Game On, Frisco: Sports City USA is Here

Over the past few decades, Frisco has evolved from a small town in North Texas, to the foremost sports destination in the USA. Our city is the home of world-class facilities, organizations, and athletes, dedicated coaches and families, and passionate supporters who have created a thriving culture of sport at every level. In Frisco, sports and athletics have become woven into the very fabric of the city. But, Frisco is not just for the professional athletes and the big arenas, it’s a city that embraces a healthy lifestyle rooted in activity, fun, and connection for everyone that lives here or comes to visit, both on the field and off.

Community Effort

After consultation with local organizations, businesses, community members, along with leadership at the Dallas Cowboys, Dallas Stars, FC Dallas, Frisco RoughRiders, the PGA of America, and more, it became clear that Sports City USA is diverse, innovative, and inspiring. Together, we’ve built something truly special and it’s time to show it off to the world. 

The Sports City USA voice and tone phase of the branding project began with a thorough discovery phase to collect research and insights. An online survey was distributed to Frisco residents, workers, sports events planners, Visit Frisco clients, and the local sports community. The survey received 92 responses which informed the brand persona, promise and attributes.

The Brand Promise

An online survey was distributed to Frisco residents, workers, sports events planners, Visit Frisco clients and the local sports community. The survey received a total of 92 responses. 

With all that in mind, we’d like to present the new brand that will represent the sports ecosystem in the city we know and love: Sports City USA: Where Greatness Grows.  Because elite athletes and winning teams don’t just appear, they grow…on neighborhood fields, at early morning practices, and weekend fundraisers. They’re nurtured by elite organizations, incredible coaches, world-class facilities, committed supporters, and a community that has their back. Dreams take root in Frisco, and Sports City USA is the fertile ground that allows them to grow.

The Look

With a new slogan, also comes an exciting new logo. We thoughtfully designed a brand logo that incorporates handwritten script to reflect the playful nature of the city and the sports we love. We combined that with blocky letters that form a strong and structured base, where the pieces work together in harmony to create something bigger, like the teams that call Frisco home. This logo captures everything that makes Frisco special; connection, cooperation, and teamwork, with a healthy dose of fun.

We hope you are as excited about this new brand and logo as we are!  To dive deeper into the evolution of Frisco and Sports City USA, watch our new docuseries Where Greatness Grows: The Story of Sports City USA, where you’ll learn more directly from the people who have worked together to build something special.