Basketball fans are in awe after the Toronto Raptors unveiled a new, reimagined Indigenous-inspired logo set to make a big reveal when the team hosts its annual Indigenous heritage game.
The new logo aims to honour the resiliency, strength and enduring spirits of Indigenous peoples. It was designed in partnership with Luke Swinson, a Kitchener-based visual artist who is a member of the Mississaugas of Scugog Island First Nation.
The Raptors have unveiled a new Indigenous-inspired logo.
— Blake Murphy (@BlakeMurphyODC) January 2, 2025
It was designed with Kitchener-based Indigenous artist Luke Swinson.
Jan. 6 game is the Raptors annual Indigenous Heritage Game with activations/etc around the arena/in-game presentation. pic.twitter.com/Wwt2y2GXjA
“This opportunity means so much to me. Representing what’s important to me and my community through such an iconic and recognizable logo is incredible,” Swinson said in a statement on Thursday.
“Growing up, seeing this kind of representation would have filled me with such pride and inspiration and I hope to share that feeling with Indigenous youth of today,” he continued.
Swinson says the central focus of the logo is on Indigenous joy, showcasing the happiness experienced by two Indigenous people playing the game of basketball. Beneath the pair is a river overlooking the hills with a sunset and an eagle above.
“For Indigenous people, water is life and the Grandfather Sun is life-giving while the eagle represents the Indigenous connection to Creator and spiritual world. The logo also incorporates a feather symbolizing honour, wisdom, strength and closeness to Creator,” a media release said.
The four sacred medicines of tobacco, sage, cedar and sweetgrass have also been intertwined into the logo to honour Indigenous traditions and ceremonies.
Online, many fans are impressed with the new logo.
“Hot damn, I don’t remember the last time a sports franchise debuted a logo so good. This is genuinely incredible,” one X user said.
“This is fire, this is why you reach out to artists in the communities rather than a team of graphic designers,” another user said.
“This is sooooo creative! Super cool,” another user commented.
The Raptors will host their annual Indigenous Heritage Game on Monday, Jan. 6 when they go head-to-head against the Milwaukee Bucks at Scotiabank Arena.
Fans can expect special experiences such as Indigenous-inspired signage in the stadium and a halftime performance with Madison Noon, an Indigenous member of the North Side Crew. All merchandise featuring the new logo will also be available for purchase with 20 per cent of net proceeds going toward the ENAGB Youth Agency and MLSE Foundation.
