Dodger Stadium is the 3rd oldest baseball stadium in the country. While most are being torn down, Dodger Stadium is being modernized through a series of planned renovations. Part of these series of renovation included the new wayfinding, graphics and signage within the stadium concourses.

A main design driver was to control sponsorship and concession. We developed a standards manual that all the sponsors and outside food vendors had to follow. These standards allowed sponsor brands to live within designated spaces at the concessions. It was crucial to find balance between the stadium, team, and the sponsor brands. With our solution the sponsor brands were able to have great impact without sacrificing the sanctity of this baseball mecca.

Conceptually we wanted the wayfinding signage to have the polish of Googie’s “vision of the future” but be more grounded in modern form. The idea was to take the typical baseball themed signage (ya’ know – pin stripes and Copperplate Gothic typefaces) and put it on its head. We took great inspiration from mid-century modern artists and painters. In the pursuit of redefining Dodger Stadium we spent a great time pinning down the original color scheme of the stadium. These colors would become wayfinding tools.

As modernization continues, this iconic stadium has become a true testament to an ownership group that not only cares about the game – but the history and architecture of California.

Note: Included in these photos is a rendering of a concept for an immersive transition space between the Loge and Field levels. These embedding LED screens would surrounded the fans with the Dodger history and culture – and maybe even ongoing game stats that would interact with the passengers of the escalator.