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ARLINGTON, Texas - Dallas Cowboys fans know and understand the importance of the team's logo, the blue star that not only dominates its football field but also adorns most team merchandise. Now fans and stadium guests are being introduced to a new "mark" that is meant to define the team's new venue in Arlington, Texas as energetic, modern and timeless.
Selection of the logo design, like so many decisions during the construction phase of the building, was definitely a family affair.
"We asked a lot of questions," said Charlotte Jones Anderson, executive vice president of brand management for the Cowboys. "We studied the emblems of some of the world's most recognized and significant buildings and invited our design firm to create a memorable visual signature for the stadium."
Principles at Dallas-based Rovillo + Reitmayer, the group charged with the project, count Neiman Marcus, Dallas Center for the Performing Arts, North Texas Super Bowl, Bailey Banks and Biddle, and numerous others including shopping centers, furniture retailers, and restaurants as clients, said the creation of a stadium logo was definitely a first for the company.
"We interviewed the whole family," said Samantha Reitmayer. "Each person offered a unique perspective and had high expectations for the look of the logo. We wanted to know their view of existing stadium logos and internationally-known buildings such as London's Wembley Stadium or the opera house in Sydney.
"We asked questions to generate their thoughts about the spirit and emotion of the building," said Reitmayer, "because we were looking for the right metaphor for the stadium. For example, it was important to reflect the futuristic look of the stadium as well as its extraordinary technological capabilities."
Anderson said the final decision on the mark came during a collective family meeting held at the NFL Owners Meetings this spring.
"It was unanimous," said Anderson, "because the logo is clean, reflects the modern architecture of the stadium, and we believe it is timeless."
Stadium officials said guests attending events at Cowboys Stadium will see the graphic artwork on T-shirts, caps, cups and in other highly visible merchandise and building locations.
"Like the blue star," said Anderson, "we think this logo will soon be instantly recognizable and appreciated as the mark of a significant and important venue for sports, meetings and all kinds of entertainment events."
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