New look for a new era: Milwaukee Bucks unveil new set of logos at "See the Future" event

MILWAUKEE (WITI) -- The Milwaukee Bucks unveiled a new visual identity for the franchise on Monday night, April 13th at a special event at the BMO Harris Bradley Center -- just one day after the Bucks clinched a spot in the NBA playoffs. Bucks officials say it's fitting the team has had some recent success on the court. They say the new logo is meant to send a message: The Bucks are no longer underdogs.

"Really kind of show people what we`re trying to build, that we`re trying to build for the future and really send that message out to the fans that we are building something here and it`s really exciting. It`s time to get on board with it now," Bucks VP of Marketing Dustin Godsey said.

Members of the current Bucks roster and franchise greats were on display as fans joined together at the largest Bucks viewing party to date to watch the team battle the Sixers; but the attention turned to the future during a special halftime ceremony in which the new identity was revealed.

Bucks legend Oscar Robertson and rookie Jabari Parker were on hand to help bridge the gap from the team’s championship history to its future through a presentation that included world-renowned speed painters creating the team’s new marks as live art for fans to experience.

"It`s a new look, new era, new twist and it just speaks about where we`re trying to go," Parker said.

“The Milwaukee Bucks are committed to honoring our history while ushering the franchise into a bright future. We’re establishing a new global identity that reflects the growth, energy and innovation in Milwaukee and throughout the state of Wisconsin. This is an exciting time for the city and our team, and these new logos embody the passion and intensity that will define us in this new era of Bucks basketball," Bucks Vice President of Strategy and Operations Alex Lasry said.

The new Bucks identity is built around a new color palette and three unique logos that capture the rich heritage of the franchise and region while ushering in an exciting new era. The color palette is comprised of:

Good Land Green

Cream City Cream

Great Lakes Blue

Black and white are also included in the Bucks new official color palette.

The new primary logo features an updated buck that evokes qualities of fierceness and forward-looking focus. While simplified from the previous design, the new buck features a number of design subtleties that communicate the story of the franchise’s new identity. The buck’s chest comprises an “M” to serve as reminder of the city we call home, while the rack has expanded from eight points in the previous logo to 12 here – symbolic of the young bucks’ maturation into an even greater force to contend with. The logo also includes a subtle basketball feature created by the negative space in the antlers which serves as a linchpin for the entire brand identity.

Serving as a badge of honor, the new secondary logo serves as a reminder of the rich history of Bucks basketball in Milwaukee – a history that spans 47 seasons in a single market, making the Bucks one of the longest-tenured franchises in its original city in the NBA. The secondary logo also features a more pronounced basketball in the antlers, while a stylized version of the “M” from the buck’s chest in the primary logo is now called out to bring additional focus to the team’s home city.

A new tertiary logo serves as a visual link between the team, the city of Milwaukee, and the state of Wisconsin. The basketball and antler element once again appears, representing a geographical anchor over the city of Milwaukee as a symbolic expression of the team as a statewide unifying force.

"I think it`s great. I did comment on how the deer looks meaner, but I think the guys are gonna love it. I think the city`s gonna embrace it. I love the logo. I think it`s gonna be one of the top logos in the league," former Bucks All-Star Vin Baker said.

The new Bucks identity was created over the past nine months as part of a collaborative effort between Milwaukee Bucks ownership, team executives, the NBA, and Brooklyn-based design firm Doubleday and Cartwright, whose team included Milwaukee-native Justin Thomas Kay, the agency’s managing creative director.

"Having it be my job to give people a visual identity, the opportunity to that with a unique point of view that you have as someone who comes from a place is rare," Kay said.

The new logos will be fully transitioned after the conclusion of the Milwaukee Bucks 2014-15 season. Monday night’s unveiling of the new team logos mark the beginning of a busy summer as the Bucks brand continues to evolve.

Bucks officials say: Stay tuned for future announcements regarding the unveiling of new team uniforms and additional events throughout the state in the coming months.