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     The Los Angeles Clippers originated in 1978 just a few hours south of LA, and in 1984 made the short move from San Diego up Route 1 to their current home.. The San Diego era logo for the Clips featured three minimalist sailboats in a row underneath a burning orange sun on a light blue background. This look was abandoned in the relocation in favor of a Lakers knock-off logo, which has long since been replaced.

     The proposed logo update as a result of this logo case study ties the current team back to its San Diego roots, minimalist sailboats and all. The Clippers acquired two of the biggest free agent names ahead of this season; Paul George and reigning NBA Champion Kawhi Leonard. The once overlooked “other NBA team from LA” is now atop the standings with the Lakers for the first time in many years.

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     The time is right for the Los Angeles Clippers to update their identity to match the excitement their fans have for the new and improved roster. Check out the images below to see the proposed identity of the Clippers in 2020.

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  • Sailing Ships logo pays homage to San Diego roots, but with a modern "LA" update

  • Wordmark script evokes classic nautical feel, flow 

  • Orange replaces Red in color palette, Royal blue is lightened to be more ocean-like 

  • Nautical flags brought back to spell out "LAC"

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Thanks for stopping by!

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