Sporting Park - Brand Identity
Creative and Brand Direction
Following the conclusion of a decade-long partnership with Children’s Mercy, Sporting Kansas City’s stadium returned to its roots as Sporting Park. This transition presented a unique design challenge, rebuilding the stadium’s identity from the ground up. Our goal was to leverage environmental branding to anchor the venue in the club’s branding. This leads to transforming a naming rights shift into a premium, memorable experience that resonates with fans and employees alike.
Our design approach centered on a macro and micro-level audit of the stadium’s architectural DNA to develop a modular "kit of parts." We drew direct inspiration from the venue’s iconic roofline silhouette, the angled videoboard, and the pitch's geometry. By translating these structural signatures into a cohesive branded system, we created a contextual visual language that reinforces the stadium's identity and deepens its connection to Sporting Kansas City.
Logo System
The primary park traces the stadium’s iconic roofline. We pair this with Sporting Termina, a typeface engineered with sharp in-cuts that mimic the roof’s geometry. The result is a cohesive lockup where the architecture and the typography speak the exact same language.
Sporting Termina
The Adobe font, “Termina” is a typeface that was engineered with sharp in-cuts to mimic the roofline’s geometry.
Kit of Parts
By deconstructing the lines, angles, and intersections of the pitch, this created a modular “Kit of Parts”. This system isn’t just decoration; it is the visual DNA of the game, adapted for everything from steel signage to social feeds.
Guideline Formula
The Team Behind the Creative
Creative/Brand Direction: Nate Saathoff
Lead Designer: Sayler Rivas
Design Team: Max Paxton, Jessi Carpenter, Cole Middendorf