The Wisconsin Herd, the NBA G League affiliate of the Milwaukee Bucks, unveiled its primary and secondary logos on June 22, 2017, ahead of the team’s inaugural 2017-18 season in Oshkosh, Wisconsin. The identity was created by SME, a New York-based branding agency, and builds on the visual language of the Milwaukee Bucks’ recently updated brand to establish the Herd’s place within the Bucks family while creating a distinct look for the developmental team. [1] [2]
Meaning and Symbolism
Three forward-facing bucks: The primary logo features three bucks shown without defined separation, signifying the strength of the herd coming together as one unit. The deer resemble the forceful stag in Milwaukee’s logo but have slightly softer facial features and a smaller rack, giving them a more youthful yet still fierce identity that reflects the developmental promise of a G League franchise. [1]
The inverted “M” to “W”: The stylized “M” found in the Bucks marks was inverted to serve as a “W” in both the Herd’s primary logo and its secondary icon, connecting the two teams to fans throughout Wisconsin. [1] [2]
Secondary basketball mark: The secondary logo, much like the Bucks’ secondary mark, uses a stylized basketball derived from the shape of the antlers found in the primary logo, with a “W” replacing Milwaukee’s “M”. [1]
Design and History
The Bucks announced the “Wisconsin Herd” name in June 2017, choosing it to reflect the NBA team’s brand and its connections to the state. The logo was unveiled at an event at Oshkosh West High School on June 22, 2017, attended by Herd President Steve Brandes and Bucks President Peter Feigin. [3] [2]
According to the official team description, the identity “utilizes the visual language of the Milwaukee Bucks’ recently updated brand, illustrating their connection to their parent club and solidifying the new team’s place within the Bucks family.” The Herd logos were designed to be readily recognizable as part of the organization’s brand hierarchy while creating a distinct identity for the G League team that began play in Oshkosh during the 2017-18 season. [1]
The team continues to play its home games at Oshkosh Arena as the Bucks’ G League affiliate, and the 2017 identity remains the current visual mark. [4]
Colors
Good Land Green: The traditional color of the Milwaukee Bucks is also the primary color of the Wisconsin Herd. The official description calls it emblematic of the deep woods and lush landscapes of Wisconsin. [1]
Cream City Cream: This color is described as foundational to both the Bucks and Herd brand identity, referencing the Cream City brick upon which Milwaukee was built. The Bucks are the only NBA team to feature a cream hue. [1]
Great Lakes Blue: An accent color that underlines the importance of the Great Lakes and multiple rivers in the history and future of the city and state. The official guidelines state it should only be used as an accent within a design. [1]
Frequently Asked Questions
Who designed the Wisconsin Herd logo? The identity was created by SME, a New York-based branding agency, according to the official Wisconsin Herd logos page. [1]
When was the Wisconsin Herd logo unveiled? The primary and secondary logos were unveiled on June 22, 2017, at an event at Oshkosh West High School. [2]
What are the official Wisconsin Herd colors? The official palette is Good Land Green, Cream City Cream, and Great Lakes Blue, with black and white also used. [1]
What does the Wisconsin Herd logo represent? The primary logo features three forward-facing bucks without defined separation, signifying the strength of the herd coming together as one unit. The inverted “M” from the Bucks marks forms a “W” to connect the Herd to its parent club and to fans across Wisconsin. [1]
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