5 Shocking Secrets Behind The NBA Logo: Why Jerry West Hated Being 'The Logo' And Who He Wanted To Replace Him

The silhouette of a player dribbling a basketball, framed in red, white, and blue, is arguably the most recognizable sports emblem in the world. For over five decades, this design has been the official National Basketball Association (NBA) logo, and the open secret is that the figure is the legendary Jerry West. However, following the passing of the Hall of Famer in mid-2024, the long-standing controversy and the debate over changing the logo have reached a fever pitch, forcing the league to confront its own history and the future of its branding. The discussion is no longer just about honoring a legend; it’s about a multi-billion dollar brand identity, intellectual property rights, and the symbolic representation of a global game. As of this current date in December 2025, the pressure to officially recognize West or, conversely, change the image to another icon like Kobe Bryant or LeBron James, remains one of the most compelling and sensitive topics in professional basketball.

The Logo’s Legacy: A Complete Profile of Jerry West

The man behind the most famous silhouette in sports, Jerry West, was much more than just a dribbling figure. His career spanned from playing to coaching to becoming one of the most successful executives in NBA history.

• Full Name: Jerry Alan West
• Born: May 28, 1938, in Chelyan, West Virginia
• Died: June 12, 2024 (Age 86)
• Nickname: "The Logo," "Mr. Clutch"
• Playing Career: 1960–1974 (Los Angeles Lakers)
• Position: Point Guard / Shooting Guard
• Hall of Fame: Inducted as a player (1980), as a member of the 1960 US Olympic Team (2010), and will be inducted as an executive (2024).
• NBA Championships: 1 (1972 as a player); 8 (as an executive, including the "Showtime" Lakers and the Kobe/Shaq dynasty).
• Accolades: 14-time NBA All-Star, 12-time All-NBA Team, NBA Finals MVP (1969—the only player from the losing team to win the award), NBA 50th and 75th Anniversary Team.
• Executive Roles: General Manager of the Los Angeles Lakers (1982–2000), Executive with the Memphis Grizzlies, Golden State Warriors, and LA Clippers.

West's influence on the Los Angeles Lakers dynasty is immeasurable. He was responsible for drafting Magic Johnson, trading for Kobe Bryant, and signing Shaquille O'Neal. His nickname, "The Logo," was a title he earned but often felt uncomfortable with throughout his life.

The Unacknowledged Truth: Why the NBA Never Confirmed Jerry West is the Logo

The story of the logo begins in 1969, when the NBA hired brand identity consultant Alan Siegel to create a distinct, timeless mark for the league. Siegel’s inspiration came from a photo of Jerry West captured by photographer Wen Roberts. The action shot perfectly encapsulated the grace, athleticism, and dynamic movement of the sport. Despite the widespread knowledge and the designer's own admission, the NBA has maintained a policy of non-acknowledgement. This silence is rooted in a calculated business and legal strategy that has persisted for decades.

The Royalty and Intellectual Property Dilemma

The primary reason the National Basketball Association has never officially confirmed Jerry West as the silhouette is to protect the logo's status as a piece of generic intellectual property. If the league were to officially admit the logo is West, it would open the door to:

1. Royalty Payments: West would have a strong legal case to demand royalties for the use of his likeness on billions of dollars worth of merchandise, apparel, and branding globally. West himself noted that the NBA would not pay him.
2. Erosion of Universal Symbolism: The NBA prefers the logo to be seen as a universal symbol of basketball excellence, representing all players and the entire league, rather than a tribute to a single athlete.
3. Precedent for Future Changes: Officially tying the logo to one person would set a precedent that could complicate any future logo change, as it would require a new negotiation and likely a new round of intellectual property rights battles.

Former NBA Commissioner David Stern famously went to his grave without admitting that West was the inspiration, cementing the league's official position of deliberate ambiguity.

The Logo's Reluctance: Why Jerry West Wished for a Change

Perhaps the most surprising element of the entire saga is that the man most associated with the iconic symbol was not a fan of the attention it brought him. Jerry West, known for his humility and intense private nature, repeatedly expressed his wish for the NBA to change the logo. He often found the association "embarrassing" and felt that the spotlight detracted from the collective effort of the players and the league itself.

West’s Classy Pick for the New NBA Logo

In a final, poignant interview on *Podcast P with Paul George* shortly before his death, West was asked who he would choose to replace himself as the NBA's logo. His response was typical of his character: humble and focused on the future. Instead of naming a single player, West gave a thoughtful answer, emphasizing that the league has produced so many incredible players who represent the game's evolution. While he didn't definitively name one person, his comments often pointed toward the greatness of Michael Jordan or, more recently, Kobe Bryant, acknowledging that the torch must eventually pass to a new generation of legends.

The Future of the NBA Logo: Kobe, LeBron, or the Status Quo?

The death of Jerry West, coupled with the tragic passing of Kobe Bryant in 2020, has intensified the public debate over a logo change. The league is now facing unprecedented pressure from fans and players alike.

The Kobe Bryant Movement

The push to replace the silhouette with a figure of Kobe Bryant has gained massive traction. An online petition to immortalize the Black Mamba as the new logo has garnered over 3 million signatures, with prominent players like Kyrie Irving advocating for the change. Proponents argue that Kobe’s global impact, his five NBA championships, and his iconic, dynamic playing style make him the perfect modern representation. Changing the logo to Bryant would be a powerful, official tribute to a player who embodied the Mamba Mentality and inspired millions worldwide.

The LeBron James Factor

While the momentum is largely with Kobe, other names, including LeBron James, are frequently mentioned in the conversation. James, an active player and arguably the most decorated player of his generation, presents a different challenge. The NBA would likely never select an active player for the logo, as it could be seen as an endorsement and would create immediate conflicts of interest. Furthermore, the league traditionally waits until a player's career is complete and their full legacy is cemented.

The Unlikely Change

Despite the emotional and popular demand, the official NBA Board of Governors is highly unlikely to approve a logo change in the near future. The reasons are primarily financial and logistical:

• Rebranding Cost: A change would require a complete, costly, and complex global rebrand, affecting everything from official merchandise and court designs to international partnerships and media assets.
• Brand Recognition: The current logo is a universally recognized mark of quality. Changing it risks diluting the brand equity built over five decades.
• Avoiding the Precedent: The league wants to avoid a situation where every future generation of fans demands a new logo for their favorite superstar.

In the end, Jerry West’s silhouette—the Red, White, and Blue dribbler—will likely remain the official NBA logo for years to come. It serves as a testament not only to West's greatness as a player and executive but also to the enduring power of a simple, anonymous image that has transcended the man who inspired it to become the definitive symbol of professional basketball.