toronto raptors

NATIONAL BASKETBALL ASSOCIATION
EXPANSION TEAM IDENTITY

Sales figures and culture influencers vote Raptors the most revolutionary, popular and polarizing team expansion brand in team sports history. OSD founder Tom O’Grady used a proven formula to ensure Toronto’s new expansion launch would be successful: a catchy name, a unique color scheme, an engaging logo and provocative uniforms, warm-ups and court design. O’Grady navigated through numerous focus groups, executive committee scrutiny, uniform fabrication challenges and the realization that all eyes in Canada and of NBA fans would be focused on the NBA’s 28th team franchise. Today, the Raptors are the most successful vintage uniform in professional sports with fans clamoring to have the purple, red, black and silver dino design adopted as their logo and uniforms a quarter century later.

DELIVERABLES
Naming - Primary Logo - Secondary Logos - Uniforms - SkyDome Court Design - SkyDome Environmental Graphics - Raj the Mascot Design - Inaugural Season Logo