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Because of the dynasty teams, they're the only ones where the answer isn't obvious. Take the Celtics, for one: Bird, McHale, Cowens, Hondo, Cousy etc were all great, but nobody fucks with Russell's eleven rings.
Magic Johnson for me. I mean Kobe is obviously up there and probably by the end of his career I might say him but for now Magic has always been the face of the Lakers for me.
If you are talking about players you can make an argument for Kobe and Magic based on resumes and the record book.
When I think of who I would call Mr. Laker though, it is Jerry West and it isn't close. He is the logo of the NBA. He traded for Kareem. He traded for the picks to get Magic. He put showtime together and added Worthy/Scott to keep it going. He brought Shaq to LA. He talked every GM in the draft into not picking Kobe so he could have him. He also would bring Horry, Fox, and Fisher to the team in 96 as well. Then he talked Phil Jackson out of retirement and brought him to LA. Lastly, he trained Mitch.
Mr. Logo is the ultimate Laker. Carried the team on his shoulders, later became coach, GM, VP and the architect of the Shaq Kobe era. Greatest player...Kareem for his longevity and consistent quality. If only Magic didn't retire early.