Client: Universal Studios
Architect: The Jerde Partnership

Services

District Identity
Brand Strategy
Placemaking
Environmental Graphics
Signage

Universal CityWalk helped define the modern entertainment district, establishing one of the first destinations where retail, dining, and entertainment came together as a single immersive experience. It was here that Ripbang first developed the concept of Visual Identity—the idea that people remember what a place looks like, and that memorable destinations give people a reason to visit before they ever choose where to eat or shop.

Ripbang created the original CityWalk identity, including the district logo, architectural color palette, street furniture, retail kiosks, and iconic signage program that established the district’s unmistakable character. Historic neon signs from the Museum of Neon Art and the animated King Kong sign became enduring symbols of CityWalk and helped create one of Los Angeles’ most recognizable entertainment destinations.

The result was a destination people remember as much for its identity as for its attractions. It demonstrated that visual identity can become a destination’s greatest competitive advantage.