NBA: Charlotte Hornets brand identity unveiled – new logo

December 21, 2013


NBA: Charlotte Hornets brand identity unveiled – new logo
New Primary, Secondary Logos Introduced Along with Modernized Hugo Logo

Charlotte Hornets Logo

December 21, 2013

Source: NBA Charlotte Bobcats

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 name returns to Charlotte for the 2014-15 season. The team’s logos and wordmark were introduced during an on-court halftime ceremony that was emceed by Fox SportSouth’s Stephanie Ready and featured Hornets legends Muggsy Bogues, Rex Chapman, Dell Curry and Kelly Tripucka.

The primary logo utilizes the purple and teal color palette and features an aggressive-looking hornet that is ready to attack. Its piercing eyes, raised antennae, expanded wings and pointed stinger depict its relentless intensity. Incorporated within the logo is a basketball that doubles as the hornet’s body. The Charlotte Hornets wordmark is written across the insect. The logo contains several odes to that of the original Hornets with its white wings, white accents within its eyes, a stinger and the inclusion of a basketball.

The logo represents several characteristics of actual hornets, including their swarming and attacking nature, along with their fierceness and relentlessness when protecting their nests. These same characteristics connect with the city of Charlotte itself. The city’s rebelliousness, aggressiveness and protective attributes date to the Revolutionary War when British commander General Cornwallis referred to Charlotte as “a hornet’s nest of rebellion.”

“The logos are the foundation of an organization’s brand identity, and our goal was to design logos that would have awareness, be relevant and resonate with our fans,” said Bobcats Sports & Entertainment President & COO Fred Whitfield. “We developed a logo that physically depicted the characteristics and DNA of the type of team we want on the court, as well as those of hornets and the city of Charlotte.”

As part of the unveiling, the organization also announced that the beloved “Hugo” will officially return to Buzz City as the team’s mascot. The Hornets brand identity includes a modernized version of the original “Hugo” logo that will be utilized for the mascot and its brand. This logo is designed and intended for use as it relates to Hugo, and supplies the organization with a separate identity for one of the NBA’s most famous mascots. The refreshed Hugo logo contains several similarities to the original, with Hugo wearing white gloves and basketball shoes, possessing that trademark smile and having the letter “H” on his chest. Rather than bouncing a basketball, the updated logo continues the theme of the basketball as part of the hornet’s body.

“We recognize the heritage behind the original logo and our goal was to connect to the past but also include elements of an evolution,” Whitfield added. “With that in mind, we are thrilled to be able to bring Hugo back as our mascot. We realize all he meant to the city and our fans and we’re excited to re-introduce him this offseason.”

The secondary logo features a side view of the hornet in an attacking position with elongated wings, aggressive eyes and extended stinger. The body once again consists of a basketball, while the curled body shape represents the letter “C” for the city of Charlotte. It also consists of the purple and teal colors like the primary logo.

The Hornets wordmark includes the word Charlotte in teal written above the purple Hornets name. The entire brand identity – logos and wordmark – was designed in collaboration with senior executives within the Bobcats organization; Jordan Brand, a division of Nike; and the NBA’s Global Merchandising Group. Both Jordan Brand and Nike have a long history of working with professional teams and universities in developing brand identities and utilize some of the world’s most highly recognized designers.

Merchandise featuring the new Hornets brand identity will be available for purchase at the Bobcats team store on Jan. 18, 2014. Fans can log on to and opt in to be alerted when the new merchandise has arrived. Merchandise incorporating the original Hornets logo is part of the NBA’s legacy line and will continue to be available at the team store.
Video Link: Hornets Identity Reveal 

Video: Charlotte Hornets new logo-TimeWarner Cable Arena Dec 2013 television version

Livestream Replay Video: Hornets Identity Reveal

Michael Jordan  majority owner and head of basketball operations for the NBA's Charlotte Bobcats - Hornets

Name Change -TimeWarner Arena

Name Change -TimeWarner Arena
Charlotte Hornets

Charlotte Hornets

Charlotte Hornets


Charlotte Hornets

Hugo Charlotte Hornets Logo Charlotte Hornets City Logo Buzz City Logo Charlotte Hornets logo
Charlotte Hornets

Charlotte Hornets
Old Charlotte Hornets Logo

Charlotte Hornets Old Logo

Charlotte Hornets

Charlotte Hornets

Last Charlotte Hornets game at the Charlotte Coliseum

2002 NBA Conference Semifinals May 12, 2002
Charlotte Hornets 79
New Jersey Nets (now Brooklyn Nets) 89

Before the Charlotte Hornets were eliminated from the playoffs, the NBA approved then franchise owners George Shinn’s and Ray Wooldridge’s move to New Orleans following the season. The NBA approved Charlotte to receive a new team for the 2004–2005 season that would later become the Charlotte Bobcats and now re-named Charlotte Hornets.

The final NBA basketball game hosted in the Charlotte Coliseum was on October 26, 2005 between Charlotte Bobcats and the Indiana Pacers.
The Charlotte Coliseum was the NBA’s largest arena with 24,042 seats and was demolished on June 3, 2007. The Charlotte Coliseum was replaced by Time Warner Cable Arena, in uptown Charlotte, seating 19,077 (expandable to 20,200).

Charlotte Hornets last home game

Charlotte Hornets last game4

Charlotte Hornets last home game

Charlotte Hornets last home game

Charlotte Hornets last home game

Charlotte Hornets last home game

CCharlotte Hornets last home game

Charlotte Hornets last home game

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