Milwaukee Bucks Rebrand

BRAND OVERVIEW

From Cream City to court: Reimagining the Bucks

The Milwaukee Bucks joined the NBA in 1968 and won their first championship in 1971 behind Kareem Abdul-Jabbar and Oscar Robertson. Fifty years later, they returned to the top in 2021, led by Giannis Antetokounmpo. Across decades, the team’s identity has evolved with the league, shifting from a character-driven original mark to a more modern, minimal system. Each era reflects its time, but along the way some of the early personality and regional specificity was lost.

NEW BRAND VISION

Built for the Long Run

This rebrand draws from the warmth and grit of the original identity while reinterpreting it for today. The system emphasizes character over trend and longevity over novelty. Typography carries weight and confidence. The mark embraces personality without sacrificing clarity or scalability. Supporting graphics reference Milwaukee’s industrial heritage and Cream City roots, grounding the brand in place rather than abstraction. The result is a cohesive identity built for arenas, apparel, and digital platforms alike. A brand that feels unmistakably Milwaukee and designed to endure for decades.

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