Cleveland Charge Rebrand

Rebrand for the Cleveland Charge, the NBA G League affiliate of the Cleveland Cavaliers. In the most significant evolution of the franchise’s 14-year history, the new identity strengthens visual ties to the Cavaliers while establishing a bold, standalone presence for the Charge.

At the center of the rebrand is a modernized Cavalier—an evolution of the Cavaliers’ 1970s swordsman mark—now elevated by the introduction of a horse, a first for both franchises. The figure is intentionally reductive, stripped of excess detail and rendered almost as a silhouette. The result is a mark that feels new but grounded, with echoes of nostalgia and a collegiate sensibility.

The identity also draws from the ornate architecture of Cleveland’s Public Hall—the Charge’s home venue—subtly informing the graphic language and brand extensions. Supporting assets include custom wordmarks, a refined palette, and a unified system designed to span uniforms, merchandise, social, and in-arena environments—giving the Charge a distinct and elevated voice within the Cavaliers’ brand ecosystem.