CLEVELAND, OH (WOIO) - The Cleveland Cavaliers announced Wednesday a new logo and branding colors for the upcoming 2017-18 season.
The Cavs say they are "modernizing the look of the brand while linking the past and present into the future."
The new logos will include the "C-Sword" as the primary symbol. The "C" will still be incorporated. A new "Shield" symbol will be used. The new global logo features a shield, the "C-Sword," new text, and the color black.
The team's colors will now include black, which was officially introduced as a permanent addition to the Cavaliers colors.
There were mixed reactions to the new branding on social media.
Apparel featuring the new logo and color theme can already be ordered online at the Cavs Teamshop.