Wilshaw — Identity

Back in 2015 I led the branding effort for “Wilshaw”, a $50 million dollar mixed use development in Speedway, Indiana right outside of turn two of the Indianapolis Motor Speedway.

The name is in honor of Wilbur Shaw, an Indiana native who has a deep history with the Indianapolis Motor Speedway. Not only did he save the speedway from closing during World War Two — he also won the Indy 500 three times. Three facets representing his three victories come together to form a “W” in the logo mark.

The Wilshaw logo was prominently featured on the #24 IndyCar driven by Sage Karam in the 100th running of the Indianapolis 500.

Developer: Loftus Robinson
Agency: MilesHerndon
Photo Credit: Sage Karam