39.110856,
Introduction
At the edge of the Kansas Speedway, where the roar of engines meets the glint of the casino floor, LANDMARK stands as Kansas City’s definitive destination and newest icon. Here, the thrill of the track and the glamour and sounds of a vibrant casino floor converge with the energy of world class hospitality, destination restaurants, and vibrant public spaces. By day, it’s alive with connection—welcoming travelers, locals, gamers, and race fans alike. By night, it transforms into a stage of style, flavor, and entertainment, where every visit feels like an arrival and every moment leaves a mark.
Introduction
Brand Position
Brand Story
Brand Essence
Brand Pillars
Brand Personality
Brand Voice
Who We Are
Brand Marks
Color Palette
Typography
Brand Patterns
Brand Position
A bold convergence of hospitality, luxury living, immersive entertainment, curated retail, trackside energy and a roll of the dice. Positioned at the Kansas Speedway, LANDMARK transforms everyday moments into signature experiences.
landmark is Kansas City’s definitive
Brand Story
Not just a building or a space—but a place that defines its rhythm, culture, and spirit. In Kansas City, that place is LANDMARK.
LANDMARK is more than a destination—it’s a living monument to motion, connection, and culture. Here, speedway thrills meet red carpet luxury, residences soar above dynamic streets, and the boundaries between living, playing, dining, and discovering dissolve.
LANDMARK is a statement—a place where architecture, entertainment, and community collide. Where you don’t just pass through—you arrive, you stay, you belong.
The tagline LIFE in YOUR LANE amplifies this ethos, inviting individuals to embrace their unique journey within a vibrant, interconnected community.
every great city has a landmark
LIFE in YOUR
YOUR LANE
where culture lives & life happens Brand
Essence
LANDMARK is iconic by design and magnetic by nature.
It is the embodiment of motion, meaning, and modern culture—a bold, permanent marker of Kansas City’s evolution.
Brand Pillars
Iconic by Design
01 02 03
Presence isn’t just built—it’s designed. LANDMARK is visually unforgettable, architecturally bold, and intentionally layered. From its skyline-defining structure to the fine-grain details of materials, lighting, and spatial flow, it offers more than aesthetics it creates emotional impact. LANDMARK becomes a marker not just of place, but of memory. When you arrive, you feel it. When you leave, you remember it.
Immersive by Nature
Every space tells a story. Every moment invites you in. LANDMARK is a place to not just stay or shop, but to experience. With luxury hospitality, destination restaurants, immersive retail, and cultural programming, it transforms daily life into high-design theater. It’s where hospitality meets lifestyle, and where entertainment becomes environment. This is where energy lives. And lifestyle moves.
Magnetic by Community
Built for belonging. Designed for momentum. LANDMARK is where people come to gather, connect, and celebrate the rhythm of Kansas City. Its spaces are fluid— designed to attract locals, travelers, creatives, and cultureseekers alike. With every gathering, every opening, every event, it evolves —always in motion, always meaningful. LANDMARK doesn’t just reflect the city— it moves it forward.
Brand Personality
LANDMARK’s personality is bold, magnetic, and design-forward. It carries a confident sense of presence, always making a statement without needing to shout. Sophisticated and expressive, it appeals to those who appreciate quality, culture, life and elevated experiences. LANDMARK is social but never superficial—drawing people in with curated moments, cinematic atmosphere, and a sharp eye for detail. It’s rooted in the city’s energy, but always a few steps ahead, setting the pace rather than following it. Both inviting and iconic, LANDMARK feels like a place you want to be—and be seen.
bold, magnetic & design-forward
LIFE in
in YOUR LANE
how we communicate Brand
Voice
LANDMARK’s brand voice reflects who we are—bold, magnetic, and iconic. Our presence in Kansas City isn’t just seen; it’s felt, and that energy drives how we communicate. We speak with confidence, clarity, and purpose, reinforcing our promise of extraordinary experiences across our hotels, restaurants, residences, and public spaces. Never arrogant, always assured, our messaging blends cinematic, evocative language with the grit, glam, and pulse of the city. Every word invites people not simply to visit LANDMARK, but to be part of its presence.
Who We Are
Iconic, not ordinary
We’re built to stand out and last—not just blend in.
Curated, not chaotic
Every element is intentional, refined, and elevated.
Inviting, not exclusive
We draw people in with warmth and presence—not pretense.
Cinematic, not cliché
We create dramatic, stylish experiences.
Urban and energized, not sterile or overdesigned LANDMARK hums with life. We embrace the city’s rhythm.
A destination, not a stopover
We’re where people gather, stay, and return—not just pass through.
Defined, not rigid
Our identity is strong, but never static—we evolve with the culture.
Rooted in KC, not generic or placeless
We reflect the city’s soul—bold, creative, and proud.
20 Brand Marks
The LANDMARK brand direction and respective iconography represent a living monument to motion, connection, and culture, embodying a dynamic and inclusive urban spirit that reflects the energy of Kansas City’s evolving landscape. LANDMARK acts as a statement piece where architecture, entertainment, and community intersect, creating a space where visitors don’t just pass through—they arrive, they stay, they belong.
About the Logo
This LANDMARK at Kansas Speedway logo boldly captures a dynamic destination, with strong lines, forward design movement and a spectrum of colors symbolizing motion, connection, and culture. LANDMARK is more than a place—it’s a living monument where architecture, entertainment, and community collide. Here, you arrive, stay, and belong. Its tagline, LIFE in YOUR LANE, underscores the inclusive energy behind every element.
About the Icon
The Landmark at Kansas Speedway logo features four dynamic stripes in cool gray, mint green, tan, and coral red that angle upward, creating a sense of momentum and forward progress. These layered bands reflect the architectural design of the development—multiple levels, varied materials, and dynamic energy. The bold “LM KC” letters anchor the composition for this premier mixed-use destination adjacent to Kansas Speedway and Hollywood Casino. The modern color palette and ascending geometry capture the upward trajectory and excitement of this transformative Kansas City development..
logo construction & clearspace
Logo Construction
The LANDMARK at Kansas Speedway logo embodies ambition, movement, and a vibrant way of living. Its disciplined structure and refined typography create a corporate sense of strength, while the dynamic composition signals energy and experience. The result is a distinctive mark that represents connection, confidence, and a destination people are proud to be part of.
Logo Clearspace
Clearspace protects the integrity and premium presence of the logo. By maintaining a consistent area free from competing graphics or messaging, the brand remains elevated, legible, and unmistakable across every touchpoint. This required buffer, defined by a key letterform, must always be upheld.
logo on backgrounds mockup examples
24 Color Pallette
The Landmark Contemporary palette blends deep, sophisticated tones with fresh, modern accents, creating a versatile and stylish visual identity. Rich blues and teals are balanced by soft neutrals and a vibrant coral pop, offering both elegance and energy.
Contemporary Palette
C 76, M 34, Y 7, K 0
Inspired by open Midwestern skies, this blue conveys clarity, optimism, and forward momentum.
C 38, M 36, Y 54, K 3
A warm urban neutral that reflects creativity, craftsmanship, and the city’s industrial roots.
C 30, M 0, Y 24, K 0
Light and breathable, this tone suggests openness, movement, and connection.
C 83, M 70, Y 56, K 63
Deep and sophisticated, it anchors the palette with confidence, strength, and metropolitan energy.
C 4, M 74, Y 58, K 0
Vibrant and expressive, this hue channels celebration, culture, and the spirit of gathering.
Velocity Blue
Crossroads Clay
Riverfront Mist
Midtown Midnight
Signal Coral
Typography
Our typography reflects the same balance of strength and energy that defines LANDMARK. Clean, modern letterforms convey structure, confidence, and credibility, while refined details add a sense of movement and personality. The hierarchy is intentional—bold headlines command attention, while supporting text remains clear and approachable. Together, our type system creates a voice that feels established yet dynamic, polished yet welcoming—reinforcing LANDMARK as a destination that leads with authority and lives with momentum.
26
Headline Style 1
Headline Style 2
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Primary Fonts
Muli Regular abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*(())_+
Muli Bold abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*(())_+
Muli Italic abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*(())_+
Secondary Font
Grota Sans Regular abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*(())_+
28 brand pattern
The LANDMARK pattern captures the rhythm of a city in motion. Its angled, repeating forms echo movement, momentum, and the layered energy of a destination where experiences unfold from day to night. Architectural yet expressive, the pattern feels alive—reflecting connection, culture, and the flow of people coming together. Whether used as a subtle backdrop or a bold graphic moment, it brings vibrancy and lifestyle-driven dimension to every touchpoint, reinforcing LANDMARK as a place you don’t just visit—you live within.
use of pattern
LIFE in YOUR
YOUR LANE
39.110856, -94.828396