Diamonds are forever

The NBA hired RARE Design in 2020 to develop a celebratory global identity for the league’s 75th anniversary, commonly referred to as the diamond anniversary. The goal was to create one logo to lead the way in all activations for the year, essentially replacing the NBA logo whenever possible. After considering some fun 70’s funk-inspired approaches, it became obvious that the solve could and should be this simple: NBA Logoman Silhouette + Diamond = the logo. A symbol of permanence and commemoration, we leaned heavily into the diamond motif to shine a light on the NBA’s strength, history, & bright future ahead.

I helped with initial ideation & sketching, refinement of the chosen direction, and developing the blinged out, beveled version of the logo.