Raptors select design firm for our rebranding
Old 01-15-2014, 08:38 PM   #1 (permalink)
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Sid Lee has won the business for Maple Leaf Sports and Entertainment-owned NBA team the Toronto Raptors.Dustin Rideout, head of strategy, Sid Lee, says the win comes following a competitive review and work begins immediately.

The agency will be working with the team to rebrand its visual identity.“The look and feel from what people see on the hardwood up is the initial focus,” he says. “We are looking at this as a holistic brand platform that can propel the team into the future.”Sid Lee’s win expands the agency’s work with the sports company having also recently worked on a campaign for Toronto FC around the tagline “It’s a Bloody Big Deal,” which announced English striker Jermain Defoe joining the team from English Premier League’s Totenham Hotspur.

The TV, digital and OOH campaign is the largest the club has launched in years and aims to show fans old and new that the team is committed to winning, says Jared Stein, account director, Sid Lee.
Sid Lee wins Toronto Raptors account strategy

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Sid Lee pitched for the Raptors business just before Christmas.The agency will be responsible for a wide range of tasks including designing the new visual identity of the team – including a new logo – as well as new uniforms.It will be some time before those changes are visible to Toronto fans, however.

The National Basketball Association has a strict system of approvals in place for teams’ visual identities and for any changes to team brands. A new logo and other visual elements will also mean many changes to the team’s merchandise at the retail level. That will be in a couple of years, the agency said.Last year, the Raptors appointed rapper Drake as the global ambassador for the brand, who would be directly involved in the rebranding of the team.The agency has already met with Drake once.

“In that meeting, it became clear that he takes it very seriously, and he knows what he’s talking about,” Mr. Piazza said. “He’s an ambassador in terms of his celebrity status, but he’s also really thought about it.”
Sid Lee tapped to head Toronto Raptors' rebranding campaign - The Globe and Mail

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Old 01-15-2014, 08:49 PM   #2 (permalink)
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Sid Lee is a creative services firm based in Montreal with offices in Amsterdam, Paris, New York and Toronto.

Founded in 1993, the agency now employs around 600 workers from backgrounds as diverse as architecture, industrial design, interactive design, graphic arts and video production among others. Sid Lee has developed an international reputation[citation needed] for creating and communicating brand experiences — developing products, services and spaces and marketing them through advertising, experiential marketing, branded content and interactive communications.

Commercial Creativity is how Sid Lee defines this multidisciplinary approach[citation needed]Among the brands with which Sid Lee works are adidas, Absolut Vodka, Cirque du Soleil, Red Bull and MGM Grand. In 2007, Sid Lee redesigned the adidas Originals concept store which was subsequently launched worldwide.

In that year, Sid Lee also launched a digital campaign for the brand and supported a collaboration between adidas Originals and Diesel. In 2008, Sid Lee was named Global Agency of Record for adidas Originals.Sid Lee launched a global brand campaign for adidas Originals under the Celebrate Originality banner featuring cultural icons such as David Beckham, Kevin Garnett, and Katy Perry.
Sid Lee
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Old 01-15-2014, 09:07 PM   #3 (permalink)
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Cool stuff. I really hope we get a cool looking brand/logo.
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Old 01-15-2014, 09:11 PM   #4 (permalink)
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Cool stuff. I really hope we get a cool looking brand/logo.
What i like is that their designs seem minimalistic. I have a feeling they'll do some nice clean design.
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Old 01-15-2014, 09:49 PM   #5 (permalink)
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Old 01-15-2014, 09:50 PM   #6 (permalink)
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What i like is that their designs seem minimalistic. I have a feeling they'll do some nice clean design.
Hope so.. Any news on the name? Do you think we are still going to be Raptors?
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Old 01-15-2014, 09:51 PM   #7 (permalink)
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Hope so.. Any news on the name? Do you think we are still going to be Raptors?
Yes, hasn't that been established?
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Old 01-15-2014, 09:53 PM   #8 (permalink)
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Yes, hasn't that been established?
Really? I guess i missed that
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Old 01-15-2014, 09:56 PM   #9 (permalink)
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Really? I guess i missed that
TL said he wanted a name change but was out voted
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Old 01-15-2014, 10:19 PM   #10 (permalink)
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wrong thread
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Old 01-15-2014, 10:40 PM   #11 (permalink)
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TL said he wanted a name change but was out voted
Never know, if something came up that was really good..could still happen.

We can hope.
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Old 01-16-2014, 12:34 AM   #12 (permalink)
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TL said he wanted a name change but was out voted
Too bad.... I was always partial to those "Huskies" jerseys....
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Old 01-16-2014, 08:01 AM   #13 (permalink)
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It will be a raptor bird
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Old 01-16-2014, 09:58 AM   #14 (permalink)
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It will be a raptor bird
is this official?

Personally i think this is a mistake. If you're going to keep the name then what's the point of changing the animal?

I don't know why they don't just make the obvious move and go with huskies. You don't need a design firm to make such an easy choice.
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Old 01-16-2014, 10:27 AM   #15 (permalink)
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Yup, i dont mind it... Raptors are birds of prey.

Atlanta and New Orleans will be our biggest rivals
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Old 01-16-2014, 11:26 AM   #16 (permalink)
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So what did Sid Lee do for DRose and/or the Bulls?

Ah nvm it was for adidas...
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Old 01-16-2014, 11:42 AM   #17 (permalink)
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Old 01-16-2014, 11:56 AM   #18 (permalink)
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you guys have this all wrong. the "raptor" isn't an animal, it's the Ford F-150 Raptor, the dedicated off-road pickup introduced by Ford in 2010. What says tough and gritty like a 6.2 litre V8 and 411 horsepower? This does.

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Old 01-16-2014, 12:04 PM   #19 (permalink)
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FORD SUCKS!!

FOWTS
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Old 01-16-2014, 12:22 PM   #20 (permalink)
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TL said he wanted a name change but was out voted
As long as it remains Raptors and we don't have a stupid bird on our jersey then I'll be happy
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