Milwaukee
Bucks

Rebranding for the Milwaukee Bucks. Primary, Secondary and Tertiary marks— translated to jersey designs in collaboration with the NBA, court designs, and a full brand identity system.

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For the primary mark, we redrew the buck motif to better embody the competitive spirit of a team that is fearless (and fearsome), proud, and determined, with its antlers forming the outlines of a basketball.

Established in 1968, the franchise has had a remarkable visual history—it’s the only team ever to have its home court, then Mecca Arena, customized by the artist Robert Indiana. the jerseys worn by Kareem Abdul-Jabaar and Oscar Robertson during their 1970s golden age are all-time uniform classics. as part of their overall quest to return the team to greatness, the new owners wanted to make a clean break with the team's more recent logo marks and red-and-green color scheme.

Working closely with the Buck's front office, led by partner/ECD Kimou Meyer, Doubleday & Cartwright took inspiration from the organization's rich history and the enduring character of its hometown. We introduced an updated color palette—deep forest green to represent Wisconsin’s woodlands, a contrasting cream in tribute to the iconic bricks that define the "Cream City's" architecture, as well as a new accent of bright blue for its abundance of fresh water. Unifying all the elements is a custom typeface, MKE Block Varsity, inspired both by traditional varsity lettering and Milwaukee's industrial heritage.

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The secondary mark centers on a graphic reduction of a basketball, with a formal reference to the antlers in the primary logo, and a bold letter M for Milwaukee.

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The tertiary mark puts the Bucks at the heart of the state of Wisconsin, literally and symbolically.

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The identity was conceptualized with the jerseys as the primary use. We reintroduced the "Irish Rainbow" and implemented the custom typeface throughout.

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Contact

Brooklyn, NY 11222
917 609 5817
justinthomaskay@gmail.com
@justinthomaskay

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© Justin Thomas Kay 2020