, “I think the new Los Angeles Clippers logo is cool. You’ve got a basketball indicating the sport they play. You’ve got a ‘C’ that stands for Clippers. And you’ve got a cruise ship that represents all the vacations they go on every May when they exit the playoffs early.”
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