76ers' Primary Logo Gets Minor Tweak, While Secondary Marks Include "Dribbling Ben"

The 76ers yesterday unveiled "a set of redesigned logos to be used immediately and announced that new uniforms will be introduced on June 18," according to Jerry Gaul of PHILLY.com. The new design for the primary logo "isn't a radical change." The 76ers script "remains the same, but the basketball it is written on has shifted slightly." The biggest change is the "introduction of two different secondary logos." The first logo has the "76" script "surrounded by 13 blue stars, chosen to represent the original American Colonies, and a blue circle." The second logo "features a basketball-playing Ben Franklin, which was an option when the organization allowed fans to vote for a mascot" (PHILLY.com, 5/12). ESPN.com's Paul Lukas wrote with the addition of the Ben Franklin logo, the 76ers "now have the coolest logo in the NBA." The logo, "variously referred to as Dribbling Ben, Running Ben, and Ballin' Ben," is now "the NBA's best logo, even though he's only designated as a secondary mark." Lukas: "Unfortunately, a team official says Running Ben will not be included on the new uniforms, but here's hoping he shows up in lots of other contexts" (ESPN.com, 5/12). ESPN’s Jackie MacMullan said she was “all about” the new logo. espnW’s Kate Fagan said, “I love Ballin’ Ben, but maybe I love Ballin’ Ben so much because when I was covering the Sixers they tried to create a new mascot and the options were a dog and also a moose" ("Around The Horn,” ESPN, 5/12).

NEEDING A HISTORY LESSON: ESPN’s Stephen A. Smith said the Ben Franklin logo “doesn’t move me at all, to be quite honest with you.” Smith, who lives in the Philadelphia area and previously worked for the Philadelphia Inquirer, said, "It’s very, very corny, not indicative of the City of Brotherly Love. We respect the great Ben Franklin and what he means to the City of Brotherly Love, but that’s not something you expect to see on the basketball logo." The 76ers “shouldn’t be concerned about changing logos, they should be concerned about upgrading their roster.” Smith: “This logo means absolutely nothing to me and I find nothing funny about it. As far as I’m concerned, it’s embarrassing that they’re preoccupied with changing a logo. Change the damn roster” (“SportsCenter,” ESPN, 5/12). ESPN’s Michael Wilbon: “Historically relevant teams, like the Sixers and Celtics and Lakers, shouldn’t be allowed to change logos or jerseys or anything" (“PTI,” ESPN, 5/12).