Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Logos for Philadelphia 76ers



Noted May. 13, 2015 by Armin

Industry / Sports Tags /


(Est. 1946) “The Philadelphia 76ers (also commonly known as the Sixers) are an American professional basketball team based in Philadelphia, Pennsylvania. They play in the Atlantic Division of the Eastern Conference of the National Basketball Association (NBA). Founded in 1946 and originally known as the Syracuse Nationals, they are one of the oldest franchises in the NBA, and one of only eight (out of 23) to survive the league’s first decade.” (Wikipedia)

Design by


Related links

76ers press release

Relevant quote
The team's new primary logo is a modern interpretation of the classic Sixers insignia, stylistically redeveloped to include a patriotic blue border with six white stars and "PHILADELPHIA" adorned across the heading. The familiar white basketball has been visually updated with a positional rotation of the seams. The emblematic ring of 13 stars present in the primary, partial and secondary logos continues to represent the original American Colonies.

76ers press release

Images (opinion after)
New Logos for Philadelphia 76ers
Primary logo detail.
New Logos for Philadelphia 76ers
Logo family.
New Logos for Philadelphia 76ers
Secondary Ben Franklin logo.
New Logos for Philadelphia 76ers
SportsLogos explains the evolution of the 76ers logo over the years.

Yay… I guess? The "76ers" wordmark is one of the best in the NBA and it was a pleasure to see it make a comeback in 2009. Double the pleasure this time around simply for the fact that the typography didn't change or got swapped by some crappy spiked type. The biggest change is the rotation of the ball, where the middle seam of the ball used to land in the middle and now it's off to the top right. It's a good move as it frees up the wordmark but — BUT — if they went through the trouble of rotating the basketball why would they not take care of a small detail like the end of the middle seam of the ball right under the "s". It creates a very distracting ink blob in that area. Wait until they have to embroider that. The Philadelphia type and stars around it are passable (although that "ILA" kerning…) and much better than the old lock-up. Perhaps the biggest story here is that the Dribbling Ben/Running Ben/Ballin' Ben logo leaked (and denied) last year is now official! It's the perfect example of "It's so bad, it's good".

Thanks to Bryan Fratkin for the tip.

Your opinion…

On Primary Logo


On Secondary (Stars)


On Secondary (Ben)



Share ›

Spotted Around the web

Pinned Recent, Big Stories

Curated Dot dot dot