Dallas Mavericks

New ownership wanted to immediately re-energize the whole organization, brand included. Between the team’s urgency and the NBA’s lengthy league requirements, we had to deliver a complete brand transformation on an incredibly tight timeline: primary and secondary marks, a court design, office collateral, branding guidelines, and more!

It also marked a first for American sports branding. We tucked the team’s M into the negative space of the horse, one shape that reads as both animal and letter. As far as we knew, no one had done it before.