The capital’s premier basketball club, London Lions, has announced a complete overhaul of their brand, including a new logo, marking a new chapter in the history of the club.
The revamp turns the page after two years of instability followed the fallout of previous owners and financial issues that left the club facing administration. The club has since rebuilt, stabilised and all attention is now focused on its ambition to establish London as a global basketball powerhouse.
The new logo is designed to represent this new chapter which will be built on bold ambition, global relevance and deep roots in the city of London. The logo features a geometric lion’s face fused with a basketball, with a crown atop it.
It maintains the club’s striking black, white and red colour palette, and the year 1977 – to mark the club’s founding – as a reminder of the decades of hard work and community that has led the club to this point, ready to be elevated into a new era.
The new bold designs will be present across kits, stadium signage and social content as the club continues to stay ahead of the curve, representing London at home and abroad on the court, while also helping the grassroots game grow within the city.
London Lions CEO, Lenz C Balan, said: “This is such an exciting moment for everyone at the club. Thanks to all our supporters, staff and players over the past few years, we have been able to take huge strides off the court. Thanks to Ivan, from our content team, and the team over at False 9 for their work in creating our new look.
“We’re delighted to reveal this revamp that provides us with a fresh start and so much positive momentum currently behind us. We’re ready to take on Europe once again and continue our stadium development plans. And now we have a unified, visual identity that reflects this new chapter.”
Following periods of uncertainty for both the club and professional basketball in the UK, the club has embarked on a mission to return to the top. That process formally began when new ownership arrived in 2024, when they were acquired by Tesonet, a tech hub and a shareholder of Zalgiris Kaunas, a prestigious European club with a rich history in the EuroLeague.
Plans were then announced, with backing from Tesonet and Mayor of London, Sadiq Khan, to develop a purpose-built, world class basketball arena in London.
In June, the Lions were confirmed to return to the BKT EuroCup for the 2025/26 season, capping off an important year of progress, culminating in this new look as the club enter their next chapter.
Be a part of the journey by purchasing early bird season tickets for 2025/26, visit: https://www.thelondonlions.com/
