Event Branding

United Center

Chicago, IL

For 2019, Section 127 created a design package for the Big Ten Men’s Basketball Tournament held in Chicago, Illinois at the United Center. City, arena, team-specific and back-of-house décor was created for a “larger-than-life” experience for teams, fans and Chicago.

Design Process

The look for the Big Ten Men’s Basketball Tournament in Chicago, entitled “Structure,” was created to blend iconic images of landmarks around the city with the strong color palette of the Big Ten’s brand and associated teams. Color is used in each composition to divide space into at least three sections, being Big Ten blue, white and black. Team-specific compositions are also treated this way and showcase imagery of team pride and spirit, along with their school logos.

Event Signage