Wayfinding

white paper | August 2007

Finding Your Way
implementing an effective wayfinding program

white paper | August 2007 | Finding Your Way | 1

Shikatani Lacroix is a leading branding and design firm located in
Toronto, Canada. The company commissions assignments from all
around the world, across CPG, retail and service industries, helping
clients achieve success within their operating markets. It does this
by enabling its clients’ brands to better connect with their
consumers through a variety of core services including corporate
identity and communication, brand experience design, packaging,
naming and product design.

About the Author
Jean-Pierre Lacroix, R.G.D., President and Founder of
Shikatani Lacroix
Jean-Pierre (JP) Lacroix provides leadership and direction to his
firm, which was founded in 1990. He has spent the last 30 years
helping organizations better connect their brands with consumers
in ways that impact the overall performance of their business. Mr.
Lacroix was the first to coin and trademark the statement “The
Blink Factor” in 1990, which today is a cornerstone principle to how
brands succeed in the marketplace. JP has authored several
papers, has been quoted in numerous branding and design articles
and, in 2001 he co-authored the book “The Business of Graphic
Design” which has sold over 10,000 copies. JP can be reached at
jplacroix@sld.com and you can follow his blog at:
www.belongingexperiences.com &
www.belongingexperiences.wordpress.com.

Other Articles and Books
The Belonging Experience

Managing Brands

Business of Graphic Design


What is Wayfinding?
Wayfinding has Wayfinding has existed since man identified a need to find his
bearings as he travelled for food, shelter or safety. In architecture,
existed since man Wayfinding also refers to the user experience of orientation and
choosing a path within the built environment, and to the set of
identified a need architectural and/or design elements that aid orientation.
Wayfinding programs can range from landmarks used to guide
to find his travelers to their destination, to signs along the road, interior and
exterior signage to help one navigate through a space with ease.
bearings as he
The term “Wayfinding” is a derivation of the words “wayfarer” and
travelled for food, “wayfaring”. Both of these words exist in Old English; “wayfaring”
shelter or safety. (archaic) was first recorded in 1536 AD, whereas an older version of
the word, “wayfering” (obsolete) can be traced back to 890 AD. The
word means “journeying” or “travelling”, particularly on foot.
Another term of possible influence is “pathfinder”, a word of North-
American origin that can be traced back to the mid-nineteenth
century.

An alternative definition of “Wayfinding”, focusing only on its the
visual aspects comes from J.E. Cutting (1996), who defines it as
“how people find their way through cluttered environments with
ease and without injury.”

Therefore, this article will cover the following topics related to
Wayfinding:

1. Shaping the Corporate Culture Through Wayfinding

2. Shaping the Visitor Experience Through Wayfinding

3. Understanding the Wayfinding Process and Key Elements

4. The Overall Planning Process

5. Ensuring You Have the Right Budget


Shaping the Corporate Culture Through Wayfinding
However, there is a second definition for effective Wayfinding
systems: that of communicating a story about the people, culture,
beliefs and values of the society being directed.

It’s in this second category that most wayfinding programs fall short
having been created strictly as a means of orienting their viewers in
the right direction, without providing any context or personality to
reinforce the meanings of the user society. In marketing and
corporate ethnography terms, a signing program provides a great
opportunity to brand the tribe, and to tell a myth about their values
and beliefs.

Leveraging the strength of an organization’s story and personality
helps in reinforcing, throughout the various consumer touch points,
the brand promise. This second definition is born out of the
organization’s need to reassert its values and beliefs as part of the
journey for both its people and the traveler.

For the visitor wanting to find his or her way, a successful
Wayfinding system tells a story about the place being travelled, and
for the community citizens it acts as a reminder of the values they
need to emulate to visitors experiencing their “space”. Wayfinding
systems not only provide proper direction for unfamiliar individuals,
but also tell of a story about the organization and its beliefs.


Shaping the Visitor Experience Through Wayfinding
The visitor’s experience typically starts well before he or she enters
the actual building or site. This experience could be…

In the parking area/garage
• Unable to find parking
• Unable to find their way to the building

On the site or at an entrance
• Unable to find a building
• Unable to find the main entrance or specific department/area
entrance

Difficulty finding a destination
• Area/block
• Floor
• Department
• Key meeting areas (landmarks)
• Amenity/service: gift shop, cafeteria, washrooms, telephones,
taxis

Lack of available assistance
 No one to give verbal directions
 No one to aid those needing physical assistance

A lack of attention to these items may reflect negatively on the
organization, and may give the impression of a lack of sensitivity to
visitors’ needs.


Wayfinding allows people to determine their location within a
The Wayfinding setting, define their destination and develop a plan to get from point
A to B. It should identify and mark spaces, group spaces and link
system is key to spaces using both architectural and graphic Wayfinding, namely the
following:
the success of the
Architectural Wayfinding
organization.  Paths and circulation
 Landmarks (object used such as fountains, arches, monuments,
kiosks, natural features or artwork that are focal points)
 Intersections (decision-making areas when more than one choice
exists)
 Edges/boundaries (specific area beginnings and ends)
 Zones and districts

Graphic Wayfinding
 Directional information (signs that guide people along a route;
signs with arrows)
 Destination identification (building signage, floor numbers, room
identification, room numbers)

Updating and implementing a successful Wayfinding system is a
large commitment, a collaborative effort involving all the consultants
working at the facilities (landscapers, architects, contractors,
designers) and all levels of staff within the organization. Each of
these people will bring their own perspective on Wayfinding and its
requirements.

The Wayfinding system is key to the success of the organization. It
is a crucial part of the life and safety of all members, visitors and
staff using the building on a daily basis. A positive experience for
these individuals enhances the facility’s reputation.


Wayfinding Critical Factors
Implemented at decision-making area: entrances/lobbies, elevators,
intersections, corridors.

The Wayfinding system needs to have:
• Simple language terminology, common (not technical) terms &
names, and an easily read and understood, positive tone;
• Flexible in-house production, easily maintained and changed as
required;
• A consistent and standardized uniform look, and logical
locations and placement of signs, arrows and symbols;
• Graphics legible and visible from a distance;
• A hierarchy and scale of signs to emphasize certain messages
(layering of information);
• Accordance with all Disabilities Act regulations (American
Disability Act, Ontario Disability Act))

1. Tactile characters: raised 1/32”, grade 2 Braille;
2. Type style: sans serif character height and width
3. Pictograms finish/contrast: 80/20 foreground/background
contrast, matte, non-glare;
4. Placement of signs: latch side of door, 60” AFF to centerline of
sign;
5. Suspended signs: minimum 80” AFF;
6. Avoid swinging doors and protruding objects

Understanding the Wayfinding Process and Key Elements
A Wayfinding program must ensure it addresses all needs when it
comes to traffic, circulation (drop-offs, pick-ups), public
transportation, parking, entrances, emergency departments and
shipping and receiving areas. It is important to provide properly
identified access to all visitors, staff, vendors and deliveries, in order
to avoid congestion and chaos.


Pr e-Visit
Pre-visit information and instructions should include written
instructions, maps and diagrams regarding traffic routes, access to
and from public transportation, and alternate means of
transportation (i.e. bicycles). Pre-visit information (in multiple
languages), high-colour contrast schemes, pictograms, symbols,
tactile floor surfaces, wall treatments, optimum lighting levels and
large print will also help ensure the Wayfinding system is effective
for all visitors.

All unnecessary signs and clutter should be removed to ensure the
implemented signing is effective, as too many signs will cause
confusion. Only signage within the Wayfinding parameters should
be used; confinement signage needs to be incorporated into the
Wayfinding program (policy, special notices and promotional signs).
Other temporary signage, such as internal classifieds, and
association and affiliation information, can be posted electronically
on a message board.

Parking
Parking can cause significant levels of stress and frustration for
visitors and vendors. Clear signing should identify where both
visitors and vendors may park, as these may be different areas.
These facilities must be clean, well lit, and adequately signed and
monitored to ensure safety. Once the car is parked, the driver
becomes a pedestrian. Directions from the parking garage must be
clear and indicate an uncomplicated path to his or her destination.
Additional information regarding hours of operation, location of
cashiers and pay machines must be clearly posted, and easily read
and understood. Not presenting this information can result in
confusion, delays and inconvenience, which amounts to a bad visitor
experience.


The Main Entrance
The system must The main entrance is an important destination. As it is generally
very busy, it needs to be architecturally prominent to ensure it is
be easily easily recognized, located and accessed. A functional and attractive
main entrance gives a good first impression, increasing the
accessible to confidence levels visitors have in the facility. The primary function
of the entrance is to welcome and guide visitors and vendors.
people with Wayfinding is thus key in this area. Staffed information desks,
directories and maps that are visible and easily read, and directional
disabilities to signing must be used within the main entrance and lobby area.

ensure equal Shipping & Loading Areas
treatment and Loading areas must be clearly identified to ensure proper deliveries
are made in the correct locations, with routes that are easily
opportunity for all followed. These areas should be separate and not interfere with
functions for visitors or staff. Delivery loading and unloading should
visitors. be concealed from the public, except those who have
responsibilities related to them.

Sensitivity to Disabilities
The system must be easily accessible to people with disabilities to
ensure equal treatment and opportunity for all visitors. Wayfinding
aids such as audio and visual systems in elevators, visual displays in
waiting areas, higher lighting levels at reception desks, directories
and maps will aid all visitors, staff and vendors.

The visually impaired cannot rely on their sight to locate and read
signs. Most can identify shapes, see visual contrasts in colour and
will use their other senses to find their way (hearing, touch). Deaf or
hearing -impaired visitors will rely on signage, lip reading and
written instructions or maps and diagrams to find their way. The site
must be accessible for wheelchair users, whether temporary or
permanent, and people with limited mobility. Concise pre-visit
information showing accessible routes is critical for these visitors as
they plan their routes and decide where to be dropped-off or park.
People with learning disabilities rely on all aspects of a Wayfinding
system.


Landmarks & Beacons
“Light is the most Landmarks, architecture and interior design enhance Wayfinding
and can help people find their destinations. These features can be
important easily described and remembered when giving directions.

environmental The sites’ exterior can also have an effect on a visitor’s comfort level.
Landscaping can create enhance the setting and serve as a natural
input, after food, landmark. Seating areas, groupings of trees and foliage are other
landmarks people will easily remember. In addition, landscaping
in controlling enhances and defines circulation and paths. Clearly defined paths

bodily functions.” guide people along a safe route.

- Richard Wurtman, Human Factors
Signing can be humanized through branding, graphics and logo
Neuroscientist elements to give the Wayfinding system and the facility a distinct
personality. The physical environment can greatly affect how one
feels. Light, colour, texture, materials and art not only enhance an
environment, but also have an effect on a person’s overall
well being.

Light
Both natural and artificial light, make a difference in Wayfinding.
Good quality and the correct quantity of lighting must be used to
create a non-threatening and relaxing environment.

Colour
The use of colour can be an effective tool in both interior design and
Wayfinding. Colour will allow visitors to easily follow a route,
reassure them they are going the right way and help them to
remember the route when leaving or during a second visit. In
hospitals, colour has been proven to aid in the healing process and
make a significant contribution to a patient’s well-being. Certain
colours can cause certain reactions and influence a person’s mood.


For example, using a calming colour may help to reduce patients’
anxiety and stress levels. Colour is also an effective, inexpensive
way to give warmth and personality to what can be a cold
environment. Different rooms and areas have specific uses and must
have a certain feeling. For example, reception areas and lobbies
should be welcoming and inviting, while bedrooms should be
relaxing and calming and dining areas warm and fresh.

Tactile Features
Touch is a confirmatory sense, with the skin being the largest
sensory organ. Touch is especially important to people with visual
disabilities. Tactile floor and wall surfaces can be used to convey
important information about the environment. A change in texture
or material can indicate change in floor level, a set of stairs, an
escalator, an elevator, a transition area or adjoining spaces or
buildings. They can also provide directional information and warn of
possible hazards. Varied textures and tactile materials create
interest and add warmth and personality to an environment.

Graphic Arts
Visual arts (painting, sculpture, murals, prints, photographs,
decorative tile, tapestry) can be an integral part of the wayfinding
system. They can act as landmarks, and appear on maps and
diagrams, and in written and verbal instructions.

Helping Visitors Navigate
A successful Wayfinding program is flexible and easy to maintain in-
house, and improves the visitor’s experience. Signage and
Wayfinding solutions also need to be intuitive, with logic applied to
mapping through numbering, colour and pictogram systems that
provide clarity and familiarize users with the unknown. Coupled with
intuitive logic, these factors make the destination safe and
convenient to find and provide intelligent systems and information
that remove barriers.


Flexibility & Adaptation
Large facilities or social communities are intimidating due to size
and complexity, the possible nature of the business, and whether the
person is a resident or visitor. A large facility or geographical area
can seem an endless maze of pathways, hallways and rooms, if
you’re unsure where you’re going. Visitors entering the facility can
be under stress, preoccupied and easily disoriented if the
Wayfinding system is not effective, clear and simple in its
messaging.


Perception, Experience and Conditioning
Constant change and modifications commonly take place within
facilities, which can heighten confusion and frustration. Many
facilities have evolved over time and are comprised of different
buildings, additions and extensions. In many instances, little
attention is paid to ensuring logical circulation paths and routes
were developed that allow people to enter, navigate and exit the
premises easily, especially in the case of an emergency.

In addition, factors such as low literacy levels, limited knowledge of
the English language, and physical disabilities (poor vision, poor
hearing, limited mobility) can contribute to any anxiety that a visitor
may already be experiencing. The perception and experience of a
visit should not be a negative one. The visitor should feel that the
surroundings are inviting, comfortable, and provide an environment
in which the staff will be supportive and helpful toward their
situation. A difficult experience can reduce a visitor’s confidence in
the institution or organization.

The Overall Planning Process
The implementation of a Wayfinding program can be divided into
four main stages, each one impacting the preceding steps. On the
following pages, we will explore each step and how it impacts the
overall success of the Wayfinding program. Please keep in mind that
this example represents a typical project and the phases and task
may require adjustments to meet your specific project criteria.


Planning Stage Ideation Stage Creation Implementation
Stage Stage

• Project Scope • Initial Sign Location • Design Refinement • Optional
Questionnaire Plan Ethnography
• Research Research
• RFP (Request for • Code System
Proposal) • Design Detailing • Cultural Input
Development and • Environmental
Review Design • Deficiency Report
• Message/Sign
Schedule
• Budget Development • Nomenclature/Room • Review and Approval
Number System • Tendering
• Consultant Selection • Tune-Ups
• Pictogram System • Prototyping
• Site Analysis/
Signing Master Plan • Initial Sign Types/ • Manufacturing and
Hierarchy of Installation
• Project Review Information

• ADA/ODA
Compliance
Evaluation

• Wayfinding Aids

• Test Paths for
Validation

• Technical Support

• Status Meetings


Step One: Asking the Right Questions
In developing a Wayfinding program, the first step of the planning
stage is to ask the right questions to ensure the right investment of
both time and resources is allocated. As part of the Discovery phase
of the planning process leading up to assigning a Wayfinding design
consultant, the organization needs to explore a range of questions
to establish an effective RFP document, and to gain alignment
within the organization. Here are a few questions that should be
considered when undertaking a Wayfinding program:

1) Relationship to the Environment and Transportation
What service or function will this project, or has this project,
provided for the travelling public? How will it impact transportation?

2) Demonstrated Need
What need(s) will this project fulfill within the community? How will
it impact visitors and staff? What is the organization’s position and
brand promise, and how does the Wayfinding program support the
need to differentiate the groups within the organization? Who are
the main target users that will benefit from the program, and can
they be clustered in need state groups?

3) Project Usefulness and/or Benefit
What purpose will this project serve, and how will it benefit the
community? Is there strong community support?

4) Amenities/Support Facilities.
What facilities or departments are available and/or included in the
Wayfinding program? What means of access will the consultants
have available to them? Who will lead the project from the client’s
side?

5) Educational/Historical Context
Explain the history and/or scenic significance of this project. What
educational experience will be provided?


6) Project Resources
How has the community involved itself in the project? What support
has been provided? Has funding been secured? Is this a continuation
of an existing project, and if so, what is the status of that project?

7) Project Timing and Milestone
What is the required timeframe for the planning and implementation
of the project? Will it be phased to align with construction or urban
planning over a period of years, or completed in a set timeline?

8) Maintenance and On-Going Planning
Who will maintain and manage the message schedule on an on-
going basis? Will this be handled by external resources, or internal
staff? Do you need to increase internal resources or capital
investment in equipment?

9) Consultant List
Will the Wayfinding program require the resources of an
architectural firm (exterior signing, landmarks and ceiling-hung main
signs), or the requirements of a Wayfinding graphic design firm?
Who will participate in the RFP process, and will tasks for effective
Wayfinding implementation be divided by functions?

10) The Selection and RFP Process
How will you structure the RFP process? What are the evaluation
criteria?

Step Two: Consultant Selection Criteria
An important stage of the process is the selection of a Wayfinding
consultant that can manage overall progress and provide value and
insights. In order to ensure that the right consultant is retained, it is
important to establish evaluation criteria. We have outlined an
example of a criteria list with corresponding points system for your
consideration and this form should be used as a starting point and
customized to your needs.


Step Three: The RFP Process
To effectively select a Wayfinding consultant, it is critical to provide
a Request for Proposal (RFP) document that creates a level playing
field for each participant to respond. The document should be
drafted by the internal person leading the selection process. In most
cases, this person is in purchasing and experienced with vendor
selection.

It is important that a clear line of responsibility be established within
the selection committee, and that this group have fair representation
of the departments impacted by the new Wayfinding program.
Typically, these departments consist of Legal, Purchasing, Facilities,
Marketing and Architectural services.


The RFP document should be drafted based on consultation with
the Wayfinding selection committee, and should include the
following information:

1. Description of project;
2. Cover Page that explains in detail the actual scope of work and
how it fits into a master plan;
3. Table of Contents outlining the full content of the RFP
document;
4. Instructions to Proponents listing the specific scope of work,
timing and requirements in addition to the structure, content
and key deliverables of the proposal;
5. Proposal Form that outlines pertinent information on each firm
and the total budget allocation. This form allows for speedy
screening of submissions so that the evaluation committee can
concentrate on the short list of selected proposals;
6. Subcontractor Form outlining all supporting individuals or
collaborations that would form part of each firm’s submission;
7. Proponent Profile outlining relevant case studies and support
material on similar projects;
8. Reimbursable Expenses cost sheet with all corresponding costs
for the entire assignment;
9. Evaluation Criteria explaining how the selection committee will
assign points and review submissions;
10. Certificates of Insurance should form part of the RFP selection
process;
11. Scope of Services section write-up outlining in great detail the
different phases of the project, key deliverables and
corresponding timelines;
12. List of Reference Material such as a master plan, key areas and
current systems being used, to assist in the development of
accurate deliverables and costs.


The RFP document, should be reviewed by the selection committee
Vendors and prior to being released to the selected bidding consulting firms.
These firms are identified via:
visitors need • Online web-enabled procurement system posted on the
company’s website;
different • A request for information (RFI) initiative;
• Referred list from an association such as the Society of
information at Environmental Graphic Designers (SEGD) (www.segd.org);
• List of previous suppliers.
each stage of
Each consultant should confirm their participate in the RFP process
their journey. The via a faxed confirmation form.

needs of the
visually impaired “If You Fail to Plan, Your Plan Will Fail”... Step Four
Successful Wayfinding ensures visitors are able to see a destination
and visitors with and move steadily toward it. It enables them to follow a path that
will lead them to their destination using environmental cues like
other disabilities signs and landmarks, and providing information along the way. A
consistent plan forms a strong mental image or "cognitive map" of
should receive an efficient way to move from one place to another, as well as to
return to the starting point.
particular
Vendors and visitors need different information at each stage of
consideration. their journey. The needs of the visually impaired and visitors with
other disabilities should receive particular consideration. An
inclusive system will often prove to be the most cost-effective one.
Many of the reasons people with physical, sensory or cognitive
impairments have difficulty finding their way is the same for all site
visitors. If your information is easy for a first-time visitor with limited
mobility or a sensory impairment to follow, it will be clear for all site
users.

Outside of a building environment, people use road signs, site and
building entrances and architectural features as guides. Inside a
building, they concentrate on spoken directions, signs and site
diagrams, and are affected by colour and light.


Overview: Wayfinding Master Plan
Prioritize • Create a strong visual presence and environmental branding;
• System should be consistently branded to enforce a sense of
information within place in the overall environment;
• Maintain consistent graphic treatment for all environmental
directional signs applications;
• Create an inclusive design system: an environment developed
so as not to for the needs of people with physical, sensory or cognitive
impairments, and compliant with ADA/ODA standards;
overwhelm users • Signs should have a foreground/background contrast level of
80%;
with excess • Use sans serif fonts, with optimum usage in upper/lower case
information. and cap height standards for best readability;
• Non-glare sign surfaces and non-latex materials for overall
construction;
• All painted components should be painted with Grip Gard®/Grip
Flex®. Paint should have a matte finish;
• Pictogram usage for services, amenities and departments to aid
visitors who cannot read or have limited language knowledge;
• Wayfinding aids such as audio announcements in elevators,
visual displays in waiting areas, well-lit reception desks, directory
maps and elevators;
• Create well-structured paths.
• Position signage at consistent heights and standard locations,
specific to ADA/ODA requirements;
• Prioritize information within directional signs so as not to
overwhelm users with excess information or too many choices in
navigation;
• Use landmarks to provide orientation cues at memorable
locations. Signs should be placed along unobstructed paths and
sightlines;
• Use survey views. Provide users a vista or map referencing their
position and key destinations;
• Highlight information at key decision points to add comfortable
assurance of place and path;
• Create the potential for change and growth;
• Incorporate adaptable and expandable sign systems;


• Develop standards for easy production use of changeable paper
Once the creative inserts;
• Create a comprehensive, functional program;
brief and design • Create a system that is easily navigated laterally (wings, room
numbers), and vertically floor levels. Use simple, memorable
criteria are code references i.e. colour, graphics, alpha and/or numeric
digits;
established, the • Use straightforward terminology. Department names should be
short and easy to understand, pronounce, spell and remember;
firm should begin • Hierarchy of information should be maintained throughout
system.
developing their
creative strategy. Orientation/Planning
The planning stage involves consultation and discussions with the
client to determine strategic direction. At all stages of development,
working sessions with the client are essential to address issues,
opportunities and project expectations. Part of this research will
include pinpointing the brand objective: what is the facility’s
personality, who is its target audience, and what is the nature of its
environment? Learn about the perceptions and needs of visitors and
staff. Understand the appropriate competences, standards and style
of the brand. The result should be an informed design brief, and a
set of measurable outcomes for the project.

• Consult to determine overall strategic direction;
• Accumulate information regarding organization procedure,
structure, history and future objectives;
• Examine relevant information and gather site data. Review other
sites for research and assessment purposes;
• Develop path studies from architectural plans and assess
environmental considerations and restrictions, to understand
facility functions and traffic flow;
• Establish reporting structures and methodology.

Once the creative brief and design criteria are established, the firm
should begin developing their creative strategy.


Step Five: Wayfinding Strategy
A comprehensive strategy is the key to solving Wayfinding issues.
Every site has specific problems and different people responsible for
resolving each issue. The firm should work together with the
organization to pinpoint priorities and agree on a policy. All partners
should help implement and maintain the strategy. Paramount in this
process is consideration to the needs of users and visitors. The
Wayfinding Master Plan ensures consistency in the hierarchy of
information (exterior entrances and exits, site paths and parking,
building identification, interior departments or wings, floor level,
room number, etc.), and defines the sign standards in placement and
form (including colour, text position, text height, sign design, and
installation).

At this stage the system guidelines are created, establishing the
standard objective and defining the core elements: naming, identity
usage, code structure, colour palette, fonts, and images.

• Develop and present the brand structure and core graphic
elements of the system;
• Define identity and nomenclature. It is important to use names
that are easy to pronounce, spell and remember for:
- Site entrances
- Buildings and building entrances
- Departments
- Floors
- Landmarks
- Other facilities such as restaurants
• Determine initial sign type requirements.
• Develop a comprehensive code system to navigate laterally
(wings, room numbers) and vertically (floor levels) for the
interior signage program. The code system should be simple and
memorable, using references to symbols and/or colour, alpha
and/or numeric digits, etc;
• Create an initial Wayfinding plan (interior and exterior) and
identify traffic flow and zones;


• Develop a plan with smooth transition from exterior paths to
The environmental interior paths;
• Create test paths to determine code application and sign type
program is your requirements.

primary on-site Phase 3: Design Development
The process of fashioning an environmental signage system involves
communication far more than creating a strong visual design. Rather, what must be
developed is a clear expression of the service, commitment and
tool, your visual link mission. The environmental program is your primary on-site
to the community. communication tool, your visual link to the community. The
exterior/interior signage program and all visual communication must
thus be designed to convey a unique personality, specific to the
organization’s objectives.

This process will lead to the establishment of a strong visual
vocabulary to not only communicate necessary information but to
also embrace, inform and direct visitors at the facility.

• Prepare concept design proposals for visual vocabulary (3 to 4
initial options including a limited sampling of sign types) that
incorporate core graphic elements and code system;
 Create nomenclature recommendations;
• Initiate a preliminary exploration into industrial design, hardware
and sign component issues;
• Recommend advanced design features that enhance experience
and aid in the path process.

A few examples include:
• Expanded pictogram program, customized to meet facility
requirements;
• Higher lighting levels at entrances, main directories, elevators,
etc., that highlight key decision points and destinations, as well
as aid the visually impaired;
• Added sensory technology and details that aid at decision
points: audio, phones, wall texture, etc;


• Print material to support and explain the site systems and
After a creative procedures;
• Creation of materials and image boards to support the
concept has been Wayfinding philosophy/approach.

approved, the firm Design Detailing
After a creative concept has been approved, the firm should develop
should develop it it further, working out the specific details related to form and
function, brand voice, and visual presentation. The firm should work
further, working to ensure the creation and production of all material is accomplished
out the specific strategically, meeting the budget parameters and timelines:

details related to • Complete proposed Master Plan;
• Design detailing/refinements to approved conceptual option;
form and function, • Design detailing/refinements to industrial design elements;
• Create visual interpretations of all remaining sign types and
brand voice, and provide detailed visual report;
• Finalize the Wayfinding plan (includes on-site review).
visual presentation.
Step Six: Message Schedule/Tender Documents
 Prepare Message Schedule;
 Prepare all necessary working drawings & specifications for
approval;
 Create all specifications and tender documents, including the
following:
- Written message schedule and
- Quantity list
- Location plan
- Sign type specifications
 Standard placement/installation specs;
 Submit complete tender documents and working drawings for
approval;
 Assist in bid review process and selection of
contractors/fabricators, if applicable.


Step 7: Contract Administration/Implementation
The biggest By implementing the design using the most appropriate techniques,
the firm should ensure the final solution performs against the
challenge in the objectives. It’s here that its project management skills become
critical to the success of the project:
planning of a
Prepare final files for sign fabricator;
Wayfinding •
• Format files for client internal management of changeable
system is the •
messages, if applicable;
Review work;
proper allocation • General administration, meetings and follow-up on construction
progress;
of budgets and • Prepare site instructions & field inspections;
• Provide quality control;
cost as part of the • Final inspection, compilation of deficiency lists and review of
construction work.
yearly capital
Ensuring You Have the Right Budget
expenditure The biggest challenge in the planning of a Wayfinding system is the
proper allocation of budgets and cost as part of the yearly capital
planning process. expenditure planning process. The majority of issues arise in the
planning stages when not enough funds have been allocated to the
project, causing the implementation process to either be downsized,
extending implementation over several years (causing confusion) or
postponing it to the following year when the appropriate budget will
be available. In each of these cases, a lack of efficiency is created,
increasing the risk for friction, for lack of clarity or for a change in
key taskforce members. This results in more time and resources
allocated to the project than planned.

To help you understand the budgeting process, this paper provides
a list of typical sign formats and sizes, as well as materials, in which
will provide a rule-of-thumb for standard signing programs. The
pricing schedule is divided based on exterior identification and
Wayfinding (including parking and road signs), and interior pathway
and room identification systems. Not included are given landmarks,


which would form part of the leasehold and construction budget
being managed by the architectural firm.
This example provides a typical Wayfinding project, covering the
widest range of signing options and formats.

Building Location Signs
These types of signs come in different formats. For the purpose of
this exercise, we have identified the following types of signs that
should be considered for any Wayfinding exterior program:

• Building Exterior Road Sign (10 ‘x 5’), rear -illuminated, using a
push-through acrylic face on an aluminum structure;
• Building Exterior Facility sign (10’ x 5’), rear- illuminated using a
push-through acrylic face on an aluminum structure;
• 3-D building sign (3’ x 2’), stainless steel pinned letters, with
illuminated front.


Building Wayfinding Banners and Maps
Supporting building signs is a series of location-based signs that
assist in visitors finding the right pathway through the parking lot
and walkways. These signs consist mainly of banners hung to light
posts, and location maps fastened to pedestal-type structures.

The image to the side shows banner signs (2’ x 5’) made from vinyl
material and fastened to light posts.

The second sign system consists of pedestal signs that are located in
key transition areas and feature a map of the visitor’s location in
conjunction with key building locations and landmarks.

The pedestal signs consist of either building directional information,
or a map outlining the various sections of the building with
corresponding codes.

Pedestal signs (8’ x 3’) are internally illuminated and are installed
with a concrete footing and ground lights.

For budget purpose, we will assume that a typical building with
corresponding above -ground parking will require the following
external signs:

Building Signs: One at road access, and two on the building (based
on two entrances).

Parking Signs: two pedestal signs with maps - one at each of the
transition areas between parking and the pathways leading to the
building.

Banner Signs: one located on each light standard, or approximately
every twenty feet for about 30 banner signs (2 per pole).


Interior Signs - Directional Signs
Supporting building exterior signs is a series of interior signs, which
can be divided in three groups:

Directional Wall Maps: usually located at key junctions and major
transition areas, in addition to the reception area. Wall maps are
typically 4’x3’ in dimension and are silkscreened with flexible inserts
to allow for departmental changes.

Aisle Signs: these identify key departments and overall areas. These
signs are typically located adjacent to maps and at the entrance of
key areas.

For the purpose of determining a signing budget, we will count one
key sign at the entrance of each aisle, in addition to a ceiling sign:

Room Signs: these signs are located adjacent to the room and
identify the room number and name. They are usually flexible and
can be printed on site.

For the purpose of developing a budget, we will count one 18”x10”
sign for each room.


Landmark Graphic Signs: these signs usually inform the visitor that
she or he has arrived at a key area. Landmark signs can range from
architectural features (fountain, clock tower, seating area, theme
area, etc.) to signing elements such as a prominent wall graphic or
ceiling banner.

For the purpose of developing project costing, we have identified
wall graphics as a key element. They would be 15’ x 10’, 3M decals
affixed to walls with 3-D graphics mounted to fibre-board.

Budget
Based on assumptions and average costs from various suppliers, the
costs, including installation, of a typical Wayfinding program with
consultant fees, for a three-story building with two entrances and
three wings, are as follows:


The Sum of Its Parts is Greater than the Whole
Since Wayfinding The effective implementation of a signing program is influenced by a
wide range of factors that need consideration. These factors play
impacts a wide important roles in key stages of the program. We have identified
these factors to assist in a smooth implementation stage:
range of areas
• Effective Communication: Since Wayfinding impacts a wide
and resources, it range of areas and resources, it is important to have effective
project updates, and an inclusive process that solicits input and
is important to advice at all stages of the project. For effective communication,
hold weekly status meetings where the project’s progress can be
have effective tracked and documented.
project updates, • Fair Representation: For effective communication, we
and an inclusive recommend the development of a taskforce team that is cross-
functional in nature, with a lead person responsible for effective
process that coordination and implementation.

solicits input and • Project Champion: Since Wayfinding impacts so many areas of
an organization, pending its level of complexity we highly
advice at all recommend that a senior manager is made champion of the
project and responsible for communicating with the direction of
stages of the the organization.

project. • Detailed Plan: Most projects occur over a period of months and
include a wide range of activities to ensure an effective
implementation. A detailed plan with key milestones, dates and
deliverables, as well as corresponding key responsible
individuals, is essential.

• Cost Control: To avoid surprises and cost overruns, it is critical
that monthly investment reports be provided outlining the
projected costs of the Wayfinding project. These costs should
take into account both outside and internal resource allocations,
in addition to projections on the final program’s cost.


• Prototyping: Not everyone understands how to read
architectural or shop drawings and as such, it is critical that
physical prototype be constructed for input from the taskforce
and senior management. The prototype stage will also allow the
manufacturer(s) to value-engineer the signs prior to roll-out, and
to identify areas of cost savings and maintenance efficiencies.

• Plan for On-Going Implementation: The biggest misconception
organizations have is that upon completion of the program, the
job is done. In reality, a Wayfinding program by nature needs to
evolve and be changed as rooms and departments change. As
such, the planning stage should include a maintenance program
that lives far beyond the completion of the project.

• Governance of Wayfinding: As well as evolving the brand culture
of an organization to embrace an effective program,
organizations need to develop an internal structure to support
the systems of existing equity and growth as the facility
changes.

For more information, contact:

Jean-Pierre Lacroix, President
Shikatani Lacroix
387 Richmond Street East
Toronto, Ontario
M5A 1P6
Telephone: 416-367-1999
Email: jplacroix@sld.com

Wayfinding

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