EXECUTION: The archives at the Indianapolis Motor Speedway are a creatives dream. With various logos, posters and misc. items dating back to the turn of the century, it's truley a one-stop look at the history of graphic design. I wanted to use this visual history and pay homage to it in the most literal sense. In developing the Centennial Era logo, specific elements from past Indy 500 paraphernalia we repurposed, refreshed and reused. A race day Credential from 1934, a ticket from 1910 and a ticket from 1961. A tier system for the logo identity was also implemented with the primary logo being supported by a secondary logo – the "IMS" circle icon that could be used for years to come – and various tertiary logos, that all included the half circle "Centennial Era" markings. This design element from the tertiary logos was used for the 2009 & '10 "500" logos, as well as all event logos for the '09 season.

OVERVIEW: To kick-off the Centennial Era a large Gala event was held. For each of the attendees we presented them with a 96 pg limited edition hardcase book. The design inspiration for the book was to treat it almost as a "scrapbook." Packed full of rare collectibles and photographs, it tells the story of the 100-year history of the Indianapolis Motor Speedway. The cover is a concept painting by Thomas Kinkade, printed individually on card stock and held on the cover by black photo corners. Throughout the book are additional inserted reprints of historic documents and items. A reprint of the original brick paving contract from 1909, a reprint of a hand written ledger of the 1911 "500" entry list and reprints of various inaugural event tickets.