The Charlotte Hornets return to the NBA in 2014 with a fresh identity upgrade developed by Rare Design and Nike Jordan Brand. There is a whole hoard of new logos, 9 to be exact, enough to field a baseball team. I feel that number is quite excessive, especially when there are multiple styles being used throughout the package, but overall this is a fantastic evolution to one of the most unique and beloved sports identities ever.
COLOR PALETTE
PRIMARY LOGO
It’s a standard modern NBA angry-mascot-over-text-with-basketball concept. Instantly, I love the hornet and type, but hate the inclusion of a ball. I’d love to see just 1 team do a new logo system and forget that overplayed element, especially because it’s forced here as the lower body of the hornet forms a ball with a stinger coming out of the bottom. The use of the legs is clever, framing a shield/backboard around the type. I really love the way the crossbar on the H mirrors the S, balancing the whole mark and keeping it's symmetry.
2 other minor complaints; the teal on the wings feels odd; making them look a bit too heavy and I think the gray outline is 1 too many for this mark. Ignoring some of those details that most won’t notice or care about, it is a really cool logo that I expect to become a favorite among NBA fans very quickly. I already want a tee shirt!
SECONDARY LOGO
Here we have a 3rd hornet design (counting Hugo) that mirrors the primary very well. It is a very nice mark that suggest speed and athleticism, and forms an abstract "C". It could easily be a primary mark and looks like it's ready to sting the fuck out of somebody!. But, damn it, that belly ball idea again!
HUGO LOGO
I don't know how i feel about this one. The primary takes us in a totally different direction, and has a totally different personality than the old logos, but they have updated the old primary logo and moved it to a secondary position of sorts, where it seems it will only be used to represent Hugo the mascot. It feels like they wanted to move on from this concept but couldn't quite bear to part with it, so they decided to just keep and evolve it to match the new stuff. I think if they were too in love with the original logo to dump it, they should have just kept the original with updated colors. It would not have been anymore out of place than what this update is, and comes with pre-packaged nostalgia.
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. - nba.com/bobcats
Aesthetically, I like the consistency with the wing style. But the placement is off, and it looks like both wings might be growing out of his left (viewer right) shoulder. The addition of some J’s is a nice touch and is an idea that could have made this logo really likable. Except the idea of making the body a basketball makes me absolutely hate this logo. I have issues with sporting equipment in logos to begin with, but this is as forced of an idea as you will see and looks very weird. It’s minor league/Brandiose-like cheesy.
HUGO SECONDARY
I guess the secondary mascot logo needs it’s own secondary logo. I'm not sure how this one will be used, but I assume it is purely for the mascot, where the other could still be used to promot the team. I imagine it on advertising flyers like "Come out and meet Hugo!" or on apparel that will be directed to kids. It's quite nice; very refreshing to see a logo without a basketball gut. I think a spur should have been put on the "O" here though to better reflect what they did in the type of the primary logo.
WORD MARK
Image from Raredesign.comI don’t really see the need for such a simplification of the word mark in the primary logo. Looking at it in embroidery application, I think it would still hold up with a drop shadow background, but I get it. Making it as simple as possible is a good idea. With as many logos as we have though, I’m surprised to not see an option that looks like it was cut right from the primary. It’s good type for a sports team that holds up well at small sizes. Would look really good at the ends of the court.
PRIMARY ALTERNATE LOGO
This is the primary logo without the word mark and is definitely one we could eliminate from the family. I don't see how this one serves any purpose that the primary and secondary can't. It only clutters an already large family of logos. Some constraint on the numbers would strengthen the whole identity.
MONOGRAM
Why not a monogram? Okay, the monogram is cool and has some Charlotte flair with a honeycomb/hive shape that works together nicely. It could be a cool center court design but so could 4 of the previous ones.
I DONT KNOW WHAT
I haven't the slightest idea what this one is for. It's another that should be cut. My instant impression is that it is for women's apparel, but who knows.
BUZZ CITY
Image from Raredesign.com
There are a few odd ideas in this identity, but this might be the oddest. “Buzz City”. Yea? That’s what you want to be known as? I don’t know how many people will wear merchandise with this on it, but I’d respect the hell out of them for wearing it in public. I don't think this one will last long and will eventually be cut from the identity. At least, one can hope. It's a cool enough looking mark, but it screams "Minor League slogan."
WRAP UP
As a designer, there are things I have to pick at. Brand identity needs to be focused, with all of its designs moving in the same direction. Variety is good, but there has to be unity and this system lacks that overall. Just cutting a few logos would correct it. It’s bad enough to give an audience 9 logos, but worse to do it with inconsistency in direction/personality/aesthetic.
From a pure fans perspective, this new identity is really cool and exciting. It brings me back to the 90s, where everybody had Hornets Starter jackets and gear. It’s enough to make stuff fly off shelves, taking advantage of the tail end of a big teal and purple trend in the marketplace but the color palette also keeps that nostalgia factor from the original team and completely sets them apart from the rest of the competition. It's an identity that not only is very much wanted by fans but needed from sports. It's an identity that will never be confused with another team and despite those "ball bellies" and multiple design styles, It's something that gets just as many things right and is going to work very well with fans.