When the Portland Trail Blazers decided four years ago that they would at least consider changes to both their logo and traditional home and road uniforms, the team put together a focus group of fans ranging from long-time season ticket holders to new transplants to the Portland-metro area to gauge interest in potential tweaks.
“We decided to go through a pretty extensive brand audit that included looking at our identity,” said Ryan Flaherty, Vice President of Brand Strategy for the Trail Blazers. “We went out and did multiple focus groups with a couple hundred fans, the fans ranged from 17 to 70.