It’s official: the new Charlotte Hornets brand & logos | CLT Blog

It’s official: the new Charlotte Hornets brand & logos

Posted on 22 Dec 2013 by Justin Ruckman

I think it’s just about a perfect rebrand. With both NBA and Nike staff contributing, this has got to be one of the strongest identities in professional sports right now. It’s fresh, distinct, and respectful of the original brand without stepping on its toes. Merchandise with the new brand should sell like crazy, and sales of classic gear will likely stay strong as well.

My one and only gripe, and mind you, this is about as fussy as they come, is how the elbows come to a point in the throwback Hugo variation. With the wings and lower arms both rounded in this version, compared to being sharp in the primary logo, why not round out the elbows as well?

Also, at first I didn’t like how his lower abdomen is now a basketball, opposed to him just holding one. It looked like either he swallowed it, or he’s some kind of half insect, half sporting-goods-come-to-life freak of nature. But upon further consideration it’s grown on me, and I’ve come to see it as just a really badass tattoo, as if that’s just how committed this new, grown-up Hugo is. That’s a persona I can get behind. (Besides, if he had swallowed the ball, you wouldn’t be able to see the lines, right?)

Aaaaaanyway. This is a big score for Charlotte basketball fans, and even just fans of Charlotte and its history. Looking forward to 2014, and to the future success of the franchise!

I was there for the reveal, and took a little video of the crowd reaction w/ my phone:

See more at and ESPN.


  1. Go Panthers 23 Dec 2013 at 12:06 AM

    I like the primary but that’s the only one. The cartoon looking one doesn’t even resemble the primary at all. In fact, it’s pretty much the opposite branding. I thought that one was only meant for little kids. And the sideways one doesn’t seem to match the primary either, but at least it’s in the ballpark. But gain the primary logo is primary logo is pretty cool.

  2. Jason 14 Jan 2014 at 5:32 PM

    Looks like it is pregnant with a basketball. Why do teams think they have to add a basketball shape to logos? We know it is a basketball team.