“The University of Oregon Athletic Medicine Center is a new state-of-the-art sports therapy and training facility for more than 400 student-athletes. Featuring space for treadmills and exercise bikes; hydro-therapy tubs; a nutrition bar; custom-designed massage and taping tables; medical examination suites; a student seating area; X-ray facility, and meeting rooms, the facility reflects a holistic approach to student-athlete health, with the architecture and materials infused at every corner to capture the legacy and heritage of University of Oregon athletics,” said communications director Felix Schein. “Zimmer Gunsul Frasca Architects developed the overall typographic direction—the art and graphics throughout the space—directly tied to the legacy of the athletes, in the form of their names. To showcase and celebrate this legacy, typography was used as a design element to integrate materials, walls and furniture, and to create a consistent language. This system extended from the art of the names on the pictorial screens of the ‘Great Athletes’ to the individual branded names of the ‘Great Coaches’ in the conference room. The typographic system is designed to be strong, bold, timeless and tough. The use of Helvetica bold uppercase, a classic and timeless sans serif font, was inspired by athletic fashion.”