Customized Action Condensed for the NBA

A typeface tuned to generate logotypes on demand

For the NBA's 2017 brand refresh, Commercial Type customized Erik van Blokland's Action Condensed under Champions Design's direction. Quirky features were toned down, numbers redrawn, and the italic angle increased — producing a tool for quickly and consistently branding events and media partnerships.

Set in Action Condensed

Insights

Distinctive Action Condensed traits were selectively reduced; the R's signature curve was retained.
Round dots on i, j, and punctuation echo the basketball in the NBA logo.
The italic angle was steepened to increase differentiation from the upright and add urgency.
The family was simplified to three weights; Hindi, Chinese, and Japanese adaptations were produced by Shiva Nallaperumal, Joe Chang, and Type Project respectively.