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Spokane, Washington  Est. May 19, 1883

Logo Motion Steams Ahead Supersonics Join Rockets, Hawks In Trend To Redefine Themselves With Different Look

Jim Moore Seattle Post-Intelligencer

If the Seattle SuperSonics want their new logo to be more authentic, they could add clouds and Mount Rainier.

If they want more impact, they could insert Shawn Kemp throwing one down from the Space Needle.

A deer caught in headlights would be doubly appropriate, symbolizing Northwest life and the Sonics’ recent playoff fender-benders.

The Sonics might be on to such brainstorms, but they’re not saying. Their new logo and color scheme will remain in an office safe until noon today, when the team will unveil its first new logo since 1975.

The Sonics will be the third NBA team to switch since the season ended, joining the Houston Rockets and Atlanta Hawks.

This is big business. In 12 years, annual merchandising revenues in the NBA went from $10 million during the 1981-82 season to $2.8 billion in ‘93-94 and is expected to top $3 billion once the ‘94-95 figures are totaled.

The new logos are not directly tied to the cash register. NBA teams each get 1/29th of merchandising revenue, so even if the Sonics exponentially increase their income, it will be shared league-wide. Rather, the changes are made to project a more appealing image, which in turn could lead to more awareness, more fans and more revenue.

“You’re cultivating future season-ticket holders,” said Jonathan Stern, NBA marketing communications manager. “It’s marketing.”

It’s trendy, too. The Sonics, Rockets and Hawks all wanted their logos to have a contemporary look, which includes new or more vibrant colors. The Charlotte Hornets, by selecting teal and an attractive logo, have been one of the NBA’s most popular teams in merchandising ratings since they joined the league. Last year they led the NBA, knocking the Chicago Bulls from the top spot for the first time since the 1989-90 season.

The Sonics’ new colors are also a secret, but one source said they are expected to be forest green and maroon.

This will be the first major color change and fifth logo change in team history. The old logo featured the Seattle skyline against a basketball. The new one will be dramatically, but not radically, different.

“It’s a whole new look for a whole new era,” said Kim Cleworth, vice president of marketing for Ackerley Communications. “We really wanted to focus on something that felt local and in keeping with the tradition of Seattle. We think we’ve accomplished that.”

The process takes two years. It starts with a formal request to the NBA. Then licensees are informed, and the league’s creative services department works with teams to come up with sketches.

The Rockets were criticized initially for changing their logo and colors. But when the request was submitted, they didn’t know the team would go on to win two consecutive titles. The fans resisted initially but reportedly have warmed up to the new logo, which features a rocket that for some reason resembles a shark The Hawks can’t win, but they can change their logo. The new Hawk looks meaner than the team, ready to pounce, his claws digging into a basketball.

“We want to open people’s eyes and have them take a look at the franchise,” said Lee Douglas, executive vice president of the Hawks. “Hopefully, it will turn more people on to our product.”

The Hawks ranked near the bottom in merchandising revenue, but the Sonics were sixth, mainly because of Kemp and Gary Payton, and had no compelling reason to upgrade their appeal. But because next season they are playing in a new facility, Key Arena at Seattle Center, the Sonics deemed it appropriate to have a fresh look.

“With the new arena and everything the Sonics are rolling out this year, they wanted to have a very strong visual image in the community,” said Rick Welts, president of NBA Properties, Inc.

Cartwright retires

Center Bill Cartwright has retired, but will remain with the team as a West Coast consultant for scouting and player development, the Sonics said.

The 37-year-old Cartwright, a 16-season NBA veteran, played on three championship teams with the Chicago Bulls. He finishes his career with 12,713 points, 6,106 rebounds and a field goal percentage of 52.5 percent.

“Bill is a great guy with a tremendous knowledge of the game,” Sonics president and general manager Wally Walker said in a news release. “We are very fortunate to keep a person with his expertise in the organization now that his playing days are over.”

Cartwright was selected by the New York Knicks in the first round of the 1979 draft. He spent nine years with New York before being traded to Chicago, where he played six years before signing with Seattle as an unrestricted free agent last Sept. 13.

Aloha

The Sonics announced they will begin the 1995-96 season with exhibition games Oct. 15 and Oct. 16 against the Los Angeles Lakers in Honolulu.