Yesterday I posted a piece that talked about the creativity and design aspects that go into the creation of a logo, and presented a video done by PBS that went more in detail on the process. Today I wanted to take that thought process, and turn it in a way that related to something current and showed a modern take on how a logo comes to be during the collaborative stages.

One of the most iconic designers of our time is streetwear fashion developer Jeff Staple who has worked with the likes of Nike and OAKLEY in the past to create some of the most sought after consumer products ever dreamt up. Now he lends his talent, along with that of his agency Staple Design to American classic automobile manufacturer Jeep, as they prepare to help the US Olympic Basketball Team take on the world at the London Olympics in just a few short days.

The end result of this collaboration is a line of limited edition products which will feature a logo and creative branding done by Staple alongside USA Basketball and Jeep, three brands that have extensive experience with creating lasting and iconic images.

Although the video we see here is relatively short, I believe it speaks volumes about how we can take something that seems to be outside of a certain realm, as Jeep may appear to the sport of basketball and when it is handled properly there can be a seamless bringing together of the brands to create something that is original, unique and certainly memorable.

Enjoy the watch as Staple himself discusses the process and the steps that went into developing the branding and the logo that will be seen during the course of the Olympics, and if it catches on, hopefully for years to come.

The Jeep® brand and USA Basketball: Jeff Staple's Vision of Two American Icons