In 2014–15, the Hornets name returns to the NBA when owner Michael Jordan’s Charlotte Bobcats adopt the moniker synonymous with basketball in Charlotte. I was approached by Nike’s Brand Jordan group to develop a new primary logo for the team. Working with collaborators Rare Design and David Iglesias, I created a range of hornet icons which strived to balance an approachable, team-sports look with the simplicity and fierce aura of the Jordan Brand aesthetic. The resulting primary brandmark was then refined and translated into a broad range of secondary marks for the wide variety of team applications.
Design: Darrin Crescenzi, Rare Design
Creative Direction: Keith Crawford, Jordan Brand