Located just minutes from downtown Indianapolis, the Indianapolis Motor Speedway (IMS) has hosted the world’s largest single-day sporting event, the Indianapolis 500, for over a century. In anticipation of the 100th running of the Indy 500 in 2016, IMS embarked on constructing new visitor facilities across its expansive 559-acre campus. Our team was brought in to conduct a thorough study and provide recommendations for a comprehensive wayfinding strategy to enhance both the spectator experience and IMS operations.
Like many large event venues, IMS faced challenges with outdated and inconsistent communication systems and sought solutions that improved connectivity from entry points outside the facility to navigation within. Our team started by analyzing the existing information systems that visitors rely on to prepare for their IMS experience, as well as understanding common thoughts and emotions visitors may encounter along their journey. Through traffic flow studies and assessments of key destinations and terminology, we identified ways to streamline messaging and developed a new naming and numbering system that follows a logical sequence around the facility’s oval architecture, enhancing ease of navigation.
Like many large event venues, IMS faced challenges with outdated and inconsistent communication systems and sought solutions that improved connectivity from entry points outside the facility to navigation within. Our team started by analyzing the existing information systems that visitors rely on to prepare for their IMS experience, as well as understanding common thoughts and emotions visitors may encounter along their journey. Through traffic flow studies and assessments of key destinations and terminology, we identified ways to streamline messaging and developed a new naming and numbering system that follows a logical sequence around the facility’s oval architecture, enhancing ease of navigation.
Our team established visual criteria for IMS campus signage that celebrate Speedway heritage and branding while adhering to ADA guidelines for readability and contrast. We chose the core colors of yellow and black, paying tribute to the iconic livery of the first Indianapolis 500 winner, the Marmon Wasp. Yellow also connects to the uniforms worn by IMS volunteers who assist visitors on event days, creating a unified and recognizable visual identity across the campus.
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