new orleans hornets

proposed identity

With all the transition and turmoil surrounding the New Orleans Hornets since their move from Charlotte, I proposed a clean-slate approach, purging the old brand of its North Carolina roots. The heartbeat off bourbon street for the city of New Orleans thumps beneath the iron sky of the Superdome. By slanting the color palette of the hugely popular New Orleans Saints, I sought to draw from the iconic gridiron squad’s regional color signature, to give the newly rebuilt city a stronger connection to their new basketball team. In the brandbook the story is told of a vagabond team searching for an identity and finding it in a city on the mend, emphasizing the community, unity, and tenacity that personify the New Orleans Hornets.


Primary Mark

Secondary marks

Various brand applications

Brand book details

Brand book spreads