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“Swordplay”

New Logos for Cleveland Cavaliers by Nike Identity Group

(Est. 1970) “The Cleveland Cavaliers, also known as the Cavs, are an American professional basketball team based in Cleveland, Ohio. The Cavs compete in the National Basketball Association (NBA) as a member of the league’s Eastern Conference Central Division. The team began play as an expansion team in 1970, along with the Portland Trail Blazers and Buffalo Braves. […] Through the 2016-17 season, the Cavs have made 21 playoff appearances, and won six Central Division titles, four Eastern Conference titles, and one NBA title.” (Wikipedia)

Design by
Nike Identity Group

Related links
Cavs press release (further explanations of each element at the link)

Relevant quote
The new Cavaliers logos will carry forward both the popular “C-Sword” and “C” logos from previous years, as well as the original expression of Cavaliers Wine & Gold, the team’s first colors in their inaugural 1970 season, which were re-introduced in 2010-11. Navy remains a complimentary color, while black is officially introduced as a new and permanent addition to the Cavaliers color palette. Black is a nod to the historic turning point in the 2016 NBA Finals when the Cavs wore their black-sleeved uniforms in games 5 and 7 of the NBA Finals when they beat the Warriors in Golden State.

Images (opinion after)

New Logos for Cleveland Cavaliers by Nike Identity Group
Primary logo.
New Logos for Cleveland Cavaliers by Nike Identity Group
Secondary logos.
New Logos for Cleveland Cavaliers by Nike Identity Group
Logo suite with explanations. Open image in new tab to see bigger.
New Logos for Cleveland Cavaliers by Nike Identity Group
Wordmark.

Opinion
The old logo wasn’t great but it made up for any shortcomings with a whole lotta flair in the letters and the tilted everything, creating a decent sense of dynamism. The new logo takes the cheesiest elements — the awkward “C” and the sword — and makes them somehow cheesier and worse by playing them straight and trying to be overly serious. The old one kind of had a wink in it but this one makes it seem like it believes it’s the best sword logo ever. In good Nike Identity Group fashion, the typography is really bad… just a mishmash of angles, cuts, and spikes and weird proportions. The secondary logo with the “C” and sword is not too bad but the one in the shield with the basketball stripes is weird and bad. And, again, the wordmark, just ugh. The NBA is slowly building the ugliest league of logos.