THE NBA LOGO STORY (pt 1of3) In 1969, The NBA was locked in a bitter battle against its upstart rival, the ABA. At stake: fans, players, media—and millions of dollars. The NBA turned to Alan Siegel, who poured through the photo archives. A particular photo taken by Wen Roberts of the All-Star Laker Jerry West grabbed his attention: It was dynamic, it was vertical, it captured the essence of the game. This photo essentially became the NBA logo, which now generates $ 3 billion a year in revenue.