2020 Winner

CASE SUMMARY

For its 20th anniversary in 2014, the Toronto Raptors rebranded. In an attempt to shed its previous branding and start anew, it created “We The North.” This eventually became the Raptors’ calling card and gave Canada’s basketball team a disruptive voice. To mark the Toronto Raptors’ 25th season in 2019, Sid Lee used the same disruptive approach to create an NBA anniversary logo unlike any other that came before it. The logo is a photograph. Well, actually, many photographs that consist of two fingers on one person’s hand and five fingers on another. The approach allowed the team to show the world what Toronto is all about: diverse cultures coming together, united by a love for each other and the Raptors.

Credits

Jeffrey Da Silva, Executive Creative Director, Sid Lee
Laura Stein, Creative Director, Sid Lee
Kim Tarlo, Creative Director, Sid Lee
Alex Boland, Associate Creative Director, Sid Lee