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Pelicans Project a Fast Break

Pelicans Project a Fast Break

The New Orleans Hornets are becoming the Pelicans, with an assist from Rodney Richardson of RARE Design. To symbolize Louisiana and the Gulf Coast, the recently relocated (from Charlotte NC) NBA team turns to the brown pelican, the Louisiana state bird which appears on the state flag, seal and license plates. A veteran of branding programs for major corporations and sports teams, Richardson told the Jackson (MS) Clarion-Ledger that: “When they were starting on this, they were talking about some of the unique challenges of the project ‒ everything from timeline to regional sensitivity.” He noted that a project of this caliber usually plays out at a slow pace, often over a couple of years, but “ the project as a whole was put on that expedited timeline, and we did it in about a month or two.”
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