Opened in 1923, the Los Angeles Memorial Coliseum is one of the world’s most storied venues. It is the only site to host the Summer Olympics, a Super Bowl and a World Series. Martin Luther King Jr., John F. Kennedy, Nelson Mandela and Pope John Paul II all have spoken here. And, of course, it is the home of USC football.
The $315 million renovation to this National Historic Landmark included branding seven levels of premium clubs, lounges and suites along with the stadium exterior and home team locker rooms. Design and storytelling elements imbue the Coliseum with its own history — every iconic figure, legendary athlete, landmark game — while reflecting the style of VIPs and energy of the fans.
The Coliseum renovation represented a large-scale graphics and branding project for a range of critical audiences in the USC and Los Angeles community. This included the highest-level donors, VIPs and suiteholders, media members in the press level, and visitors to a new rooftop club. At every step, the directive was to tell the story of the people and events that made the Coliseum into one of the world’s historic venues.
Imagery throughout all spaces blends great USC moments and historic Coliseum events, showing the intertwined story for the Trojans and the stadium itself. At each level, storytelling and design reflect the audiences. The Jim and Dianne Bashor Founders Club entertains the most exclusive USC donors. Thus, the content reflected is only the best of the best that USC has to offer — national championship coaches, Heisman winners and hall of fame inductees.
The design language reflects the class and gravitas of the audience. The Tiger Lounge honors the late USC baseball coach Rod Dedeaux and his family. His space shows the history of the Dodgers playing at the Coliseum and football-baseball multi-sport athletes at USC. Graphics in the press level display Trojans greats who became renowned broadcasters. Suiteholders can also customize their personal spaces with a menu of graphics of great players, coaches or USC traditions.
BY THE NUMBERS
- 482Total Graphics and Displays
- 7Levels of Coverage, plus Exterior and Locker Room
- 3217-Foot Tall Exterior Graphics
- 5USC Great Moments Movie Acrylic Movie Posters
- 62Donor Recognition Pieces
In the crowded Los Angeles market, the Coliseum’s history and tradition are differentiators. Designs lean into the aesthetics of decades past with an art deco approach that blends seamlessly with the Coliseum’s iconic Peristyle. Original stadium blueprints, classic photography and newspaper clippings enhance a classy, vintage feel. Meanwhile, USC Cardinal red adds color and energy where appropriate.
“Everyone has a story about the Coliseum. This project presented a unique opportunity for USC Athletics to tell our story and the great USC Football history that’s here.”