Jerry West logo controversy: Why did the NBA deny using his likeness for decades?

After many years of using a Jerry West photograph to create the NBA logo, the NBA doesn't acknowledge the LA Lakers legend as the person used in the design. The current NBA logo has been around since 1969 when Alan Siegel was tasked by then-Commissioner Walter Kennedy to renew the image of the league.

Fans realized the logo was created off a Jerry West picture a long time ago, yet the NBA denies West being the person in the image. Why? There might be a couple of explanations for that.

Back in 2017, Alan Siegel told The Undefeated that former NBA Commissioner David Stern didn't acknowledge West was the player in the logo. He said at the time that the NBA probably didn't want to say their entire image was based on a player, or they didn't want to pay royalties to West for using his likeness.

Adam Zagoria of Forbes echoed the sentiment in 2021 when Kyrie Irving proposed Kobe Bryant as the new NBA logo. The reporter said making this change would lead Kobe's estate to ask for royalty.

Having been the person in the logo for over 50 years, West never received a penny for it, and the NBA doesn't seem to have plans to change that, not even for a five-time champion like Bryant.

What Jerry West thought about being the NBA logo?

While this would be a huge honor and something to brag about for other players, Jerry West, who passed away today at 86, had similar feelings about being the NBA logo. The LA Lakers legend said in 2017 that he would be 'embarrassed' if he was the NBA logo.

"I wish that had never gotten out that I'm the logo," West said on ESPN's 'The Jump' (via marca). "I've said it more than once, and it was flattering that's me.

"I played in a time when they first started to try to market the league," he recalled. "There were five people that they were gonna consider. ... I don't like to do anything to call attention to myself."

The former NBA champion left a huge mark on the league for the things he did on and off the court. He won't be forgotten, especially knowing he's the official image of one of the most famous sports leagues in the world.