Miami Heat’s Secondary Mark

RARE Design, branding experts from Mississippi talk about their efforts to create a secondary mark for the NBA’s Miami Heat on their blog, Uncommontaries.

I love when agencies show off their work, from sketches to final design, while discussing the finer details that go into a particular job. Such an interesting read.

The Heat is On

In 2007, the NBA’s Miami Heat came to RARE Design looking to expand their brand identity with the creation of a new secondary mark. A secondary mark is normally designed as a companion to the primary mark, and is used in such important places as merchandise, the team’s court, etc. These are almost always used subordinately to the primary mark (hence the name). In many cases, the secondary is more simplified than the primary, and it often touches on more regional aspects of the team’s identity.

Read the whole thing HERE.

HT: ColorWerx