The Clippers rebranded themselves with a new logo and uniforms last year.
Did they also give themselves a new name?
Mike Chamernik of Uni Watch:The Los Angeles Clippers not only changed their name, but they did it a year ago. No one has seemed to notice. Yes, they are still known as the Clippers. The L.A. Clippers.
L.A.
As in, that’s their location name. Not just an abbreviation.
The proof is everywhere. The Clippers refer to themselves as the L.A. (or, sometimes LA) Clippers on their own website, and on their various social media accounts, including Twitter, Facebook and Instagram. NBA.com refers to them as the L.A. Clippers in stories, transactions listings and site menus, even when mentioning the Los Angeles Lakers (who still go by the full city name). And now, ESPN.com has all references to the city name as LA, both on the team’s page and in standings and schedules.
One of my key pieces of evidence is the team’s media guide (PDF), which says copyright L.A. Clippers.
Chamernik presents a compelling list of evidence, but the Clippers’ silence on the issue – they didn’t return his requests for comment – is odd. Teams usually trumpet any rebranding with grandiose announcements and contrived rational.
Look at this line from the Clippers’ new-uniform announcement: “In addition, the silver lining seen in the Clippers wordmark signifies the renewed collective optimism of Clipper Nation.”
If they want to be L.A. rather than Los Angeles, why didn’t the Clippers tout their edgy and modern new name style? That’s more believable than silver lining representing the collective optimism of the fan base of one of the worst franchises in the history of professional sports.
Whatever peculiarities have accompanied the rollout of this apparent renaming, the proof is in the pudding – and that seems to say they’re the L.A., not Los Angeles, Clippers.