If you’re at all into sports design, you’ve seen by now that the new Brooklyn Nets identity was unveiled this week (and leaked last week). But being a Sports Design Blog, I couldn’t resist sharing my thoughts.
Being that the team is partially owned by Jay-Z, I’m not entirely surprised by this hip, all black and white identity. And I like that they resisted the urge to use the same beveled text that most sports logos have today and instead used a more simplified look. But I think they went too simple. This almost looks like a wireframe of what the logo concept would look like, and then they just didn’t add the layer of design.
To me, it looks like two things. One, a parody logo from Hipster Branding (in fact, they just did a Nestle “Nuts” logo that looks like the new Nets identity), and two, a Nintendo basketball team from a game that didn’t have the rights to use real NBA logos and had to make their own 8-bit version.
I’m interested to see the uniforms, because the idea of all black and white could be really interesting (or really plain). They’ve announced both home and away jerseys will say “Brooklyn” on the front, I assume in the style shown to the right (though probably arched).
There’s also a secondary mark, which will appear at center court, and it’s even more plain.
Though they’re not exciting, the marks are good for merchandise in Brooklyn’s target market. I imagine it will appeal to both the hipster crowd and the hip hop crowd, although not your average sports fan. Or sports design fan…