1. Describe in detail the image, and why you believe the company selected the brand elements (color, size, layout, character, etc.) that they did. Your analysis should include a brief description of the competitors and how your selected brand logo compares. In other words, why did they choose the brand elements that they did.
The NBA’s Toronto team has one of the coolest mascots in the league: the Raptors. Their old logo was of an actual dinosaur with a basketball, and their colors were purple and white! It is awesome to see that vintage logo come out every once in awhile, but the Raptors made some serious moves with their logo in the past couple year to modernize and sharpen the “Raptors look.”
The Raptors have a variety of logos, but the one I am writing about is their primary one. The logo is a black circle outlined with red.Right in the middle there is gray basketball. Where the lines of the ball should be, there are three claw marks, a signature look from the Raptors. This is where their mascot is utilized. Above the basketball is “TORONTO” and below is “RAPTORS.” Both are in block lettering in white. The letters are also curved to move with the circle.
Some of their competitors are the Golden State Warriors, the Brooklyn Nets, and the Minnesota Timberwolves. All of these teams have also worked on their logo in the past couple years to sharpen up the image. They all have circular logos as well, but some use different shaped logos as their primary. Many teams like the circular and use it on their jerseys. It is new and fresh.
2.Describe the target market (ie. what segments are being targeted)? How do you know this is the target market? Did the company make good decisions to reach the target market?
The target market for the revamped logo is for fans between the ages of 16-35. The old dinosaur with its purple colored look probably worked well with kids and older fans who have always known that logo. This new image is modern, sharp, and appeals to this target market. They still get to see the mascot, somewhat hidden, but more than that fans get to see the new colors and the simplicity of the logo. It’s fresh.
3. Does it work? Why or why not? Any general observations?
I believe it does work well. Using the fresh logo appeals to the right target for the NBA. This logo, combined with the sporadic use of the retro look, brings this organization to a whole new level of marketing. The Raptors have done a great thing with their look, and I am happy they didn’t just change their name, because although Raptors don’t have anything with basketball, it is a very unique and cool name.
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