Doubleday & Cartwright – Milwaukee Bucks

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Established in 1968, the franchise has had a remarkable visual history—it’s the only team ever to have its home court, then Mecca Arena, customized by the artist Robert Indiana. And the jerseys worn by Kareem Abdul-Jabaar and Oscar Robertson during their 1970s golden age are all-time uniform classics. As part of their overall quest to return the team to greatness, the new owners wanted to make a clean break with the team’s more recent logo marks and red-and-green color scheme.

Working closely with the Buck’s front office, Doubleday & Cartwright took inspiration from the organization’s rich history and the enduring character of its hometown. We introduced an updated color palette—deep forest green to represent Wisconsin’s woodlands, a contrasting cream in tribute to the iconic bricks that define the “Cream City’s” architecture, as well as a new accent of bright blue for its abundance of fresh water. Unifying all the…

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