The Bucks last night at a viewing party at BMO Harris Bradley Center officially unveiled a "different color scheme and four new logos, a change that will officially debut at the end of the current season and playoffs," according to Charles Gardner of the MILWAUKEE JOURNAL SENTINEL. A 12-point buck is "replacing the traditional eight-point buck and becomes the primary logo under the franchise's new look" designed by N.Y.-based Doubleday & Cartwright. Good Land Green and Cream City Cream "will be the team's primary colors, and Great Lakes Blue will be used as an accent color." Black and white also "are included in the Bucks official new color palette." Gone is the red in the current Bucks uniforms, and "nowhere to be found is the purple that adorned uniforms" from the '90s through the '06-07 season. The jerseys "already have been designed but will not be revealed until early in the summer, likely before the NBA draft in June." Bucks VP/Strategy & Operations Alex Lasry said that a "classic look was preferred and something that reflected the city and state." Lasry: "It's simple but has a lot of pop. The franchise has a rich story behind it. It's about honoring the past and ushering us into the future of Bucks basketball." Gardner notes the tertiary logo "features the state of Wisconsin with the word BUCKS on it, a basketball over the city of Milwaukee and a blue outline." Lasry said that the logo "is important to emphasize the Bucks' connection with the state and the team's desire to develop a better relationship with communities throughout the state" (MILWAUKEE JOURNAL SENTINEL, 4/14).
ANIMAL INSTINCTS: Lasry said that Bucks execs "decided to retain green to honor the team’s history in Milwaukee that dates back" to '68. In Milwaukee, Rich Kirchen noted the cream color "references cream city brick on older Milwaukee buildings." However, Lasry said that the makeover "was necessary to deliver a new message to fans." He added, "The old mark and old logo feel like an underdog and we don’t want to be the underdog." Bucks VP/Marketing Dustin Godsey said that "it was important to make the deer more fierce." Gosey: "This is an animal that is something to be reckoned with" (BIZJOURNALS.com, 4/13). The AP's Genaro Armas noted the Bucks until now "have not had a logo that incorporated the state's geography." Lasry said that the process of creating the third logo "started long before the discussion about arena funding." Lasry said, "This has been a very local team for so long that we wanted to really give an ode to the state" (AP, 4/13). FOX SPORTS WISCONSIN's Andrew Gruman notes N.Y.-based logo designer Doubleday & Cartwright "has worked with Nike, Dick's Sporting Goods, LeBron James, Chris Paul and the NCAA during its five years of existence." The firm and the Bucks "were intent on steering away from trendy designs" in an effort to "focus on a brand that can represent the franchise for a lengthy period of time." Merchandise with the new primary logo is "currently on sale exclusively" at BMO Harris Bradley Center (FOXSPORTSWISCONSIN.com, 4/13).
