Golden State Warriors Unveil New Logo, Color Scheme And Branding Elements

June 17, 2010
Golden State Warriors Unveil New Logo, Color Scheme And Branding Elements
Bay Bridge Eastern Span Connects Warriors Past & Future In New Logo Design

The Golden State Warriors unveiled a new logo, color scheme and branding elements today, all of which bring together the past and future of one of the National Basketball Association’s longest tenured franchises. The new look was officially unveiled earlier today with the launching of the team’s redesigned website –

The Warriors’ new primary logo salutes the team’s Bay Area past and links to the exciting prospects of the organization’s future. A silhouette of the yet-to-be-completed Eastern Span of the Bay Bridge is the focal point of the design and a direct spin-off of “The City” logo, one of the most popular emblems in the history of professional sports. Depth was added to the circular band portion of the logo – taken directly from the original model – to provide a modern customization of the graphic design. The simple, yet sleek, design of the Warriors new logo is the result of an 18-month creative and marketing collaboration between the Warriors, the National Basketball Association and adidas – the official outfitter of the NBA.

“This new logo pays homage to our organization’s rich history and unique standing in the Bay Area sports community,” said Warriors’ President Robert Rowell. “The throwback uniforms we’ve worn as part of the NBA’s Hardwood Classics initiative in recent years have been extremely popular with our fans, and we set out to design a new look that was clean and traditional in that same spirit. We are grateful to the NBA and adidas for providing us with a magnitude of creative freedom, along with invaluable expertise, during this process.”

The depiction of the Bay Bridge in the primary logo serves as the link between the Warriors’ original Bay Area home in San Francisco, where the team arrived from Philadelphia 48 years ago, and its current home in Oakland, where the team is headquartered downtown and has played home games at Oracle Arena (formerly the Oakland Coliseum Arena) for the last 39 seasons.

The colors of the new logos and branding elements are Warriors Royal Blue and California Golden Yellow. These two colors have been the most prevalent in the team’s Bay Area uniform history, appearing as the dominant scheme in four of the last five decades since the team’s arrival on the West Coast in 1962.

As part of the new identity launch, the Warriors also introduced three additional trademark emblems – a partial logo, and a pair of secondary logos:

  • The partial logo is very similar to the primary, but adds the presence of lines depicting a basketball in the background of the Bay Bridge.
  • One secondary logo features an outline of the State of California, with a large “W” in the northern section representing the club’s location in the “Golden State.” This logo is also a modern spin-off of a logo that was utilized by the Warriors for nearly three decades (70’s, 80’s and 90’s) when the team’s logo had a prominent northern star placed over an outline of California.
  • The other secondary logo simply incorporates the basketball featured in the partial logo with a large “SF” centered vertically inside the ball, in recognition of the fact that the Warriors played in San Francisco for the first nine years (1962 – 1971) of their existence in Northern California.

Merchandise featuring the team’s new look will be available for the first time exclusively at the team’s 2010 NBA Draft Party, which will be held at Oracle Arena on Thursday, June 24 at 3:30 p.m. and is free to the public. Merchandise will also be available on-line through the Warriors Team Store, but not until AFTER the June 24 Draft Party.

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