One of the biggest design stories of the past few weeks was the rebranding of the New Jersey Nets NBA franchise as they officially made the move to their new home in Brooklyn. The resulting logo and identity system has proven to be polarizing within the design community, and as a lifelong basketball fan and designer, I felt it necessary to opine.
I feel that much of the conversation about this rebrand has lacked one essential piece of the puzzle: Design Context.
Brands don’t exist in vacuums, they live in the real world.
This move was orchestrated by the team’s new ownership group, led by Mikhail Prokhorov (Russia’s 3rd richest man), Bruce Ratner & Brooklyn’s own Jay-Z. The cross-hudson transplant will mark the first time that a professional franchise has called Brooklyn home since the Brooklyn Dodgers became the L.A. Dodgers years ago.
Now that we have this little history lesson out of the way, let’s move on to the meat and potatoes of the issue at hand.