Raptors Rebrand & Jersey Design
Creative Narrative & Design 2026
Background: With the opportunity to revisit the NBA League logo sheet, it was an honour to be asked to spearhead the design and vision for the new era of the Toronto Raptors. Everything from logo, to colour, to typography was on the table—with a hope to usher in a new brand that would embody the post-We The North era (goodbye Chevron!) and represent a new generation of Raps fans.
The Idea: Create a brand identity that weaves together the past and present. One that nods to the origins of the team (The Carter Jersey) as well as the urban feel and remix culture of today’s city youth.
To bring in new energy and life to the brand, the original typeface has been ‘clawed through’ and adjusted with stylistic curves from the original beloved Raptor logo.
The Idea: Create a brand identity that weaves together the past and present. One that nods to the origins of the team (The Carter Jersey) as well as the urban feel and remix culture of today’s city youth.
To bring in new energy and life to the brand, the original typeface has been ‘clawed through’ and adjusted with stylistic curves from the original beloved Raptor logo.
