Allow me to reintroduce myself: revised logos above; original below.
Like many people, I was initially excited about the new Nets logo – the stark black and white, the shield smartly carried over from the previous logo, the utter simplicity when compared to many other NBA logos. After the uproar surrounding the development of the arena and its impact on the neighborhood, this mark was an opportunity to win over a skeptical public and garner excitement for the team.
The mark, leaked by the Nets IT guy, was covered in blue tape and a little rough
in execution, but it had the right attitude. We waited with bated breath through the weekend, excited to see the final, resolved logo and its brand campaign.
But the following Monday, the very same crest was unveiled as the official logo
of the Brooklyn Nets, ghost-designed by Brooklyn's own business, man-in-chief.
What was meant to be a bold, impactful and definitive statement, came off as generic, understated, and slightly pink in the middle. With a mark this simple comes the responsibility that every detail be perfectly executed, leaving no question as to why it's there.
As sports fans, graphic designers, and residents of Brooklyn, we wanted something to be proud of. We talked about it and paid attention to it because we wanted to like it. Some of the parodies and criticism of the logo are understandable, but it had the necessary points of reference to give it that certain Brooklyn-ness that we haven't seen in a long time.
The logo above is a modest attempt to rectify each of these flaws in the primary and secondary marks, while maintaining its existing strengths.