Now, they’ve dressed it up and added a secondary logo.
The Atlanta Hawks unveiled their new primary and secondary logos Monday, and with it came the beginning of a new identity: The Atlanta Hawks Basketball Club.
The primary logo features the team’s evolved “Pac-Man” unveiled to much fanfare during the 2014 Playoffs, with the Atlanta Hawks Basketball Club wordmark encircled around it.
The Atlanta Hawks Basketball Club moniker expands on the idea that we are more than just a team of 15 players. Our Basketball Club recognizes the contributions of the entire staff to our success. It respects and honors past players and coaches and their significance. Ultimately, the new Basketball Club designation reflects our commitment to building an emotional connection with our fans and maintaining an inclusive environment that welcomes all people. In the Atlanta Hawks Basketball Club, “everyone matters” and all are welcome.
The Hawks also unveiled a completely new secondary logo that pays tribute to the history of the city of Atlanta. The wings of a Hawk lift a basketball engulfed in flames, symbolizing how the city of Atlanta rose from the ashes to become one of the nation’s leading international cities.
Stay tuned, as the Hawks also announced Monday that new uniforms, the most modern and cutting-edge in the NBA, will be unveiled before the 2015 NBA Draft.
The new primary logo is solid. It leans on the team’s past while conforming to modern style.
The secondary logo is a bust. The Hawks are leaning on the mythology of the phoenix, but they’re the Hawks, not the phoenixes. Pick a bird, Atlanta.
I am excited to see these new uniforms, though.