Brand Identity, Signage & Environmental Graphics

Identity and environmental graphics for a civic park at the home stadium of the Green Bay Packers, NFL all-time world champions.

Titletown, a new civic park, recently opened in Green Bay, Wisconsin, home to the Green Bay Packers and adjacent to their legendary Lambeau Field.

Pentagram created the identity and environmental graphics for the district. Titletown takes its name from the nickname for Green Bay, which has won 13 NFL world championships, the most of any city. The logo was designed as a double “T” monogram built around the shape of football goal posts. Pentagram’s signage and wayfinding elements integrate materials found throughout the stadium and the site and are functional, enduring and support the spirit of the park.

The 45-acre district was developed to engage fans and offers a full range of activities for families and the community. The first phase is a 10-acre park and plaza that encompasses dozens of fitness-related programs, including a unique 45-foot tall snow-tubing hill, children‘s playgrounds, an ice-skating pond and trail, a timed 40-yard dash course and a full-size football field—all open to the public.

The diverse year-round programming includes exercise and wellness classes, festivals, live music and other cultural events. The Packers partnered with Microsoft and formed the Titletown Tech Accelerator, an on-site incubator designed to work with the region’s startups and young companies to bring to market new technology products and services. The district is also home to the Hinterland Brewery and Restaurant as well as Lodge Kohler and Bellin Health, with more retail, office, and residential development planned in the future.

The creation of Titletown was truly a team effort, and Pentagram collaborated on the project as part of a starting line-up that included the Green Bay Packers, Sterling Project Development (project leadership and management), Biederman Redevelopment Ventures (park development), Rossetti (architect), Design Workshop (landscape architect) and Miron Construction (general contractor).

New York
Michael Gericke
Project team
Don Bilodeau
Elizabeth Kim
Justine Braisted
June Lee
Chuan-Wei Ting
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