Project Objective
Long time client, United States Tennis Association, commissioned Michael Graves to enhance the US Open fan experience through the lens of wayfinding; making site navigation intuitive, visually engaging, and aligned with the premium US Open brand.
Bespoke Wayfinding Analysis
We began with a comprehensive site analysis, looking from both aerial and ground-level perspectives. Our team walked through the fan journey, identifying pain points and opportunities for more intuitive navigation. We broke the NTC into logical zones, using visual touchpoints, color, wall and monumental signage, and naming strategies, to efficiently guide guests. Our goal was to create a system that reduces reliance on traditional signage, instead using bold yet intuitive design moves that enhance the visitor experience and can carry through to digital fan interfaces.
Signage Concepts
Following the analysis, we developed a robust set of signage designs and studied the use of color to achieve both brand alignment and visitor clarity. We balanced US Open brand/logo colors with secondary palette hues to ensure signs stood out from other printed collateral while reflecting the event’s luxury atmosphere.
Our comprehensive system included:
Directional Signs
Core Multifunctional and Small Directional
Court Identification
Core Multifunctional and Small Directional
ADA Signage
Restroom, Elevator, Water Fountain Signs
Zoning & Naming Strategy
For this project, wayfinding went beyond physical signs. We created a zoning color strategy inspired by the US Open brand palette, and court colors, creating a blue zone, a yellow zone and a green zone to break down the dense site into easily observable sections. We also proposed and the USTA implemented a landmark-based naming system to replace cardinal direction labels, making navigation more intuitive for visitors. This included renaming the entrances Main Entry and Champions Entry, renaming “South Plaza” to Fountain Plaza, and elevating Court 17 to Stadium 17, giving the fourth stadium its proper due and helping orient fans to the NTC which is anchored by the four stadiums.
Digital & Experiential Integration
We incorporated maps throughout the directional signage which are replaceable, allowing future flexibility for live programming, messaging, and updates.
Accessibility & Inclusive Design
As with all projects, accessibility was a core consideration. We designed signage to be inclusive and easy to use for all visitors, regardless of ability.
Key accessibility measures included:
Legibility
High-contrast color combinations, ADA-compliant typography, and intuitive icons to ensure visibility from various distances
Hierarchy
The directional system is built on a clear hierarchy of information that supports every type of visitor. At the broadest level, the primary panel and its color-coded reveals establish orientation, letting guests know where they are and pointing them toward key landmarks such as stadiums, gates, and exits. These elements are designed to be read from a distance, offering an immediate sense of direction without slowing your pace.
For those seeking more specific destinations, a secondary panel comes into view at closer range. This tier guides visitors to amenities and individual courts, delivering the next layer of detail in a way that feels natural and intuitive.
Finally, for guests who need step-by-step guidance, a map panel provides the most detailed information. Placed at a comfortable height and designed for easy replacement as the site evolves, the map ensures accuracy and legibility for all users, day or night.
This layered approach balances clarity with efficiency: a system that works at multiple scales, reducing decision fatigue and empowering every visitor to move through the grounds with confidence.
Wayfinding for All
Placement strategies that account for different sightlines and mobility needs, with consistent mounting heights for easy recognition.
Together, these considerations help make the US Open site easier and more intuitive to navigate for every fan, enhancing the overall inclusivity of the event experience.
Fabrication & Implementation
We partnered with DCL, a national leader in custom signage fabrication, to bring our designs to life. We guided fabrication through:
- Reviewing shop drawings and prototypes
- Providing sketches and design clarifications
- Answering RFIs and coordinating with fabricators
- Ensuring design intent was preserved through production
Results
The result is a cohesive, elegant wayfinding system that strengthens the US Open brand while simplifying site navigation, ultimately enhancing the fan experience.
Products Team
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Ben Wintner
Chief Executive Officer, Michael Graves Design
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Donald Strum
President, Michael Graves Design
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Rob Van Varick
Chief Design Officer, Michael Graves Design
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