The Philadelphia 76ers have returned to the NBA Playoffs for the first time since the 2011-12 season. The franchise unveiled today a cool innovative brand campaign for the playoffs, called “Phila Unite.”
The postseason logo depicts a segmented snake around the Liberty Bell. The Sixers' official website explained the reasoning behind the big push.
“Phila Unite” builds upon the team’s season-long “Spirit of 76” initiative by combining the bell logo, inspired by imagery from Philadelphia’s 1976 bicentennial celebration, and the segmented snake, a hidden feature on the City Edition uniform that is derived from Benjamin Franklin’s historically-significant political cartoon of 1754.In the past week, the 76ers playoff logo has emerged strategically throughout the city of Philadelphia:
The “Phila Unite” campaign launches as the 76ers clinched their first playoff berth since 2011-12 and secured home-court advantage in the first round for the first time since the 2002-03 season. During its 51-win season, Philadelphia is holding opponents to a league-worst 42.5 field-goal percentage at home and boasts a 29-10 record at The Center.
— x - Philadelphia 76ers (@sixers) April 11, 2018
The campaign includes a 30-foot by 20-foot flag draped on Humphrys Flag Company. A 50-foot by 50-foot banner on The Center facing I-95, as well as murals throughout the city of Philadelphia.
“The ‘Phila Unite’ campaign was thoughtfully developed for our fans and city over the past several years in anticipation of this moment, the moment when the 76ers returned to the NBA Playoffs,” said Chris Heck, Philadelphia 76ers President of Business Operations. “The energy in the Greater Philadelphia Area is electric right now and we wanted to rally together all of our fans from not only this region but from around the globe. ‘Phila Unite’ pairs the rich and storied history of our city with the passionate, proud fans who we consider irreplaceable members of the 76ers family. We’re thrilled that this moment has finally arrived and look forward to watching the best fans in the world come together for the 2018 NBA Playoffs.”During home postseason games, the players will wear the City Edition uniforms, which feature the segmented snake underneath a flap on the shorts. The “Phila Unite” logo will be at center court for these games as well.
Sixers fans can visit PhilaUnite.com to upload their photos to a custom overlay and engage with the hashtag #PhilaUnite.
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