“Strength in Numbers” is a fan campaign for the NBA’s Golden State Warriors — who won the championship last year and are well on their way to win it again this year — that started during last year’s playoffs and is being revamped for this year’s playoffs, with added meaning as the Warriors tallied a record-setting 73 wins in the season and its unanimously-selected MVP, Stephen Curry, made another record with his 402 3-pointers in a season.
Goodby Silverstein & Partners (San Francisco, CA, office)
The “Strength in Numbers" campaign celebrates every number on the quest for the NBA championship and beyond. The simple, iconic hash marks allow us to tally everything, from Curry’s 3s and the home win streak, to a fan’s consecutive games watched streak and the kids helped by the efforts of the Warriors Community Foundation.
Images (opinion after)
Last year's logo was okay but it looked rushed (and I'm almost certain that type is stretched vertically). The new logo represents the higher stakes for the team and the increased media attention, "forcing" the team to generate something with more marketability. And it's succeeded. (Despite the abominable Warriors logo.) The brush lettering feels raw and unprofessional — in a good way, as if a fan drew it on their fence overnight. The "M" as a five hash-mark device is clever and perhaps an overconfident way of promising a fifth championship to their legacy. The hash marks also work to promote other achievements for the team or the fans (see posters below). Overall, it's a great effort in an unexpected place that adds to the already high level of excitement around the team.