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Atlanta Dream pay ‘tribute to the past,’ give ‘nod to the future’ with new branding reveal

The Atlanta Dream on Friday, Oct. 18, announced that the team will be moving from State Farm Arena in Atlanta to College Park’s Gateway Center Arena for the 2020 season. They also unveiled a new team logo and other rebranding details.

New York Liberty v Atlanta Dream
The Atlanta Dream played before a mostly empty arena during their Sept. 8, 2019 season finale, as was the case all season. The newly rebranded team hope for better at their new arena.
Photo by Scott Cunningham/NBAE via Getty Images

For the Atlanta Dream, the 2019 WNBA season is one to forget. The team went from having a second-place 23-11 record in 2018 and Nicki Collen winning Coach of the Year to being 8-26, and dead last, in 2019. Without Angel McCoughtry, who missed the entirety of the season while rehabbing the ACL she tore last year after the All-Star break, the team’s struggles were readily apparent from season’s start to season’s end.

Playing for empty State Farm Arena seats, sometimes before a nationally-televised viewing audience, could not have helped morale. But with a new look and a new arena for 2020, the Dream’s fortunes could rise.

On Friday, Oct. 18, team owners Mary Brock and Kelly Loeffler announced at a press conference that the Dream will call the new Gateway Center Arena in College Park, Ga., home in 2020.

“We’re excited to offer our fans a professional basketball experience in a state-of-the-art setting,” Brock and Loeffler said.

Gateway Center Arena, part of the Georgia International Convention Center (GICC), can “seat 3,500 and [is] expandable up to 5,000 for concerts,” according to a the team. But the Dream won’t have to break in the court — that job goes to the College Park Skyhawks, the NBA Atlanta Hawks’ G-League affiliate, who start their season at Gateway Center on Oct. 26.

Located just one-half mile from Hartsfield-Jackson Atlanta International Airport, the busiest airport in the world, playing in Atlanta should be a logistical dream for the other 11 teams in the league, especially considering that GICC includes three full-sized hotels ranging in quality from luxury to modest.

Gateway Center Arena


Courtesy of Georgia International Convention Center

Gateway Center Arena


Courtesy of Georgia International Convention Center

(Video may not appear on all devices. Click here to view it at the GICC website.)

When the Dream take the Gateway Center Arena court, it will be with a new look in terms of team colors, logo and design.

Dream owners Brock and Loeffler explained the reasoning for the redesign in a press release:

The WNBA Atlanta Dream has long been at the forefront of expanding the platform for women’s sports,” “With the majority of consumers having an interest in women’s sports, but only 5% of sports media coverage, we are working to ensure we highlight the relevance of the Atlanta Dream with a modern brand. Coupled with the agenda of promoting diversity and inclusion, we felt it was timely to update our brand platform to highlight the opportunity to demonstrate support for women consumers and athletes.

According to the team, the logo features “icons that relate directly to Atlanta and its history.”

The rising phoenix symbolizes the city’s rise from the ashes of the Civil War to become a world city. The shooting star ties the Dream back to its roots and is prominent within the formal logo. Finally, the basketball represents the game we pour everything we have into each day. All of these elements, which come together in a badge, will create a commitment to a winning team in an unparalleled city.

The color palette also was selected with intention:

The color palette consists of five colors, with Dream Red (representing energy, pride and passion), Dream Dark Grey (a symbol of strength and power), Dream Light Grey (security and reliability) and Dream White (reverence and humility) acting as primary colors. Atlanta’s original Dream Light Blue (unity and loyalty) will be used as an accent color in the star. Dream Red is also a unifying color of Atlanta sports.

Check out the logo and color scheme on the Dream’s page!

The Atlanta Dream’s new tagline brings the myriad themes together:

A tribute to the past and a nod to the future One city. One dream.