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Last April, the Toronto Raptors marked a new era, and attitude, in the team’s history with the launch of the “We The North” campaign. Today the team took the next step in redefining the Raptors’ identity with the launch of its new primary logo, a circular shield with a ball torn by the unmistakable attack of a Raptor.

Launched with a video for fans that proclaims “We The North is our battle cry and this is our shield”, the new logo will be introduced in time for the 2015-16 NBA season.  

“Last year during the playoffs, ‘We The North’ became a rallying cry for this team, and all of our fans,” said Raptors President and General Manager Masai Ujiri. “Our new logo represents that attitude and will be an important part of our identity starting next season.”

The logo will feature the team’s primary colours of red, black, white and silver with an alternate version in black and gold.

Team merchandise featuring the new Raptors logo will be in stores next Fall prior to the start of the NBA season.     

The logo was designed by Sid Lee, the same creative services agency that developed the “We The North” campaign.

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Raptors Unveil New Primary Logo