The Los Angeles D-Fenders are now the South Bay Lakers.
The new identity is inspired by the prestigious brand of the team’s parent club, the Los Angeles Lakers, while honoring a community that has served as a headquarters to the D-League affiliate since 2006. The name change commemorates a heritage of achievement that has produced 35 player and staff call-ups to the NBA, all while looking forward to the franchise’s bright future.
At the core of the rebrand is a desire for the franchise to strengthen its bond as the premiere team in the South Bay. The D-League affiliate will relocate with their parent club to the brand new UCLA Health Training Center in Summer 2017. The state-of-the-art facility will keep both teams in El Segundo, giving the South Bay Lakers an opportunity to be a staple in the community for years to come.
The new primary emblem is inspired by the classic logo of the team’s parent club. It has been reimagined to incorporate the oceanfront views of the region while “South Bay” is adorned across the top, adding subtle but unique twists to the timeless look of one of the NBA’s most prominent brands.
The secondary logo showcases the views of the region and features a silhouette of a palm tree in the foreground, with the historic Manhattan Beach Pier visible from a distance. Overlooking the vast Pacific Ocean, the scene highlights a staple of the local beachfront community, while acknowledging the opportunity that lies ahead as the premier sports franchise of the South Bay.
South Bay’s new colors will put a modern twist on a classic Lakers look. The use of the Lakers’ Purple and Gold alludes to the world-wide influence of the team’s parent brand. South Bay Blue will differentiate between the Lakers entities while honoring the ocean views that are so prominent in the South Bay community.
Be a part of the 2017-2018 inaugural season of the South Bay Lakers at the Lakers brand new UCLA Health Training Center in El Segundo!. Season seats are now available. Deposits start as low as $100! Reserve your seats now!
What They’re Saying
Nick Mazzella, General Manager
Joey Buss, President/CEO