Space Jam is a 1996 American live-action/animated film starring basketball legend Michael Jordan. The film presents a fictionalized account of the period between Jordan's initial retirement from the NBA and his comeback, in which he is recruited by the Looney Tunes to help them win a high-stakes basketball game against a motley crew of aliens.

After getting Warner Brothers to greenlight what was then called “the unnamed Michael Jordan/Looney Toons Project”, the time came to actually give the film a name. It had to be cool, memorable and play off of basketball, but not literally say it. Taking into account that the storyline revolved around a problem/predicament that Bugs Bunny and the Tunes faced with their alien foes, the word Jam came to mind as the perfect double entendre. Pairing it with the place from which their problem originated led to the film’s ultimate title: Space Jam.

The concept for the film’s logo was derived from the famous Looney Tunes “target” that appeared at the end of their short cartoons. We bended the perspective from flat to angled and portrayed it as a solar system graphic interlocked with the film title typography.

The villains of the story needed a name that fit (or, befitting of) their oversized, menacing physiques and personas combined with the basketball skills they steal from NBA all-stars in the film. MONSTARS was a slam dunk.

Taking an assist from the name Looney Tunes, TuneSquad was a natural extension and lay-up for the name of the basketball team comprised of Bugs, Jordan, and the rest of the gang. That’s all folks!

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• Project origination

• Executive production of movie & soundtrack

• Naming of movie title, TuneSquad, and MONSTARS

• Logo conception