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Selbert Perkins Design (SPD) developed the citywide signage and wayfinding masterplan for Louisville, KY including four key districts in the city. The new integrated identity and wayfinding system links four of Louisville’s districts – Downtown, The Waterfront, SouthPoints, and Old Louisville. Each district maintains its own unique identity within the overall Louisville System. Elements for all four districts include identity, direction, information, and regulatory signs as well as gateways, kiosks, amenities and interpretive elements.

Downtown is the retail, cultural, entertainment core which includes 4th Street Live, an award-winning, mixed-use destination and the biggest tourist attraction in Kentucky. As part of this large revitalization project, SPD designed the identity, signage and wayfinding system for the site including retail tenant signage, sculpture and other public art elements. The Waterfront provides a broad range of recreational experiences. SPD named the zones and created a comprehensive system of wayfinding elements that included gateways and sculptural elements that tell the stories of this multicultural area along the waterfront. For Old Louisville, which features the largest collection of Victorian homes in the United States, SPD created the district identity and signage that embodies the traditional nature of this historic environment. Southpoints is home to Churchill Downs, the Kentucky Derby Museum, University of Louisville, Six Flags and the Kentucky Fair and Expo Center. SPD worked with the City of Louisville, community groups, and businesses to name the area and create an identity and signage system that meet the needs of all involved.