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At Lucas Oil Stadium, theming systems enliven and extend the architecture. Since Colts games are only one of the many different events that occur in the stadium, the theming system provides an opportunity to represent these additional users and give them a sense of belonging and pride of place. Colts branding is implied with color and a predominant football theme, but the use of actual Colts logos and trademarks is minimized.
Four sponsored entry lobbies are themed for fans – including Lucas Oil Plaza – which include life-sized race cars, airplanes and fan memorabilia. Four smaller corner spaces provide sponsorship opportunities between the four primary spaces. Sponsorship is integrated into the wayfinding system with sponsored gates or entrances and a naming rights presence on all directional signage.
Branding and Theming Design
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