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Chicago Bulls | Visual Identity Refresh

Peter Sather
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Teaser image of the new red and black bulls typography on white jersey




Chicago Bulls / Visual Identity Refresh

25 years after he Bulls logo was first designed, they won their first title.
As of 2023, it has been 25 years since their last.​​​​​​​
Bulls logo teaser in diamond halftones over a gritty black background.
Inspiration and background for the Chicago Bulls rebrand project.
Explanation of the history of the Chicago Bulls logo and the opportunities to refresh its forms.
Collage of Bulls rebrand inspo and mood board.
Halftone-edited image of Chicago, the windy city.
Values enforced during the process of the bulls rebrand: modernization, respect, and character
Sketching process of new Bulls icon logo and typography explorations.
Comparison of all the one-color variations of the new bulls logo design.
New bulls logo in full color on a black and red pinstripe jersey.
Compare and contrast between old bulls logo and new lettering and colors
Demonstration of how the new bulls logo and typography looks applied to their home court.
Explanation of the way that a new font brings more character to the bulls new visual identity
Introducing "Black Cat" font, a condensed and athletic display serif designed for the Bulls rebrand.
Triptych of new Bulls font Black Cat on hats and an explanation of how the designs were made.


Chicago Bulls basketball game ticket featuring dennis rodman and the utah jazz
Large "CHICAGO" type set in new Black Cat Michael Jordan font with a white nike tag.
Three new nike chicago bulls jersey designs side by side over dark backgrounds



White Nike Air Jordans over red background with new Air Jordan Bulls logo crossover



"I'm Back" simple black and white billboard with massive red typogrpahy and new Bulls logo.
Sather Design Co. "thanks for viewing slide"
Chicago Bulls | Visual Identity Refresh
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Peter Sather's profile
Denver, CO, USA

Chicago Bulls | Visual Identity Refresh

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