The bug has been out of the bag for the Charlotte Bobcats for over a year now, almost immediately after the former New Orleans Hornets announced they were dropping their nickname in favor of the “Pelicans” last winter. After some due financial and league head office diligence, Bobcats owner Michael Jordan announced last spring that the team would indeed be re-taking the “Hornets” nickname it owned from 1988 until 2002, when former owner George Shinn moved the team to Louisiana. By the 2013 offseason, the NBA approved the switch, and earlier this season the squad revealed plans to retake the purple and teal color scheme that seemed to serve the franchise so well a quarter century ago.
All that was left in the rebranding was to unveil a new logo – even if it pretty closely resembled the Charlotte Hornets’ logo of old. During halftime of Saturday’s home loss to the Utah Jazz, Jordan moved to center court to unveil the new face of the Charlotte Hornets, and via the Hornets themselves, here is the new look:
Via a press release, the team explained the impetus behind the new designs:
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.”