Dallas Cowboys fans know and understand the importance of the team's logo, the blue star that not only dominates its football field but also adorns most team merchandise. Now fans and stadium guests are being introduced to a new "mark" that is meant to define the team's new venue in Arlington, Texas as energetic, modern and timeless. Selection of the logo design, like so many decisions during the construction phase of the building, was definitely a family affair. "We asked a lot of questions," said Charlotte Jones Anderson, executive vice president of brand management for the Cowboys. "We studied the emblems of some of the world's most recognized and significant buildings and invited our design firm to create a memorable visual signature for the stadium." Principles at Dallas-based Rovillo + Reitmayer, the group charged with the project, count Neiman Marcus, Dallas Center for the Performing Arts, North Texas Super Bowl, Bailey Banks and Biddle, and numerous others including shopping centers, furniture retailers, and restaurants as clients, said the creation of a stadium logo was definitely a first for the company. Read more: dallascowboys