The unofficial start of each NBA season begins on a stage in NYC.

The Spurs brand entered the Draft with a comprehensive visual system rooted in the language of New York City. Initially drawing direct inspiration from the MTA subway’s typography and wayfinding, this system evolved over the seasons into something louder and more expansive to capture the layered noise. repetition, and rhythm. The pulse of the city itself shaped the identity to embody the full sensory experience of New York, with bold type stretching into infinity, kinetic perspective, stacked repetition, and saturated gradients echoing neon signage and architectural density.

Each Draft moment becomes a “new stop” in the journey, mirroring how a roster is rebuilt each season. As the system scales from structured cues to expressive moments, it signals momentum and the anticipation of what's arriving next.