National Basketball Association - Cleveland Cavaliers

Cleveland Cavaliers Unveil New Logo, Uniforms

A NEW LOOK FOR A NEW GENERATION OF CLEVELAND CAVALIERS

Logos, Uniforms and Court Design Unveiled

The new identity of the Cleveland Cavaliers will be on display when the team’s new logo, uniforms and court design are unveiled in a spectacular show at halftime of the Cavaliers’ game against the Toronto Raptors tonight. All designs will be highlighted by the new team colors – a new expression of wine and gold – and feature the prominent uses of the full “Cavaliers” nickname. All elements will be in place beginning with the 2003-04 season.

Tonight’s presentation will be highlighted by a video reviewing Cavalier uniform history, leading to the presentation of the new uniforms. Cavalier legends Austin Carr, Campy Russell, Nate Thurmond, Bingo Smith, Mark Price and Larry Nance will participate in the festivities.

The primary logo features the word “Cavaliers” in custom lettering with “Cleveland” in smaller type above it. A gold sword pierces the word “Cavaliers,” and a wine-colored basketball serves as a background. Dark blue serves as an accent color. Secondary logos use the letter “C” and the sword form the primary mark.

The new home uniforms are white, with “Cavaliers” in wine-colored custom lettering slanted across the chest. The dark blue number on the front is off-set, appearing beneath the letter “s” of “Cavaliers.” A single letter “C” appears on the center of the collar trim on the front and above the name on the back of the jersey. Names appear in wine and numbers in blue. Wine, gold and blue are all used subtly in the trim. The shirts and trunks have wine colored panels down both sides. Finally, the secondary logo will appear on the bottoms of the side panels on the shorts.

The new road uniforms are wine, with “Cleveland” in white custom lettering slanted across the chest. Numerals on the front and back, and the name on the back, all are white. Panels on the sides of the jersey and trunks are gold and trim colors are white, wine and blue.

Cavaliers’ guards Ricky Davis and Dajuan Wagner modeled the new uniforms at the press conference today.

The team’s new official colors were announced on October 9, 2002. The primary colors are be a “new expression of wine and gold,” a crimson-hued wine color and a metallic gold. While they represent updated versions of the Cavaliers’ original colors, the new colors are at once contemporary and timeless. Dark blue will also be used as an accent color on the new logo and uniforms. The use of blue is in recognition of the successful Cavaliers teams of the 1990s.

The move to change the team’s brand identity began in earnest during the summer of 2002. That August, fans were given the opportunity to participate in a survey on cavs.com and choose from six color combinations. The response was overwhelming, as more than 12,000 total surveys were completed. The option that most closely represented the new official colors was the top choice. At the same time, the process of designing new logos, uniforms and other elements began.

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This article (and pictures) was taken from www.nba.com/cavs and www.cleveland.com/cavs/.  All rights reserved.