Should LeBron James be the new logo of the NBA?

Global Recognition

LeBron James is arguably the most recognizable active athlete in the world today. The only athletes that come close are Tiger Woods, Tom Brady, and Cristiano Ronaldo, and none of them play basketball. When it comes to global recognition, James unquestionably meets the criteria. However, making him the new logo of the NBA would require fans across the globe to grow accustomed to a new symbol; they’re already familiar with the one the league has had since 1969.

If you decided to go to McDonald’s and did not see the Golden Arches, you would think you’d arrived at the wrong restaurant. Your favorite sneaker company, no matter which brand you prefer, has a logo that they associate themselves with for the purposes of marketing and credibility. The same can be said of car manufacturers, cereals, electronics, and retail stores. The fact is, once a brand has established its primary visuals, it will take years for consumers to readjust to new representation. The NBA has launched a successful marketing campaign around its current branding; why change it?

LeBron James has had a historic career. The NBA should certainly bestow a leaguewide honor on him whenever he does retire. However, changing the logo to his likeness is not the right way to go. Tradition is not a bad thing; it’s part of what gives an organization an identity. The league’s current logo has become part of its identity over the years, and changing it now could potentially alter the momentum of the global marketing machine it has become.

Once upon a time, the NBA lagged behind the other sports leagues in popularity and relevance. That is no longer the case. Men like Jerry West helped make the league what it is today. In keeping him as the logo, the league honors its past while tying its legacy to the present. The current logo is classic and instantly recognizable; changing it now is not the right way to go.