Rebranding the Nets

With the New Jersey Nets finally making their move to Brooklyn next season, the organization recently unveiled the storied franchise's rebrand.

Voila, and there it is.

I'm really not sure how I feel about it. The minimalist in me completely appreciates the simplified design approach but at the same time I feel that in some iterations of the logo – it almost looks oversimplified to the point of feeling rather unfinished and lazy. I'm specifically referring to what looks like the primary team logo (with the crest). If it were up to me, I would've made a complete departure from the crest – which feels like a rather forced artefact from the New Jersey era. I think it only makes sense since the team is entering a new chapter in its history.

I can say however, I do love the circular logo because of its vintage quality – not to mention the shape better lends itself to the B & ball imagery. In keeping with the minimalistic approach, their colour palette seems to only comprise of black and white. This makes Brooklyn a unique team as no other team in the league currently utilizes only a black and white palette (San Antonio is close but they also use silver).

I'm pretty excited to see how the rebrand is applied to the team jerseys and court design.

Rene Tan
Graphic Designer
Mystique Brand Communications