West wasn’t chosen as the logo because he was a great or the greatest player. His picture, not him was chosen because it was a great picture that would look great representing the league as a logo.
Why did you select Jerry West as the silhouette of the NBA logo?
I started thinking about it and was very close with
Dick Schaap, the sportswriter. He was working at
SPORTmagazine, so I asked him if I could look at their photo files. I went through the files and I found a number of images of NBA players … I found a picture of Jerry West, which is what I used as the basis of the logo. I was attracted to it because it was nice and vertical, and it had him leaning and dribbling … had a little motion to it. I designed eight, nine or 10 different versions, and that turned out to be the most effective. I presented it to the NBA, and they approved it immediately and began to use it. Today, they would’ve gone through some sort of crazy research process for six months, but it was spontaneously accepted, and it’s been used now for 40-plus years.
Who were some of the other players you considered?
I looked at some logos where there were hands up around the net and the ball. I looked at
Kareem Abdul-Jabbar’s hook shot. I looked at
Wilt Chamberlain,
Tom Havlicek,
Tom Golaand a few others that I remember. The one with West just really worked. It was really kind of elegant and classic. … At the time, he was on the All-Star team like 12 times. He was
the MVP in one of the Finals.
Did you originally tell the NBA that the logo was West?
When I presented it, I didn’t make a deal out of it. I didn’t say it was West. I said it was
based on a picture that I found. Somehow, people traced it to that. I never said anything about it. I met commissioner
David Stern when I was on vacation, and I talked to him about it. He didn’t want to recognize that it was based on a West picture, for whatever reason.
Did you ever talk with West about how he felt?
I’ve never had any conversations with him. I met him in a restaurant in L.A. He was with a PR guy having lunch. He was sitting at this table, and I was introduced to him as the guy who did the logo. He said, ‘Who was the commissioner?’ I said, ‘Walter Kennedy.’ He looked down and started eating and didn’t speak to me. Then I met him before a Lakers game. I had dinner in the private club with Jeanie Buss, who’s now the president of the Lakers, as her guest. West was sitting at a table with his son. I went over and introduced myself again, and he was gruff and didn’t say anything. And then when his biographer [Jonathan Coleman] wrote his book, he called me and I spoke to him a little bit. West wouldn’t get on the phone. West … seems to be sort of uncomfortable with being the symbol of the NBA. When I did the Major League Baseball symbol,
Harmon Killebrew called me and said, ‘Is it based on me?’ And I said, ‘No … sorry.’ Various other people called me and said, ‘Was that me? Can you say it’s me?’ And I said, ‘No.’ In baseball, these guys wanted it to be them, and here’s West, who’s the symbol for the NBA, and he’s uncomfortable with it. God knows why.
https://theundefeated.com/features/hall-of-fame-jerry-west-designer-alan-siegel-nba-logo/