Design is a visual gift, a means for an entity to express its values through images. In sports, a logo and jersey are how a franchise presents itself to the world. Good ones evoke vivacity and strength. An upstart team will summon the future, just as a team steeped in history trying to restore its glory might awaken the past through its choices.
The Los Angeles Clippers are on the eve of a rebranding effort and the early results have been less than inspiring. It’s a shame, because the Clippers have been presented with a real opportunity — new ownership, charismatic talent on the floor, and a moment when the city landscape seems to be changing, leveraging their position into a meaningful stake of the L.