With the NBA season wrapping up, we take a look at two iconic teams whose brand stands out amongst the rest: the Los Angeles Lakers and the Golden State Warriors. Every NBA team carries an aura—and that aura is their brand. When you think of the Lakers, you feel the legacy, the glamour, and the timelessness. The Warriors? You connect with a decade of dominance and a team that helped redefine the modern game. While both teams embody a tradition of greatness, their approaches to branding couldn’t be more different
The Timelessness of the Lakers Brand
The Lakers are the epitome of classic. Their purple and gold color scheme has remained largely unchanged for decades, evoking images of Magic Johnson no-look passes, Kobe Bryant fadeaways, and LeBron James’ current era of leadership. The logo—a basketball streaking through “Lakers” type—has barely been touched since the franchise moved from Minneapolis to Los Angeles in 1960.
This consistency is no accident. The Lakers have built their identity on legacy, glamour, and tradition. In a city known for reinvention, the Lakers’ refusal to change speaks volumes. They don’t need to evolve visually because their brand is the benchmark. Their timeless aesthetic is as much a part of their DNA as their championship pedigree.
The Warriors’ Adaptable Approach
Then there’s Golden State—a team that’s become a case study in modern brand flexibility. While their core identity (blue and gold, the Bay Bridge iconography) remains intact, the Warriors aren’t afraid to play with their look. They’ve released a steady stream of alternate logos and jersey variations, from classic throwbacks to culturally inspired City Editions. Each design feels intentional—paying tribute to the region, the fanbase, and the evolving culture around the team.
This adaptability mirrors the Warriors’ own rise to global fame. A once-overlooked franchise, Golden State embraced innovation on the court and in their branding. Their visual identity is dynamic, experimental, and responsive—just like their style of play.
Tradition vs. Evolution
So which approach wins? That depends on what kind of story you want your brand to tell.
The Lakers rely on heritage to project a sense of unshakable confidence. Their look whispers, “We’ve been here before.” The Warriors, meanwhile, speak to a different kind of power—the kind that comes from growth, reinvention, and cultural relevance.
In the end, both teams have mastered the art of brand building in their own way. One through unwavering consistency, the other through calculated evolution. As the playoffs heat up, it’s not just a battle on the court—it’s a showcase of how different brand philosophies can both lead to greatness.
Which one are you rooting for? The timeless titan or the adaptable innovator?
Final thought:
Curious how a sports team can build a brand that feels both classic and current? Take a look at our work with the Miracles softball team—a timeless identity that captures the heart of the team and the spirit of the company behind it, built on unity, resilience, and a strong sense of purpose.