Released earlier this month a new brand identity for The Brooklyn Nets (previously The New Jersey Nets) was reportedly designed by JAY-Z. The new brand identity reflects the New York City subway signage of 1957, when Brooklyn last claimed a major league franchise. Saying the Brooklyn Nets are now part of the conversation, Yormark praised the cultural icon and Nets investor for his taste-making abilities, as the lone NBA team to wear black and white as its primary colors.
“For the longest time, I’ve been pestering guys like (General Manager Billy King) and Brett to give me some hints about what our new logo and new colors look like,” Lopez said. “And now that I’ve seen everything, I have to say I’m a huge fan. JAY-Z has done a great job of designing what will become a large part of our identity at the Barclays Center and Brooklyn.”
Monday, at the Atlantic Avenue location of Modell’s Sporting Goods, backed by the new branding and slogan “Brooklyn Now Has a Home Team” Brooklyn Nets CEO Brett Yormark strode to the podium, surrounded by black-and-white apparel bearing the team’s new logo. “Boy, this feels good,” Yormark said. “We’ve been waiting for over seven years to get to this point.”
Nets’s center Brook Lopez followed the CEO, and became the first player to sport team apparel when he snugly fit a branded baseball cap upon his head. (See video here) After being drafted by the Nets four years ago, Lopez played an integral part in the transition from New Jersey and was excited to be able to say, “Hello, Brooklyn” for the first time.
Apparently Nets’ Merchandise is flying off the shelves. The Brooklyn Nets brand identity launched at the beginning of this month has sparked widespread success in team merchandise sales, ticket sales, and Brooklynnets.com traffic.
Since garnering extraordinary fan response to the Brooklyn Nets logos and black-and-white color scheme created by JAY-Z, Brooklyn Nets merchandise has been the top-seller of all NBA teams at NBAStore.com and at the NBA Store on Fifth Avenue.
Merchandise sales through Brooklynnets.com were more than double the team’s total sales for the 2010-11 season. Additionally, Modell’s, the Nets’ official sporting goods retailer, sold more Nets merchandise during the first day of the launch than all of last season.
JAY-Z’s design for the team’s brand identity incorporates a timeless black and white color palette of the old New York subway signage system, including its clean ‘RollSign’ typeface. The treatment celebrates the history and heritage of Brooklyn by drawing upon the familiar classic signage from when the borough last had its own major professional team in 1957.
The day of the launch, April 30, was the second largest web traffic day at NBAStore.com since the start of the season (December 25), with Brooklyn Nets merchandise representing 27% of total sales for the day on NBAStore.com and the NBA Store on Fifth Avenue combined.
Catapulted by the team’ brand launch, Brooklyn Nets ticket sales have now sold out of three price points, and traffic has increased on the team’s site by 1,700% since Monday.
“The interest in our brand identity launch has dramatically exceeded our expectations,” said Brooklyn Nets CEO Brett Yormark. “JAY-Z’s logos and color scheme combined with our Brooklyn identity are proving to be a powerful draw for fans. It’s been 55 years since Brooklyn has had major professional sports and it’s clear the borough is excited for its new home team. As our merchandise and ticket sales are flourishing, we have also seen a huge spike in our digital fan engagement, with Brooklyn Nets trending nationally on Twitter on Monday. We are proud to say, ‘Hello Brooklyn’.”
Even though sales are skyrocketing in merchandise, there is a lot to be critiqued about this new brand identity endeavor. I told myself this wouldn’t become an opinion piece because I might end up writing a novel so I will let Brand Expert Larry Luk of Epidemik Coalition do it for me in an article called Larry Luk has 9 Problems With The Brooklyn Nets Brand Identity. He makes some great points including the fact that there is no actual Net, why Jay-Z is not qualified to be a designer, and that the shield icon represents nothing, just to name a few.
We first read about this on http://www.underconsideration.com. Click HERE to read the article.