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Banc of California Stadium: Brand Design

Los Angeles, California

Banc of California Stadium, the 22,000-seat Downtown Los Angeles home to the Los Angeles Football Club, opened to coincide with the 2018 Major League Soccer season. The first open-air stadium in the city since 1962, the venue aims to build a personal relationship between players and fans by creating an intimate European-style experience in the state-of-the-art facility. Gensler led all base-building and interiors efforts for the project, as well as a robust signage and wayfinding program with environmental graphic design. The modern, understated signage system, including custom iconography, responds to the Art Deco elegance of the team’s logo. Skinned in LAFC black and gold, the program is present in both the exterior and interior signage — plaza directionals, overheads, seating identification, club and suite signage, sponsorship, and more.

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