Widely recognized as one of the most iconic franchises in sports history, the Philadelphia 76ers were in the midst of a long-term reinvention and needed new brand guidelines and identity. playworkgroup jumped at the chance to create a fresh graphic look to appeal to their broadening fan base and bring the team boldly up to date. Inspired by the team’s championship record and all-star players, from Dr. J to Moses Malone to Allen Iverson, as well as its winning record, with three championships to date, we concepted a logo and brand guidelines just as iconic, fun and forward-facing as the 76ers themselves. 

The result | The new 76ers identity is cohesive and versatile, designed to work as impactfully on the team’s website as it is on all printed collateral and real-world activations, from badges and signage to merchandise and uniforms. This visual refresh set the tone for many triumphant seasons to come.