Curry Brand

EXTENDING AN ICON

Tether’s been a longtime partner of Under Armour and Stephen Curry, collaborating with both to craft his just-unveiled brand identity. Earlier in the game, we created Stephen’s brand story as well as the Curry IV shoe release campaign, which put us in a great position to help develop his new brand under the UA umbrella. This was a celebration of everything Curry has accomplished already in his career: the boundaries broken, expectations defied and records shattered.

Stephen was clear from the beginning, that we would start with purpose, building on a foundation of impact. And, naturally, it would nod to the three-pointer—his signature shot, the finely honed tool he’s used to forever alter the game.

DEFINING THE IDENTITY

We knew we needed a story-rich identity, one with layers of interpretation that could accrue meaning and resonance over time. It had to be sticky and versatile, with the ability to transcend basketball and show up across all branded items, from shoes to apparel and beyond. We started with the icon, derived from Curry’s signature and a direct reference to the game’s most valuable shot.

Embedded in this one mark are Stephen’s initials, the splash of a net and his contagious smile. You’ll also find a wing that speaks to how he’s elevated the game, his sense of guardianship for those he loves, the acknowledgement that he’s blessed by a higher power. We even designed a custom typeface, further differentiating Stephen’s brand in a crowded competitive landscape. This font, dubbed Three Point, is constructed using a uniform stroke and each character is inspired by the arc of the three-point line.