Logo design for the United Center sports and entertainment arena.

The United Center in Chicago is home to the Chicago Blackhawks and the Chicago Bulls, as well as numerous concerts and special events. It replaced the beloved Chicago Stadium nearby, and the management wanted to create an identity for the new center that could help it to become one of the city's new icons. An image of the building itself, no matter whether it changed sponsors over time, made sense for these purposes. The mark is simple and iconic enough to be used on street signage, apparel, in collateral, on the scoreboard and arena floor, in web and interactive materials, on packaging and paper goods, and in many other applications.