Smoothie King Center, New Orleans Pelicans
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Introducing the Pelicans
With the Hornets buzzing back to Charlotte, New Orleans’ basketball team needed a new name, a new mark, and a new look and they began renovations to the arena immediately. The Pelicans officially took the court in 2013 and Infinite Scale was tasked with creating a signage system and branding applications for it’s new identity. Leveraging New Orleans as a major port city, the design approach utilized mixed materials including hardwoods, blackened steel, and corrugated panels to create a look and feel that is reminiscent its storied culture and community. Graphic elements included imagery of the coastal, tidal watershed, and estuary areas to create an environment that felt natural for the New Orleans Pelicans.
The result is a system that brings the team’s new identity to life with big logo and team color hits to reinforce the new and fitting identity.