NBA on NBC

NBC returned to NBA broadcasting after a long absence, and asked Tendril to help mark the occasion. We were honoured to bring together two legendary logos in a revamp of the network's iconic NBA on NBC opening graphics building on the original "Laserbird" from the 1990s, a piece etched into the memory of a generation past.

The work is part of a larger launch campaign for NBA on NBC, which has since been awarded with a Sports Emmy® for Outstanding Graphic Design.

Return of the Icon

The NBC peacock and the NBA logoman are two of the most recognizable logos in American media. Working with marks this iconic meant bringing them together on screen without either one losing its identity. The animation must feel modern, but the connection to the 90s original stayed legible immediately, especially to viewers who grew up with it. We are bridging not just two logos, but two generations of fans.

A Modern Lightshow

We worked from the foundation of the new Apex co-brand mark, developed early in the project, then carried its logic through the design and animation. The film takes shape as a modern form of light-painting: light is treated at a macro level, as if made of countless individual particles, giving the piece scale. The repetition of the logo lends it depth and dimensionality.

Anticipation builds before anything is revealed: the peacock and the logoman slowly merge from one to the other, light tracing their contours before the full marks resolve. The rhythm is like an athletic performance, quick, controlled bursts of motion and tension, released at the right moment. You can see this sequence open the NBA broadcast on NBC Peacock, a burst of light that now welcomes every game.