A lot has been made of the Brooklyn Nets logo. Some people like its simplicity, while others thing its a bit bland and boring.

Coach Johnson said that the Nets have gone through re-brand and “re-everything,” and here’s a very interesting piece that talks about a lot of that, as well as what the thought process was behind the decision to go with the logo and color scheme.

Via Tim Newcomb of Time Magazine…

“Just because you see a san-serif font void of flashy colors, however, doesn’t mean the team didn’t dedicate itself to creating a culture-defining look to pay homage to Brooklyn fans. The logo includes ties to the team’s visual past with a shield, basketball and retention of the Nets nickname, and ties to Brooklyn’s personal identity by basing the color scheme and simplicity off the 1957 New York Subway system signage, the last year Brooklyn housed a professional franchise.

‘We wanted to have something that would have a long shelf life,’ Fred Mangione, Brooklyn’s executive vice president and chief marketing officer, tells TIME. ‘We wanted it to be simplistic, but be something that would resonate through the times. The whole background came through going into the borough and going off the subway system and an urban feel look.’”

Moke Hamilton, SNYNets.com

Honestly, I’m not a huge fan of the logo itself. The black jerseys with “BROOKLYN” written in white, though? Those are pretty awesome.

What most people don’t know is that NBA team names have significance. The “Lakers” were born in Minneapolis, the land of a thousand lakes, for example. The “Hornets” were from Charlotte originally, and that name has historical significance dating back to the American revolution.

The “Jazz” of Utah? They were originally from New Orleans. So, in my own selfish way, I wish Brooklyn’s franchise could have been named the “Kings,” that would have been pretty awesome, though I don’t know what Sacramento would have done.

Anyway, long story short, I think part of my bias against the logo is the retention of the “Nets” part. No offense.

Either way, it’s pretty awesome to know that the Nets marketers put a lot of thought into this decision.