CLEVELAND — Jim Kahler Spent years helping design logos for the Cavaliers. 

“This one was introduced in ‘94 as we were opening the new arena," Kahler said as he showed an old Cavs logo. 

Now he runs the sport and entertainment management program at Cleveland State University. The Cavs hired a professional artist to design the logo, which they said reflects the new era for the team.

Cavs Chief Marketing Officer Chris Kaiser said the team had been developing this for years, and the timing couldn’t be better. 

“These are guys are starting to create their own identity and Create their own legacy," Kaiser said. "We think this is gonna be the uniform that everyone remembers them building that legacy in."

Kahler said any team would likely change their logo or colors when they’re building momentum. He said it wouldn’t make as much sense to change them if a team is rebuilding. 

“It’s all about timing. So if you’re gonna rebrand and rebuild, I think in the case of the Cavaliers, their timing was perfect," Kahler said. "They rebuilt and then they rebranded. But now they’ve got the star power to mesh the timing with the rebranding."

The new logos mean new jerseys and merchandise to sell. They’ll include different Cavs' logos. 

“Your number one item is gonna be the jerseys," Kahler said. 

Kahler said that college teams are using alternative jersey designs as a marketing tool. 

Ohio State football donned all scarlet jerseys when they took on Penn State last year. 

They’ll wear those jerseys again this year.

Saint Ignatius High School in Cleveland had several alternate jerseys through last year’s football season to draw fans to the stands. 

“What can we do with a one time uniform design I think if we’re only gonna print," Kahler said. 

Kahler said the NBA is different, since no logo change is allowed unless the league approves it.