In 1969, then-NBA commissioner J. Walter Kennedy tasked brand identity consultant Alan Siegel with creating a new logo for the league that would match that of Major League Baseball (whose logo Siegel had overseen the development of). The now-iconic blue-and-red logo is based on a photograph of athlete Jerry West, taken by Wen Roberts (although the NBA itself has denied the identity of the silhouette). Despite being modified in 2017, this logo is still used on various merchandise.
On July 7, 2017, the logo was slightly modified with a different typeface and a refresh of contrasting blue and red colors. This first appeared in the 2017 NBA Summer League, and officially made its debut with the 2017–18 NBA season.