Dallas Design Firm Creates Fan Experience at Denton’s New $79 Million Apogee Stadium

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FocusEGD Balances Modernism, Tradition in the University of North Texas’ New Home of the Mean Green

As environmental graphic designers, our job is to translate the perception of our clients’ brand into real, tactile elements.

When a crowd of more than 28,000 fans first flooded the University of North Texas’ new Apogee Stadium on September 10th, they were immersed in far more than an astonishingly modern football stadium. FocusEGD, in collaboration with project partners HKS, Inc. and Artografx, developed dynamic graphic elements inspired by the architecture and the university’s eagle mascot, to create a fully integrated visual program that expresses the University of North Texas’ tradition and pride.

Parting with traditional sizes and shapes, FocusEGD’s large-scale, angular, and bold visual graphic elements – in the Mean Green’s iconic hues – break up the neutral tones of the architecture and creates a high-sensory environment that compliments the excitement and enthusiasm of sports fan audiences.

The signage also aligns the University of North Texas’ marketing and branding objectives, by building a strong visual system that reflects the values of the university and their strategic vision to be a competitive Division 1 program in both athletics and academics.

With experience shaping sports facilities both collegiate – the University of Texas at Arlington, Texas Christian University – and professional – Corpus Christi’s Whataburger Field, Salt River Fields at Talking Stick – FocusEGD understands the challenges inherent in the stadium environment. Functionality requires a structured wayfinding system to efficiently direct surging crowds of fans while form demands tasteful integration of the university’s brand, the sports team’s brand and consistency with the architectural environment.

“As environmental graphic designers, our job is to translate the perception of our clients’ brand into real, tactile elements,” said Oliran Johnson, FocusEGD principal. “This is so important with stadiums and sports arenas because fans and supporters are part of a pre-existing culture with definite expectations. They want to see their love of team and game reflected in that space, and with Apogee Stadium, we’ve all worked very hard to accomplish that.”

Johnson said FocusEGD was not only thrilled to work on a Texas project with an estimated economic impact of $28.9 million, but to collaborate with fellow Texas-based companies. Moreover, FocusEGD assisted in supporting the goal for Apogee Stadium to become the first college football stadium with LEED Gold certification, by carefully selecting fabrication materials and processes in compliance with LEED’s environmentally-conscious standards.

“Apogee Stadium is a marvelous facility and we’re very glad we got to be a part of it,” said Johnson. “Taking time-honored traditions – ‘Mean Green’ has been around since 1913, you know – and putting a modern spin on them can be tricky, but we always work to ensure those traditions aren’t uprooted but updated so they live on for generations to come.”

About FocusEGD
FocusEGD is a Dallas-based Woman Business Enterprise and Historically Underutilized Business certified environmental graphic design firm specializing in wayfinding, signage, branding and donor recognition within the built environment. With projects across the United States and abroad, FocusEGD has experience in healthcare, sports, hospitality, commercial and government sectors. FocusEGD – inspired, responsible design.

For more information, visit http://www.focusegd.com


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