Phoenix Suns Revamp Brand with New Logo

The Phoenix Suns have revamped their branding after unveiling new logos which they hope will modernize the team’s overall look.

The Suns’ primary logo changes for the first time in 13 years (2000) and only the fourth time in franchise history. A basketball sunburst over the stacked words “Phoenix Suns, troche ” the new logo features a black backdrop and a simplified basketball similar to the one used by the team from 1992-2000.

“We are thrilled to roll out new logos which enhance the Suns brand and create an energetic feel that fans can get excited about,” said Suns’ president, Jason Rowley. “The new look embraces the rich history and success of our organization, while offering our fans an update that was long overdue.”

The Suns have also updated the popular “PHX” bird logo, with slight variations to the one originally introduced by the team in 2000. The new version features modernized flames, uplifted wings, and a basketball consistent with the one featured in the primary logo.

Additionally, a new “S” logo combines the club’s past and present by incorporating the sunburst from the team’s primary logo to create a simple mark perfect for merchandise and digital applications. The new logo will only be used when accompanied by another logo or design, as shown on the two t-shirts below. In addition, the “S” will be included as an accent logo on new Suns uniforms scheduled to be unveiled later this summer.

Finally, the “SUNS” word mark featured on the team’s new court last season becomes an accent logo. The ambigram, unique among NBA teams, is featured at center court where it can be easily identified by fans sitting anywhere in US Airways Center.

As has been the case in recent years, the team’s primary color will remain orange, with purple, black and gray rounding out the color palette of the latest brand update. The team will use multiple versions of each logo, including options highlighting purple and black.

“Orange has resonated well with our fans in recent years,” Rowley continued. “And while orange remains our most emphasized color, purple is synonymous with our legacy of success and is here to stay.”

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