Guest
Athletes • Fans
Space
Arena
Method
Renovation
For the UK Memorial Coliseum, Forty Nine Degrees led the design, fabrication, and installation of a comprehensive branding package that honors the facility’s storied past while introducing a bold, modern identity. Inspired by the venue’s iconic Art Deco architecture, we created a new custom logo that seamlessly ties into the building’s aesthetic, reinforcing its historic significance.
Our branding design incorporated rich storytelling elements and a cohesive visual identity that celebrates UK’s athletic tradition. The space was transformed through a balance of bold UK blue and bright white finishes, reflecting both the legacy and the future of Memorial Coliseum.
Custom signage and wayfinding elements, including dimensional lettering and integrated graphic displays, were designed and installed to complement the new branding while maintaining architectural integrity. These elements ensure seamless navigation throughout the facility while reinforcing the visual storytelling and history embedded within the space. The result is a visually stunning and immersive environment that unites history, innovation, and the unmistakable pride of Kentucky Athletics.
Services
Consulting • Design • Fabrication • Installation • Technology • Wayfinding
The Challenge
UK Memorial Coliseum, a historic venue rich with tradition, required a full-scale transformation to enhance its identity and functionality. The challenge was threefold: develop a comprehensive branding package for the entire facility, design a seamless wayfinding system to improve navigation, and create a new custom logo specifically for the Memorial Coliseum that honored its legacy while embracing a bold, modern identity. The project needed to balance respect for the facility’s storied past with a vision for the future, ensuring a cohesive and inspiring experience for athletes, fans, and visitors alike.
The Goal
The primary goal was to create a cohesive visual identity that celebrated the legacy of UK Memorial Coliseum while embracing a fresh, dynamic presence. The project aimed to enhance the fan and athlete experience through immersive branding, clear wayfinding, and a refined, historically resonant aesthetic. Every design element needed to reflect the pride and tradition of Kentucky Athletics while ensuring seamless navigation throughout the facility. Additionally, the branding and design needed to honor the fallen war heroes for whom the coliseum stands as a tribute, incorporating elements that respectfully acknowledge their sacrifice and legacy.
The Approach
Forty Nine Degrees led the design, fabrication, and installation of a comprehensive branding package that balanced history and modernity. Inspired by the venue’s distinctive Art Deco design, we crafted a custom logo that harmonized with the building’s existing architectural elements. Our team developed a cohesive visual storytelling experience, utilizing bold UK blue and bright white finishes to symbolize both tradition and progress.
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The Impact
The transformation of UK Memorial Coliseum resulted in a visually striking and immersive environment that successfully bridges the past and future of Kentucky Athletics. The new branding package revitalized the arena, instilling a renewed sense of pride and identity for athletes, fans, and visitors alike. The custom logo and cohesive storytelling elements provided a seamless connection to the building’s heritage, while the strategic wayfinding solutions ensured an enhanced user experience.
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