Studio Brief 01 - Eye Magazine

In an article by Eye Magazine, design studio CityID explain their process of creating an identity for the Moscow Metro System through typeface and pictograms. The problem existing with Moscow's Metro signage is there is no clear identity and no coherent signage system much like Tropical World. Therefore identifying their solutions to these problems could be beneficial in tackling the wayfinding system in Tropical World.

CityID incorporated equity within their design of the train station's M. The original design that is already in place signifies Moscow and the Metro. Instead they used the original 'M' as a design block for the design of Moscow Sans. Even the designs of the pictograms utilise design elements of the Moscow sans typeface to maintain consistency.

To alleviate the problems of scale regarding long station names, Moscow Sans was developed to be wider in display. This is so that the typeface can be read more easily from an angle. This design decision can be taken into account when designing the high signs of Tropical World. Also, because the Metro signage uses two languages, Cyrilic and Latin, a contrast between the two was included to help with legibility. The two using the same weight and font would become confusing for the reader. Their typeface "Moscow Sans" is designed to be neutral against the grandeur of Moscow's subway stations whilst still retaining Moscow's personality.

By redesigning their wayfinding system, Moscow hopes to attract more commuters onto the Metro in efforts to reduce air pollution.

Studio Brief 01 - Micah Lidberg

On my recent trip to Colours May Vary, I came across a piece of artwork in the form of a leaflet illustrated by Micah Lidberg.

Rise and Fall is a beautiful concertina book detailing the fall of the dinosaurs and the rise of the mammals, printed in four luscious spot colours. The highly vibrant and meticulous illustrative style could be used as an inspiration for a possible leaflet design for Tropical World. It would help engage with the children, educating them more effectively and also liven up the atmosphere of the zoo. 

Studio Brief 01 - Singapore Zoo

To get an idea of how wayfinding is done in zoos, I looked at the signage used in the Singapore Zoo. Singapore Zoo is regarded as one of the best in the world, this is attributed to the enclosure design, types of animals showcased and the wayfinding within the zoo. Furthermore, because Singapore is in Asia, the exhibits are very much like the tropics of Tropical World so it would form good basis on what good wayfinding is in a similar environment.

Singapore Zoo's logo is more successful than that of Tropical World because of its typeface design and contrasting colour scheme. Being a more professional, more well done handwritten style the typeface appeals to its family orientated market. The typeface connotes friendliness and a sense of care towards its animals due to its rounded, soft edges. The use of contrast also helps identify and put emphasis onto each word. It splits the word up into Singapore and Zoo conveying to the reader that the establishment is proud to be "The" Zoo of Singapore. The use of green relates to the flora found throughout the zoo. The use of white on the logo allows for the signage to be done in white copy hence maintaining consistency.

To my surprise, both the Tropical world and the Singapore Zoo use the same colour scheme for their signage. The only difference is that the signage used in the Singapore Zoo is more legible because of the white copy that stands out against the brown and orange signs. This use of high contrast increases legibility for the reader, allowing for high signage to still be readable, and captures their attention directing them around the zoo. The use of imagery along with the signs helps direct the visitor to an enclosure in case they may not know what the animal is called. The use of imagery can also help in providing excitement to see the exotic animals.

The signage used in the zoo are informative and large. They have a clear hierarchy within the signage and engage the reader through breaking up each section of information and through the use of large images. Furthermore the way the signs are presented to the reader is engaging because it gives the impression that it is important enough to have its own stand and the construction of the signage keeps in theme of the jungle atmosphere created by the zoo. This contrasts the signage used in Tropical World where the signage is small, unengaging and placed higher from normal eye level.

This is the map that's provided for the visitors. It provides a full overview of the zoo, incorporating colourful illustrations to immerse the visitor in the world and keep their interest. Minimal use of wording is presented on the routes and enclosures, the use of a legend and pictograms help simplify the map in order prevent overcrowding.

Studio Brief 01 - Tropical World

I took a trip to Tropical World to see how signage was done in an establishment many people would overlook. With an attraction like Tropical World, getting people to navigate around the zoo effectively to see all the animals would be the number one priority. Not only that but to have signage that captured the atmosphere of the zoo would help increase customer's satisfaction and immersion into the environment.

So to analyse the wayfinding system of Tropical World, I will breakdown the problematic issues from the entrance to the exiting cafe. Then after the analysis, compare the signage to an established system in the Singapore Zoo.

 

So firstly is the entrance of Tropical World. The signage is sub par in engaging with the reader as it is  too small for it to have any visual presence. This lowers their ability to attract customers and conveys the idea that the zoo is sub par in quality and attractions when in reality, the range of animals and environment they've created is definitely worth the £5. The sign in the second picture shares its space with an advert, further lowering the zoo's appeal as an attractive destination. The two signs used are not even consistent with each other colour wise, making it hard for the zoo to have an visual identity on first glances. The typography used as the logo is done in a hand written similar to Papyrus. Despite the value of "handwritten" type conveying a sense of character and personality to the reader, the logo limits the zoo's ability to attract customers because it looks outdated. It looks outdated because of the logo trends of today. Logo's are crisp, clear and modern in their design, with their heavy usage of sans serif typefaces and bold colours. Therefore to bring Tropical World up to date and liven their personality, a logo redesign will be needed to appropriately reflect their "world". Furthermore a logo redesign will also work more cohesively with the wayfinding system when they both have a similar visual style. 

This is the first sign that greets you upon entering the park. It has no relation visually to the Tropical World logo and theme which makes Tropical World feel like a separate entity within the park. The design theme used for this sign could be incorporated within Tropical World's own to help create a more consistent identity. 

The building in the first photo is where Tropical World is housed. There is no indication of that upon arrival. Again much like the signage outside the park, the signage directing you inside is small which gets lost amongst the visual background of the park. This is not helped by the colour scheme of the signs which does not stand out. Also the information hierarchy is wrong with the sign as the "main entrance" is larger than "Tropical World".

The signage in the first photo looks to have been "destroyed" from the weather due to its faded colour which I presume used to be green as there are plants within the picture. And in the third picture, the entire logo of Tropical World along with its tagline. 

Here shows an example of inconsistency that runs throughout the whole zoo. Firstly we have a sign that is keeping within the designs of the zoo's overall colour scheme and layout. Then we have a sign that looks like an afterthought, with no resemblance to the zoo's layout and design. The difference between the two is night and day, making the second sign look too informal for its purpose. Furthermore, the informality is continued from the way its presented. A laminated, printed A4 sheet of paper stuck onto the wall lowers the quality of the zoo's image. It tells me that there was hardly any consideration for wayfinding upon establishing the zoo.

From these two examples we can see that the inclusion of the butterfly within the logo is a permanent feature. So why is it not displayed on the signs in the main road? 

Another example of afterthought, informal signage. 

Next is the signage used to describe the individual enclosures. They all look like they have been designed on Microsoft Word which isn't necessarily a bad thing, however the design and layout does not engage the reader. The main demographic that visits Tropical World are mainly families. Therefore in order to keep in with their tagline of creating a educating and fun environment, the signage of these enclosures need to be redesigned towards them. That may mean lowering the amount of text, introducing bright colours to attract the children's attention or enlarging the signage.

Next is the selection of signage used for the Amazon/South American part of the zoo. This signage is significantly more substantial than the A4 printed paper used in the rest of the zoo and unfortunately it is the only area that appears to have been considered visually.

Here we have the signage used for the nocturnal section. Again, a different layout to the other signage not maintaining consistency. Since this area requires an illuminated sign, there will be some design considerations in terms of materials used for the sign and the colour chosen to allow for legibility. 

Another layout of signage used for the Butterfly House. With this one the key difference is that there are many species within the same area, therefore creating a sign for each one would have been too many. Much like the signage used for the individual enclosures, the layout and content is not engaging for the reader.

Remarks

- There is no map provided for the visitor to navigate around the zoo in a form of a leaflet or booklet. A map would help the visitor have a better understanding for the zoo and allow for the children to educate themselves on the different type of animals. A tactile map would also further the hands on experience provided at the zoo.

- Most of the signage in the zoo were placed above the enclosures, making it hard for children to read them. 

Studio Brief - Wayfinding primary research

After researching well established forms of good wayfinding systems, I applied my analysis onto real life forms of way finding in Leeds.

On first glance, the Leeds Art Gallery's wayfinding is clean, minimal and low impact. The typeface, size of the signs and the directional arrows don't scream at the reader. It is meant to blend in with its surroundings allowing for the art on display to draw the primary attention rather than the signage. This minimal signage design also goes along with the typical behaviour one assumes when visiting an art gallery. Being directed throughout the gallery to see all the exhibitions is useful however people take their time when visiting and like to venture their own way. Unlike signage in places such as the airport, subway or train station where reaching your final destination is the main goal. Therefore the signage is meant to be visual cues towards the reader. Along with that Leeds Gallery provide a floor plan of the exhibition to help visitors get an overview of its entirety. The colour codes help in identifying the main areas of the Gallery.

However the wayfinding system extends to more than just its own purpose. The more informative notice boards also carry the same design principles as the signage. The same typeface and open negative space. This creates consistency and uniformity throughout the gallery which reduces confusion for the reader and acts as an identifier as well.

I also noticed how the signage also reflects the minimal interior design of the exhibitions, which is common throughout most galleries. Therefore the wayfinding system in Leeds art gallery respects the art pieces on display, is more of a visual cue for the visitor and reflects the interior design of the gallery itself. So when developing a new wayfinding system, I have to consider the environment of which its placed in and the content as well.

However not everything is consistent within their signage.

Take for example these three which the signage was placed on glass panels instead of just typography on white space. These signs were placed in transitional areas in between exhibitions within the gallery. Therefore not only can a wayfinding system be an identifier in terms of delivering information but also one that associates itself to certain areas of the environment. So in terms of the Leeds Art Gallery, the signage used in the British Art Show exhibition is designed as such because of its connections to the logo. The signage above is the official signage of the Gallery itself hence the difference in design and the reason why it is in the transitional areas. 

Even from the signage itself, visitors can expect the kind of art showcased within the gallery. The sans serif typeface gives connotations of contemporary artwork. This is unlike the Henry Moore Institute which uses serif typefaces as shown below.

The use of a serif typeface communicates a sense of elegance and formality towards the Henry Moore Institute which is appropriate for the artistic achievements of Henry Moore being a revered sculptor. Being only next door to the Leeds Art Gallery, it shares the same clean minimal aesthetic. The use of this aesthetic also help create a tone of voice for both the establishments. It is a formal tone of voice which is meant to only communicate information. It is not there to engage with the visitor as the artwork on display should have that priority. Unfortunately the Insitute was closed in preparation of another exhibition during this time so those were the only pictures.

Next I went onto the Leeds City Museum which combines both typography and pictograms within their signage.

Unlike the Art Galleries more visual take on an overview, the City Museum makes use of a board which states the various points of interest on each floor.

The design is inconsistent however with each of the other signage around the museum. This could have been purposely done in separation towards the informative boards to inform the visitor of a specific area much like the signage in the Leeds Art Gallery. 

Not only that but there are even more design inconsistencies within the overall signage. Too many designs can confuse the reader as to which direction they should be going. The signs fight over each other for visual authority as a result. 

These are some more examples of the different signage that the Museum use. From this standpoint, the differing signage designs don't act as an identifier. The differentiating designs make the museum feel more complicated as a building as it is by conveying to many messages through its signage.
What I can take from this is to ensure that my wayfinding system has consistency to allow for an easier experience for the visitor to travel around.