Levi’s® Stadium, San Francisco 49ers
Redefining Gold Rush
"Teaming up with Infinite Scale helped to ensure that all partner brand touch points were holistically integrated with the San Francisco 49ers brand, and the Levi's Stadium venue brand," said Ali Towle, Vice President of Marketing for the San Francisco 49ers. "They know that defining the brand strategy up front is critical to maintaining brand integrity and they acted on our brand strategy throughout all phases of the project. Infinite Scale is one of the chief reasons why Levi’s® Stadium is so clean and why all brand activation ideas are so complementary to each other." – Ali Towle, VP – Marketing, San Francisco 49ers.
After decades of lasting memories and moments, five Super Bowl Championships, and raising heroes and stars to the pinnacle of their careers, Candlestick Park was getting older, was outdated, and no longer capable of supporting the fan-base for one of the NFL’s most celebrated and successful franchises. It was time for the San Francisco 49ers to move into a modern facility and they weren’t going to settle for anything less than the best stadium in the league. Infinite Scale was asked to deliver every service in the playbook, from brand strategy to a comprehensive sign plan to in-depth sponsor and naming rights activation.
The inspiration for the overall design was based first on the clean, modern architecture of the building. Large and exposed steel structures reach to the sky, painted in all white, allowing for the red and gold team colors to take center stage at every fan touch point in the venue. Additionally, designing with the region at top-of-mind was essential. The city of San Francisco, the rolling waves of the Bay Area, Napa Valley, Chinatown, and the Golden Gate Bridge were integrated into the signage structures, the concessions imagery, and overall design strategy.
Partner integration played a large role in designing for the stadium. Founding partners were granted prime real estate in the inner bowl and their logos were integrated tastefully and permanently into the design, ensuring consistency with the cleanliness of the stadium and the restrained pop of color with branded logos. The Levi’s® logo and the 49ers team logo are strongly presented throughout the stadium from the 60-foot long three-dimensional Levi’s® logo atop the primary North and South endzone scoreboards, to the Levi’s® 501 Club to the wayfinding signs, fans are presented with the team and venue brand in a tasteful yet consistent way.
The result of the project is a comprehensive signage system (from parking lot to donor recognition to wayfinding and concessions), a holistically integrated brand strategy, a clean yet bold design package, and a naming rights and sponsor activation presence that is truly second-to-none.
Sports Facility of the Year
Sports Business Awards
- Brand Strategy
- Brand Identity + Guidelines
- Venue Theme
- Brand Warehouse™
- Signage Master Plan
- Comprehensive Sign Plan
- Food + Retail
- Team + Venue Integration
- Interactive Design
- Event Graphic Overlay Guidelines
- Sponsor Activation
- Naming Rights