Yard and Paris Basketball have partnered with @tyrsa to design a fresh creative identity for the 2024-2025 season, drawing inspiration from Paris, Grand Paris and its vibrant basketball culture.
The design, from the symbolic logo to the classic basketball-inspired typeface, centers around the concept of Light.
"Paris Our City. Our Light."
Being the first-ever professional team to embrace Grand Paris energy as part of its DNA. Standing for both the city, and for the spotlight on new talents from Paris and its suburbs to dazzle the world.
The whole identity has been conceived through a new vision of the Parisian Light.
Not the glamour one but one that comes out of the dark. The one light that was implemented in Paris as a defensive tool back in the XIX century, the one light that now embodies the sport and cultural talents coming out Paris and its suburbs.
Building the Paris Basketball brand since 2018, Yard officially launched this new era with a night at the very heart of Paris : the Eiffel Tower.
This new identity will allow the club to express itself with a unique tone in a way that is consistent with its identity, whether on the back the jerseys, on the screen of the Arena or any communication assets being impactful both locally and internationally.
