Clip­pers will up­date their look

Black bol­sters the pal­ette of red, white and blue, help­ing Ballmer re­brand team.

Los Angeles Times - - SPORTS - By Ben Bolch ben.bolch@latimes.com Twit­ter: @latb­bolch

Team is rolling out a new logo and uni­forms and adding black to its col­ors of red, white and blue.

Black is the new red, white and blue.

The Clip­pers are adding a non­tra­di­tional twist to their team col­ors, which they will un­veil to the public Thurs­day dur­ing a roll­out of a new logo and uni­forms at var­i­ous lo­ca­tions in South­ern Cal­i­for­nia.

Black will be one of the Clip­pers’ col­ors in ad­di­tion to their long-stand­ing trio of red, white and blue. The team will even fea­ture a black al­ter­nate uni­form in an at­tempt to mod­ern­ize its look.

“I don’t mind change,” Clip­pers Coach Doc Rivers said in April when asked about the new uni­forms. “I think change is good, right?”

The logo fea­tures a blackand-white bas­ket­ball with a red “LA” in large block letters sur­rounded by an even larger blue “C.” The “LA” is de­signed to re­sem­ble a bas­ket­ball court, the team said, with the wrap­around “C” sym­bol­iz­ing the Clip­pers’ em­brace of their city.

Team owner Steve Ballmer went on “Co­nan” on Wed­nes­day, show­cas­ing the logo to host Co­nan O’Brien. The new logo and uni­forms will al­low Ballmer to re­brand the team he bought in Au­gust for a record $2 bil­lion with­out a name or lo­ca­tion change, nei­ther of which ap­pears forth­com­ing.

“We have one of the top teams in the NBA,” Ballmer said in a state­ment, “and now we have in­tro­duced a new look that is bold, edgy, pow­er­ful and truly rep­re­sen­ta­tive of us turn­ing the page and en­ter­ing a brand­new age.”

Ballmer is sched­uled to give away cup­cakes at Sprin­kles in down­town Los An­ge­les for 45 min­utes Thurs­day start­ing at 10 a.m. as part of the Clip­pers’ ef­forts to build buzz about their new logo.

Gil­lian Zucker, the Clip­pers’ pres­i­dent of busi­ness oper­a­tions, will ap­pear at L.A. Metro train and bus stops from 6 to 7 a.m.

Rivers is slated to buy lunch for fans at Pink’s Hot Dogs in Los An­ge­les from noon to 1 p.m. dur­ing an ap­pear­ance along­side broad­caster Ralph Lawler. Tshirts fea­tur­ing the Clip­pers’ new look will be dis­trib­uted at the eatery as well as a host of other sites.

Team ex­ec­u­tives and for­mer play­ers will also make ap­pear­ances at Uni­ver­sal Stu­dios, the Amer­i­can Air­lines ter­mi­nal in­side Los An­ge­les In­ter­na­tional Air­port, Santa Mon­ica Pier and Stauffer Mid­dle School in Downey, among other lo­ca­tions.

BALLMER SAYS the team’s new look is “bold, edgy, pow­er­ful.”

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