NBRPA refresh visual identity in their 30th year

A Marketing Story by HEARTLENT Group about NBA Alumni
4 Views | 1 High Fives
NBA Alumni
Brand Development


The National Basketball Retired Players Association (NBRPA), in celebration of its 30th anniversary, needed to re-fresh the organization’s visual identity, including a new primary logo.


We developed a more current brand identity, while also making sure to acknowledge and celebrate the past 30-years. We needed to strike a balance between old + new, and not develop something that was such a departure. Press Release: https://www.legendsofbasketball.com/national-basketball-retired-players-association-taps-heartlent-group-to-lead-new-visual-identity/


“HEARTLENT Group is the perfect partner to evolve and elevate our brand positioning due to the team’s extensive experience in the NBA as well as their genuine love for the game and top creative talent. With the growth of Legends Media & Entertainment, the timing is ideal to re-fresh our visual identity and we are pleased to be joining forces with HEARTLENT Group on this endeavor.” — Scott Rochelle // NBRPA President & CEO “This new re-design of our logo is a fantastic representation of the historical and cultural aspects of the sport of basketball. The design incorporates images that have been prevalent throughout the lives of the brotherhood and sisterhood that make up the NBRPA and highlights the growth and impact of our organization and the Legends brand over the last thirty years.” — Caron Butler // NBA Legend and NBRPA Board Director

~8 Employees
$10,000 Min Budget
2 Stories


Fairfield, Connecticut

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