How We Designed a $10M+ Fine Art Collection Logo to Be a Work of Art.
Client: Arthur M Blank Sports + Entertainment
Scope: Identity Design
Mercedes-Benz Stadium commissioned, curated and installed a world-class collection of original artwork. As the Creative Director and a member of the stadium Art Collection Committee, I was uniquely equipped to develop an identity representing the Art Collection at Mercedes-Benz Stadium as one of the most diverse and prestigious exhibitions in the country.
CHALLENGE
Develop an identity that represents the diverse, exclusive collection of art and fits within the high tech stadiums design system while establishing the collection as one of the most esteemed in the country.
SOLUTION
A dynamic identity ecosystem that adapts to provide a window into the artist's diverse contributions. The mark balances artistic expression, and the stadium's modern boldness.
Research
Our analysis included in-depth interviews with stadium Art Committee Members, and artists. We benchmarked against sports and entertainment venues that featured art collections, drew inspiration from respected art galleries, design schools, and international art festivals.
Market Comparison: Stadium Art Collection Logos
» VIEW MORE | Samples of Our Inspiration + Research
Samples from Inspiration Boards
Our research uncovered several fluid identity systems where core elements remain consistent; however the mark adapts based on the use case or environment.
A fluid system provided an opportunity to let the art influence the identity.
Keep the Focus on the Art
Reflect the Diversity of the Collection
Subtly Connect the Collection to the Stadium
We explored motifs centered around artistic expression interacting with the stadium's modern geometry.
A sample of the frames, canvases, hand drawn marks that formed the foundation for some of our early explorations.
» VIEW ADDITIONAL | Explorations
The use of threes was a common theme in several early concepts.
A nod to the "triptych" (a piece of art divided into 3 sections), the use of threes representing the art as a collection and subtly acknowledge the three business entities that call the stadium "home," Atlanta Falcons, Atlanta United and Atlanta Stadium Company (Stadco) working in harmony.
Three progressing canvases or frames represent the various pieces coming together as a unified collection.
Stacked canvas forms and textures represent the various art pieces coming together as one collection.
An aerial view of the stadium roof forms the negative space within the hand-sketched square icon marrying one of the most distinct stadium features with the collection.
An organic brushstroke forms an abstract mark that subtly reflects the ascending red triangle in the Mercedes-Benz Stadium logo. By revealing the Atlanta skyline at the base of the mark positioning the city as an internationally recognized art destination.
The Solution
A dynamic brand mark and environmental graphic system that identifies the diverse exclusive art collection throughout the stadium - balancing the sophistication of art and the bold modern aesthetic of Mercedes Benz Stadium.
An organic brushstroke forms an abstract interpretation of the ascending red triangles in the stadium logo.
The mark overlapping the borders of a square canvas or frame, breaking the boundaries of what is expected of stadium art.
The Future is Fluid
We developed a series of "child" variations of the logo, utilizing artwork from the collection as the backdrop for the mark. The mark serves as a window allowing the diversity within the collection to show through.
A fluid system provided an opportunity to let the art influence the identity.
This fresh approach to defining a brand can result in more immersive, delightful, and rewarding customer experiences. All attributes that aligned with Mercedes-Benz Stadiums values.
Ask me about my role hand selecting $10M in art for the collection.
More than 50 artists contributed 180 works to the new stadiums collection, including the largest bird sculpture in the world.
CBS Mornings Dana Jacobson reports on the diverse collection of art found within Mercedes-Benz Stadium.
