The Logos

Primary Logo

The centerpiece of the new brand is the new Buck emblem. The new Buck is only looking ahead, an imposing figure determined and focused on the path in front of him. Several features chronicle the transformation of the team into an undeniable force:

1. An expanded rack (from 8 to 12 points) showing the maturation of the Buck, and underlining the point that he has become an even greater force.

2. The basketball feature in the negative space between the antlers.

3. The M Shape within the chest chevron as an homage to Milwaukee

4. With hard edges that appear almost cut from metal, and industrial but classic proprietary font juxtaposed against the curvature of the logo represents a symbolic union of urban and rural Wisconsin.


Secondary Logo

Serving as a badge of honor, the secondary mark portrays a strong reminder of the rich heritage of Bucks basketball in Milwaukee:

1. Established in 1968, the Bucks are proud to be one of the five longest tenured NBA franchises remaining in their founding city.

2. The basketball that is alluded to in the primary logo begins to take concrete shape behind the antlers in this logo.

3. A stylized version of the subtle “M” from the New Buck’s chest in the primary logo is now called out. This brings additional focus to our home city within our new identity.


Tertiary Logo

The outline of Wisconsin solidifies the importance of the entire state to the underlying fabric of the new Bucks brand. The basketball/antler element once again appears, representing a geographical anchor over the city of Milwaukee. This is the symbolic expression of the team as a statewide unifying force. This is the only element in which each of the three colors in the new Bucks palette appears together, introducing blue while retaining a strong green identity and use of cream as the foundational color.


Partial Logos

The Colors

Good Land Green

The traditional color of the Milwaukee Bucks with a timeless twist. Emblematic of the deep woods and diverse landscapes of Wisconsin, the green is a hallmark of our brand through out 47 years of existence.


Cream City Cream

Just as the Cream City brick is the foundation upon which Milwaukee was built, Cream City Cream is the foundational color of the Milwaukee Bucks brand identity. This color is singularly unique to The Bucks, as they’re the only NBA team to feature a cream hue.


Great Lakes Blue

Blue underlines the importance of the Great Lakes and multiple rivers in the history and future of our city and state. In fact, some think the word Milwaukee was derived from the Algonquian term “Millioki,” which meant “gathering place by the waters.”


Merchandise

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FAQ

What were the goals behind the creation of the new Bucks identity?

The underlying goal was to create a visual identity that embodies the spirit of our home and creates a globally-recognized symbols that instill pride in the residents of the city of Milwaukee and state of Wisconsin. The guiding principal was to create an identity that honors our great history while still looking boldly ahead. Transitioning the Bucks identity into the future does not mean abandoning the legacy and strength of our history – this is an evolution, not a revolution. We feel that the new marks give the Bucks an aggressive, modern look that will remain timeless across future generations of Bucks fans.

What are the team colors?

Our new colors are inspired by the diverse landscapes of Wisconsin and rich heritage of Milwaukee.

Good Land Green: The traditional color of the Milwaukee Bucks with a timeless twist. Emblematic of the deep woods and lush landscapes of Wisconsin, the green is a hallmark of our brand throughout our 47 years of existence.

Cream City Cream: Just as Cream City brick is the foundation upon which Milwaukee was built; Cream City Cream is the foundational color of the Milwaukee Bucks brand identity. This color is unique to The Bucks, as we’re the one and only NBA team to feature a cream hue.

Great Lakes Blue: Blue underlines the importance of the Great Lakes and multiple rivers in the history and future of our city and state. In fact, some think the word Milwaukee was derived from the Algonquian term “Millioki,” which meant “gathering place by the waters.”

Black and white will also be used as a part of our official color palette.

What is the primary logo?

The centerpiece of the new brand is the new Bucks emblem. The new Buck is only looking ahead; an imposing figure, determined and focused on the path in front of him. Several features chronicle the transformation of the team into an undeniable force:

1. An expanded rack (from 8 to 12 points) showing the maturation of the Buck, and underlining the point that he has become an even greater force.

2. The basketball feature in the negative space between the antlers.

3. The M shape within the chest chevron as an homage to Milwaukee.

4. With hard edges that appear almost cut from metal, and an industrial but classic proprietary font juxtaposed against the curvature of the logo represents a symbolic union of urban and rural Wisconsin.

What is the secondary logo?

Serving as a badge of honor, the secondary mark portrays a strong reminder of the rich heritage of Bucks basketball in Milwaukee:

1. Established in 1968, the Bucks are proud to be one of the five longest tenured NBA franchises remaining in their founding city.

2. The basketball that is alluded to in the primary logo begins to take concrete shape behind the antlers in this logo.

3. A stylized version of the subtle “M” from the New Buck’s chest in the primary logo is now called out. This brings additional focus to our home city within our new identity.

What is the tertiary logo?

The outline of Wisconsin solidifies the importance of the entire state to the underlying fabric of the new Bucks brand. The basketball/antler element once again appears, representing a geographical anchor over the city of Milwaukee. This is the symbolic expression of the team as a statewide unifying force. This is the only element in which each of the three colors in the new Bucks palette appears together, introducing blue while retaining a strong green identity and use of cream as the foundational color.

Who designed the logo?

The logos were created as part of a collaborative effort between Milwaukee Bucks ownership, team executives, the NBA, and Brooklyn-based design firm Doubleday and Cartwright, whose Managing Creative Director is a Milwaukee native.

How long did this process take?

Creating a strong new identity for the future of the organization was an early priority for the new Bucks ownership group, and the process began shortly after they took control in May 2014. In order to meet NBA deadlines, all parties involved worked diligently over the summer to meet NBA deadlines and deliver final logos prior to Labor Day.

When will I see the uniform designs?

Uniform designs will be unveiled at an event later this spring, tentatively scheduled for late May.

When will we officially change over to the new logo?

The Bucks new identity will become official at the conclusion of the 2014-15 NBA season in June. However, we will begin the transition to using the new branding following the final Bucks playoff game.

When will merchandise be available?

Follow the Bucks Pro Shop on Twitter, Instagram or Facebook for updates as merchandise becomes available throughout the summer and the various locations for purchase.

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