“The designers created an inventive visual and graphic program for the iconic new Arizona Cardinals Stadium in Glendale, Arizona, that encompasses the building’s overall identification, large-scale thematic elements, signage, sponsor graphics, scoreboards and end zone treatments, and interiors for locker rooms, club lounges, corporate lofts and the team store,” said Kurt Koepfle, communications director. “The designers viewed the stadium as an opportunity to redefine the NFL experience for fans in that Cardinals Stadium is unmistakably a vital part of the Cardinals’ identity. The graphic program captures the enthusiasm of the fans: team colors of red and yellow and iconography, word and image associations have been used to create an exuberant environment. The environmental graphics prominently feature team history (photographs and timelines appear on the building’s super columns) and, most importantly, the fans themselves. Images representative of Arizona were used to create different “strata” in the stadium––essentially using the state’s iconography to visually organize the space. Overall, the graphic program––its bold scale and color––is used for visual impact in the very large space. The treatments are not technologically extravagant, yet the space is modern and memorable.”