University of Kansas Allen Fieldhouse

The graphic design solution for Allen Fieldhouse balanced respect for the established identity of the University of Kansas with a deliberate effort to expand how that identity could be expressed. Rather than simply applying existing assets, the design pushed the brand forward—demonstrating that it could evolve while remaining unmistakably KU. Core elements such as the crimson and blue palette and the Jayhawk mark were used consistently, but in more dynamic and layered ways. New graphic patterns, like a custom feather-inspired texture, abstracted the Jayhawk into something more atmospheric and immersive—referencing the mascot without relying on literal representation. This allowed the environment to feel cohesive and branded, while also adding depth and visual interest beyond traditional applications. The historic “circus” typography was used strategically rather than universally. By concentrating it in key moments—entries, feature walls, and storytelling touchpoints—it became a tool for emphasis and heritage, reinforcing legacy without overwhelming the experience. Supporting typography and layouts introduced a more contemporary balance, improving readability and flexibility across spaces. Ultimately, the solution redefined the boundaries of the KU brand—showing how it can be both rooted in tradition and expressive in new ways, creating a richer and more immersive fan environment.