A day before the Cleveland Cavaliers will meet the Golden State Warriors in the NBA Finals for a third consecutive season, the franchise unveiled a "modernized" set of logos that the team will use next season.
The Cavs collaborated with the design team at Nike, who becomes the NBA's official uniform provider for the 2017-18 season. There will be new uniforms for Cleveland as well that are set to be unveiled later this summer.
"The new Cavaliers wordmarks introduce a new aggressive look that represents the substantial progress of the franchise. The new sharp edges of the Cleveland Cavaliers and CAVS typeface are inspired from notions of a defender and the motion of a sword."
"The new global logo merges elements from across the logo suite into one united logo to capture Cleveland’s emergence and the Cavaliers prominent brand presence within the international marketplace."
"The Shield represents the Cavaliers commitment to Defend the Land. The shield evokes the spirit of a modern defender. Introduction of the shield also represents the mark of a crusader, and the tool of a defender. The Shield is a direct nod to the most faithful and passionate of Cavaliers fans, including members of Wine & Gold United, who stand together in loyalty and support of the Cavaliers and are symbolic of the “All for One. One for All.” mindset and spirit."
C (partial logo)
"The “C” stands for something bigger than the Cavaliers. It stands for Cleveland – a city united. The “C” also represents the Cavaliers commitment to champion our hometown both on and off the court. The “C” now officially joins the Cavaliers logo collection. The “C” has been used at center court at Quicken Loans Arena for each of the past four seasons and continues to gain popularity."
"The sword evokes the spirit of the resilience of Cleveland. Introduced in 2003, the C-Sword is the anchor to the Cavaliers’ brand. It is one of the key symbols of the Cavaliers organization and serves as the iconic image of strength and dedication. This logo carries forward the previous Cavaliers’ identity, undergoing two simple modifications: the subtle white accent in the hilt of the sword has been removed; and a consistent gold outline has been added around the sword."