April 13, 2015

MILWAUKEE (AP) Green stays, red is out and cream is in.

It's a new look for the logo of the Milwaukee Bucks.

The rebuilding franchise unveiled the new logo on Monday night that the team will start using after this season is over.

The image of a forward-facing buck on the current logo has been updated with what designers call a ''fiercer and more aggressive'' look. It's an older, 12-point buck instead of an eight-pointer.

Green remains the primary color. Red has been replaced by cream, a color with roots in the region's history for a shade of brick found in older Milwaukee buildings.

The Bucks also are introducing a blue accent to a third logo featuring the geographic outline of Wisconsin. Blue is a nod to the importance of the Great Lakes in the region, the team said.

The logos were unveiled during a viewing party at the Bradley Center of the Bucks' 107-97 win Monday night at Philadelphia.

''How do we create three logos that not only honor our past but also thrust us into a new era and new future of Bucks basketball,'' Alex Lasry, the team's vice president of strategy and operations, said in recounting the design process.

The fresh look is part of an overhaul that began when new owners took over in April 2014.

It's been busy week for the team, which clinched a playoff berth on Sunday a season after a franchise-worst 67-loss season. The victory over the Sixers allowed Milwaukee to ensure it would finish with no worse than a .500 record this year.

The Bucks last week unveiled preliminary designs for a new downtown arena expected to cost $500 million. The team hopes to begin construction in the fall, though there is still work to be done on funding the project.

The new ownership group has committed $150 million for the arena. The previous owner, former U.S. Sen. Herb Kohl, has committed another $100 million.

Gov. Scott Walker has proposed a $220 million state bonding plan backed by Milwaukee Mayor Tom Barrett, who is promising $25 million in infrastructure improvements and land. Republican lawmakers have expressed concern about borrowing so much money.

Until now, the Bucks have not had a logo that incorporated the state's geography. The process of creating that third logo started long before the discussion about arena funding, Lasry said.

''The reason for the state mark is more so we need to reach out to the rest of the state,'' Lasry said. ''This has been a very local team for so long that we wanted to really give an ode to the state.''

You May Like