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.