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Design Category
Brand and identity systems design, 1994
Design firm
The Upper Deck Company (Carlsbad, California)
Collection
(1996) A Decade of Sports Graphics
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The concept: design a sophisticated card set based on the career of superstar Michael Jordan that appeals to novice and professional collectors alike.
The parameters: create a groundbreaking product on a minimal budget.
The solution: the designer used a simple color palette of red, white, and black (the Bull's team
colors), with silver as a highlighting color for selected Jordan quotes. The card design and typography were kept simple to avoid detracting from the photography, and the Jordan mystique prevails throughout. His personal thoughts shine through sheets of vellum on the slipsleeve, underscoring his farewell to basketball, and giving a sense of the star's proximity to the product.