2100 Ross Avenue

Dallas, Texas Brand Refresh for Downtown Dallas High-Rise

2100 Ross Avenue

Formerly known as San Jacinto Tower, the symmetrical footprint of this building allowed its front door to shift to Ross Avenue, which fronts the burgeoning museum district in downtown Dallas. The new building address, 2100 Ross Avenue, doubles as the building name and occasioned an extensive upgrade to the interior and exterior signage and lobby spaces.

Working in concert with Staffelbach Design Associates, fd2s developed the identity, which recalls the building’s massing in a contemporary, digital-age logo, as well as wayfinding signage and interior and exterior tenant identification.


  • Categories: Corporate
  • Client: Staffelbach

Related Projects