The Clippers need a name change and new logo.

[JSD]

I actually believe this is crucial. This will forever be a stain on the Clipper trademark.

[317]

a new logo might help but im not sure changing the name of the team sends the right message. the Clippers existed before Sterling and will continue to exist after him.

[RJ87]

I disagree, the name doesn't reflect any of Donald's racist views. It's not like we're talking about the Cleveland Indians or Washington Redskins, I think "Clippers" as a name is pretty benign. If Donald's out, they should just move forward. Going through a name and logo change gives the impression that they're embarrassed about by association of that name, the only person who should be embarrassed is Donald Sterling.

[saltlover]

I don't know.  I'm sure the new owners will consider it.  It's not like the Clippers brand has been especially strong over the past decades, and was more often a joke than anything else.  In one sense, how much could Sterling have damaged it just now?  In another sense, how much is the brand worth anyway?  If the brand has negative value, it might be cheaper rebranding than changing perceptions about the old brand.

I mean, look at the Bobcats.  They'll be the Hornets again next year.  In a decade, will I remember they were ever the Bobcats?  Probably not, and I'm an NBA fan.  I'd expect the same is true with the Clippers.  It's not like they've got the long-term name recognition of the Lakers, the Celtics, or the Knicks.  Even without Sterling, a change might make sense.

[freshinthehouse]

I don't think that's necessary.  When people think of the Reds, do they immediately think of Marge Schott?  Time heals stuff like this.

[Fafnir]

A new owner certainly could consider it. I don't think its necessary though, they seem to be doing just fine in the hype, publicity, and jersey sales.

[Donoghus]

I don't know about the name changing.

Wouldn't be surprised if they underwent some uniform change, though.

Think what the Tampa Bay Buccaneers did in the mid-90s.    Basically, that makeover was done to try and forget about the ineptitude of the past. 

[LarBrd33]

A new owner certainly could consider it. I don't think its necessary though, they seem to be doing just fine in the hype, publicity, and jersey sales.

As long as Sterling is profiting from the Clippers, it's going to be really hard for people to pay for the games and wear the jerseys.  There's an association there that will be tough to shake.  I'm white, but I'm not sure if I'd be rocking a Clipper jersey right now... The purchase of that jersey directly goes into the pockets of a known-racist.  It would be like wearing a Paula Dean t-shirt a week after her remarks.

[Fafnir]

A new owner certainly could consider it. I don't think its necessary though, they seem to be doing just fine in the hype, publicity, and jersey sales.

As long as Sterling is profiting from the Clippers, it's going to be really hard for people to pay for the games and wear the jerseys.  There's an association there that will be tough to shake.  I'm white, but I'm not sure if I'd be rocking a Clipper jersey right now... The purchase of that jersey directly goes into the pockets of a known-racist.  It would be like wearing a Paula Dean t-shirt a week after her remarks.

Right which one of the two reasons the league is forcing him out. The Clippers are one of their flagship teams right now, and they can't have it derailing a good thing.

The other reason is that the players would have reacted very strongly (canceling a night of the playoffs) if they hadn't brought the hammer down on Sterling.

[RebusRankin]

Change the name, the logo etc. Not like they've always been the Clippers.