Team logos run the gamut from the classic to the innovative to the downright regrettable. While some franchises are known to visually reinvent themselves every so often, others make minor tweaks over time. The Milwaukee Bucks fall into the former category with several logo switches over the years, and now the team is launching a new redesign from Brooklyn’s Doubleday & Cartwright. Drawing on local architectural history, the firm incorporated a rarely used color into the team’s new visual identity: cream. Milwaukee’s nickname is the “Cream City” not because of its connection to the dairy industry, but due to the unique color of bricks used in many buildings and homes in the city. ESPN tells the in-depth story behind the firm’s creative process in their unique new work.