Lowe: Why the LA Clippers decided it was time for a massive rebrand

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Only a few months after Steve Ballmer purchased the LA Clippers in 2014, he and his staff began reconsidering everything about the franchise: where it should play, what its logo should look like, what colors it should use, even the name "Clippers" itself.

They hired outside consultants to craft fan surveys asking about all the above. Meanwhile, the Clippers soared back into national relevance after the Chris Paul/Blake Griffin era gave way to the Kawhi Leonard/Paul George offseason of 2019. The Clippers haven't made the Finals, but they cracked the conference finals in 2021 for the first time in franchise history and have been consistent contenders when…