During an appearance on ESPN's The Jump, West said he thinks his silhouette being on the logo calls too much attention to him.
"I wish that had never gotten out that I'm the logo," he said. "I really do. I've said it more than once, and it was flattering that's me. I know it is me, but it is flattering. ... I played in a time when they first started to try to market the league. There were five people that they were gonna consider. ... I don't like to do anything to call attention to myself."
Former NBA commissioner J. Walter Kennedy took over in 1967 when the league was in competition with the American Basketball Association.
Needing to boil the essence of the game down to one single image, Alan Siegel of the branding firm Siegel+Gate happened upon an image of West during a game that would turn into the logo NBA fans have known for nearly 50 years, per Jerry Crowe of the Los Angeles Times.
West played 14 seasons in the NBA, all with the Los Angeles Lakers. He was named an All-Star each year of his career, had his No. 44 jersey retired by the Lakers and was named to the NBA's 50th anniversary team in 1996.