BROOKLYN (April 30, 2012) The Brooklyn Nets today introduced their black and white color scheme and logos as the team prepares for its exciting relocation to Barclays Center for the 2012-13 NBA season.
Created by JAY Z, the Brooklyn Nets' brand identity incorporates a timeless black and white color palette of the old New York subway signage system, including its clean "RollSign" typeface. The treatment celebrates the history and heritage of the city by drawing upon the familiar signage from when Brooklyn last had its own major professional team in 1957.
The Brooklyn Nets have two primary logos. One features a bold shield shape to symbolically identify the team with the strength and character of Brooklyn, and serves as a salute to the shield in the Nets' past logo. The circular portion of the logo incorporates a prominent 'B' inside a basketball to proudly express the team's new home borough, and includes the word Brooklyn below the shield. The other logo features a basketball with an iconic 'B' inside, along with a 'Brooklyn New York' mark surrounding the basketball. In every inception of the Brooklyn Nets brand, the 'B' explicitly indentifies the borough as the team's proud home.
"The Brooklyn Nets logos are another step we've made to usher the organization into a new era," said JAY Z. "The boldness of the designs demonstrates the confidence we have in our new direction. Along with our move to Brooklyn and a state-of-the-art arena, the new colors and logos are examples of our commitment to update and refine all aspects of the team."
"Our black and white colors speak to Brooklyn's strong traditions and grittiness and convey an uncompromising confidence," Brooklyn Nets CEO Brett Yormark said. "With its daring color display, the Brooklyn Nets logos are the new badges for Brooklyn and who better to design them than one of the world's top tastemakers and Brooklyn's own JAY Z. We are thrilled to launch our brand and to introduce the Brooklyn community to its new team. It's an honor to bring major professional sports back to Brooklyn and to become part of the fabric of this great borough."
The Brooklyn Nets also introduced a secondary logo, which is a basketball that contains the iconic 'B.'
As part of their identity launch, the Brooklyn Nets have introduced its 'Hello Brooklyn' multifaceted marketing campaign with the goal of building a connection between the borough and its new home team and to capture the attitude, pride, and history of Brooklyn. The campaign includes billboards in select locations such as by the Manhattan Bridge, the Williamsburg Bridge, the Brooklyn-Queens Expressway, and on Atlantic Avenue, that all include the hashtag #hellobrooklyn. In addition, the campaign features activation across all team digital and social media platforms including Facebook, Twitter, Instagram, Pinterest, and Google+ with opportunities for fans to win Brooklyn Nets apparel.
Merchandise featuring the Brooklyn Nets' new identity is available at www.Brooklynnets.com, Modell's Sporting Goods in all of its New York metropolitan area stores, and the NBA Store on Fifth Avenue.