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What were the guiding principles in the design of the brand identity?
We wanted a brand identity that physically depicted the characteristics of hornets and the city of Charlotte, as well as the DNA of our organization.  At the same time, we sought to acknowledge the history of the original Charlotte Hornets.  We wanted to recognize the heritage and connect to the past, but also include elements of an evolution that would take place with any brand over a 12-year period. Additionally, we wanted a brand identity that is functional (useful across all media), versatile (have the ability to refresh, live, grow, expand) and possesses longevity (ability to outmaneuver trendiness and will not be obsolete in five years).


What is the primary logo?  
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.


What is the secondary logo? 
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.


What is the Hugo logo?  
The Hugo logo is a modernized version of the original Hornets logo that is designed to be used for the mascot and its brand. It supplies us with a separate identity for the mascot. 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.
Does this mean that Hugo is returning? 
Yes! Hugo will be returning to Buzz City as the team’s mascot. We know how popular Hugo was with our fans and we are thrilled to bring back one of the NBA’s most famous mascots.
What characteristics of hornets and the city of Charlotte do the logos possess?  
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.”
Why not go back to the original Hornets logo?  
We could not simply go back to the original Hornets logo. The NBA’s operating standards do not allow teams to adopt old logos as an everyday identity. Also, we wanted to have something that was unique and embodied the characteristics of hornets, the city of Charlotte and our organization, so we opted to have both a new primary logo and the modernized Hugo logo. Finally, the team last played in Charlotte during the 2001-02 NBA season, and any brand would undergo some sort of evolution in 12 years.
What happens to the original logo?  
The original logo is preserved by the NBA as a legacy mark. However, it will be available to us for retro/throwback use.
When will merchandise be available? 
We will have merchandise featuring the new brand identity available for sale starting on January 18 in the Bobcats team store.
Will I still be able to get merchandise with the original logo? 
Yes, we will continue to sell merchandise with the original Hornets logo. This logo is part of the NBA’s legacy line of retail and will continue to be available to our fans. We are currently selling merchandise with the original Hornets logo in the team store. It will always be a part of our organization.
Who designed the logo? 
The logo was designed in a collaborative effort between Bobcats team executives, the NBA’s Global Merchandising Group and Jordan Brand, a division of Nike.
How long did this process take?  
This has been a very thorough process that started back in July once we received approval by the NBA Board of Governors to change our name to the Hornets. This is not just about logos, but an entire re-brand of an organization that extends to all areas and aspects of our business.
How involved was Michael Jordan in this process? 
This has been a very thorough process that started back in July once we received approval by the NBA Board of Governors to change our name to the Hornets. This is not just about logos, but an entire re-brand of an organization that extends to all areas and aspects of our business.
Why introduce the brand identity at a game? 
Since the fans were the primary drivers in bringing back the Hornets name, we felt it was only right to unveil the logos and wordmark at a game when our fans could be the first to see them.
When will Hornets tickets be available?  
Season tickets for the 2014-15 Hornets season will go on sale in January. Single-game sales will not take place until next summer.
Will Hugo be the same? When will we see him? 
Like the logos, Hugo will undergo a modernization. We anticipate him making his return to Charlotte during the summer.
When will I see the uniform designs?  
We anticipate unveiling the uniforms sometime next summer.
When will we officially change over to the Hornets?  
We anticipate making the change the day after the final game of this season.




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