TORONTO RAPTORS
Rebranding

FROM SPORTSWEAR TO STREETWEAR

On the eve of their 25th Anniversary, the Toronto Raptors embarked on an ambitious rebrand to set the stage for their next chapter. While the intent was to modernize the brand with a bold minimalist approach, care was taken to honour the team’s past legacy. The purple dinosaur was replaced with a new iconic basket ball logo lockup symbol, complete with dynamic raptor claw marks. The team uniforms were also overhauled, reflecting the national colours of the country and its northern positioning, and the branding was also applied to countless merchandising opportunities.

Awards
Clio Sport Gold, Silver
Cannes Lions Shortlist
ADCC Merit x2

Role
Executive Creative Director

Dave Roberts

About

Home

Next →

©2025

daverbts@gmail.com