SBD/January 2, 2014/Franchises

Raptors Mulling Color Change To Black And Gold As Rebranding Campaign Rolls On

Leiweke said a blue and white color scheme also has been discussed
The Raptors "continue to work on a rebrand in time" for the '15-16 season, and while a name change has been ruled out, the team's colors "surely will be getting an overhaul," according to Ryan Wolstat of the TORONTO SUN. A report on Monday indicated that a black-and-gold scheme has "emerged as a contender and that makes sense, since global ambassador Drake has built his OVO brand around those colours." MLSE President & CEO Tim Leiweke said of possible color schemes, "We are looking at a few different ideas. One of them would be a blue and white look, to tie in with the Maple Leafs and Blue Jays." But sources said that they "have seen mockups featuring the black and gold design" (TORONTO SUN, 12/31).

DON'T STOP THERE: In Toronto, Doug Smith wrote of the possible black-and-gold scheme, "I’m not suggesting it’s a done deal and a lot of different people and companies are coming up with a lot of different looks and styles." Smith wrote, "It's not a colour scheme that makes me sit up and take notice and ... I don’t really see anything wrong with the way things are right now. And I would suggest that if one of Tim Leiweke’s great plans is to have the Raptors become 'Canada’s team' that going away from red and white doesn’t make a whole lot of sense." The "best change they can make is go from losing franchise to winning; colours and logos and brands be damned." Smith: "I understand completely that marketing is big ... and it’s a way to line the pockets of the organization, the league and by extension the players who share in the Basketball Related Income." If you are "looking at away-from-the-game tweaks that help in different ways, here are two: Fix the utter mess that is the TV and radio schedules, where there are too many channels, too many voices, too many looks" They also could "spend some time suggesting that they plan to, you know, try and win" (TORONTO STAR, 12/31).
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