While the organization’s playoff dreams may be on hold for the rest of the year, the Milwaukee Bucks are poised to create a new legacy moving into future seasons. To compliment the new faces of the team, the Wisconsin basketball team also recruited Brooklyn-based agency Doubleday & Cartwright to create a new visual identity. Doubleday & Cartwright itself is the force behind some of the most compelling brand work in recent memory, including J.Cole’s 2014 Forest Hill Drive and WatchESPN’s campaign last year, revered for its guerilla-ish approach to unearthing the true essence of its subjects. Accordingly, while the Bucks’ flagship forest green was preserved, D&C opted to compliment the ‘fiercer’ logo with hits of off-white – cream, to be specific, a reference to Milwaukee’s heritage as the “Cream City.” This alongside a custom typeface (“MKE Block Varsity”) underlines the new attitude of this revamped Bucks team, ushering in a new era for fans. ESPN has a brief video breakdown of the work on their site, which is viewable above. For Doubleday & Cartwright’s take on the project, head on to the company’s website now.
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