Just above the statement was an image of the league's iconic logo: A rounded rectangle, blue on one side, red on the other, with a white silhouette of a player dribbling up the middle...no acknowledgment was made that the man dribbling at the top of the statement was, in fact, Mr. West. The NBA hired Alan Siegel, the branding expert who created Major League Baseball's logo, to create a logo for the league in 1969, and he based the image off a photograph of Mr. West who was a star player for the Los Angeles Lakers at the time.
The NBA did not announce that the logo depicted Mr. West, but it was obvious enough to people in the basketball world for Mr. West to eventually be saddled with a nickname that carried extraordinary weight: 'The Logo'...In an interview with The Los Angeles Times in 2010, Mr. Siegel, who was paid $14,000 for the logo, left no room for doubt: 'It's Jerry West,' he said.
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