Canada's only team in the NBA has made a legacy out of its “We The North” slogan. The campaign helped highlight the Toronto Raptors and inspired a whole new generation of fan pride. Now, in the wake of the team’s 25th anniversary, the organization is revealing its newest logo and slogan, “Raptors Two Five.”
According to Sportsnet, the Raptors' marketing team and its parent company Maple Leaf Sports & Entertainment (MSLE) see the slogan as a fresh start for the decade-spanning franchise.
"It’s one thing to be relevant, but relevancy is continually renewing," explained MLSE senior marketing director Jerry Ferguson to the media outlet. "There’s no complacency because you continually have to refresh and do something different."
The “Two Five” features a right hand with two fingers making a victory sign while an accompanying left hand extends all five of its digits. "For us, the logo becomes an opportunity for fans to participate, and it doesn’t have to be rigid," Ferguson continued. "It’s more flexible, and it’s more participatory. That’s why we think it’s cool."
The Raptors are going big to bring their new promotional campaign to life, so they can make it real for fans. An 18-foot “Two Five” installation will be unveiled Saturday, October 5, during the city’s annual Nuit Blanche art festival.
The installation, Peace To The Past, Reach For The Future, was created by artists Esmaa Mohamoud and Bryan Espiritu as a tribute to the legacy of the Raptors. The two worked hard to create a piece that was inclusive to all Raptors fans.
All types of people love basketball, and we didn’t want to exclude anybody by gendering hands,” said Mohamoud in an interview with NOW Toronto. “There are so many people who exist outside of the heteronormative understandings of male and female. So, we just wanted to be inclusive.”
The Raptors “Two Five” monument will be shown from 7 p.m. to 7 a.m. at Nuit Blanche Toronto on October 5.