A Living, Breathing Work of Art: The Newest Hall of Fame Display at the Iowa State Fair
Finding Opportunities in New Challenges for the Hall of Fame Wall
The Iowa Horseman’s Hall of Fame was founded in 1958 as a way to recognize people who have gone above and beyond to promote and educate Iowans about horses. Prior to 2025, the association used two rooms in the Iowa State Fair’s horse barn to display photos and biographies of the newest inductees. But when the barn underwent a renovation, that space was needed for restrooms. And the hall of fame needed to find a new home.
Robin Taylor, associate director of the Iowa State Fair’s Blue Ribbon Foundation, helps oversee capital improvements and renovations on the fairgrounds. She saw the challenge as an opportunity to add art to the fair.
“I wanted something that was impactful and would promote the beauty of the horses. Something where, even if you had nothing to do with horses, you would stop and take a look.”
Turning to a Trusted Signage Partner
Taylor has collaborated with Latitude Signage + Design on a number of projects over the years, from donor walls to Giant Slide signage to recognition plaques. As she started gathering inspiration for a hall of fame display, she knew there was one person who could bring her vision to life.
“Andrej Steinberg is a designer we have here who, when somebody wants something extra special, they give it to him to design,” said Terry Maxfield, Latitude production manager. “He comes up with these beautiful designs that are really one of a kind.”
Taylor previously worked with Steinberg on the Spirit of Generosity donor wall. She sent him and few pieces of inspiration, and when he delivered the first concept, she knew he nailed it — right down to the specific horses pictured, which are all Iowa horses who have shown in the Jacobson Center, where the new display is located.
From there, Taylor and Steinberg worked with Maxfield to make tweaks so that the design could be manufactured within the Blue Ribbon Foundation’s budget.
“They were very easy to work with, very open to creativity,” Taylor said. “They always jump in with full gusto to take on the projects and meet our budgets, which, as a nonprofit, is not always as big as the vision might call for, but they’re always able to find a way to make it happen.”
Design + Fabricate the Sign
The Latitude team was faced with a tight timeframe to design, fabricate, and install the sign in time for the state fair, so collaboration was key.
Designers often bring in Maxfield during their concepting phase, as he is the team member who usually builds the displays. They get his input on whether their ideas are buildable, and they incorporate his feedback into their drawings, making tweaks as they go.
For the Iowa Horseman’s Hall of Fame signage, Steinberg and Maxfield decided to use MDF with laminate on both sides for the substrate under the print. This ensures a balanced sheet that won’t warp over time. The horse and wood grain designs were created on a large flatbed digital printer. The wood grain print is not actually a flat print. By building up layers of ink in subtle peaks and valleys, the team brought the wood grain to life.
Installing the Sign
With this particular project, extra thought and attention was dedicated to figuring out how the display would be installed. Precise measurements and knowing where exactly on the wall the signage would go was crucial. Maxfield likes to be involved with the installation so he can guide the install team and answer any questions that arise. That typically leads to a smoother, more efficient install process.
There are five ribs on the back of each panel, and to make sure all nine panels were installed properly, Maxfield had to do special CNC machine work. He fabricated a French cleat system that made installation a breeze with minimal wall perforations. See the time-lapse video below.
The wall was designed with space for more plaques to be added to the panels in the future. Latitude provided the client with a template they could use to install new plaques themselves, or an installer will come out and add them as needed. The display will act as a living, breathing, growing piece of public art in the Jacobson Center.
Honoring the Best in the State of Iowa
“The fair is Iowa’s single largest event and has been in business since 1894. We continue to grow and attract new people. It represents the best that Iowa is. You really want to recognize the people who have supported this venerable event. Having something like this hall of fame is a way to do that.”
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