Usually the off-season is difficult enough albeit soothed by the dulcet sounds of the ballpark in summer, but with the NBA lock-out underway with no end in sight, this off-season stretches out before me like a lazy brown cat settling down for an afternoon nap. To feed my basketball jones, I’ve taken to doing some branding mock-ups for teams that desperately need it, starting with the New Jersey Nets.
The New Jersey Nets are an interesting case. While there is nothing terribly wrong with their current look, they’re moving to Brooklyn come the 2012 season and are going to have change.
I’ve seen a few mock rebrands of the Nets done on the internets but none of them executed all that well. The best one was conceptualized by Michael Weinstein (see his full blog entry on the subject). I liked his nod to a more retro look of the bygone Nets and overall its a nice job. I just felt the logo lacked a certain symmetry — forcing the “Nets” word-mark to the bottom third of the logo. Obviously, I thought I could do a bit better.
Let’s start with a look back at the Nets’ previous looks courtesy of Chris Creamer’s comprehensive sports logo site.
I’m old school. I love the cla##ic NBA look, void of over-outlined vector mascots, aggressive word-marks, and new fangled team colors. Needless to say I didn’t want to recreate the wheel with this one but rather evolve their look with some historical elements to create a “new cla##ic” with the logo/mark, color-scheme, and jerseys. Note the cla##ic, round-collar jersey style and a lack of logo incorporation into the jersey elements (e.g. the aggressive, side plumage on the Atlanta Hawks’ get-up. We got it, you’re HAWKS!). To achieve this look I’ve riffed on a previous wordmark (from 1978) and created a new, lighter color palette for the jerseys and city mark in a nod to the sporting history of Brooklyn.