With his move to the Miami Heat and subsequent uniform number change, LeBron James’ brand mark was no longer viable and required an update. My brief was to begin with the simple, iconic crown from within the existing logo and evolve it to be more memorable and representative of the man. The result blends the crown with LeBron's initials, and subtle visual references to a basketball court in the negative space. The new LeBron logo has served LeBron well now since 2010, being re-interpreted each season across different Nike products. Work done at Nike Brand Design

David Creech, CD
Darrin Crescenzi, design
Created while at Nike Brand Design