LA Clippers (2024)Copied

On 26 February 2024 the LA Clippers unveiled a new logo and uniforms, all to debut at the start of the 2024 to 2025 season when the team moved from downtown's Crypto.com Arena to Intuit Dome in Inglewood. The Los Angeles Times noted it was the club's second major rebrand in less than a decade, after a 2015 logo that was not exactly popular with many fans.

The new primary logo is a Clippers C that surrounds the points of a compass and an oncoming ship, with basketball seams drawn on the hull. The team called it a nod to its maritime roots and a symbol of its direction. The Times pointed out the Easter eggs: the compass's north marking points to the N in Los Angeles. The palette is naval blue, ember red and Pacific blue, and the jerseys carry a modernised version of the classic Clippers script.

Business operations president Gillian Zucker said the team had gathered feedback across Clipper Nation, listened to as many voices as it could, then engaged specialists to arrive at a timeless design that blends the past and future.

Fan reaction, by the Times' reading of social media, was split down the middle. Some called it clever, classy and sick; detractors called it boring and pretentious, likening it to the logo of an expansion team or a small college. Many fans liked the boat, some admitting they had never realised a clipper was a ship. Others noted the vessel looked more like a cruise liner.

The Los Angeles Times tied the new look to the move to Intuit Dome in Inglewood for the 2024-25 season, the team's second major rebrand in under a decade after an unpopular 2015 effort that followed Steve Ballmer's purchase. Gillian Zucker said the club had gathered feedback across Clipper Nation before engaging specialists. The C is drawn as a compass around an oncoming ship, with the north marker pointing to the N in Los Angeles and the hull styled like basketball seams. Easter eggs are fun; a mark that fans actually adopt this time would be better.

The concept is strong: finally a Clippers logo that explains the name. The execution is busy, with three ideas inside one letter. At jersey size it reads; at favicon size the ship will be a smudge. But compared with the unpopular 2015 mark, this has a story and an identity of its own.