Arkansas is the only place in the US where diamonds have been found. The rare and precious gems are such a point of pride that the state flag bears a diamond shape. The conceptual focus of this design is the diamond's unequaled strength, which is the consequence of many tightly-connected parts. The mark itself conveys the theme of one-from-many with a basketball, crystalline in appearance, created from separate but essential parts and bound by the shape of a diamond. The logotype mimics the sharpness, hardness, and angularity of the diamond as the letters lock together and with their surrounding graphic elements. The dominant motif of the brand is the diamond pattern, which depicts the power of strong bonds among the members of the team--players and staff alike--each part necessary in creating and maintaining that strength, forging that unbreakable whole.