The Brooklyn Nets unveiled their new logo yesterday morning, as they get closer and closer to the official move to the Barclay’s Center.
Actually, it’s two logo’s, one with the “Nets” as the centerpiece and the other with a “B”, simple, black and white-based designs that were designed by part-owner (and my personal favorite rapper alive, Jay-Z). It’s a stark contrast from the old Nets’ color schemes of the navy blue and white jerseys or even the throwback red, white and blue.
Why black and white? To me, it symbolizes two things. One, you have to not only separate yourselves as a franchise from the New Jersey Nets franchise and its abysmal history but also the New York Knicks, who you’ll be directly competing with. To go black and white also makes it easier for consumers to buy jerseys and apparel to match anything Nike, Reebok or Jordan Brand puts out.
One step in winning or at least gaining ground in the branding game is to make apparel something you can wear with anything, and as when the Chicago Bulls became popular in the late 80′s and early 90′s thanks to Michael Jordan, wearing black and red shoes to go along with a black and red or white and red jersey was the perfect match. Shoes were designed to match the jerseys, making both hot sellers.
The Nets are playing catch-up and although some would think the design is too simple, I think it’s just right.