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The Kay Bailey Hutchison Convention Center Dallas

Project Type



In 2013 The Dallas Convention Center was renamed to The Kay Bailey Hutchison Convention Center Dallas (KBHCCD), honoring the former U.S. senator. Concurrently, the KBHCCD needed to update its brand imaging with visual elements to represent a new and forward-looking era for the facility, one of the nation’s premier event venues and a major revenue generator for the City of Dallas. The KBHCCD leadership team hired SDA based on its successful history of branding work with civic organizations such as the City of Dallas Trinity River Project, DFW International Airport and the City of DeSoto.


With input from Senator Hutchison herself, SDA worked closely with the KBHCCD leadership team to develop an integrated branding campaign worthy of the new name. A new logo, the centerpiece of the brand identity, incorporates a lone Texas star, waves of progress, and a patriotic color scheme that pays tribute to the Senator’s roots and accomplishments. SDA also developed a brand management guide, a stationery system, branded wearables, and a comprehensive wayfinding signage system.

Brand Imagery
Case Study Images_KBHC4
Secondary Brand Imagery
Branded Wearables
Branded Uniforms
Wayfinding Signage System
Cube Pedestal Wayfinding Sign
Wayfinding Signage System
Wayfinding Signage System: DART Rail
Wayfinding Signage System

Previous Name & Logo

Previous Signage

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