Comparing the new and old LA Clippers logo
LA Clippers Rebrand — New vs. Old
Published on
28 February 2024

To evaluate the effectiveness of the LA Clippers recent rebranding, this blog compares the new 2024 logo to the 2015 LA Clippers logo.


This week saw the LA Clippers unveil their rebranding, complete with a fresh logo, jerseys, and court. As the first rebranding since 2015, this new logo hopes to blend the team’s past, present, and focus on the future in a familiar but elevated look.

Since the announcement, the updated logo and brand look have garnered varying reactions on social media platforms.

To evaluate the appeal of the new logo against its predecessor, a Logo Test was conducted among 100 US consumers.

Standard Assessments of Logo Test

Although respondents rated both logos below average, they generally preferred the new logo, finding it to be more original, elegant, polished, and trustworthy than the previous version. The results indicate that the logo update has improved consumer appeal, though with room for improvement.

Company perception and emotion

Interestingly, a slightly higher percentage of respondents feeling content with the new design, despite an increasing number of respondents expressing confusion about the new logo.

Open-ended feedback

The AI summaries of respondents’ open-ended responses reveal a range of opinions on both logos, indicating that neither logo made an overwhelmingly positive impression with consumers.

Check out the report for more details, or launch your own Logo Test today!


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