"Jerry's proud of the logo, but it's also embarrassing to him, in equal measure," Siegel said. In a 2017 interview on ESPN's "The Jump," West expressed that he wished the NBA would would change it.

Did life, outside of the golf course, ever give him a moment's joy? Jerry West, the freakin' logo of the league, one of the best dozen or so men ever to put on a uniform, the premier talent ...

Jerry West rivalry was the real deal and was ... and assists. Jerry was the Logo as he became the man behind the NBA’s branding early on presenting himself as a true two-way menace.