Circuit of the Americas


Circuit of the Americas


Experiential Branding

Wayfinding Consulting

fd2s created a wayfinding strategy for the Circuit of the Americas (COTA), a world-class entertainment venue that accommodates events as diverse as motorsport racing, large-scale corporate gatherings, and top-tier outdoor musical performances. COTA was home to the first Formula One race on U.S. soil in over a decade, which and drew 120,000 spectators on race day. 

The wayfinding strategy responds to the needs of these varied events and activities across the immense site, whose configuration can change depending on the event. One effective aspect of this strategy was to orient spectators site-wide by identifying each of the track’s 20 turns using 40-foot tall pylons. 

Pedestrian-scaled pylons display digitally printed graphics (maps, corporate advertising, etc.) that can be easily updated from event to event by COTA staff, while signage and graphics at the main grandstand emphasize symbols that communicate to an international audience.