Navigation Tickets

FC Krasnodar stadium navigation

• OverviewProcess
to create an extensive navigation system for a 35-thousand spectator arena.

FC Krasnodar stadium is a magnificent building with homely atmosphere. The arena opened its doors on October 9, 2016 and today hosts matches of the Russian Premier League, Europa League and Russian national team meetings. An extensive navigation system that guides visitors from parking to their seat, can easily distribute spectator flows and can’t be seen until needed was created for the stadium at the studio.

The permanent part of the navigation consists of volumetric signs made from the same material as the surface they are attached to, including travertine signs on travertine walls and metal plates on metal doors. They are clearly visible up close and blend in with the exterior when seen from a distance, helping maintain the integrity of the stadium’s architecture.

The other part of the navigation is activated only on match days and includes light boxes showing the location of cafés and washrooms as well as sector and staircase numbers. The signs are brightly lit during matches and are otherwise invisible.

Sector, row and seat numbers are painted with a color that imitates shadow. The signs inconspicuously blend into the surrounding space and do not annoy frequent visitors. Since the stand floor is painted with a gradient, several matching colors were chosen.

Lighter numbers are painted on dark floor

Sector entrances are marked with transparent signs that are only visible when activated.

Numbers are laser engraved

The project was developed when the stadium was nearing completion. The developed solution allows placing signs on finished structures and does not require any modifications or laying of additional communications.

Intuitive navigation

According to UEFA regulations, spectator movement on stadiums is calculated up to a second. The regulations give 15 seconds for each fan to enter and 20 seconds to have their tickets checked. This means the navigation has to provide only the essential information.

Visitors can easily find their way at an intersection

Each of the stadium’s zones is coded differently and can be easily recognized.

Letter: indoor parking
1 or 2 numbers: entrance
3 numbers: sector
Letter and number: outdoor parking

Through numbering connects all zones together. For example, to get to sector 215 visitors need to go through gate 15 and go up to the second level.

Sector number
Level number
Entrance number

The sequence of sectors, entrances, levels, parking lots, rows and seats is evident: always left to right, bottom to top or from entrance to the end.

Visitors can find their way using a single sign: sector 113 is to the left while 116 is to the right

Essential graphics

A custom Sector typeface was created specifically for the stadium’s navigation system. Clear pictograms were developed for service points supplementing the typeface and organically blending into the stadium’s dynamic design.

The pictogram set includes icons for all possible needs of the navigation system. The icons can be rendered in 3D or used on flat signs.

Visual numbering allows to create signs by using only digits and pictograms.

Icons can be understood instantly
Text requires reading

Navigation on tickets

Spectator tickets also work as a navigation instrument. The information is printed automatically for each visitor and depends on the location of their seat.

Sequence of information on the ticket exactly matches the order of the signs
Icons help easily locate all available services
Location of service points is shown relative to the sectors
Pocket stadium guide

Flow logistics

Stadium navigation is created for ten visitor groups and three scenarios: start of the match, halftime and end of the match. Overall, approximately 20 routes were planned, each with optimal directions that allow spectator flows not to mix. Uniform load for sectors and gates was calculated based on different attendance numbers.

Everybody Regular fans East stand fans Business spectators VIP spectators Guest fans Press

In some situations the existing routes at the stadium will need to be modified. To accommodate this, the navigation includes temporary elements in the form of portable totems and magnet signs.

Temporary navigation can be altered in an instant and still suits the architecture of the building

Production and support

Over time, stadium employees will gather attendance statistics and adjust navigation to suit real life situations. To make changes are easy to introduce, detailed guidelines on designing, production and installation of navigation elements were created.

The guide on navigation principles covers space zoning, spectator flow movement, information planning and placement of the signs
The guide on ticket navigation helps distribute spectator flows by modifying tickets without laborious changes to the navigation system
The guide on structures and materials contains typology of the signs and recommendations for choosing materials for all media
The guide on sign installation provides detailed rules on installation of all navigation elements

All possible details

At the inaugural match of the stadium 34,200 fans supported Russia’s national team in a friendly match with Costa Rica.

art director and designer

  • Artemy Lebedev

secret advisor

  • Еrken Kagarov

senior designer

  • Dmitry Frolov


  • Valery Tolchanov
  • Dmitry Mikhailov
  • Pasha Omelekhin


  • Yaroslav Bondarenko
  • Nikolay Nedashkovsky

type designer

  • Ksenia Erulevich


  • Ilya Makarenkov


  • Tatiana Kozlova


  • Anna Potapkina

project manager

  • Anastasia Ulyanova
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