Montgomery, AL —— In 1989, an issue of Buckmasters Magazine landed in mailboxes across America. On its cover stood a striking Alberta whitetail—broad, bold, and unforgettable. That buck wasn’t just art; he was real, the product of a once-in-a-lifetime hunt by Buckmasters Founder Jackie Bushman, later told in the now-iconic story, The What If Buck.

From that moment on, the buck became the face of Buckmasters—a symbol of grit, tradition, and the dream every hunter carries into the woods.

Today, that same legendary buck returns—refreshed, refocused, and, for the first time ever, facing forward.

“That deer launched it all,” said Jackie Bushman. “He was the cover of our magazine, born out of a hunt I’ll never forget, and he became our logo. Now, nearly four decades years later, we’re honoring that legacy with a look that reflects who we are now and where we’re headed.”

The newly updated logo features the same iconic silhouette—true to the antlers, posture, and spirit of the original—but with a forward-facing stance. It's a powerful visual cue that Buckmasters is not just rooted in tradition—it’s charging ahead.

More Than a Logo: A Reflection of What Buckmasters Has Become

Buckmasters today is far more than a magazine. It’s a multi-media platform and brand that reaches millions of passionate outdoorsmen and women each month through a unique blend of social media, print, digital, and legacy television.

It’s a community built around shared values—heritage, family, faith, and the outdoors—and fueled by a team of authentic, engaged advocates who don’t just speak for the brand—they live it. Influencers like Alyssa and Cody Hall, Renee Flatland, Allison Voges and Jonah Hyatt are not only some of the new faces of Buckmasters—they’re boots-on-the-ground contributors and creators:

“Since 1989, he’s stood at the center of it all. Now, he returns. A new mark and a new chapter for us at Buckmasters... One that honors our roots and embraces the future,” said Alyssa Hall, Buckmasters Content and Influencer Director. “Seeing the logo and website evolve to better reflect the changes we've made internally—how we operate, who we are, and who we serve—is beyond exciting. What’s old is new again—and this evolution sets the tone for everything to come.”

With unmatched reach in the outdoor industry, Buckmasters connects with over 6 million hunters and outdoor enthusiasts. The brand continues to lead the way in reaching sportsmen, women, and families with the content, gear, and experiences that matter most. Its flagship magazine remains one of the highest-circulating vertical whitetail hunting publications in the country, complemented by a robust and growing presence across digital and streaming platforms—all strengthened by a trusted network of creators delivering authentic, in-field storytelling on behalf of Buckmasters’ brand partners.

Learn the full story behind the "What If Buck" and Buckmasters' new look—watch now on our YouTube Channel.

A New Website, A New Chapter

Coinciding with the logo refresh, Buckmasters will unveil a fully redesigned website in late June. The new platform will offer a better, bolder user experience—designed to showcase the stories, people, and brands shaping the modern outdoor lifestyle.

The updated logo will begin appearing across all Buckmasters platforms in the coming weeks, including digital channels, branded merchandise, social media, and the 30th Annual Buckmasters Expo this August in Montgomery, AL.

BUILT FOR THE LEGACY. READY FOR WHAT’S NEXT.