Sports Stadium Wayfinding & Signage

Team Leaders

Project Inquiry

Exterior aerial view of the Cotton Bowl stadium full of people with stadium signage at entry of building

Wayfinding for Sports Stadiums & Adjacent Retail

Sports stadiums should be more than just places where fans watch a game. They have the potential to bring people together, amplify a collective fan identity, drive revenue for the venue and local businesses, and contribute to a meaningful visitor experience. But in order to do so, they must facilitate a seamless fan experience throughout the built environment, taking into account user navigation, crowd management, and venue branding and storytelling.

RSM Design’s services for sports stadiums and adjacent retail spaces are centered around creating a cohesive and transformative environment that enhances both the fan experience and the identity of the venue. We approach each project with a holistic mindset, ensuring that every design element—from sports stadium wayfinding systems and master sign programs to environmental graphic design, branding and logo design, digital integrations, public art and murals, and placemaking—works in concert to create an unforgettable experience for visitors.

Our extensive experience includes iconic signage for the 91-acre campus of the Dallas Cowboys, wayfinding design that balances historical architecture with contemporary features for the Cotton Bowl Stadium, and a re-envisioned signage system and branded environment for the mixed-use redevelopment of Hollywood Park, among others showcased below. We understand the unique needs of a wide variety of stadiums, whether they are indoor or outdoor, multi-purpose, or host football, soccer, baseball, basketball, or another sporting event.

Sports Stadium Wayfinding Projects

Sports Stadium Wayfinding & Signage by Destination

Multi-Purpose Stadium Design

At RSM Design, we understand that multi-purpose stadiums require a versatile and dynamic approach to wayfinding, signage, branding, placemaking, and more. Our end-to-end environmental graphic design solutions are made to adapt seamlessly to a variety of events, from concerts to sports games, ensuring that the built environment remains intuitive, engaging, and memorable for all visitors. By integrating flexible digital signage, custom environmental graphics, and strategic placemaking, we create a cohesive experience that can shift effortlessly to meet the needs of each event, all while solidifying the stadium’s one-of-a-kind identity.

Stadium Adjacent Retail Design

Stadium adjacent retail environments are vibrant extensions of the stadium experience, and our design services are geared towards creating a seamless connection between these spaces. We focus on crafting wayfinding systems that allow fans to easily navigate from the stadium to retail and dining areas, encouraging exploration and enhancing their experience. Our branding and master sign programs unify the retail environment with the stadium's identity, creating a cohesive experience that engages visitors, whether they are shopping for game-day gear beforehand or celebrating a win afterward.

Football Stadium Signage & Wayfinding

Football stadiums are iconic venues that demand powerful, bold design elements. At RSM Design, we specialize in creating impactful branding, placemaking, wayfinding, and signage systems that reflect the energy and spirit of the game. Our designs are tailored to enhance the football fan’s experience from the moment they arrive, guiding them through the stadium with ease and amplifying the excitement of game day. From larger-than-life exterior signage to immersive interior graphics, our branded environments are designed to celebrate the sport, the team, and the fans.

Soccer Stadium Wayfinding Design

Our approach to environmental graphic design is holistic, ensuring that every element—from logos to signage, digital displays, and public art—contributes to a unified and meaningful match-day experience. Soccer stadiums are places of passion and community, and our design services focus on creating an environment that captures the heart of the sport. We develop branding, placemaking, wayfinding systems, and more that not only guide soccer fans to their seats, but also engage them with the sport, one another, and the cultural and historical significance of the venue.

Baseball Stadium Wayfinding & Signage

Steeped in traditions both new and old, the most memorable baseball stadiums are able to honor their heritage while still offering new ways to engage with the game-day experience. RSM Design produces placemaking, signage, and sports stadium wayfinding systems that evoke the nostalgia of baseball. At the same time, our contemporary design elements and digital integrations make the visitor experience easier and more enjoyable than ever. To reinforce the stadium’s identity, we offer branding strategies and environmental graphics that connect fans to the venue, their team, and the excitement of the sport.

Basketball Stadium Wayfinding Design

In basketball stadiums, where every second counts, clear and efficient wayfinding is crucial. RSM Design specializes in developing signage systems that support the fast-paced environment of basketball, ensuring that fans can move swiftly and easily throughout the venue. Our designs incorporate bold graphics and dynamic digital signage that reflect the energy of the sport, while our placemaking strategies create immersive environments that keep fans engaged from tip-off to the final buzzer.

Types of Stadium Signage & Wayfinding

Stadium Wayfinding Signage

Stadium wayfinding signage is the backbone of a successful experience for fans. These signs provide clear, intuitive directions that guide visitors effortlessly from entrances to seating, concessions, merchandise, and restrooms. By strategically placing stadium signage and other elements of wayfinding throughout the venue, we create an environment that feels navigable and welcoming. RSM Design excels in producing wayfinding systems and signage that reduce user confusion, manage crowd flow, and ensure that every visitor feels confident in finding their way.

Stadium Graphics

Graphics encompass a wide array of visual elements designed to enhance the aesthetic appeal and thematic consistency of the built environment. From wall murals to floor graphics, stadium graphics work together to create a visually engaging environment that tells the story of the home team and the stadium. RSM Design goes beyond the usual realm of graphic design to incorporate architectural elements, placemaking, and wayfinding, resulting in memorable experiences that visitors enjoy.

Stadium Digital Signage

Until all audiences are tech-savvy enough, traditional signage is not going anywhere. But that does not mean sports stadiums should wait to embrace digital signage. These interactive displays are adaptable, allowing stadiums to provide real-time updates on event schedules, direct fans to specific areas, and even promote in-venue offers. By integrating digital signage, stadiums can enhance fan engagement, improve operational efficiency, and create a more personalized visitor experience, all while maintaining the flexibility to update content as needed.

Exterior Stadium Digital Signage

Large, bright displays are visible from long distances, making them ideal for sporting events. Stadium LED signage serves as the marquee for the venue, capturing attention and setting the tone before visitors even step inside. It is important to ensure that these signs are branded and fit seamlessly into the architecture of the venue so they can enhance, rather than detract, from the event. Display upcoming events, live game scores, and sponsor messages while creating a vibrant, energetic atmosphere that draws people into the stadium.

Stadium Public Art & Murals

Public art and murals play a crucial role in sports stadiums, enhancing wayfinding by serving as both functional navigational tools and cultural touchpoints that enrich the overall visitor experience. These vibrant visual elements are not just beautiful, but also are strategically integrated into the stadium's design to create memorable landmarks that aid in orientation and movement throughout the venue. They can signal that a user is moving from one area to another, while also reflecting the cultural identity of the local community. Public art and murals also introduce moments of delight and surprise for visitors, offering them places to linger and giving them experiences worth sharing. This creates a sense of place and belonging for visitors, encouraging them to explore, engage with the environment, and make memories.

Get in Touch

Our sports stadium wayfinding, signage, and environmental graphic design can transform an ordinary game day event into an extraordinary fan experience.