The Milwaukee Bucks appear to be gearing up to announce a new logo change, and started the process, rather awkwardly, on April Fools’ Day. First the stadium was lit up with Blaze orange (as a joke) and then the apparent new logo (which was not a joke) was sprayed on the pavement outside the stadium. It's important to remember that the official release date is April 13th and most of this is based on what has leaked out so far, so we may see some changes in the pipes.
Anyway, how does the new logo stack up with what we’ve seen in the past?
First of all, compared to the old logo, this is a huge step in the right direction, but we’re still talking in steps, not leaps.
The old logo featured a literal representation of a straight on portrait of a dead-eyed deer with zero personality. No action and no energy, just a deer that was eating in the field one day, then heard a noise and popped it’s head up to see what's up. Then it probably went back to eating grass. Thinking more abstractly, it almost looks like my benign, lazy beagle waiting patiently to get pet. It’s just not exciting. And really, kind of pathetic.
What we believe is the new deer logo still features a straight on portrait of an unmoving deer, but this time it has angry eyes and giant, stylized antlers.
So at least now we have a logo with some purpose. This is something we can work with.
But it doesn't progress much further than that.
Basketball is a game that involves quick moves, clever tactics, and constant energy, but there is nothing dynamic about this logo. The whole thing is mirrored from right to left. There is nothing interesting about that. I want this deer to be doing something. Not running or fighting or playing basketball, but something as simple as turning its head would tell me it’s a three-dimensional living, breathing, exciting team.
Right now it says "we move from one side of the court to the other."
The design aesthetic switches back and forth between straight …Read more...