Space Jam: A New Legacy logo

Space Jam, a 1996 live-action/animated film in which Michael Jordan teams up with Bugs Bunny, will have a 2021 sequel starring LeBron James. Today, the official Twitter account of Space Jam: A New Legacy revealed the logo of the upcoming film by showing its star Lebron James in a new Space Jam cap.

The 1990s type, anchored by Decotura with a customized Agency Gothic or Bank Gothic-like ‘J’, hits a retro-futuristic note that recalls both the era of the original film and the kind of space-age graphics seen in theme parks. I can’t identify the type for “A NEW LEGACY”.

Typography is a critical aspect of movie marketing, with contracts often stipulating the size and placement of an actor’s name — especially in relation to other stars. Basketball fans immediately noticed that James (who some say has surpassed Jordan as the best to ever play the game) got top billing in this edition of the movie franchise, while Jordan did not in his film.

Perhaps this reveals as much about today’s business of basketball as it does the respective star power of these two superstars.