Year: 2017
Category: Logo Applications - Series
Title: Toronto Raptors Rebrand

We developed an identity that celebrated Raptors’ fans outsider attitude. We moved the logo beyond its cartoonish dinosaur beginnings. Our resulting design strategy sought to capture the behaviour and aggression of a Jurassic raptor rather than just illustrate a literal interpretation of one. We translated that aggression to a logo with a claw tear through the ball in negative space – a simple but bold mark.

Sid Lee Executive Creative Director: Tom Koukodimos, Jeffrey Da Silva Account Director: Jared Stein Art Director: Sarah Foelske Copywriter: Austen Morrow Designer: Sarah Foelske, Flavio Carvalho, Alex Boland, Oleg Portnoy, Barbato Martiniello, Mitsuko Sato, Marie Rupolo, Peter Kosciolek Account Manager: Nicki Franek, Jacob Barnes Printing Company: M&H Print Producer: Karla Ramirez, Phu Pham

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The deadline for the 2018 Advertising Awards is August 24!