Everybody knows Somebody loves sports. While the National Basketball Association (NBA) is not even close to my favorite sport, how they got their current logo is a story worth repeating.

It was 1969. The National Basketball Association was locked in a bitter battle against its upstart rival, the American Basketball Association. At stake: fans, players, media — and millions (now, billions) of dollars.

The NBA turned to Alan Siegel, founder of Siegel+Gale.

Seeking inspiration, Siegel pored through the photo archives of Sport magazine. A particular photo of the All-Star Jerry West grabbed his attention: It was dynamic, it was vertical, it captured the essence of the game.


Jerry West NBA logo photo
Jerry West photo by the late, great Wen Roberts


NBA logo


The NBA is reluctant to acknowledge that it’s Jerry West in the logo, and Siegel, a lifelong basketball fan, believes he knows why.

“They want to institutionalize it rather than individualize it. It’s become such a ubiquitous, classic symbol and focal point of their identity and their licensing program that they don’t necessarily want to identify it with one player.”

Former NBA Commissioner David Stern, through a spokesman, declined for years to comment, saying he doesn’t know whether West is on the logo.

“There’s no record of it here,” spokesman Tim Frank says.

Today, this classic image generates $3 to 5+ billion a year in licensing, and the NBA name symbolizes the pinnacle of excellence in professional basketball.

That’s the very simplistic explanation / version. You can definitely read more on the Siegel+Gale and LA Times websites.


Featured image via Michael Tipton.


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