Another Look at the Brooklyn Nets' New Look

Share |

Yesterday, we featured two informed perspectives and one un-informed perspective on the new, Jigga-branded Brooklyn Nets logo. Both perspectives were, on balance, pretty negative. Friend of the Classical and regular contributor Eli Neugeboren, who also happens to be a professor of graphic design, had a slightly different take.

I teach graphic design in the Advertising, Design and Graphic Arts school at the New York City College of Technology, a CUNY campus located at the foot of the Brooklyn Bridge on the corners of Jay and Tillary Street. So when The Classical asked me to write a bit about what I think about the new Brooklyn Nets logo my first thought was to defer to a higher authority on Brooklyn, and see what my students thought about it. Michael Garcia, a first-year student from  Brooklyn said, "The Nets are supposed to rep for Brooklyn, and this doesn’t rep for Brooklyn." That might well be that, but I think there's more going on, here.

Initially, I didn’t much want to like the new Brooklyn Nets logos and branding package. But each time I look at them I like them a little more. The first thing I noticed, and probably the first thing you'll notice, is that they are simple. Very simple: black and white, a condensed san-serif font. This is in stark (and one can assume deliberate) contrast to nearly all other sports logos, as well as the rest of the ancillary graphics that go with sports broadcasts, arenas, marketing and advertising: beveled edges, shiny and overly textured surfaces, gradient-imbued interior spaces. The Nets logos and identity are spartan and restrained.

I think this is both a nod to the current trends in hip-hop fashion, led by brands like Jay’s own RocaWear and Jeff Ng’s Staple line—simple graphics on large fields of color, distinct one or two-color logos, the latter possibly due to the basic economic fact that startup tee companies can’t spring for more than one screen. It is also a nod to the current trends in the Brooklyn design scene—a throwback that looks like what is being produced by Jon Contino and his XVII Clothing line, Jessica Hische and the Pencil Factory, and Dana Tanamachi and her gorgeously rendered chalk drawings—a throwback to hand-drawn work.

These types of designs have come about as a rejection of what computer graphics programs have done to homogenize the look of creative production. Logos created in programs like Adobe Illustrator often look, not surprisingly, exactly like they were created in Adobe Illustrator. That's not a compliment, really: those types of logos always make me think of the “Poochie” episode of "The Simpsons"; they are overdone and focus-grouped to the point that they lack any personality or sense of distinct place, like the smell wafting out of a Subway sandwich shop. Like Poochie, they're antic and dull at the same time, and like Poochie seem doomed to die on the way back to their home planet. Or at least they don't work.

This isn't quite that. The fact that Hova was able to be a focus-group of one, and is a Brooklyn native gives these logos a gravitas that no other logo in sports possesses. Designers like those listed and many many more have tapped into Brooklyn's current DIY zeitgeist (see also: farm-to-table, hand-crafted pickles, that sort of thing) and a clear desire and ready market for objects and images that have a bit of humanity in them. By stripping the logo of the usual trappings and visual language of sports teams, Jay and the Nets have separated themselves from the pack.

This is the idea, at least, and it's a good one. The problem comes in the actual execution.

Upon closer inspection these logos are sloppy, and seem like they were rushed through approval. If one of my students had turned these in I would have sent them back to the drawing board to correct things like the awkwardly distorted “S” at the end of Nets in the shield logo. The word Nets follows the curve of the top of the shield, but why not have it stretch at the top and follow the sides as well? We are left with two awkward empty spaces in the corners. We are also presented with two different typefaces—one for the word Nets and one for Brooklyn. There is a newspaper headline-type of feel to them and it may be that these are manipulated or derived from a face like Aksidenz Grotesk. This is a great display face but it seems like it lacks personality and any uniqueness that the famous Dodgers “B” has. At least it’s not Comic Sans.

The logo also seems to be trying to hearken back to some of the logos from the Negro American Baseball League; the Birmingham Black Barons’ logo consisted of three chunky white B’s on a black field, for instance, and the Chicago American Giants’ logo had an interlocking C and A in white also on a black field. There may be a nod happening here or there may not, but it falls short because these designs are so neutral. When they are dressed up on some of the merchandise, and paired with other type and images, they still seem very stiff and out of place. The ball logo is a bit more mutable than the shield, but they both seem out of place, and overshadowed by even a simple script “Brownstone Ballers”.

There has also been a lot of discussion around the fact that Jay has said he designed these himself—he didn’t. He did art direct, and being the client he had final say-so on it, I’m sure. It was designed by Timothy P. Morris. As a designer, all other aesthetic considerations aside, I feel obliged to point that out.

Share |

Comments

I think that thanks for the valuabe information and insights you have so provided here. apotex

seo I really loved reading your blog. It was very well authored and easy to understand. Unlike other blogs I have read which are really not that good. visit this site hurry up waiting your order low obl unique domain Thanks alot! dofollow blog comments

Just saying thanks wouldn’t just be enough, for the fantastic fluency in your writing.
http://polskiekasynoonline.com.pl

Personally I think overjoyed I discovered the blogs.
Here

Just saying thanks wouldn’t just be enough, for the fantastic fluency in your writing.fred lam

Thanks for this great post, i find it very interesting and very well thought out and put together. I look forward to reading your work in the future. free press release in Poland

You make so many great points here that I read your article a couple of times. Your views are in accordance with my own for the most part. This is great content for your readers. adam richmond, adam richmond comedy

Thank you for the update, very nice site.. Check this site

This is such a great resource that you are providing and you give it away for free. I love seeing blog that understand the value of providing a quality resource for free. jeffrey lipton barbados, jeff lipton barbardos

Thanks for sharing this useful info.. visit this link

I have read a few of the articles on your website now, and I really like your style of blogging. I added it to my favorites blog site list and will be checking back soon. Please check out my site as well and let me know what you think. apotex

You make so many great points here that I read your article a couple of times. Your views are in accordance with my own for the most part. This is great content for your readers. jocelyn paquette granby

Very efficiently written information. It will be beneficial to anybody who utilizes it, including me. Keep up the good work. For sure i will check out more posts. This site seems to get a good amount of visitors. toronto cosmetic clinic

This is such a great resource that you are providing and you give it away for free. ian telfer

I wanted to thank you for this excellent read!! I definitely loved every little bit of it. I have you bookmarked your site to check out the new stuff you post. online assignment help

Yes i am totally agreed with this article and i just want say that this article is very nice and very informative article.I will make sure to be reading your blog more. You made a good point but I can't help but wonder, what about the other side? !!!!!!THANKS!!!!!! cricbold.com

Great article with excellent idea!Thank you for such a valuable article. I really appreciate for this great information.. "brian ludmer" "ludmer law" "parental alientation"

This is such a great resource that you are providing and you give it away for free. install wordpress on bluehost

Wow! Such an amazing and helpful post this is. I really really love it. It's so good and so awesome. I am just amazed. I hope that you continue to do your work like this in the future also bluehost database host

Thanks for taking the time to discuss this, I feel strongly that love and read more on this topic. If possible, such as gain knowledge, would you mind updating your blog with additional information? It is very useful for me. personal injury attorney sherman oaks

Keep it up. Keep blogging. Looking to reading your next post.fitness

You support enough websites on the internet on your word wide web journal A cluster is without a doubt permitted to be making plans for can easily ever in your life that you witnessed understand footwork within can. cccam server

Great Article it its really informative and innovative keep us posted with new updates. its was really valuable. thanks a lot. richard warke

It was wondering if I could use this write-up on my other website, I will link it back to your website though.Great Thanks. quotes about procrastination

Absolutely fantastic posting! Lots of useful information and inspiration, both of which we all need!Relay appreciate your work. Happiness

It was wondering if I could use this write-up on my other website, I will link it back to your website though.Great Thanks. last keyword tool

If you're looking for excellent Workers... Trust flow page rank

I am hoping the same best effort from you in the future as well. In fact your creative writing skills has inspired me. how to avoid divorce 

I saw working with exhibit them just as before. Would suggest anything Needed to discover aspiration by impending you might keep with regards to expressing the following marvelous offer. belo horizonte florist

Some times its a pain in the ass to read what people wrote.. Trust flow page rank

If you're looking for excellent Workers.We are here to provide Internet Marketing services and help people white Hat SEO. We offer High PR Backlinks, Website Traffic,blacklinks Service. We can rank you for any keyword on Google I will be very happy to offer my service to you. Please feel free to message me and talk about any queries. Trust flow page rank

You support enough websites on the internet on your word wide web journal A cluster is without a doubt permitted to be making plans for can easily ever in your life that you witnessed understand footwork within can. Logos designs

This is such a great resource that you are providing and you give it away for free. I love seeing blog that understand the value of providing a quality resource for free. head shop

This is such a great resource that you are providing and you give it away for free. I love seeing blog that understand the value of providing a quality resource for free. Click here

I am hoping the same best effort from you in the future as well. In fact your creative writing skills has inspired me. visit this link

Good write-up i must claim in addition to appreciate it with the facts. Knowledge is really a sticky theme. Even so, is one of many foremost issues your time period. When i get pleasure from ones write-up in addition to count on far more. aaadebtconsolidationloan.com

thank you for a great post. pawn shops

Checking out just about any web site may make people only desire to get a greater number of. I did an excellent i was first attractive written content with. It more than likely executed to the tier even now it’s extraordinary. My spouse and i generally dispatch anyone. Cheap phentermine

including reasonable comments here... click hereto see the full CRM ranking

Compose a lot more posts with this matter there is a excellent thought to be able to inspire writters. cccam server

I really loved reading your blog. It was very well authored and easy to undertand. Unlike additional blogs I have read which are really not tht good. I also found your posts very interesting. In fact after reading, I had to go show it to my friend and he ejoyed it as well! Royal online

I just noticed by using demonstrate to it again ever again. Urge just about anything I wanted to be sure positive outlook throughout heading you may just are for the purpose of explaining this unique amazing arrange. Highpr blog commenting

I saw working with exhibit them just as before. Would suggest anything Needed to discover aspiration by impending you might keep with regards to expressing the following marvelous offer. cara menggugurkan kandungan

Which will feature short-term, still it’s not just a effective long-term alternative designed for men of all ages who wish to result in being this particular 1 completely unique lover these consumers can’t finish entertaining the idea of. cheap web hosting

I can seek web-sites having applicable information on presented subject matter and gives those to educator your judgment along with the document. personal injury lawyer

Anything you perceived is definitely perfect, have an understanding of you should break up a rapport amongst already present definite plus innovative. Always be wary while you cure a definite along at the outer surface, for the reason that often there's a simple an opportunity to break up. Few improved to achieve the enable connected with an qualified. payday installment loans california

thanks for the tips and information..i really appreciate it.. Rifle

including reasonable comments here... concrete stamping

A person stimulate ample online sites on your website check This set is definitely permitted to keep pondering buying and selling websites possibly inside your life come across ground moves during could. Geles

This wasn't look internet websites by means of focused home elevators presented with question and present the property to consultant this point of view and therefore the page. roofer