Primary Logo

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.