Detroit Pistons
Back and Badder Than Ever.
Brand Identity
Jersey/Court Design
Advertising
Conceptual
Brand Identity Jersey/Court Design Advertising Conceptual
Overview
Detroit basketball is back, baby. With our first longterm superstar in decades, in Cade Cunningham, it’s time for the Pistons to re-invent themselves with a new brand identity. The original 1980s Bad Boys had theirs, the 2000s Bad Boys v2.0 had theirs, now it’s time for the next generation.
The goal for this rebrand was the same as the Piston’s current goal; re-establish themselves in the NBA. I wanted to bring back more personality to the brand using the horse that was lost to the 90s, as fans (including myself) have been yearning for for years. Then simply build around that.
Services
Brand Identity
Jersey/Court Design
Advertising
Conceptual
Personality
Bad Boys v3.0
Grit
Grind
RESEARCHLook At the History.
The Detroit Pistons are one of a select few teams with a rich franchise history dating back to the 1940s when they started in Fort Wayne, Indiana, and moving to Detroit in the late 50s. Since then the Pistons haven’t seen much variation in their logomarks, aside from the step to the horse in the 90s; with each era building a logo around a red ball and wordmark imprinted on the front.
For the fans, I decided for my rebrand that I would bring the horse back for this new-look Detroit basketball team, just with a few modifications as I didn’t want this to simply be taking the old logo and changing some colors and typefaces. This needed to be a truly original mark, inspired by the past.
JERSEYS/COURTSee It To Believe It.
It’s not enough to simply redesign the logo, we need to see it in action with the rest of the brand. I mean, where are we going to see the logo at its most important? On the hardwood.
The goal here was to create something that felt like Detroit Pistons basketball with that reimagined feel. If I took this too far from home, you start mentally questioning who it is that you’re watching.
ADVERTISINGBack & Badder Than Ever.
I created a conceptual campaign to go along with the new brand. Something to help really visualize the logo in a true sense.
The campaign slogan is “Back & Badder Than Ever.” I wanted to brand this new look Pistons squad as the Bad Boys v3.0, with the 80s being our original Bad Boys, and the 00s being our version 2 Bad Boys. “After years of tribulation, we’re back… and we’re badder than ever.” To help sell this idea, I’m using imagery of past Bad Boys and tying them to our new guys by ripping a sheet of paper between the two. This is to make it seem like the player’s are cut from the same cloth, so to speak.