“Pickaxe on Somebody Your Own Size”
(Est. 1967) “The Denver Nuggets are an American professional basketball team based in Denver, Colorado. The Nuggets compete in the National Basketball Association (NBA) as a member club of the league’s Western Conference Northwest Division.”
The image revitalization occurs as the Nuggets continue to shift and evolve into a new era of basketball. The innovative marks and uniforms acknowledge the team’s past, while concurrently looking forward and identifying the transformation of the Mile High City.
Images (opinion after)
The old logo has been used since, surprisingly, 1993 — it surprised me as that’s kind of ancient for a non-classic NBA logo like, say, the Bulls’ and it’s surprising it hasn’t been changed yet. Maybe that’s because the pickaxe and sharp mountain badge were introduced in 2005 and now has been promoted to the primary logo. (For a breakdown of all of the Nuggets’ logos, see SportsLogos’ page.) The old logo looked almost like a Disney ride logo with the exaggerated curvature on the Western-y font and the cute ribbon — definitely not the ultra cool vibe the NBA goes for these days. The new primary logo is fine; it looks good in the new color palette. The “International” version is also fine… well, except for the super extra weird typography (better seen in the wordmark image) where it seems that sports logo designers have run out of ideas of where to add spikes and notches. It’s not very pleasant. The secondary marks are also fine and I can sort of appreciate the nod to the very old logo with the buildings but ultimately it feels like they have a lot of logos for the sake of having logos. Then again, the NBA has changed so much — where teams now have, like, 12 different uniforms — where more is better than less.
My interest in all things technical started at age 5 years old. I’ve since been fascinated with problem-solving of all kinds. These days I curate blog posts for our audience.