The New Orleans Pelicans logo is the visual identity of the NBA franchise that adopted the Pelicans name in 2013, replacing the New Orleans Hornets. The mark was designed by Rodney Richardson, founder and principal of RARE Design, a Hattiesburg, Mississippi-based firm, after NBA acquaintances recommended him for the project when owner Tom Benson decided to give the team a new identity.[1]
Design and History
The Pelicans identity was unveiled on January 24, 2013, when the Hornets officially announced the adoption of the new nickname.[2] The primary logo depicts a pelican with spread wings, a basketball under its beak, a fleur-de-lis at the top, and the words “New Orleans” and “Pelicans” in all capitals and white lettering.[2][1] The design also includes a crescent element, a reference to New Orleans’s “Crescent City” nickname.[3]
Richardson described the design intent: “Our desire was to bring out the characteristics of the pelican that have caused it to stand as a symbol for this city and region. The focus, beauty and strength it displays when it dives from the air into the water for its food, we wanted to capture that strength and focus.”[2] The project moved on an expedited timeline, completed in about a month or two rather than the typical two-year process for an NBA brand overhaul.[1]
Richardson also designed a number of alternate logos, including one that merges the pelican image with the fleur-de-lis, one based on the “Crescent City” nickname, and one using the “NOLA” abbreviation.[2] The team later worked with Richardson to develop the adidas jerseys, with the wordmark on the uniforms inspired by French Quarter street signs.[4]
For the 2023-24 season, the Pelicans simplified their global logo and updated their wordmark. The change removed the decorative arch, fleur-de-lis and red lower panel, with the pelican artwork retained and a cleaner “New Orleans Pelicans” wordmark placed beneath the bird.[5]
Meaning and Symbolism
The pelican is Louisiana’s state bird and appears on both the state flag and state seal.[2] Owner Tom Benson said the name change was driven by a desire to reflect the local culture: “The name Hornets didn’t mean anything to this community. It was a priority to change the name to reflect our culture, our community and our resolve.”[1]
Team executive Rita Benson LeBlanc explained the color scheme: “[The red] inspires the passion, the blue is loyalty and the gold is the gleam of championships that we hope to bring to our state.”[2] The team’s primary color, blue, is taken from Louisiana’s state flag.[6] The fleur-de-lis in the logo is also associated with the NFL’s New Orleans Saints, also owned by Benson.[2]
Richardson noted that the pelican “represents teamwork, group dynamics, regeneration/renewal and resourcefulness,” and that “references to the style, flourish and heritage of the city are subtly ingrained in the mark.”[2]
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