The Charlotte Bobcats unveiled their new Charlotte Hornets brand identity that will be used when the Hornets name returns to Charlotte for the 2014-15 season.
“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.”