Philadelphia 76ers

NATIONAL BASKETBALL ASSOCIATION
TEAM REBRANDING

A Tough Team. Tough Town brand identity for Philly. 76ers President Pat Croce was a Harley-Davidson rider. When NBA creative head O’Grady met with Croce to discuss rebranding the Philly team, he had one request, “don’t make us look overly patriotic, that’s been overplayed by the 76ers team in Philadelphia for way too long.” The Harley Davidson black, gold and silver supported by the traditional red and blue provided a relevant and unique color scheme for the team on the rise. Having Allen Iverson as the centerpiece only added to a tough determined team brand. The “Sixers” identity became so popular the team added blue and red alternate uniforms and used a 76 secondary logo across a myriad of merchandise.

DELIVERABLES
Primary Logo - New Color Scheme - Uniforms - Alternate Uniforms - First Union Center Court Design - Warm-ups Design - Shooting Shirt Design