As a lifelong hoops fan, I was happy and excited to be asked to come up with a new identity and branding program for an idol of mine, the legendary Julius Erving, better known as “Dr. J.”. This new identity will have to work across a variety of platforms, from athletic shoes to t-shirts and other apparel items to event branding to corporate communications.
I tried to come up with a look and feel that was sport-oriented and fun, one that also harkened back to the good Doctor’s 70s heyday. It’s easy to forget how funky and ground-breaking Julius Erving was. He was the first player to really take the game into the air, and he was a style icon while doing it.
So I drew some inspiration from the red-white-and-blue American Basketball Association ball Dr. J. used when he first started playing as a pro.
By the time I got through, the red, white and blue color scheme seemed like just a jumping-off point, and the squashiness of the letterforms somehow suggested the bounciness of the ball.