*Update* Raptors re-branding v.1 - Focus Group

[BryceMaxJames]

Great work, looks amazing!

[Double Helix]

So I've spent a few days working on a Toronto Huskies re-brand with main logo and two secondary logo's along with home and away uniforms. The designs are very rough around the edges (most of it is hand-drawn and yet to be properly vectored) but I've spent long enough staring at it and need to now throw it open to the opinion of you guys and get some feedback before further developing it.

Tell me what you like, what you don't like and your conversation can guide me some and hopefully a bit of collaboration will push through a finished set of designs that make everyone happy.

I am a graphic designer but I don't ever get a chance to do anything sports-related so little side projects like this can be a lot of fun. You never know, maybe someone takes notice once we're done putting together a polished branding package that gets fan approval.

So go for it, rip it or praise it, let me know your thoughts.

(p.s. Mods, I know there are a few Huskies related threads on the front page but please keep this one separate as I hope to keep returning to it as I progress with the project. thanks)

Wow, indeed! I love the Kentucky similarities as no NBA team looks like that and it would seem unique in the league and quintessentially Torontonian as well. I think the "belt look" works and adds a lot to the overall design, taking it further away from Kentucky as well. It's also a big part of the original design.

First, the font. I would normally dislike a swirly font like this. I was actually hoping to see a design much like the one you put together with the Toronto Subway Font but I have to tell you that actually seeing the way this font looks on that jersey, I'm a lot more sold on it than I'd normally be. I think it's all in the details. The tail swoops add a ton of character. If you look at the Miami Heat font it's really the flame points that give that give their logo such a distinctive feel. I get that same sense here. It feels nostalgic even though it's brand new.

And I have to say that's what I like most about where you've taken this as a whole. It feels like something that's been a part of Toronto History for decades and underwent some small updates. It's even more vintage-looking than the the new Nets in many ways.

I don't want the team to switch to the Huskies if its not going to make the franchise feel more classic and historic like you've attempted here. The point, if they go this route, is to take us out of the expansion woods, and feel like we're a legacy franchise that's been here from the start. When announcers state it was the Knicks and Huskies as the first NBA game ever it won't come as a surprise. It feels almost on par in history with the Leafs which I didn't think would ever be possible.

I would wear this jersey in public and I honestly think it could sell big numbers based on the colors and vintage feel. I love how you tied in the Est. 1947 aspect as well.

Now, comes the constructive criticisms/suggestions:

The font:
As much as I am impressed by how much I actually enjoy the font, I would still love to see how the Toronto Subway Font (which was created around the same time span as the Huskies) would look. I think that font's look is very much a part of this city and the clean lines would really sharpen the whole thing up. This is more a curiosity request than a criticism though. If you go this route I would love to see you list the word T O R O N T O on the home jersey.

The logos:
As somebody that was interested in seeing something ancient brought to the Raptors I have to admit I never considered the same for the Huskies and in many ways I think it's a novel concept. It's important that the design NOT look like Minnesota's and I think you've accomplished that with this.

That said, is there anyway to make the logo appear less hand-drawn with subtle lines make the lines more exaggerated, bold, and pronounced? It almost looks tattered right now. I think you want somebody to see the shadow on it and immediately recognize what it is. The best way to do that is to make the angles smoother, and the lines a little bolder.

Final thoughts:
Impressed. The logos need to be refined and emboldened more to look like logos and less like sketches so that they can be identified better from afar on hats but it's promising to see such a design because if we absolutely have to switch from the Raptors I only want to do it if its a nice retro attempt like what the Brooklyn Nets did and I think you are close to accomplishing that here.

[spaceballer]

You don't think this is too close to the Muskies throwback jerseys that the Timberwolves use?




Muskies vs. Huskies? Both same colors and nearly same name? Gotta be confusing for fans when they play each other. You may want something more original than to copy the T-Wolves throwback jerseys.

[PdiC]

I think this would look awesome on the the new short sleeve style adidas jerseys that GS wore last season. Not sold on the belt though.

[Double Helix]

You don't think this is too close to the Muskies throwback jerseys that the Timberwolves use?




Muskies vs. Huskies? Both same colors and nearly same name? Gotta be confusing for fans when they play each other. You may want something more original than to copy the T-Wolves throwback jerseys.

It doesn't look at all like the T-wolves/Muskies jersey (No gold, completely different font, different shorts, etc).

And the T-Wolves only did that because of what we did (entering the historic Huskies as a third jersey). They're probably worried we will be transitioning toward their domain and have a larger market in order to pull it off so they brought that out. This design craps all over that Muskies one.

[right between the eyes]

I didn't read the whole thread but please send these to MLSE. These would be amazing and in line with the blue and white Toronto theme for all teams. Great job man!!!! Wow.

[Nothingface]

The husky looks like a wolf. I would never guess husky without context.

[DatBoiCapspace]

Great job but I would stick with the Raptors. Maybe use these as alternates.

The Raptors brand has value and popularity, particularly with the young fan base who grew up watching VC. Sure we started out as a gimmick based on a popular 90's movie, but lets be honest basketball as a sport was a bit of a gimmick then in Canada, and now it has grown along with our brand and franchise. We dont have purple dino's or hardly any dinos anymore, so theres a lot we can do with the Raptors as a brand without having the change the team name, as others have pointed out a Raptor technically just means a bird of prey anyways.

The Raptors have a rep for being an exciting young team in the league with many great athletes in their history. Lets not forget that players like Durant wanted to play for the Raptors BECAUSE he liked the team, jerseys, rep etc. And even this year many guys have praised our team. Some calling for all of them to be in the dunk contest, C-Webb wanting to see Raptors highlights, and bloggers drooling over Jonas's potential.

So while its true we havent had much success in the win column since our inception, the same is also true for the other expansion teams who have had more to deal with then ours being in a foreign market and all. If we start winning again, all of the hatred towards the Calderon/Bargs years will disappear, just as the Clippers and Warriors recent success has made all the short sighted sports fanboys forget about what horrid franchises and brands they were for the past two decades.

This isnt a situation of the Bobcats changing their name back to the Hornets. The Raptors brand does have a history and a fanbase, it has value and all the problems you associate with the Raptors brand can be fixed by winning. If you do a total rebrand such as this, you wont get any of the Raptors brand value, and if you dont win you will face the same problems that the current Raptors brand has. So I dont see much benefit to it, and in the end I think they will keep the team name as is.

[SkywalkerAC]

Whether Husky or Raptor I think you have to look at the Grizzly logo for inspiration. Clean, menacing, symmetrical.

[Double Helix]

taken from my buddy's instagram http://instagram.com/blkoutln



This is probably the best huskies logo so far. The subtle incorporation of the Canadian Leaf still gives us our identity.

This is my fav one so far. the leaf is the face is such good idea... Overall needs a little refining but impressive

It's clearly comic book inspired so I'm not at all surprised a Hulk fan would gravitate toward it but that comic book style doesn't work on hats or hoodies. It's too detailed and busy. Also, when you take it front on it looks too much like the T-wolves.

[Double Helix]

Whether Husky or Raptor I think you have to look at the Grizzly logo for inspiration. Clean, menacing, symmetrical.

That is a good logo. Probably one of the better new ones in a while. It has the animated feel but eyes look demonic and the lines are all very clean and balanced as you said.

[Double Helix]

The husky looks like a wolf. I would never guess husky without context.

That's a good point. If/when you take it further from the hand-drawn look and more into a computer-controlled/drafting look with smoother lines, etc I do think it needs to be turned more into a menacing dog and less like a wolf. I realize the distinction isn't easy.

[tiger7]

Yeah too much GoT in there and logo looks too much like the leafs but the jersey are nice good job.

[spaceballer]

It doesn't look at all like the T-wolves jersey (No gold, completely different font, different shorts, etc).

And the T-Wolves only did that because of what we did (entering the historic Huskies as a third jersey). They're probably worried we will be transitioning toward their domain and have a larger market in order to pull it off.

Not identical, but they're pretty similar. I'd hope for something more unique if you're going to rebrand. And the last thing Toronto needs is iconography that solidifies them in the minds of free agents as a frozen wasteland up north that they should avoid.

And I'd pick something more intimidating than having a doggie wagging his tail as your mascot. You just know opposing fans will start calling the Huskies the little doggies. Just like they call the Mavs the my little ponies, and the T-wolves the T-pups, and the bobcats the lolcats. No one is afraid of a doggie, just like no one is afraid of pelicans and bobcats. You can't control what opposing fans use to denigrate your team, but you should at least not make it easy for them.

As for the former connection of Huskies to Toronto...how many fans are seriously nostalgic for the Huskies and yearning for the glory days of the Huskies of yore, assuming they even know who the Huskies are? It's not like they're a fabled franchise that everyone in the NBA remembers, much less the newer fans. Especially when its a young man's sport that's growing in emerging markets overseas. And I doubt Huskies appeal that much to urbanites. It just appears old-fashioned, and not in a cool retro or sophisticated way but in an old fuddy-duddy hickster way.

As for dinosaurs being outdated and quirky, you're in a league with Wizards (yes, actual Wizards instead of Dinosaurs), Knickerbockers, Utah Jazz (Not the home of Jazz music), LA Lakers (where there are no lakes), Spurs (yes, a piece of metal you wear on your riding boot), Clippers (a sailing ship), etc.

Build a good organization and team and the rest will come. Trying to re-brand a team to become relevant is grasping at straws and smacks of desperation and spinning your wheels. You're not going to get a brand new team and suddenly become a free agent hotspot by changing a team's name. It didn't work for the Bullets>Wizards, and it's not going to work for the Hornet>Pelicans, Bobcats>Hornets, or Raptors>Doggies.

Clean out the old BC crew, put in some competent staff, invest more heavily in analytics and player development, and start building from there. The marketing will take care of itself with winning. If you build a good scouting and player development system like the Spurs, in the penny-ante San Antonio market for crying out loud, the success will take care of itself.

Though if you do go the rebranding route, I actually like the idea of keeping the Raptors name and changing it to a Bird of Prey instead of the Dinosaur. You can even keep the claws/talons.

[Los Manos]

Thanks DH, that kind of detailed feedback is exactly what I need. And thanks to everyone else who has contributed to the discussion too, I'm taking it all on board.

DH, I really liked your suggestions of the Toronto Subway font in a few threads recently and made note of it. I think it will work really well as as the standard non-cursive font in this branding. I've used Gill Sans as a bit of a placeholder before I bring in the Toronto Subway font. I'm tempted to buy it but I'll trace the lettering and give it a go on a few designs and applications first.

I think the only way you revive the Toronto Huskies brand is to give it a timeless style, one that would have looked as 'right' in 1946 as it does today and that has essentially been my brief. If MLSE were to revive the Huskies brand but with too much modern character in the brand I just think it would be a futile exercise. And while I can picture this style of design on a Toronto Raptors rebrand as some suggested (I am tempted to give it a try), I just don't think it would really sit well with me to try and fabricate a 'historic' look when it doesn't mesh with a brand created in the 90's.

Too often with design briefs like this I will get to this stage and then just tweak and tweak and not see the bigger things that need attention. So this time I thought, just get it out there and let the fans have a look and a say before you start really honing in on a final set of designs. So yep right now everything is very rough around the edges, they're essentially coloured sketches and most elements need better overall balance. So as I say, take these as v.1 and hopefully by v.4 I'll really have something I can hopefully package up and send off to MLSE, along with the approval of a large fan community.

I'm glad the Uni's have largely gone down well, I'm fairly happy with them for the moment. Re-drawing and cleaning up the Huskies logotype is my next job along with sketching out some alternate husky head logo's and trying to really find a way to emphasise the basketball net in the logo. So I'll post them when they're ready and get some opinion on what works best.

I'm going to leave it 24 hours now and come back to it with some fresh perspective. Keep up the comments guys, it really helps at this stage of the process.

[spaceballer]

I didn't read the whole thread but please send these to MLSE. These would be amazing and in line with the blue and white Toronto theme for all teams. Great job man!!!! Wow.

Especially when you add in the T symbol for Toronto, then it even more strongly implies T-Wolves.

[carl_english]

Not sure about the scaley part. Raps reference?

[JYD]

thanks!

I know the fanbase is 50/50 on the whole idea of a name change and they might be right. I really set out to answer the brief that TL has been hinting at - that this team needs to connect with the whole country while also projecting a "heritage" that is fitting. With the 2016 all-star game being the point of focus for any re-branding efforts, it's interesting that it's the 70th Anniversary of the Toronto Huskies. For me, I think it's best to take advantage of the basketball history we have in the city.

That's some really gorgeous work..I'm another one who doesn't want to change the name..but I'd take that style and convert everything to Raptors and of course Raptor-related logos/colors and love it.

edit: to me your look isn't necessarily historic looking..it's just classy and clean and would look good with just about anything, imo. But if you don't think it would work with Raptors I'm sure we'd all love to see you take a shot with a more modern look.

[dacrusha]

These are pretty sweet looking uniforms, but looking at it with a critical eye tells me that MLSE would never go for this color scheme as it totally goes against their branding initiative to make the Raptors/Huskies Canada's team.

These jersies look too much like old-school Maple Leaf off-shoots.

[Double Helix]

It doesn't look at all like the T-wolves jersey (No gold, completely different font, different shorts, etc).

And the T-Wolves only did that because of what we did (entering the historic Huskies as a third jersey). They're probably worried we will be transitioning toward their domain and have a larger market in order to pull it off.

Not identical, but they're pretty similar. I'd hope for something more unique if you're going to rebrand. And the last thing Toronto needs is iconography that solidifies them in the minds of free agents as a frozen wasteland up north that they should avoid.

And I'd pick something more intimidating than having a doggie wagging his tail as your mascot. You just know opposing fans will start calling the Huskies the little doggies. Just like they call the Mavs the my little ponies, and the T-wolves the T-pups, and the bobcats the lolcats. No one is afraid of a doggie, just like no one is afraid of pelicans and bobcasts. You can't control what opposing fans use to denigrate your team, but you should at least not make it easy for them.

As for the former connection of Huskies to Toronto...how many fans are seriously nostalgic for the Huskies and yearning for the glory days of the Huskies of yore, assuming they even know who the Huskies are? It's not like they're a fabled franchise that everyone in the NBA remembers, much less the newer fans. Especially when its a young man's sport that's growing in emerging markets overseas. And I doubt Huskies appeal that much to urbanites. It just appears old-fashioned, and not in a cool retro or sophisticated way but in an old fuddy-duddy hickster way.

As for dinosaurs being outdated and quirky, you're in a league with Wizards (yes, actual Wizards instead of Dinosaurs), Knickerbockers, Utah Jazz (Not the home of Jazz music), LA Lakers (where there are no lakes), Spurs (yes, a piece of metal you wear on your riding boot), Clippers (a sailing ship), etc.

Build a good organization and team and the rest will come. Trying to re-brand a team to become relevant is grasping at straws and smacks of desperation and spinning your wheels. You're not going to get a brand new team and suddenly become a free agent hotspot by changing a team's name. It didn't work for the Bullets>Wizards, and it's not going to work for the Hornet>Pelicans, Bobcats>Hornets, or Raptors>Doggies.

Clean out the old BC crew, put in some competent staff, invest more heavily in analytics and player development, and start building from there. The marketing will take care of itself with winning. If you build a good scouting and player development system like the Spurs, in the penny-ante San Antonio market for crying out loud, the success will take care of itself.

Though if you do go the rebranding route, I actually like the idea of keeping the Raptors name and changing it to a Bird of Prey instead of the Dinosaur. You can even keep the claws/talons.

People have always called us the Barney's or mentioned that we were outdated and "extinct" due to the Raptors name too. As you said, anything can be adjusted for an insult.

I disagree that urbanites and hipsters couldn't get on board with the design if it had a few tweaks (like perhaps the Subway font) and an improved, cleaned up logo. Kentucky's never had an image issue.

Look at the Mitchell and Ness logo. It's actually similar to this and they make a ton of gear for ball fans and hipsters.

I think with some cleaning up on the logo and perhaps the font change it could strike the right balance between the kids, the hipsters, and the mature demos. If we lean toward the hipster crowd and Nike heads too much there will be neon green and pink in this design in no time. No thanks. Lol. The key to a successful vintage take is to go for more than just the one decade that's hot at the moment. You want it to look like its so classic it's always solid looking.