The Charlotte Bobcats took the next step in the process of becoming the Charlotte Hornets tonight when Chairman Michael Jordan unveiled the brand identity that will be used when the Hornets return to Charlotte for the 2014-15 season. The team’s logos were introduced during an halftime ceremony that featured Hornets legends Muggsy Bogues, Rex Chapman, Dell Curry and Kelly Tripucka.
“When designing the look and feel, we wanted a logo that physically depicted the characteristics of hornets and the city of Charlotte, as well as the DNA of our organization,” Bobcats Sports & Entertainment President & COO Fred Whitfield said in a press release.
“At the same time, we sought to acknowledge the history of the former Charlotte Hornets. We wanted to recognize the heritage and connect to the past, but also include elements of an evolution that would take place with any brand over a 12-year period.”
The logo was designed in a collaborative effort between Bobcats team executives, the NBA’s Global Merchandising Group and Jordan Brand, a division of Nike. The rebranding started in July 2013 once the team received approval by the NBA Board of Governors to change the name back to the Hornets.
According to Whitfield, when designing the new identity, the nature of the hornet was taken into consideration– the swarming, attacking, communal nature and their relentless protection of their nest. Additionally, the team wanted a brand identity that is functional (useful across all media), versatile (have the ability to refresh, live, grow, expand) and possesses longevity (ability to outmaneuver trendiness and will not be obsolete in five years).
The secondary logo features a side view of the hornet in an attacking position with elongated wings, aggressive eyes and extended stinger. The body again consists of a basketball, while the curled body shape represents the letter “C” for the city of Charlotte.
Hugo the Hornet and the Honey Bees will also return as the team’s mascot and dance team respectively. Although, both Hugo and the Honey Bees will be expected to undergo a modernization and will likely be revealed, along with the new uniforms, summer 2014.
The original Charlotte Hornets logo is preserved by the NBA as part of its legacy collection, which means it will still be available to the team for throwback and retro use. At the merchandise store, fans will be able to purchase merchandise with either the new logo or the original, which the team hopes will provide different ways for fans to support the Hornets.
Merchandise featuring the new brand identity available for sale starting on January 18 in the Bobcats team store.
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