Has re-branding gone too far in the NBA?

When you think of a sports team, what’s the first thing that comes to mind?

A squad player? Perhaps an epic championship performance à la New England Patriots in Super Bowl LI? Nine times out of ten, the first thing that comes to mind when thinking of a sports team is its branding — its logo.

A logo is a sports team’s representation to the world, for identification and marketing purposes. Every team has one. Some are iconic. Others, umm, not so much.

And the owners of each respective franchise know this.

When a team’s logo become outdated or dull, owners decide to resort to drastic measures and rebrand their whole image from scratch.

This, however, can be a good thing or a bad thing.

A modern take on a classic. Sleek, appealing and a thing of beauty are just a few words to describe the current Golden State Warriors logo.
This Warriors logo, used from 1997/1998–2009–2010, is a complete 180 degrees from its successor.

Prior to the 2010–2011 NBA season, the Golden State Warriors went through a major change in their overall team brand.

As most teams do, the Warriors opted for a throwback for its re-branding; mixing elements of one of the team’s first logo with a modern look.

Look at the logos above and tell which one is more aesthetically pleasing? I think the answer is obvious. The color-way alone is much easier on the eyes of the logo — and, it just works.

The success of the Warriors’ re-branding transcended to on the court success.

In less than four years, they went from bottom of the barrel to a title-winning franchise.

That doesn’t mean one is mutually exclusive to the other, but there might be more than just sheer coincidence.

Re-branding seems to be more of an apparent thing in American sports. It seems like every other year we see some sort of major alteration to an American sports franchise’s logo than in any other country.

Take the NBA, for example. Since the start of the 2015–2016 season, at least seven individual franchises have altered their primary logo in a major way.

Yes, you read that correctly. Seven! Out of 30 franchises! In just two years!

Not to mention the Washington Wizards also changing their logo in the season prior, in 2014.

That’s a staggering amount.

Has it gone too far?

Well, that’s subjective. It can be a hit or miss.

A touch of consistency. The primary logo for the Chicago Bulls of the NBA has not change since the birth of the franchise in 1966.

There are other teams, however, that get it right from the get-go, and leave their logo untouched.

The Chicago Bulls, for instance, are the perfect embodiment of consistency and tradition when it comes to their logo.

Their logo has remained untouched since the birth of the franchise.

It’s iconic, sleek, dominant, and just overall well-designed.

Simplicity is usually the key — but this must be done in a manner that doesn’t dull the eyes, either.

So again, re-branding can be a good thing or a bad thing.

Usually it breathes new life into a forgotten franchise, lost in the midst of mediocrity.

I think it’s an interesting thing to behold when a team decides to take a re-branding approach.

I’m eager to see the results, so to me, I see no problem with it.

Just leave the iconic and tradition logos alone.

Just for fun, what’s my favorite team logo of all-time? Easy. The logo of my favorite soccer team, Atlas of the Mexican Soccer League


I mean, just look at it. It’s really a thing of beauty.

I’m being subjective and bias, of course, but it’s not overdone in any way.

You have a shield; the letter “A” for the first letter of the team; and the team’s colors, red and black.

That’s it. No nonsense gimmicks or hidden meanings — and it works!

Simplicity is definitely beautiful with this team’s logo.

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