The NBA logo is one of the most recognizable symbols in sports and the world at large. Appearing on all manner of merchandise, including t-shirts, toys, and even plates and drinking glasses, the NBA logo is a symbol of the league and something that will continue to be a major part of our society for generations to come. As fans of the NBA know, the logo is a depiction of Jerry West, a popular player in the 1960s and ’70s. While West’s placement on the logo forever enshrines him in the hearts and minds of basketball lovers the world over, the story behind why he became the symbol of the NBA is equally intriguing.
Before examining why West was chosen to be the basis of the NBA’s logo, it is first necessary to consider the history of professional basketball in the late ’60s. At the time, there were two professional basketball leagues vying for the attention of the sport’s dedicated fanbase. Along with the National Basketball Association was the American Basketball Association, or ABA. While the NBA included teams like the Boston Celtics and Los Angeles Lakers with sports heroes such as West and Wilt Chamberlain, the ABA was home to the Indiana Pacers and New York Nets, who had legendary players like Moses Malone and Julius Erving. It was the NBA’s intention to differentiate itself from the ABA that inevitably led to West’s placement on the logo.
Prior to the adoption of the logo basketball fans know today, the NBA had three other logos created in 1950, 1953, and 1962. These logos were of a far simpler design than the modern NBA logo and only featured the league’s name adorned on the illustration of a basketball. A change in the logo was ordered by James Walker Kennedy, who served the NBA as its commissioner. Possessing a great love of the sport, Kennedy made it his mission as commissioner to make the NBA the most powerful force in professional basketball in the United States. In changing the logo, Kennedy had three goals. On the one hand, Kennedy and the league sought to differentiate the NBA from the ABA by showcasing their talented players on the league’s official emblem. Kennedy also hoped that a new logo would help make the league more recognizable and celebrate the NBA’s 25th anniversary season in 1969. To craft the NBA’s new logo, Kennedy turned to artist Alan Siegel.
Prior to accepting Kennedy’s bid to redesign the NBA, Siegel already had experience in the world of professional sports. As head of the ad agency Siegel+Gale, Siegel had designed the modern Major League Baseball logo. Diving into the assignment, Siegel looked into some of the NBA’s best players for inspiration. Sifting through thousands of photos, Siegel eventually settled on a photo of West determinedly dribbling a ball down the court. Explaining further, Siegel said that West’s grace and dynamic pose presented the perfect icon of a basketball star. Prior to choosing West’s dribbling pose, Siegel had designed 50 other logos for the league. When it came time to select a color scheme, Siegel and the NBA’s chief executives opted for red, white, and blue for a celebration of patriotism.
The league’s new design was met by an overwhelmingly positive response from fans of the NBA, which was due in large part to Siegel’s choice to base the logo off West. Till this day, NBA fans consider West to be the consummate professional basketball player. Standing an impressive 6’3″ and possessing a lean, muscle frame, West certainly looked the part of a professional basketball player. West’s accomplishments on the court further proved his suitability for placement on the NBA’s logo. Throughout his time in the NBA, West scored over 25,000 career points and played in the NBA All-Star Game every year in his 14-season career. In 1972, West led the Lakers to victory against the Knicks in the NBA Championship Series. That same year, West was awarded the honor of being named the All-Star Game MVP. Since his retirement in 1974, West frequently appears on lists of the greatest basketball players of all time. West’s accomplishments have thus earned him the right to be enshrined as the symbol of the NBA for generations to come.
