Behind-the-scenes of the #BucksRebrand

Tuesday February 9, 2016

written by Laura Gainor

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Thank you to Mark Kass of the Milwaukee Business Journal for featuring our #BucksRebrand event, hosted at 88Nine Radio Milwaukee. Photos in the article by Sara Stathas. Photo slideshow above by Darren Hauck, Bryan Miguel and Kenzie Vorass. Video produced by Seadog Creative.

Written by Mark Kass, Milwaukee Business Journal:

A group of several hundred Milwaukee-area business executives got an inside look at the work that went into rebranding the Milwaukee Bucks last year, a high-profile effort that drew lots of praise for the National Basketball Association team. Check out the attached slideshow put together by Milwaukee Business Journal freelance photographer Sara Stathas to see photos from the event held Feb. 4 at 88Nine Radio Milwaukee.

The event was put on by the United Adworkers – Milwaukee and AIGA Wisconsin and featured Klmou Meyer, partner and creative director at Doubleday & Cartwright, a Brooklyn (N.Y.) branding firm that led the rebranding efforts. Also on the panel were Bill Kresse, partner and executive creative director at STIR LLC, a Milwaukee marketing firm, and Dustin Godsey, the Bucks’ vice president of marketing.

The Bucks’ new color scheme is the traditional green combined with cream. The buck in the logo has been redesigned to look meaner as the team’s new owners strive to produce a new winning tradition in Milwaukee.

The team introduced new uniforms that were stripped of their base color and traditional front wordmark, leaving just the imposing new Bucks logo on a black backdrop. The shorts similarly feature a scaled-down version of Milwaukee’s new secondary logo, with the elemental pieces of the basketball and stylized “M” adorning the sides.

“Doubleday & Cartwright took inspiration from the organization’s rich history and the enduring character of its hometown,” the agency says on its website. “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.

“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. The secondary mark centers on a graphic reduction of a basketball and a bold letter M for Milwaukee. A tertiary mark puts the Bucks at the heart of the state of Wisconsin, literally and symbolically.”

Click here to view the photo slideshow by Sara Stathas.

Click here to view the photo slideshow by Sara Stathas.

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