BMO Harris Bradley Center Gets Unique Sign for Bradley Center Club Entrance

Background and Goals

The BMO Harris Bradley Center, located in downtown Milwaukee, Wisconsin, is an entertainment venue for concerts, athletics, corporate conferences and meetings for groups from 50-20,000. The Center is home to the Milwaukee Bucks NBA basketball, Marquette University men’s NCAA basketball, and the Milwaukee Admirals AHL hockey, which draw thousands of fans throughout the year.  The venue offers several rentable spaces including the Bradley Center Club -- an upscale, modern gathering space accommodating up to 175 people.

During a remodel of the Bradley Image of the entrance of the Bradley Center Club entrance with new LED sign.Center Club space, architects presented an entry way concept that Center officials liked – an “L” shaped lighted sign that hugged the entry-way and provided logo visibility for a sponsor. The design presented technical challenges for the manufacturing and lighting of the sign and officials relied upon Lemberg’s Sign and Lighting professionals for the solution.  The Lemberg team was asked to repurpose LED lighting for economical efficiency, if possible, and create a sign that could withstand the foot traffic of the nearby public entrance and prominently display the sponsor logo, in this case Potawatomi.

The timeline for the completion of the overall project was tight and the sign was being created during renovations and would be the last item installed in the space, posing potential design issues that included possible alterations in door dimensions and colors.


Lemberg’s Sign and Lighting team surveyed the proposed sign location for dimensions and spoke with Center officials to determine the lighting and power needs and understand the desired result. An “L” shaped lighting cabinet was designed in two parts with a “lap seam” to hold the panels and LED lights in place. The two piece design presented lighting issues as the sign needed to appear as one unit.

The Lemberg design team worked to solve weight and size issues presented by the desired location and treatment of the new sign and attempted to repurpose LED lights already owned by the customer, at the request of Center officials. The sign had to be lightweight, thin, and able to be installed in the field.

The team considered options such as plastic and fabric and soon realized a polycarbonate material would better suit the customer’s needs and that new remotely controlled LED lights would provide more convenience for the customer over time. Lemberg’s Sign and Lighting team worked with vendors to choose the right LED lighting for this unique application.


Because the sign was custom made, the consistent collaboration between Lemberg’s Sign and Lighting professionals, Center officials, architects and builders was key. Lemberg’s sign installation team provided the necessary expertise to avoid the potential design issues in sizing and colors recognized at the project outset. The team closely monitored the development of the project for the customer to be sure that the sign that was created fit the space to architect specifications. On site adjustments eliminated issues and ensured customer satisfaction.

The BMO Harris Bradley Center’s Bradley Club entrance is now fitted with a custom lighted sign that perfectly hugs the entry way made from durable material able to withstand the foot traffic in this very visible area.  The new multi-colored, remote-controlled, LED lights provide a bright entry way to the space and the desired visibility for the sponsor.


The BMO Harris Bradley Center officials were impressed with the look of the new sign. The experts in Lemberg’s Sign and Lighting division were able to realize the vision of the architects and Center officials through diligent communications and collaboration.

The end result of this project earned Lemberg additional projects at BMO Harris Bradley Center, including a lighting element project for which the Center officials requested the same the multi-colored LED lighting in order to capitalize on the ability to change lighting color to fit the use of the space.