Mercedes-Benz Stadium is not only an icon for the city and the brand itself, but it houses the experience and sets the stage for the city’s premier sporting events and unforgettable entertainment. Visual communication and graphic design are essential components to these experiences. This section of the Experiential Guide has been developed to ensure that a consistent visual identity is presented in all brand applications, across traditional and digital media. By adhering to these Brand Guidelines, the visual articulation will drive brand value and hierarchy for Mercedes-Benz Stadium, Atlanta Falcons, and Atlanta United.
Mercedes-Benz Stadium should be expressed without compromise. It is referred to as the “always on” brand because it is home to, and encapsulates the Atlanta Falcons and Atlanta United.
An established Brand Architecture is an important structure for brand extensions. It provides a road map for brand identity development and design. This hierarchy also creates a value proposition for our Primary Brand, Mercedes-Benz Stadium, and its relationship to the Atlanta Falcons and Atlanta United Brands.
Mercedes-Benz Stadium Brand
A logo is more than an image. It is an enduring symbol of a partnered vision, values and mission. A logo carries the torch of brand identity to each consumer with which it comes into contact. Within this visual articulation, this initial point of contact between consumer and brand, an identity’s meaning and values are born. As the primary brand identity lives and grows, it is imperative to ensure that a consistent design is presented. This consistent representation of the Mercedes-Benz Stadium should exist across all traditional applications and digital touch-points.
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*Brand Vision:
Mercedes-Benz Stadium is a world-class, iconic, multifunction sports and entertainment venue delivering the most revolutionary experience for our fans, while positively impacting our community and environment
*Brand Essence:
Iconic — The design, architecture and the technology and programming within Mercedes-Benz Stadium are distinctive, well-known and acknowledged for excellence.
Inspiring — At Mercedes-Benz Stadium, the focusing is on the Fan Experience: the sheer size, design, service, technology, food & beverage and high-energy event experiences create powerful, long-lasting memories.
Inclusive — We welcome everyone to Mercedes-Benz Stadium with something for each fan inside.
From improving the lives of our neighbors on the Westside and throughout Atlanta, to creating a better environment for generations to come, Mercedes-Benz Stadium is dedicated to uplifting those around us.
*Brand Values:
Quality — Our venue, structure, iconic design, technology and fan experience is the best in class of supreme quality.
Fan-Focused — The Fans are our #1 Priority. Everything we do, build, create and produce is with the fan in mind above all else.
Integrity — We lead with the spirit, teamwork and values that represent our company and our city with pride and vision.
Flexibility — While Mercedes-Benz Stadium is the home of the Atlanta Falcons and Atlanta United, it will host a diverse assortment of events and fans. The venue can be transformed to virtually any dimension from 7 to 70,000 guests. We are open to and embrace change.
* In final stages of development
Atlanta Falcons Brand
Atlanta Falcons visual articulation lives in, and supports the Mercedes-Benz Stadium Primary Brand. Atlanta Falcons Brand Standards should be used to bolster the Mercedes-Benz Stadium brand, rather than replace or compete with the Stadium design. The Atlanta Falcons Brand is a cornerstone to the Stadium and it is supported by three platforms: Our Vision, Our Essence, and Our Values.
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Vision:
The Atlanta Falcons are an NFL team delivering the most engaging and elevating experience in sports and entertainment.
Essence:
Authentic — With a rich and deep-rooted history in Atlanta, we are the #1 team of the South.
Magnetic — We attract and unite the most diverse group of fans.
Elevating — We are uplifting; Every experience with the Atlanta Falcons is electric.
Values:
Unity — Together, as a team, as a single unit with a single purpose; we can go wherever we dare to dream. We build unity and cohesion, pulling people together with our club.
Power — We are stronger; We have greater desire; We cannot be stopped; We are a powerful force in the National Football League.
Youth — We are young, and we are hungry; We bring fresh thinking and dynamism to everything we do.
Integrity — We will take the righteous road; We will work harder; We know that there are no shortcuts to success; We will operate to the highest standards in the National Football League.
Community — Every time we put on that Falcons jersey, we are playing for more than just ourselves; We will draw strength from the community we serve, and we will give back to that community to make it stronger.
Modern-South — We are the new breed; We are a new energy; We are proud of our origins.
Atlanta United Brand
Equally important to Atlanta Falcons, Atlanta United ’s visual articulation supports the Mercedes-Benz Stadium Brand. The Atlanta United brand will ultimately elevate the Mercedes-Benz Stadium experience through the three pillars that are within the United Football Club’s DNA: A Modern City, United, and Hub. Together they define Atlanta United and unify the community and culture with which it lives.
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A Modern City:
Atlanta is a future-thinking city, a modern city, a world city. However, the past is not to be forgotten as it gives the people of Atlanta a sense of genuine pride. But as the city moves forward with its young generation, a sense of newness fills our future.
Most visibly this is the new state-of-the-art iconic stadium that is the club’s home. Allowing Atlanta to lead the world into the next generation of stadium designs.
That is why this is a club that reflects the true Modern City. We have a progressive, passionate, inclusive fan base, not seen by any other sport. A fan base that has become “One Voice” before their team.
United:
We are a city United, finding unity in diversity. Atlanta maintains a highly diverse population, but instead of creating a segregated community, Atlanta comes together as one. Citizens woven together and overlapping. It is a strong sense of community that treats all its citizens as one. We are Atlanta.
Hub:
We are a city United, finding unity in diversity. Atlanta maintains a highly diverse population, but instead of creating a segregated community, Atlanta comes together as one. Citizens woven together and overlapping. It is a strong sense of community that treats all its citizens as one. We are Atlanta.
Unity — Together, as a team, as a single unit with a single purpose; we can go wherever we dare to dream. We build unity and cohesion, pulling people together with our club.
Power — We are stronger; We have greater desire; We cannot be stopped; We are a powerful force in the National Football League.
Youth — We are young, and we are hungry; We bring fresh thinking and dynamism to everything we do.
Integrity — We will take the righteous road; We will work harder; We know that there are no shortcuts to success; We will operate to the highest standards in the National Football League.
Community — Every time we put on that Falcons jersey, we are playing for more than just ourselves; We will draw strength from the community we serve, and we will give back to that community to make it stronger.
Modern-South — We are the new breed; We are a new energy; We are proud of our origins.