Rebrand (abridged)

Champions Partner
Bobby Martin 
Elizabeth Carey Smith, Taylor Hale, Scott Hill
Erik van Blokland

As a growing league around the world and online, the NBA refreshed its logo and identity system used on everything from merchandising and apparel to digital and social media assets. This marks the first such update in 48 years.

The core logo, which debuted in 1969, will remain essentially the same with slight changes to its typeface and colors. A modified version of Action designed by Erik van Blokland, customized for the league, will be used for the letters N-B-A in the primary logo. The taller, leaner typeface embodies the NBA game and its athletes. The logo’s colors also feature richer hues of red and blue for enhanced visibility on all NBA assets.

Expanded case study for this project to follow.

Designer. Art Director.