Creative agency Sawdust is no stranger to designing unique typefaces adapted from storied basketball player logos. Two-man team Jonathan Quainton and Rob Gonzalez previously created fonts in collaboration with Nike Basketball for Kevin Durant and Kobe Bryant based on their namesake sneaker brands. This time, the London-based duo was tasked with producing a typeface for none other than LeBron “The King” James.
In an interview with designboom, Quainton and Gonzalez discussed the conception and ideation of taking elements of the logo to font. “Above all, we wanted it to have a sense of ‘kingliness’ — fierce sweeping serifs, bold, powerful, sharp yet graceful, with a refined regal edge” says Gonzalez. They had the added challenge of ensuring that the LeBron James typeface didn’t clash with Kevin Durant or Kobe Bryant’s since they would all exist within the same space, yet still giving it a look and feel exclusive from the others. View the concepts in the slideshow above and head over to designboom for the full interview.