Frisco, Texas

The Star: Home of the Dallas Cowboys

Wayfinding That Honors The Dallas Cowboys' Iconic Blue Star

Project type

Wayfinding Signage Design Placemaking Design

Project sector

Sports & Entertainment
Aerial dusk view of The Star in Frisco, Texas — a mixed-use sports and entertainment destination featuring the Ford Center at The Star, large-scale experiential graphics of Dallas Cowboys players along a pedestrian walkway, City Works restaurant signage, and the Cowboys star atop a corporate office tower — showcasing RSM Design's integrated approach to environmental graphic design, placemaking, and branded environments.

Project info

Client Blue Star Land L.P.

Client Dallas Cowboys

Architect O’Brien Architects

Architect Gensler

Capturing the spirit of America’s team

At The Star in Frisco, Texas, a dynamic 91-acre destination blending entertainment, retail, hospitality, and the Dallas Cowboys headquarters, RSM Design was selected to bring a legendary brand into the built environment with nuance and intention. Collaborating with the Cowboys and the larger design team, we developed a comprehensive signage and wayfinding system that respectfully honored the iconic blue star while enhancing the visitor experience. The result is a unified identity system that thoughtfully blends brand, architecture, and function.

From monumental pylons to digitally integrated video boards, every element of the signage program was carefully designed to guide guests, celebrate the team's legacy, and elevate sponsor visibility without overpowering the environment. Through placemaking, wayfinding, digital integration, and environmental graphics, RSM Design helped transform The Star into a memorable destination that champions both Cowboys fans and football excellence.

Illuminated ground-level monument sign reading 'One Cowboys Way' set within a landscaped planter at the entrance to The Star in Frisco, Texas — an example of RSM Design's placemaking and environmental graphic design for a mixed-use sports and entertainment destination.
A two-part exterior wayfinding and directory sign post at The Star in Frisco featuring a navy blue directional blade with white arrow-led destinations to Ford Center, Championship Plaza, Omni Hotel, Blue Parking, and Silver Parking, above a site map panel with color-coded district plan and tenant directory listing, set against the Ford Center arena and a glass tower at dusk — showcasing RSM Design's wayfinding and signage design, master sign programs, and environmental graphic design services applied within the sports and entertainment and mixed-use markets
A dramatic dusk view of an illuminated entry monument sign at The Star in Frisco featuring a backlit translucent tower with a glowing Dallas Cowboys star topper, and a stone base panel identifying The Lincoln Motor Company as a sponsor, set among white flowering landscaping and mature trees with the retail district warmly lit in the background — illustrating RSM Design's identity signage, master sign programs, and placemaking services applied within the sports and entertainment and mixed-use markets
Exterior digital LED pylon sign for The Star in Frisco, Texas, featuring the Dallas Cowboys star logo, Ford Center branding, and dynamic event messaging — part of a master sign program and digital integration solution designed by RSM Design for a sports and entertainment destination.

Sponsors are incorporated subtly to keep the attention on the core brand.

Market

Sports & Entertainment

Large-scale pylons and digital displays energize arrival and guide the experience.

Service

Digital Integration
Large-scale exterior monument digital signage towers featuring the Dallas Cowboys star logo and The Lincoln Motor Company branding, designed by RSM Design as part of a master sign program for a sports and entertainment destination in the Dallas–Fort Worth area.
Parking garage facade featuring large-scale perforated metal architectural graphics with an abstract equestrian pattern, paired with a 'Blue Parking' identification sign and The Lincoln Motor Company branding — an example of RSM Design's experiential graphics and placemaking for a sports and entertainment mixed-use destination.
Illuminated exterior wayfinding pylon sign directing visitors to Blue Parking at a mixed-use retail destination, featuring a backlit parking symbol and directional arrow — part of an integrated wayfinding signage system designed by RSM Design for a parking garage and retail environment.

Market

Parking Garage Design
Close-up of dimensional letter 'Blue Parking' identification signage mounted on a perforated metal facade at a mixed-use sports and entertainment destination — showcasing RSM Design's architectural graphics and wayfinding signage design for a parking garage environment.

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