Environmental Design

Indianapolis Motor Speedway – Project 100
Indianapolis, Indiana

2018 SEGD

The Indianapolis Motor Speedway was about to celebrate the 100th running of The Greatest Spectacle in Racing, so Project 100 was born. Its goal was to engage fans enjoying the track’s multiple events and inform visitors in and around the seats that have been there for over 60 years.

The complete project entailed updated seating and suites, concessions, exterior road mapping, and our team’s role: a complete wayfinding study and application, including constructing an awe-inspiring new Turn 1 entrance.

We created clean, functional wayfinding and exterior signage throughout the facility by establishing a design family and hierarchy of components. Terminology, language typography, and ADA standards paired with 100 years of racing history to form a system that is completely unique to this extraordinary venue.

"The contextual use of industrial materials blends perfectly with their environment. Beautiful and simple, this provides the perfect amount of information."


"This clear and authentic wayfinding system is a fun way to send us to the races. It solves the practical wayfinding challenges of a public entertainment venue without taking itself too seriously or over applying a theme. Material, typography and form are spot on."