Lincoln Financial Field: Logo refresh that optimizes the identity so it better performs across all applications, from stadium signage and way-finding to mobile screens and social platforms.
Analysis of existing logotype
The Lincoln silhouette, complexity of the existing logotype, and corporate burgundy did not perform well in key signage applications.
Inconsistent logo and type treatments were being used in interior signage applications.
Prior social media lacked branding and had weak performance across digital platforms.
After an extensive type exploration, Guardian Egyptian Bold was chosen to be the basis of the refreshed logo. Guardian performed much better in signage applications, but significant modifications to the letterforms were necessary to more closely align it with the Lincoln Financial Group logotype.
Including the Lincoln silhouette in the LFF lockup makes it necessary to modify the new word-mark in several respects including decreasing the cap-height, increasing the x-height, and exploring a more condensed letter construction.
Client Lincoln Financial Group (Philadelphia, PA)Services Provided
Result The refreshed logo has better visibility, functions better in key signage, and is more effective in way-finding applications throughout the stadium.
I created this logo while working as a contractor for the Carbone Smolan Agency in New York. I worked directly with the creative director who presented the work to the clients.