The Raptors unveiled on Friday a new primary logo that will be used for the 2015-16 season.
The new design features a silver basketball with black lines that resemble the dinosaur claw that's long been associated with the team. The words "Toronto Raptors" appear in white, block lettering above and below the basketball design on a black background with a red border.
“Last year during the playoffs, ‘We The North’ became a rallying cry for this team, and all of our fans,” Raptors GM Masai Ujiri said in a statement. “Our new logo represents that attitude and will be an important part of our identity starting next season.”
The new design served as the centerpiece of a promotional video timed with the unveiling.
The Raptors organization has gone through a series of logos and jersey designs over the years, with red and purple generally serving as the dominant colors. This logo marks the first time that the organization's primary logo will not include a red dinosaur dribbling a basketball. The team currently wears white jerseys with red trim at home, red jerseys with black trim on the road, and black jerseys with red trim when they need an alternate look. The organization's current primary logo -- in use through the end of the 2013-14 season -- features a red dinosaur dribbling a basketball while wearing a white jersey; the current alternate logo sports a white claw and basketball design inside a red circle. Both can be seen below via SportsLogos.net.
The Raptors also released their new logo, which was designed by creative services agency Sid Lee, in an alternate color scheme: the black-and-gold look associated with Toronto rapper Drake's OVO Sound record label. The platinum-selling rapper has served as "global ambassador" for the Raptors and the Toronto Sun reports he "played an important consulting role" during the re-branding process. The Raptors have also hosted multiple "Drake Nights" during home games over the last two years.
Back in Dec. 2013, the Raptors first floated the idea of a rebranding and a possible black-and-gold look to build buzz for the franchise's 20th season and the 2015 All-Star Game, which will be held in Toronto's Air Canada Centre. The Raptors are also celebrating their 20th season by wearing purple "Dinosaur" throwback jerseys this year.
Toronto entered Friday's action with a 20-6 record, tops in the Eastern Conference.