Sporting Park

BRANDING IDENTITY & ENVIRONMENTAL DESIGN

Challenge

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.

Approach

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.

Looking up at a modern building with glass and metal panels against a blue sky with scattered white clouds.

A view of a soccer stadium filled with spectators, with a large digital screen displaying flags and an American flag in the stands, under a partly cloudy sky with an airplane flying overhead.

Looking up at a curved stadium roof with metal framework and lights, against a bright blue sky with a few clouds.

Aerial view of a soccer stadium filled with spectators at dusk, with a sunset sky in the background.

A soccer stadium with spectators, two teams of players huddled together on the field, with bright sunlight casting shadows.

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.

The Adobe font, “Termina” is a typeface that was engineered with sharp in-cuts to mimic the roofline’s geometry.

Printable alphabet chart showcasing uppercase and lowercase letters along with numbers in a dark blue font on a black background.

Sporting Termina

Kit of Parts

A diagram of a soccer field with a background of aerial views of a soccer field in three different sizes, centered on a light blue background. The larger soccer field is in the middle, with smaller views in the top left corner and to the left of the middle.

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.