Fields, Frisco TX

When the last major open-land parcel in Frisco, Texas became available for development, a joint venture of the real estate arm of Hunt Consolidated and the Karahan Companies planned a new kind of community. The Fields Estate is a unique piece of land, formerly owned by rancher Burt Fields, with several creeks running through beautiful North Texas plains. The master plan for the site, by Hart Howerton, respects and responds to this landscape, featuring community parks and waterways to tie together the diverse neighborhoods and communities envisioned for the development.

A mixed-use development, Fields will feature residential, resort, higher-education, light-industrial, dense urban, business, and retail elements. In addition, the Professional Golf Association has announced that it will relocate its headquarters to Fields, with construction completion projected for 2022; the associated golf course and infrastructure will anchor one end of the development, with the UNT campus anchoring the other.

The identity for Fields captures some elements of this landscape: open sky and wide land. The curved “F” of the symbol suggests an intersection of the rivers and thoroughfares of the development. Together with a simple sans serif wordmark, the Fields logo is both elegant and bold. It is flexible enough to identify the development in many contexts and for many audiences.