Founded in 1936 and widely recognized as one of the world’s classic and traditional thoroughbred racing facilities, Keeneland—a National Historic Landmark—is set within the rolling hills of the great Bluegrass horse farms of Kentucky. The facility’s need for wayfinding and signage required designers to have an understanding of horse-racing culture, Keeneland’s branded experience, and the history of the area.
“Refinement” was the goal. The signage had to serve a diverse user group—ranging from local and casual visitors, to racing enthusiasts, to betting enthusiasts, to the refined “Horseman and Horsewoman,” and even to the English royalty.
More than 2000 signs comprise this wayfinding signage system throughout the 147-acre facility. Directional and identification signs, historical displays, retail kiosks, and specialty signage were designed and implemented. The project required logo development, design, extensive documentation, project management, and construction administration.