# Toronto Raptors new logo (2014)

> Toronto Raptors launched a new logo on 19 Dec 2014. The cartoon red raptor dribbling a ball inside an arched "Raptors" badge was replaced by a black roundel with a red rim: a silver basketball slashed by three claw marks, with "Toronto" and "Raptors" in white block capitals around it. For the first time the primary logo had no dinosaur.

## Key facts

- Brand: Toronto Raptors
- Launched: 19 Dec 2014
- What changed: The cartoon red raptor dribbling a ball inside an arched "Raptors" badge was replaced by a black roundel with a red rim: a silver basketball slashed by three claw marks, with "Toronto" and "Raptors" in white block capitals around it. For the first time the primary logo had no dinosaur.
- Industry: Sport
- Logos: https://rebrandlog.com/logos/toronto-raptors-2015/before.png (before), https://rebrandlog.com/logos/toronto-raptors-2015/after.png (after)

## The rebrand, explained

In April 2014 the Raptors launched "We The North", which became the rallying cry of that season's playoff run. On 19 December 2014 they took the next step with a new primary logo, introduced with a video declaring "We The North is our battle cry and this is our shield."

The team describes it as "a circular shield with a ball torn by the unmistakable attack of a Raptor." Sports Illustrated noted that it was the first time the primary logo did not include a red dinosaur dribbling a basketball. The colours are red, black, white and silver, with an alternate in black and gold, which CBS Sports linked to Drake's involvement with the team.

The release says Sid Lee, the agency behind "We The North", designed the logo. It came into use for the 2015-16 season.

In short: We The North got a shield.

## Sources

- https://www.nba.com/raptors/press-releases/logo_121914
- https://www.si.com/nba/2014/12/20/toronto-raptors-new-logo-primary-alternate-dinosaur-claw
- https://apnews.com/toronto-raptors-dinosaur-logo-soon-to-be-extinct-58497bdad90b494590c15ed88956980b
- https://www.cbssports.com/nba/news/photo-raptors-officially-unveil-new-logo/

## Cite this

Rebrand Log, "Toronto Raptors new logo (2014)", https://rebrandlog.com/rebrand/toronto-raptors-2015/, last updated 2026-10-21.