Bucks Logo and Nickname
The opening of the 47th season of Milwaukee Bucks basketball marks the beginning of a new era for the NBA franchise. A new ownership group headed by entrepreneurs Marc Lasry, Wesley Edens and an impressive assemblage of Milwaukee community leaders infuses the team and city with a new vitality driven by the promise of a next-generation team that remains true to the spirit of the "Brew City."
The 2014 season ushers in exciting additions including new head coach Jason Kidd, who comes with a rich NBA pedigree and a reputation as one of the best point guards in league history. Under Kidd’s leadership is a strong roster of future stars including two of the most dynamic, young players in the NBA. No. 2 draft pick Jabari Parker joins Giannis Antetokounmpo to create one of the most exciting teams in the NBA and the start of a new kind of Milwaukee Bucks basketball.
In addition to an exciting roster of talented players and a Hall of Fame coach, the organization is in the planning stages of a new arena to serve as the home for the next era of Bucks basketball. The state-of-the-art facility will become an important part of the revitalization of downtown Milwaukee and become integral to the community’s economic future.
This new beginning for the Milwaukee Bucks is preceded by a lengthy history of success in the NBA, highlighted by the franchise’s NBA Championship in 1971. In just the team’s third season of action, the Bucks earned the distinction of owning the quickest rise from expansion team to champion in any of the four major North American professional leagues. The Bucks also count two conference championships, 13 division titles and 27 postseason appearances among the team’s many accomplishments. Additionally, numerous Bucks players, coaches and contributors are included as members of the Naismith Memorial Basketball Hall of Fame.
What's in a name?
May 22, 1968, was the day when Milwaukee's second professional basketball team finally got a name - the Milwaukee Bucks. More than 14,000 fans participated in a contest to name the team. Records show that R.D. Trebilcox of Whitefish Bay, Wis., was one of 45 persons who suggested the name 'Bucks.' He saw bucks as being spirited, good jumpers, fast and agile. For his efforts in helping Milwaukee's entry into the professional sports world gain an enduring nickname, Mr. Trebilcox won a new car.
On June 28, 2006, prior to the 2006-07 season, the Bucks unveiled an updated logo and a new color scheme. "The historical Bucks forest green and the silver introduced in 1993 remain in the identity, but purple has been replaced by a deep red - more sophisticated than the classic red used in the Bucks' color palette from 1968 through the mid-80's," Vice President of NBA Apparel Christopher Arena said. "The deep red is in line with the team's history and representative of their renewed commitment to intensity and energy."
The basic structure of Milwaukee's primary logo that was introduced in 1993 remains in the identity, but several areas have been enhanced.
The wordmark "BUCKS" now includes a more rigid, etched font with a retaining shape that mirrors the structure of the letters.
The box that outlines the word "BUCKS" has been altered, as well. A "MILWAUKEE" wordmark, although not used in the primary logo, was created and will be used on various team materials and licensed products.
The logo was first introduced in May of 1993 when, following the 25th Anniversary season, the club announced that their franchise would be represented by a new logo with corresponding new uniforms. It depicts an aggressive, frontal view of the head and shoulders of an eight-point white tail buck (male deer) on a triangular background atop stylized Milwaukee Bucks lettering. The color scheme featured hunter green, purple and silver. In making the announcement of the new logo, then-NBA Creative Director Tom O'Grady said, "The Bucks logo is an image of strength and focused determination. The solid logo design, incorporating the powerful Buck, portrays a confident, cohesive team. It is one unit, an attribute of any good team. The Buck itself gazes steadily ahead, as if to accept any challenge that may lie in its path. The theme of solidarity is repeated upon through the physique of the muscular buck and the heavy block lettering."
Perhaps no single person was more instrumental in the push for new uniforms, colors and logo than Bucks Vice President of Basketball Operations and then-Head Coach Mike Dunleavy. One of Dunleavy's first thoughts upon signing an eight-year contract on May 12, 1992 was to upgrade the image of the club's uniforms ... to instill pride among the players and make them feel good about carrying Milwaukee's colors in front of a national audience. Green was retained as a link to past accomplishments. Purple was introduced as a contrasting color and one that, while currently in vogue, will stand the test of time. Silver provides a perfect accent and serves to highlight the deep, rich hues found in the forest green and purple. A number of color combinations were tested before the final combination became reality. Dunleavy even scoured Milwaukee-area department stores with his three sons, to get a feel as to how the youth market reacts.
The 2006-07 changes also were applied to the team's secondary logo, which was first introduced during the 2001 Playoffs. The secondary logo is a derivative of the primary logo. It retains the existing red triangular base and eight-point silver buck antlers, while adding a silveroutlined green basketball that appears centered at the top of the triangular base.
A search for the team's initial logo/color identity in 1968 was the responsibility of then-General Manager John Erickson, who commissioned Milwaukee commercial artist Matt Kastelic to develop the team's first logo. The original logo featured a caricature of a buck wearing a sweater emblazoned with the letter 'B' and spinning a basketball on one hoof while sitting atop the words 'Milwaukee Bucks.'
The original official team colors of forest green, red and white were in use since their inception in 1968 through the 1976-77 season. From the 1976 through 1985 seasons, the club adopted various hues of green, including forest, kelly and lime, with a white accent. Thechanges in color did not affect the logo.
The Bucks currently have three uniforms that are worn throughout the season. The team wears its white home uniforms with green lettering and red trim at the BMO Harris Bradley Center. On the road, the Bucks primary uniform is green with white lettering and red trim. During the 2008-09 season, the Bucks introduced a red jersey to the collection, which is the alternate road jersey, and worn 15 times each season.
(1968-1993) - The original logo featured a caricature of a buck wearing a sweater emblazoned with the letter 'B' and spinning a basketball on one hoof while sitting atop the words 'Milwaukee Bucks.'
(1993-2006) - This logo was first introduced in May of 1993, following the 25th Anniversary season. It depicted an aggressive, frontal view of the head and shoulders of an eight-point white tail buck (male deer) on a triangular back ground atop stylized Milwaukee Bucks lettering. The color scheme featured hunter green, purple and silver.
(2006-2015) - Prior to the 2006-07 season, the Bucks unveiled an updated logo and a new color scheme. The basic structure of their previous logo remained the same, but several areas have been enhanced. The wordmark "BUCKS" now includes a more rigid, etched font with a retaining shape to mirror the structure of the letters. The box that outlines the word "BUCKS" was altered, as well.
(2015-Present) - The centerpiece of the new brand is the new Buck emblem. The new Buck is only looking ahead, an imposing figure determined and focused on the path in front of him. Several features chronicle the transformation of the team into an undeniable force:
- 1. An expanded rack (from 8 to 12 points) showing the maturation of the Buck, and underlining the point that he has become an even greater force.
- 2. The basketball feature in the negative space between the antlers.
- 3. The M Shape within the chest chevron as an homage to Milwaukee
- 4. With hard edges that appear almost cut from metal, and industrial but classic proprietary font juxtaposed against the curvature of the logo represents a symbolic union of urban and rural Wisconsin.