
Stadium logo optimization & signage

Lincoln Financial Field
Working through Carbone Smolan Agency, I was asked to redesign the Lincoln Financial Field existing logo. The stadium is home to the two-time Super Bowl winning Philadelphia Eagles and a vital part of the cities culture. The existing logo lacked visibility and performed poorly across diverse applications from massive stadium signage to mobile screens. The project required solutions enhancing presence and brand impact across all stadium touchpoints.
My role: Logo refresh project lead, providing art direction, graphic design, and conceptual visual exhibits while collaborating closely with creative director and stadium operations teams.
Strategic approach:
- Analyzed existing logo performance across all applications to identify improvement opportunities
- Developed refined logo variations optimized for different scales and media applications
- Created comprehensive application guidelines for stadium signage, wayfinding, and digital platforms
- Tested visibility and legibility across various lighting conditions and viewing distances
- Coordinated with stadium operations to ensure seamless implementation across all touchpoints
Impact: Delivered bold, highly visible identity system significantly improving legibility and brand impact throughout stadium environment, enhancing fan experience and brand recognition.
Deliverables:
- Logotype design
- Visual application guidelines
- Custom letterform development
- Implementation oversight
Logo Refinement Process
Strategic logo optimization addressing visibility challenges across diverse applications—from massive stadium displays to mobile interfaces. Iterative testing ensured optimal legibility while preserving brand equity.

Visual Impact Comparison
Enhanced legibility and brand presence across all scales, from 100-yard field displays to social media applications and mobile ticketing platforms, demonstrating significant improvement in visibility and recognition.


Stadium-Wide Signage Implementation
Comprehensive signage program applying refreshed logo to entryways, concourses, seating sections, and scoreboards—creating cohesive experience for tens of thousands of fans each game day.



Digital Brand Integration
Digital implementation showcasing refined logo across responsive web design and mobile applications. Created seamless brand experience from stadium entry to digital ticketing, maintaining visual consistency across all fan touchpoints.

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