2013 Pelicans Rebrand
From Hornets to Pelicans: A new identity rises from the bayou.
The 2013 rebranding of the New Orleans Hornets to the Pelicans marks a pivotal cultural shift in the franchise's history, moving away from its former moniker to embrace the state's iconic bird and maritime heritage. This transition was not merely a change of logo but a strategic effort to forge a new identity that resonated with Louisiana's unique character following the devastation of Hurricane Katrina. The era is defined by the introduction of the teal, navy, and gold color scheme and the debut of the first Pelicans jersey in an official NBA game.
- Previous Name
- New Orleans Hornets
- Year of Change
- 2013
- Key Figure
- Tom Benson (Owner)
- First Game Date
- October 30, 2013
- Opponent in First Game
- San Antonio Spurs
- Primary Colors
- Teal, Navy Blue, Gold
Lore & Background
The rebranding process was met with mixed reactions initially, as long-time fans held deep attachments to the Hornets era. However, the unveiling of the new crest—a stylized pelican in flight—and the vibrant teal uniforms quickly began to capture the imagination of a new generation. The first game under the new banner against the San Antonio Spurs became a historic milestone, signaling the official end of one chapter and the beginning of another for the franchise.
In Their Own Story
The air inside the Smoothie King Center hummed with a nervous energy as the lights dimmed. On the hardwood, players in teal jerseys stretched, the new 'Pelicans' script on their chests catching the spotlight. It was October 30, 2013, and the silence before the tip-off felt heavy with history. As the referee tossed the ball into the air to start the game against San Antonio, the roar of the crowd wasn't just for a basketball game; it was a declaration that New Orleans had found its new name.
Reader's Guide
The franchise arrived in New Orleans as the Hornets following their relocation from Charlotte, establishing roots during a difficult post-Katrina period. By early 2013, owner Tom Benson announced plans to rebrand, seeking a name that honored Louisiana's heritage more authentically than the previous moniker.
After weeks of speculation and fan input, the 'Pelicans' were officially unveiled in May 2013. The new branding featured a distinct teal color palette and a logo depicting the state bird, aiming to unify the team with the local culture.
The first season under the new name began on October 30, 2013, against the San Antonio Spurs. This game marked the official start of the Pelicans era, setting the stage for future developments including the eventual arrival of Anthony Davis as a cornerstone star.
Did You Know?
- The Brown Pelican was chosen because it is the state bird of Louisiana and symbolizes resilience after Hurricane Katrina.
- The rebranding occurred while the team still held the 'Hornets' name in the league's historical records for prior seasons.
- Teal became the primary color, replacing the black and yellow associated with the Hornets era.