CHICAGO BULLS
23 Degrees Forward.
In 1966, Theodore W. Drake (also designer of the Notre Dame Leprechaun) designed the iconic logo for the Chicago Bulls basketball team. He was paid $50 for a logo which went on to earn millions of dollars in licensed merchandise and apparel.
Move forward to 1984... the lackluster Bulls franchise makes a move that will change their fate forever... they select Michael Jordan from the University of North Carolina with the 3rd Pick in the NBA Draft. The Rest Is Essentially HISTORY. Once the 1990's hit, the Chicago Bulls were winning championship after championship & the Angry Bulls Logo created by Drake was now an iconic image of Success.
Fast forward to the current Chicago Bulls. After close to 10 years of dismal seasons, young Derrick Rose shows promise as the new franchise player. But in Chicago there seems to be heightened expectations for the franchise with such a rich past... and the Bulls are just not getting it done. That's neither here nor there. The fact of the matter is that the franchise needs to put their gloried past behind them and thrust forward into the future with a new defined identity! What better way could one team do that than a re-branding of their visual identity?
INSPIRATION
23 Degrees Forward.
In 1966, Theodore W. Drake (also designer of the Notre Dame Leprechaun) designed the iconic logo for the Chicago Bulls basketball team. He was paid $50 for a logo which went on to earn millions of dollars in licensed merchandise and apparel.
Move forward to 1984... the lackluster Bulls franchise makes a move that will change their fate forever... they select Michael Jordan from the University of North Carolina with the 3rd Pick in the NBA Draft. The Rest Is Essentially HISTORY. Once the 1990's hit, the Chicago Bulls were winning championship after championship & the Angry Bulls Logo created by Drake was now an iconic image of Success.
Fast forward to the current Chicago Bulls. After close to 10 years of dismal seasons, young Derrick Rose shows promise as the new franchise player. But in Chicago there seems to be heightened expectations for the franchise with such a rich past... and the Bulls are just not getting it done. That's neither here nor there. The fact of the matter is that the franchise needs to put their gloried past behind them and thrust forward into the future with a new defined identity! What better way could one team do that than a re-branding of their visual identity?
INSPIRATION
KEY DESIGN OBJECTIVE
- Move the Bulls Forward But Keep the Past in Mind.
- Modern Branding with hints of the old Classic.
- BUILD ON A CLASSIC.
CURRENT CLASSIC LOGO & SCRIPT
"The Winner."
Logo sketch for execution. The Raging Bulls Side Profile... with an added Nose Ring for a slightly more agressive feel.
The Official New Bulls Logo
- The Bulls script is intentionally pushed 23 Degrees to the Right, referencing that the franchises journey still has to move forward after the initial great push from #23.
All-New Uniforms, Apparel Set, & United Center Floor
Modern Silhouette, Future Performance, and a Classic Touch... helping set the identity of the new Bulls era.
CURRENT UNIFORMS
ALL NEW UNIFORM SET & APPAREL (Shooting Shirts)
