The team, which was christened the London Lightning in a public naming contest held earlier this summer, is one of seven in the NBL circuit. The league opens its inaugural season this fall.
Brian Klassen, president of Bark Communications, said his agency’s prior relationship with Southside Group, the London contracting firm that owns the Lightning, along with experience on projects for Maple Leaf Sports and Entertainment, helped land the account.
Bark won the account without review.
Its team logo design features a stylized bolt of lightning divided by lines meant to mimic a basketball’s grooves, displayed against a gold background.
“There was a certain aggressiveness that we wanted to accomplish, but as with any logo we also wanted to keep it simple so that families and kids would wear it and support it,” said Klassen.
Klassen said Bark is also developing uniforms, warm-up apparel, tickets and advertising creative for the Lightning. He said an advertising campaign would likely launch in late September or early October.