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Positioning for another big win |
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Background
After winning two NBA championships, the Houston Rockets wanted to update their 25-year-old identity and introduce a logo that was as dynamic and exciting as the team itself. Other NBA teams had recently repositioned their brands, and sales of team merchandise had increased dramatically. The Rockets planned to follow suit with a new identity that was readily applicable to uniforms, merchandising and signage.
Solution
Hill designed a rocket orbiting a basketball, underlining the team’s base in “Space City” and its global marketing reach. The target market for NBA merchandise includes fans of all ages, genders and ethnic backgrounds. Bold metallic typography integrated into the illustration enhanced the retro space-age look, resulting in a logo that is fun, friendly and “cool.” Hill also created a secondary identity and the uniform numbering system. Since adopting the logo, sales of team apparel have rocketed.
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