Motion Theory: NBA Rebrand

Using motion theory to translate the pace and excitement of basketball into the brand.

Talking with Simon Dixon from DixonBaxi, I asked him what’s the most important thing about motion design? His response was “ It’s not how something moves left or right it’s why?”

I started by finding a brand that needed a new look/ fresh take, I knew that I wanted it to be some form of sports channel or game as these provided loads of potential for motion design. I decided on the National Basketball Association (NBA) due to it recently been given a brand refresh.

The mark we see today with the white silhouette of a player with the blue and red background, was based on one of the best players in the league, Jerry West. This has had a lot of people wanting a new symbol for the league, along with the man himself. It is also very similar to the NBL National Baseball League.

When thinking about what the NBA should look like, I wanted it to take ownership of the game. This was something I knew the league wanted, with them trying to bring a worldwide audience with some games being played over seas like preseason games. The new brand had to scream basketball so I had to make sure that was at the core of everything I did. Using the scoreboard typeface and basketball pattern for the mark, to the motion replicating the movement of the players.

Motion Theory: NBA Rebrand

Using motion theory to translate the pace and excitement of basketball into the brand.

Talking with Simon Dixon from DixonBaxi, I asked him what’s the most important thing about motion design? His response was “ It’s not how something moves left or right it’s why?”

I started by finding a brand that needed a new look/ fresh take, I knew that I wanted it to be some form of sports channel or game as these provided loads of potential for motion design. I decided on the National Basketball Association (NBA) due to it recently been given a brand refresh.

The mark we see today with the white silhouette of a player with the blue and red background, was based on one of the best players in the league, Jerry West. This has had a lot of people wanting a new symbol for the league, along with the man himself. It is also very similar to the NBL National Baseball League.

When thinking about what the NBA should look like, I wanted it to take ownership of the game. This was something I knew the league wanted, with them trying to bring a worldwide audience with some games being played over seas like preseason games. The new brand had to scream basketball so I had to make sure that was at the core of everything I did. Using the scoreboard typeface and basketball pattern for the mark, to the motion replicating the movement of the players.

Motion Theory: NBA Rebrand

Using motion theory to translate the pace and excitement of basketball into the brand.

Talking with Simon Dixon from DixonBaxi, I asked him what’s the most important thing about motion design? His response was “ It’s not how something moves left or right it’s why?”

I started by finding a brand that needed a new look/ fresh take, I knew that I wanted it to be some form of sports channel or game as these provided loads of potential for motion design. I decided on the National Basketball Association (NBA) due to it recently been given a brand refresh.

The mark we see today with the white silhouette of a player with the blue and red background, was based on one of the best players in the league, Jerry West. This has had a lot of people wanting a new symbol for the league, along with the man himself. It is also very similar to the NBL National Baseball League.

When thinking about what the NBA should look like, I wanted it to take ownership of the game. This was something I knew the league wanted, with them trying to bring
a worldwide audience with some games being played over seas like preseason games. The new brand had to scream basketball
so I had to make sure that
was at the core of everything I did. Using the scoreboard typeface
and basketball pattern for the mark, to the motion replicating the movement of the players.

About

I'm a student at Sheffield Hallam currently in my final year looking for possible internships, junior designer roles and freelance work.

Contact

28 Spring Grove Gardens
Sheffield, S35 0EL
07528301611
ch.graphicdesign@outlook.com

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