The Cleveland Cavaliers unveiled a modernized logo set as part of a franchise rebrand Thursday morning.
CLEVELAND, Ohio -- Gold is the standard. And it is back.
Bringing the spirit of the past into the future, the Cleveland Cavaliers unveiled a modernized and refreshed brand identity with an updated logo collection Thursday morning.
Navy is out. So is the offbeat mustard-colored representation of gold.
Led by Daniel Arsham -- the Cavaliers creative director and world-renowned artist -- this redesign is intended to draw from a “distillation of a couple different eras” while also reflecting the young, talented team that is trying to rise back into prominence.
“It wasn’t necessarily something that was going to shock the fans, it was going to feel new, feel fresh, but also familiar,” Arsham said. “I also feel like the team is in a different place than we were certainly from our championship season (2016), and I kind of want to give our new young team their own mark that they can own as we move forward in this new era.”
Staying true to his artistic reputation, Arsham created a crisp and refined four-piece logo set that pulls elements from different eras. Born in Cleveland and a Cavs fan at heart despite currently residing in New York, Arsham reflected on his own memories of the team in the 80′s and 90′s when trying to come up with the fresh design.
Arsham became the team’s creative director in 2020. He is in charge of anything the players wear, whatever is displayed on the court and all the graphics for social media. His artistic works are displayed throughout Rocket Mortgage FieldHouse. In his first full brand kit since being hired, Arsham and his creative team crafted about 50 variations for Thursday’s launch, with the Cavaliers and Nike staying involved throughout the lengthy process. He looked at numerous historical jerseys and started with a logo set that had six or seven uses. But ultimately wanted to simplify it even more.
The updated colorway is wine, gold and black. It’s the same iconic Cavs-colored wine. There’s also an emphasis on gold -- the proper, shiny gold that originated in the early 80′s and was sprinkled throughout the first LeBron James-era uniforms until 2010, the last time a noteworthy rebrand occurred.
Along with the elimination of navy and intended shift away from mustard yellow, the four contemporary logos see the removal of the sword that once sliced through the “C“ and a fresh interpretation of the 90′s emblem with a ball going through the net made from the letter V. There’s a condensed, stand-alone version of the “V Net” logo, which displays visual representations of the Larry O’Brien Trophy -- an homage to the 2016 NBA title. The finished product -- considered the “tertiary logo” -- is a new graphic, drawn from scratch. A unique blend of modern and classic.
The Cleveland Cavaliers' new logo set showcases the emphasis on gold.
“For the generations of Cavs fans who have been on this journey, I understand the nostalgia certain team insignia’s have for them, so it was important to be respectful to where we have been as we look to the future,” Arsham said. “I believe we accomplished that. The future is exciting, and our city and fan base have embraced this new generation of incredible young players. As we enter a new era of Cavs basketball it is time to give them a mark of their own.”
As part of this rebrand, the Cavaliers will get new jerseys for the 2022-23 season. Those designs, which need to be finalized before August 1, will include Statement, Icon and Association Edition uniforms. On the jerseys, the gold will have silicone over it, making it pop even more. The execution of that featured color will look similar to the kit recently unveiled by soccer club Paris Saint-Germain.
While the team gets a new uniform set every five years, this time it aligns perfectly with the brand change -- and family of four distinct logos.
The Cavs have always been wine and gold. Now the colors will reflect that.
Gold is back. #LetEmKnow pic.twitter.com/1rXqDteNuh
Get the latest Cavs merchandise: Here’s where you can order Cleveland Cavaliers gear online, including jerseys, shirts, hats, 2016 NBA Champions products and much more.
If you or a loved one has questions or needs to talk to a professional about gambling, call 1-800-GAMBLER or visit 1800gambler.net for more information.
Buy Cavs gear: Fanatics, Nike, Amazon, Lids
Cavaliers hire Luke Walton as assistant coach
Will Cavs, Collin Sexton reach a contract extension? Hey, Chris!
What the Cavaliers can learn from the playoffs, especially the Warriors – Terry Pluto
Cavaliers schedule dance team tryouts
Bleacher Report NBA draft analyst Jonathan Wasserman talks Cavaliers, 2022 draft: Wine and Gold Talk Podcast
Roster crunch makes No. 39 draft pick a ‘50-50 proposition’
NBA All-Star 2022 brought in nearly $250 million, study says
Who is most likely to taken by Cavs at No. 14? Hey, Chris!
Cavaliers intrigued by G League’s Daniels
What are the best options for a needed wing? Podcast
Note to readers: if you purchase something through one of our affiliate links we may earn a commission.
Registration on or use of this site constitutes acceptance of our User Agreement, Privacy Policy and Cookie Statement, and Your California Privacy Rights (User Agreement updated 1/1/21. Privacy Policy and Cookie Statement updated 5/1/2021).
© 2022 Advance Local Media LLC. All rights reserved (About Us). The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Advance Local.
Community Rules apply to all content you upload or otherwise submit to this site.