The Atlanta Hawks introduced a new vision for the organization this week, one that is inclusive of both the players and all of its contributors. Say goodbye to the Atlanta Hawks, and say hello to the Atlanta Hawks Basketball Club. This is more than just a name change by the organization, but an identity change and a shift in team culture. The Hawks were quoted in their press release signaling the new direction of the team, stating:
"“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.”"
Though this supposed change in vision may lead fans to believe the Hawks are altering their identity significantly, I believe it is a matter of semantics: an attempt to garner more support from the city, and to increase the fan base through the utilization of a strategy used by international soccer clubs.
Within the city of Atlanta and the US, the name change won’t change the perception of the Hawks much (their play this past season did that). While the name change may not affect the perception of the team domestically, it may very well have a significant benefit to the team’s foreign interests.
Welcome to the Club!
— Atlanta Hawks (@ATLHawks) June 1, 2015
Today we unveil our new logo, and the story behind it: http://t.co/o9Njk0JuKH#TrueToAtlanta pic.twitter.com/nhlmEYYQNw
International fans are accustomed to supporting club teams, and the “Atlanta Hawks Basketball Club” may alter international fans perception of the Hawks, and increase the likelihood of accruing new followers abroad.
In line with the name change, the Hawks also released two new logos for the team’s upcoming season. Fans can say goodbye to the winged hawk, clutching a silver basketball. It has been replaced by the 2014-2105 secondary “Pac-Man” logo along with some minor tweaks.
The “new” primary logo, much like the name change, is a minor alteration. Aesthetically, it is almost identical to the 2014-2015 secondary logo, but is now emblazoned with “Atlanta Hawks Basketball Club”, complete with new lettering. This is a simple, yet unique logo that will be effective in marketing the club for years to come.
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While the primary logo is a hit, the secondary logo is the complete antithesis. This logo slightly resembles the winged Hawks logo used since the mid 1990’s, crossed with the Miami Heat primary logo.
In a nutshell, it’s horrible. It looks as if a pre-schooler drew it, or it was a lackluster copy of the Taco Mac logo.
The Hawks unveiled their new logos and also gave us a small hint at their new uniform design http://t.co/PPd0n8nWxU pic.twitter.com/9fD0mCiXNY
— Chris Creamer | SportsLogos.Net (@sportslogosnet) June 2, 2015
Even though the secondary logo design is downright deplorable, there is, allegedly, an NBA regulation that all teams must have a basketball included in at least one logo. If this is truly the case, I can forgive the Hawks graphic designers slightly for this monstrosity, but not much.
They could have done a better job, especially with the wings of the flaming Atlanta basketball bird or whatever it is they are calling it.
The Hawks will also be introducing new uniforms before the NBA Draft this month, calling them the most “modern and cutting-edge” in the NBA. We will have to see, but if they are anything like the new secondary logo, don’t hold your breath. I will reserve judgment until I see them for myself, so stay tuned for my reaction.
Overall, this “re-branding” may not mean much for Hawks fans, but it does signal an attempt to alter the perception of the club as the new ownership group takes over this month. After what the Hawks went through last summer, I can understand the rationale, and am generally pleased with the direction President and CEO Steve Koonin is taking the team.
I’m excited to see what effect this re-branding has on the Hawks during the offseason and the upcoming 2015-2016 campaign.