The Chicago Bulls is one of the most recognizable franchises in the NBA today. Their dominance in the 1990's winning six championships with Michael Jordan, Scottie Pippen and Phil Jackson.
This is a personal creative exploration to slightly update the iconic logo. This idea explores an update that pays homage to the Bulls legacy, it doesn't reinvent the wheel but rather refines the current look for a modern day audience.
Tha original/current Chicago Bulls logo has been used from 1966/67-Present. I wanted to update the brand mark in such a way where it would not deviate away from the lineage and core that the team has built for over 50 years.
This is a personal creative exploration to slightly update the iconic logo. This idea explores an update that pays homage to the Bulls legacy, it doesn't reinvent the wheel but rather refines the current look for a modern day audience.
Tha original/current Chicago Bulls logo has been used from 1966/67-Present. I wanted to update the brand mark in such a way where it would not deviate away from the lineage and core that the team has built for over 50 years.
This refresh is subtle. It takes the iconic Bull graphic and touches it up a bit. Removing a few lines, softening the edges and extending the snout. In addition to introducing the "blackhorns" version to give it a fiercer type of vibe.
The most important thing I wanted to keep was the silhouette of the Bull. By keeping the shape the same, it keeps familiarity that won't be a huge departure for the loyal Bulls audience and the City of Chicago.
The most important thing I wanted to keep was the silhouette of the Bull. By keeping the shape the same, it keeps familiarity that won't be a huge departure for the loyal Bulls audience and the City of Chicago.
Version 1 Blackhorns
Version 2 Homage (to pay homage to the original logo)
To pai with the refreshed Brand Mark, I chose to use Industry font family as the font of choice for the organization.
From my research, I noticed The Bulls used a wide variety of fonts for media and materials. From the traditional font introduced in 1966 to Gotham for the court layout, I wanted to tighten up the presentation a bit by choosing one font family across the board for the team.
I created a few variations here that could be used in various forms of media.
As an example of using Industry font family as the main font for the organization can be seen here with this full court concept. Having a more uniform font family packages up The Bulls brand presentation to give a traditional yet modern vibe.
A (rough) working concept for what a new jersey could possibly look like.
