Philadelphia 76ers 2017–18 City Edition uniform and NBA Playoffs campaign
December 27, 2017 Press Release:
The Philadelphia 76ers today unveiled its fourth and final uniform for the 2017–18 season, the “City Edition” uniform, which celebrates the revolutionary spirit of the city of Philadelphia. The uniform’s signature-style lettering and parchment-paper color are inspired by the Declaration of Independence, signed in Philadelphia in 1776.
“Phila” is set in embroidered Inoxida, a script typeface by Angel Koziupa and Alejandro Paul (of Argentina) that somewhat resembles Timothy Matlack’s calligraphy from the second edition of the Declaration of Independence. Other promotional graphics use Oxida, the rough-contoured version of the same type design.
The Philadelphia 76ers unveiled today its integrated brand campaign for the Philadelphia 76ers playoffs, presented by Toyota. “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. The 76ers playoff logo now showcases “Philadelphia” in cursive script, representing the signing of the Declaration of Independence.
