Chicagoland Speedway, International Speedway Corporation
Windy City Racing
Home to revving engines and high-speed races, Chicagoland Speedway was in need of a facelift and Infinite Scale was brought in to improve the space. The Windy City, one of America’s largest and most beautiful urban landscapes, home to some of the country’s best-known architecture, served as the inspiration for the new look at this well-known NASCAR track. Turn-of-the-century architecture, the and Chicago streetscapes provided a vintage feel for the design of the venue’s grandstand and parking signage, wayfinding system, and sponsor integration.
Meanwhile vintage oil cans and highway signs inspired the design of the Chicagoland Speedway logo, Route 66 Drag Strip Logo, and custom typeface selection. Signage structures evoke the timeless, rumbling L-Train moving throughout the city, utilizing exposed structural beams and columns to support the signs themselves. The result is a design that feels as if it were part of the industrial landscape of Chicago circa 1920 while utilizing modern design technique the graphics and Chicagoland Speedway logo.