With his move to the Miami Heat and subsequent uniform number change, LeBron James’ brandmark was no longer viable and required an update. The brief was appropriate the simple, iconic crown from within his existing logo and evolve it to stand out among other crown logos in the marketplace. After extensive exploration, the solution emerged to create the rim of the crown out of the athlete’s initials, and incorporate the original crown as the crest atop the new logo.
David Creech, CD
Darrin Crescenzi, design
Created while at Nike Brand Design