With thousands of residents and visitors converging downtown for World Cup games, Seattle and FIFA Seattle Local Organizing Committee is taking the opportunity to strengthened its urban core with introduction of the Unity Loop. The 4.25 pedestrian-route stretches from Lumen Field to the Seattle Center and linking the stadiums, waterfront, Capitol Hill, Central District, Pioneer Square, and the Chinatown-International District (CID). Opening ahead of the tournament, the loop is positioned to last beyond the final match as a legacy for the public to enjoy. Gensler Seattle partnered with the Committee to create the positioning and design custom graphics for the path inviting visitors and residents to experience Seattle’s cultural fabric and connect them to neighborhoods and businesses by activating existing urban infrastructure and local storefronts with a unified visual system.
To help clarify the Unity Loop’s purpose, Gensler created a visual identity that rides the momentum of Seattle’s host city poster designed by artist Shogo Ota. The project needed to cohesively bridge several existing visual identities in the market, as well as connect to the SEA&WIN app, a digital component of the Loop that rewards visitors with prizes during the event.
Gensler designed “clear and joyful” messaging paired with a visual identity that aims to draw foot traffic to small businesses beyond the stadium and ultimately boost the local economy. Through a toolkit of branded assets and easy to engage activations including posters, flags, stencils, digital templates, etc. that are open-source and broadly accessible, 150+ local businesses and institutions can signal participation along a self-guided tour of the city that leverages the high-profile tournament to gain visibility. A Unity Loop map helps visitors discover each unique neighborhood and the promotional activations draw in visitors off the streets. Additionally, signage has been installed in the city’s bus tunnels and applied as a wrap to Sound Transit train cars.
“We’re proud to play a role in bringing the city to life through connection, alignment, and a shared voice,” said Jennifer Hamilton, Studio Director and Principal at Gensler Seattle. “Seeing these branded activations spread across the city — drawing people into local neighborhoods and helping retailers spotlight their businesses — underscores the power of coming together with a unified vision.”
The visual identity welcome visitors from around the world while demonstrating the actual experience as a looping path throughout the city — including the mark in which the “U” and the “L” intertwined. Additionally, the partner SEA&WIN blends standard and looping letterforms — mirroring the logo and creating a holistic family of identities. Additional graphic elements enhance a sense of playfulness and energy, and the color palette draws from Seattle’s natural surroundings while also relating to partner brand identities in the market.
