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Volume 24 No. 156
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Hitting The Mark: SI Rates Several Top Athletes' Personal Marketing Logos

The release of Tom Brady's new book "The TB12 Method" put the Patriots QB's "personal logo front and center," but SI wondered where it stands "in the marketplace of star markers." The magazine takes seven other logos along with Brady's and rates them "in one to five Jumpmans, in honor of the GOAT athlete emblem." Derrick Rose gets five Jumpmans for his mark, which features a "rose with a D in the middle" and is described as "clever and artful." Tiger Woods and Roger Federer both get four Jumpmans -- Woods' "sleek interconnected initials are compact and clear, yet distinct," while Federer's logo is "dignified and elegant, with a touch of flair." Three NBA all-time greats garner three Jumpmans, as LeBron James' L and J with a crown "feels like a squat, rejected Burger King sign." Carmelo Anthony's logo looks like a "'70s rock poster meets Chinese character" and "makes for a cool tattoo," while Kobe Bryant's mark is supposed to be a "sword in a sheath, but it looks more like a tropical flower or butterfly." Brady's sign is a "bit of a jumble and looks not like TB12 but T2." That earned two Jumpmans, as did Greg Norman's shark, which is "simple and effective, but not very imaginative" (SI, 9/25 issue).