Who Is the NBA Logo?

The NBA logo, a red, white, and blue silhouette of a basketball player dribbling, is one of the most recognized logos in professional sports. But who is the player in that silhouette? The answer has been the subject of debate for decades.

The Man Behind the Silhouette: Jerry West

The NBA logo was inspired by Jerry West, the legendary Los Angeles Lakers guard who played from 1960 to 1974. The silhouette was based on a photograph of West taken by Wen Roberts, a prominent sports photographer of the era. The image captured West in a dynamic dribbling pose that perfectly embodied the energy and movement of basketball.

Despite being widely credited as the logo's inspiration, the NBA has never officially confirmed that the silhouette is Jerry West. The league has maintained that the logo represents all players, not any individual. However, the connection to West's photograph is well-documented and widely accepted.

The Designer: Alan Siegel

The logo was designed by Alan Siegel of Siegel+Gale, a branding firm based in New York. The NBA commissioned Siegel in 1969 to create a new visual identity for the league. Siegel has confirmed in multiple interviews that he used the Jerry West photograph as his reference.

Siegel's design was inspired partly by Major League Baseball's logo, which featured a similar red, white, and blue silhouette of a batter. The NBA wanted something comparable: a clean, iconic mark that could represent the entire sport.

Why the Logo Works So Well

The NBA logo is a masterclass in effective logo design. Here's why it's endured for over 50 years with virtually no changes:

• Simplicity: It's a single silhouette with a ball. No unnecessary details. It can be recognized instantly at any size.
• Movement and energy: The pose captures the dynamic athleticism of basketball. Even as a static image, it feels active.
• Versatility: The clean silhouette works on jerseys, merchandise, broadcast graphics, digital platforms, and everything in between.
• Timelessness: The design isn't tied to any era's aesthetic trends. It looked modern in 1969 and still looks modern today.
• Color palette: Red, white, and blue is patriotic and bold, connecting the league to American sports culture.

Jerry West's Own Feelings About It

Interestingly, Jerry West himself had mixed feelings about being the logo. In multiple interviews, he expressed that he wished the NBA would update the logo to feature a different player, someone from the current era. He never received compensation or royalties for being the inspiration, and he found the constant association somewhat uncomfortable.

West passed away in June 2024 at the age of 86, leaving behind one of the most iconic legacies in basketball history, both on the court and, inadvertently, in graphic design.

Will the Logo Ever Change?

There have been periodic calls to update the NBA logo, with Kobe Bryant and Michael Jordan frequently suggested as replacements after their retirements. However, the NBA has shown no signs of changing the logo. Its longevity is actually one of its greatest strengths. The logo has built decades of brand equity that would be risky to abandon.

This is an important lesson for any business: a well-designed logo gains value over time through consistent use. Changing it means starting that recognition process over from scratch.

What Business Owners Can Learn From the NBA Logo

• Simple beats complex: The NBA logo proves that a single, clear idea executed well is more powerful than a complicated design.
• Invest in professional design: Alan Siegel was a branding expert, not a clip art library. Professional expertise shows.
• Don't chase trends: The logo has survived 50+ years because it wasn't designed to be trendy. It was designed to be timeless.
• Commit to consistency: The NBA's refusal to change the logo has built unmatched brand recognition. Consistency compounds.