NBA Timberwolves unveil new look to bind fans, players to the pack

By DaMichael Jackson-Helm sports writer

April 25, 2017

    The Minnesota Timberwolves decided to change up the franchise’s look with a new logo design. During the halftime show in their final home game against the playoff-bound Oklahoma City Thunder, the new logo was shown for the team’s 2017-18 season.

The move shows the new direction the Timberwolves are taking in the post-Garnett and Love era, with their new NBA franchise star Karl Anthony-Towns.

“I can’t think of a better way to celebrate this new era of Timberwolves basketball than with the unveiling of our new logo, in front of our dedicated fans, on Fan Appreciation Night,” said Ethan Casson,  Timberwolves CEO. “This new logo embodies the emerging culture of our franchise, a solid mark that grounds us in our heritage while adding bold new hues that light an exciting path forward. This mark will bind our fans as a pack and together we will focus on growing and building something special at this turning point in Timberwolves history.”

The new logo reveal was only one of many new team identity changes that are happening to this franchise filled with young players. The team is set to unveil their new uniforms during the summer for the 2017-18 season. They also are getting ready to show off a new court logo and design in general.

The team will be making appearances throughout the summer to celebrate the rebranding.

With new leadership on the court and in the boardroom, the franchise is poised for more significant changes in the coming months. Target Center’s renovation project, complete with new premium spaces, seating and concourse improvements, will hit the finish line in time for the beginning of the 2017-18 season.

The Timberwolves limited partnership group now includes the first Chinese minority owner in major professional sports, Li Zhang (John) Jiang, in addition to New York real estate mogul Meyer Orbach. The franchise will also enter its first season with its new NBA G-League team in Des Moines.

The new logo was created over the past 12 months as part of a collaborative effort between the Timberwolves ownership, team executives, the NBA and Mississippi-based design expert Rodney Richardson of RARE Design, whose resume includes recent identity designs for NBA’s Charlotte Hornets, New Orleans Pelicans, Atlanta Hawks, Sacramento Kings, and various brands across the world of sports and entertainment.

It was an honor to work with the Timberwolves on creating this new identity and I’m glad to finally share a piece of our work with the public,” said Richardson. “I learned so much about this great state through the process and my team worked hard to create a logo that Minnesotans could be proud of, one that reflects the hard working, progressive, and innovative people of this state.”

The new logo is an evolution of past logos and incorporates elements of civic pride, the team, and the wolf totem. The color palette keeps the heritage of using blues and greens, but has a fresh take on those hues. The colors include midnight blue, aurora green, lake blue, moonlight grey, and frost white.

From the motion and vibrant hues of the Northern Lights, to the depths and reflections of a midnight forest, to the rich contrasts of this great frozen city of the north, the palette is the perfect representation of modern sport colors inspired by the story of Minnesota’s landscape,” said Richardson. “It’s color with a sense of place.”

The logo includes a wolf head shown howling, the act of which is the glue that keeps wolf packs together. A wolf howl is used to warn outsiders to stay away, to communicate with the pack, or as a rally cry to reinforce bonds with family. The logo also includes a North Star, representing the Minnesota North and following true north as a team.