new york knicks

NATIONAL BASKETBALL ASSOCIATION
TEAM REBRANDING

An historic NBA franchise was in need of a brand refresh. The New York Knicks had been using variations of the same logo since 1964-65 and contacted the NBA for new logo and uniforms. NBA creative honcho Tom O’Grady visualized an art deco logo to capture the classic style of buildings in NY. O’Grady contracted a nationally type designer Michael Doret to provide him with lettering to address a retro classic look. O’Grady added black and silver to the familiar royal blue and orange team colors while pushing the dimension style of the identity. O’Grady art directed designer Doret to create an NYK subway token logo as many Knicks fans got to Madison Square Garden on the subway. New York Knicks fans immediately warmed to the new identity and the team continues to use the same logo some 27 years later.

DELIVERABLES
Primary Logo - Secondary Logos - New Color Scheme - Uniforms - Madison Square Garden Design - Warm-ups Design - Shooting Shirt Design