Orlando Magic All Access: Rebranding Recap for the Orlando Magic Presented by City National Bank

Orlando Magic All Access: Rebranding Recap for the Orlando Magic Presented by City National Bank

[Music] good morning everyone and welcome to the Kia Center today marks an historic day for the Orlando Magic as we reveal new brandmarks that represent your Orlando Magic every few years you you talk about is this the time is this the time is this the time and so we had that discussion a few years back and some of us said we sort of like what we got and some of some of the younger ones basically said you know it’s time to do something so we had that discussion and of course as it turned out it was time we hope that the new identity is one that everyone can embrace as we reach for the stars together now it is time to reveal the new magic logo [Music] today we have unveiled the new Orlando Magic brand identity which includes multiple new logos word marks and three new uniforms for the Orlando Magic brand yeah so the process was really a labor of love we started this process in 2021 we really paid attention to social media commentary but it was really a starting point we wanted to see what the fans were saying and so we went out and we did fan surveys we did focus groups we talked to our staff and through that process we really realized that there is a lot of love for the Orlando Magic brand identity and specifically the original marks and uniforms fans told us our favorite logo is really that original logo with the ball and the trailing stars and our favorite uniforms were those broad pinstripes you know from those early years call it the Shack and Penny era the fans gave us that feedback and we started doing our research four years ago as a matter of fact with that information we went out to a request for proposals process to multiple agencies uh we fortunately had three different agencies come on board with us and pitch potential logo ideas for the Orlando Magic we looked at dozens of logos we went back with those logos out to fan surveys again we brought our super fans in our season ticket holders our staff and so we took all of that data uh worked with our partner Sky who was an amazing agency partner my first love was basketball early ‘9s growing up in that era obviously the NBA on NBC that was you know really this the center of culture in America if you will and so just really captivated by all these teams and logos or whatnot and so the Magic at the time they were you know really the standout in terms of the cool brand for kind of a younger generation a lot of traditional teams at that point the Magic really represented something new and fresh the NBA in the early ’90s really was that catalyst for me into this world of logo design brand identity and it really inspired me to without even realizing it was a career to combine those loves of creativity and sports into into something that I enjoyed doing but this was a moment to zoom out identify what are those core elements that really are at the root of your DNA as a brand and really use those to build around in terms of what the new look would be it’s surreal in a sense but it feels right i mean the whole idea here was to pay tribute to the past but obviously this is intended for the next generation of Magic fans so in a way we’re bridging eras but we’re uniting generations and inspiring what’s next we knew we had to nail this and do this the right way especially for our fans who who are wear our our logo with pride and our brand with pride so being able to mix the the nostalgia with kind of the new era and an up andcoming team it seems like a perfect fit and in the new icon uniform number 23 Tristan Dilva young exciting group they’re they’re fantastic on the court they have this energy and this this camaraderie that that’s contagious and so if we can give them a brand that they’re representing on on their chests and and on the court that that’s what it’s all about that’s what helps build fandom yeah they look super clean uh you know um I I remember I had a I had a Shack jersey um that I got a couple years ago a black one it kind of reminds me of these ones um so I’m super excited to get on the court with these the new court design uh is our core court our core court will be utilized when we’re wearing either our association icon or statement edition uniforms it’s subtle but fans will start to notice that the blue within our logo is a much brighter bolder blue and so we really wanted to lean into that as a core color and so our baseline is now blue and when you see it in person it is striking center Court we have our global logo and the reason we went with our global logo is because it is new we want people to recognize that that is the identity of the Orlando Magic moving forward this afternoon we’re going to have an open to the public event where we’re going to invite our fans in to come take photos on the brand new court and have the opportunity to grab a new jersey through pre-order or grab new merchandise our retail merchandise is amazing through the Magic Authentics team store multiple partnerships with all of our collaborative partners 36 years as a Magic fan and this new jacket come all the way this is it we’re going to win championship coming to Orlando soon yeah this this nice sketch right here bro it’s fire right here and this guy like how incorporated like a new logo too oh man hey must cop must cop i think this is amazing check it out if you from Orlando it’s a must cop represents the city perfect look at that this is about to get framed up never worn again this afternoon is really about an opportunity to celebrate with the general fan base and invite them into Kia Center to get them excited about the new marks and the new uniforms i got the email this morning i told my son “Hey man we got to go we can’t miss this opportunity.” The jersey the logos I think it was long overdue it’s awesome it’s great i think it’s going to bring a new energy this uh new season i really It was super cool surprise awesome we’re running for our team every year that that logo just gets better i I want that one i love these jerseys they look super cool i like the stars i like the the blue it looks really great looks awesome a great call back they’re a great call back you know I’ve been really excited for this i’m just really excited for the next season oh man my reaction to the jerseys like the feeling is back i’ve been waiting since a kid to feel like you know like that aura when Dwight was here all the jerseys are super dope the white pinstripes the black with the blue top the nod to the starter jacket shout out to Penny Hardway man it’s just way too fire like the court is beautiful i can’t wait to see this arena filled with all the fans wearing the merch and everything so I love the jerseys they’re a 10 out of 10 and I’m excited for this new generation of Magic Basketball

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