Jersey Reveal

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Denver Nuggets Behind-the-Scenes Logo Reveal Shoot

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Denver Nuggets Statement Uniform

Tonight, the Denver Nuggets unveiled an evolved brand identity that includes a new color palette, five distinct modern logos and three updated uniforms at a VIP event at Dairy Block in downtown Denver. During halftime of Game 3 of the NBA Finals, Nuggets executives, players and coaches were on-site to reveal the updated look that captures the evolution of both the city of Denver and the team.

The image revitalization occurs as the Nuggets continue to shift and evolve into a new era of basketball. The innovative marks and uniforms acknowledge the team’s past, while concurrently looking forward and identifying the transformation of the Mile High City.

“Our franchise has a rich history containing numerous logo and color designs throughout our incredible 50-year story in Denver, “said Josh Kroenke, Vice Chairman of Kroenke Sports &amp; Entertainment. “The journey leading to this moment started several years ago with extensive market research and numerous in-depth conversations with our fans, players and key partners.

“The Denver Nuggets have always welcomed change and are continually looking for ways to innovate as shown by our evolution from the ABA’s Denver Rockets, to Maxie the Miner, the iconic Rainbow Skyline, and on to the Mountain Peak and Pickaxe. Each era of Nuggets basketball has its own distinct look and feel, and our amazing fans should know that this latest progression aims to celebrate our unique history while turning the page to represent the current and future era of our team.”

More than one hundred fifty people attended tonight’s event to watch Game 3 of the NBA Finals and were introduced to the team’s distinct new look at halftime.

“The Nuggets new brand identity is designed to reflect the dynamic and creative city that we call home, the new look mirrors this exciting era of Nuggets basketball, said Declan J. Bolger KSE Senior Vice President and Chief Marketing Officer. “We are looking forward to incorporating the new logos and uniforms into what will be an exciting 2018-19 season.”

The uniforms will continue to proudly display the Western Union logo as the Official Jersey Patch Partner of the Denver Nuggets.

“As a jersey patch partner with the Denver Nuggets, Western Union, is proud to be part of this uniform launch,” said Hikmet Ersek, Western Union Chief Executive Officer. “This next team era will continue to embrace the innovative spirit of our company, the team and the Mile High City.

Kroenke added: “The Nuggets already underwent two major uniform modifications recently in the landmark jersey patch sponsorship with Denver-based Western Union as well as the NBA’s partnership with Nike and I would like to thank each of them for being such fantastic partners to our team and league. I would also like to personally thank Kelley Kocher and her creative team at KSE for their patience through countless ideas and variations of design as well as Declan Bolger, Graham Wincott, and Melanie Morris from the Nuggets marketing department for their tireless effort, deep reflections, and honest assessments of every thought and scheme created.

“Lastly, I would like to give special thank you to Steve Stoute and his unbelievable team at Translation for their passion and imagination to ensure we had exhausted all concepts while keeping proper perspective of our past, present and future. We are exceptionally excited to say that the Nuggets have evolved, and next season can’t come soon enough!”

The team looks forward to debuting their modernized look and court redesign next season in front of their home fans at Pepsi Center. Merchandise is available now at nuggets.com/evolve. Beginning tomorrow, newly-branded Nuggets apparel is available for purchase at the team store located at Pepsi Center (1000 Chopper Circle) during normal business hours:

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Denver Nuggets Reveal Evolved Brand Identity

Until now, the Nuggets have made subtle uniform changes here and there, tinkering with this and that.

The big change has arrived. The Nuggets have undergone a complete overhaul of the uniforms, colors, and logos to take them into the future.

“The key word that we’ve chosen around this event is ‘Evolve,’” Nuggets president Josh Kroenke said. “And I think that’s what we’re doing as a franchise. I think we’re evolving into something new and something exciting. I think our younger players in particular, this is something they can build and call their own, this type of identity.”

The new uniforms and logos kick off a new era of Nuggets basketball – an energetic team coming off its most successful season in five years. A group of young stars, led by center Nikola Jokić, growing into prominent names in the NBA. A team trending up, on the cusp of returning back to the NBA playoffs.

Nuggets staffers, in conjunction with Nike, have captured it all in a brave, fun, and Colorado-connected set of new uniforms. One of the first orders of business was to get burgundy incorporated back into the color scheme. After all, the name Colorado is of Spanish origin, meaning ‘colored red.’ On the white jerseys, the name Nuggets across the chest and the Nike logos are emblazoned in reddish burgundy.

All of the uniforms have been made over. Baby blue is gone from the team’s color scheme, and their blue third uniform – honoring the Mile High City – is reflective of that.

“This is something we’ve been working on for a couple of years now with input from a lot of different areas – both inside and outside – the company and the club,” Kroenke said. “This is the culmination of a lot of people’s efforts and a lot of people’s ideas. No doubt it’s different. It’s much different than where we’ve been the last few years. But I think that’s exciting.

“I think it’s a reflection of what I think our team has evolved into at this point. You start talking about the Nuggets, and – even though I think we have a great bunch of veterans down there led by Paul Millsap – I think that primarily we’re skewed towards a younger team; kind of a fresh start so to speak.”

Nike designed the uniforms. And the company did so with eyes on the Nuggets’ past and future.

“One of the biggest things that we tend to do here as a company – and it’s part of our ethos – is this notion about respecting a past and representing a future,” said Michael Smith Sr., Product Manager for Promo Basketball at Nike. “Making sure that it’s rooted in a tradition.”

Kroenke and everyone involved pored over every uniform and logo in the team’s past.

“We looked at all of the history with the uniforms, dating back to the Denver Rockets in the ABA,” Kroenke said. “You look at the different logos and how they’ve evolved over the years, the different colors and how they’ve evolved; we toyed with a lot of different things. Ultimately, we thought kind of how it reflects on Colorado in general.

“That was something we tagged on early, looked at our history; throughout the 1990s seeing that color red very prevalent in the uniform. And we started to focus on a few different things incorporating even some things even past that date whether it was a pick axe from the original Maxie Miner. We had those two cross pick axes in our logo for the last several years. We decided to update that to give it a more modern feel, and kind of a more classic feel.”

There will be four new uniforms in all, with the fourth to be revealed during the season.

“I think that basketball jerseys in general, the simpler they are, the better they are,” Kroenke said. “And I think that with the shorts and the jersey it’s a very unique look. It’s a very different look than we’ve had, and hopefully something that our fans will embrace going forward.

“It’s going to be different, having that color red in the front of the home jersey. And we still are the Nuggets, there’s still a lot of gold in there. The baby blue is now gone. That’s been replaced by one of our secondary logos. You’ll see an updated skyline, which we’re very excited about. The skyline jersey and the rainbow is such an iconic thing for the Denver Nuggets franchise that it was really exciting for us to try and create a newer modern version of that. Hopefully that’s something our fans can identify with as well.”

Christopher Dempsey: christopher.dempsey@altitude.tv @chrisadempsey on Twitter.

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Evolve: Nuggets Usher in a New Era with Reimagined Logos, Uniforms

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