1. Hello
GdAM

2. Meet GdAM
Wayfinding?
Methodology
GdAM
In practice @ NU
Insight
Boundaries
Insight
Physical Orientation
Insight
Pathmaking
Insight
Consistency Graphic design + Architecture + Multimedia
Precedents
Solutions?
Next Steps
GdAM

3. 1 To redefine our preconceived 2 To work collaboratively with
notions of wayfinding an interdisciplinary team
Complex problems require more than a Collaboration brings people together
step-by-step process, and wayfinding is from different disciplines to effectively
not only about physical signage. explore ideas that generate valuable
new outcomes.
GdAM

4. Meet GdAM
Wayfinding?
Methodology
Wayfinding:
In practice @ NU
how, what, why?
Insight
Boundaries
Insight
Physical Orientation
Insight
Pathmaking
Insight
Consistency
Precedents
Solutions?
Next Steps
GdAM

5. Imagine:
You walk out of a plane
into an airport you’ve never been to.
Now what?
GdAM

6. Momentarily disoriented
“...you scan the space to
find clues that will
lead you where you want to go.”
GdAM

7. Momentarily disoriented
“...you scan the space to
find clues that will
lead you where you want to go.”
GdAM

8. Northeastern isn’t an airport.
(it’s much more confusing)
People Coming & Going
students subway to classroom
faculty vehicle to gym
staff bus to their office
community foot to eat
tourists bikes to the other subway
perspective visitors first time to the MFA
parents every day to an attraction
visiting lecturers passing through to a play
conference goers to a gallery
barack obama to a parking lot
to a dorm
to a hockey game
...
GdAM

9. why?
GdAM

10. Why do we need wayfinding?
1 2 3 4 5
To direct people To provide a To attract and To elevate the To maintain a
(duh) better user retain your perceived consistent
experience “customers” “status” brand image
GdAM

11. What do we mean, exactly?
It’s a system-based approach It’s physical It’s also digital
By setting up rules for an entire The most obvious application is on New technologies can make wayfinding
wayfinding system, we can ensure campus signage. But think about the more intuitive by giving the user real-
consistent delivery across applications breadth of applications there: time feedback. Still, these technologies
– even those we might not know about must fit in with the physical elements.
currently. Consider: Directionals
On-Campus Maps Northeastern Website
Brand + Identity System Personal printed maps iPhone app
Typography guidelines Building signs other mobile apps?
Photography guidelines Flags on street poles Displays screens
Materials usage/procurement Room signs Kiosks
Sign shop Parking lots/garages Facebook & Social Media
External building treatments Sports venues
MBTA stations
On-campus businesses
In-building signage
...
GdAM

12. How will we achieve this?
1
Research
2
Design
3
Prototyping and testing
This is what you’re looking at.
Our findings will inform our next phase
GdAM

13. Meet GdAM
Wayfinding?
Methodology
Methodology
In practice @ NU
Insight
Boundaries
Insight
Physical Orientation
Insight
Pathmaking
Insight
Consistency
Precedents
Solutions?
Next Steps
GdAM

14. Phase 1 Discipline-based knowledge gathering
Urban Form
Nodes and Centers
Nodes are the points in a city where a
Branding Standards visitor can enter and often travel to.
Currently: Mobile
They may be junctions, transit centers,
concentrated areas whose importance
LogoType come from use or physical character, or
The redesign of the Northeastern logo marked a fun- the convergence of paths.
damental shift in the way the university is perceived
both by its students and the communities that it ex-
ists in (local and global). A modified version of the
font Baskerville was developed specifically for the
word mark and the seal is a revision of the 1935 hand “Discover Northeastern”
drawn version. uses a Google map combined with simple explaina-
tions of building utilization. A good starting point, but
many opportunities for improvement.
2008 Rebrand Korn Design
When used in a four color process the “Go Huskies”
seal appears in PMS Warm Gray 11 is the athletic department app. It has team scores,
with the word mark in “Northeastern standings, links to articles, news photos, and even
NU RED WARM GRAY 11 BLACK
Red” (0, 100, 90, 5) CMYK. There are CMYK CMYK K
plays the “Husky Fight song” youTube video.
black and white versions of the Logo- (0, 100, 90, 5) (0, 13, 30, 76) (100)
Type as well.
0 75 375
GdAM
GdAM GdAM
DESIGN Branding standards, sign- ARCHITECTURE Morphology, urban INTERACTIVE Web, mobile, kiosks.
making process, current state of form, pedestrian traffic, green space.
wayfinding at Northeastern.
GdAM

15. Phase 2 Human-centered research
LOOK Observe the way that user ACT Interact with other systems that ASK Conduct interviews and hand out
groups interact with the campus as may shed some light on how we can blank maps that will tell about user
an environment, both physically and improve our own. experiences with campus wayfinding.
virtually.
GdAM

16. Phase 3 Synthesis
AMALGAMATION Through a shared
process, overlapping human-centered
insights were revealed.
GdAM

17. 800 photographs
200 slides
120 minutes of video
50 interviews
50 maps
+ countless hours of analysis
GdAM

18. Meet GdAM
Wayfinding?
Methodology
In practice @ NU
In practice
Insight
Boundaries
Insight
Physical Orientation What is Northeastern doing about wayfinding now?
Insight
Pathmaking
Insight
Consistency
Precedents
Solutions?
Next Steps
GdAM

19. Current wayfinding elements
Tunnels
Curry Student Center
Information Desk
& Work Terminals
Currently on campus
Displays
rrently on campus
Currently on campus
Curry Student Center
The tunnels that connect different Current Map of the tunnel system at
ur canvassing of the campus we no- Possible uses:
buildings on campus are barren of any Desk
Information Northeastern University. Buildings are
d an incredible number of flat panel & Work Terminals
sort of helpful directional information. denoted by color and there is a map
Directional Wayfinding / is set up right be- at the entrance to every tunnel. How-
Navigation
vision displays. The one feeling we The only sort of map
fore one enters the tunnels. The empty ever, once inside the tunnels it is not
e all left with after seeing them, was Student generated content offer a
hallways of the tunnels could clear which direction you are walking or
we wanted more. It is clear that great opportunity for new wayfinding where you are going.
y aren’t being used to their full po- Standardize submission could become
signage. The tunnels process for
more user-friendly and allow for easier
ial, but what is that potential? current artwork so that it signage system.
navigation with a new
matches di-
mensions of the screen.
Create adaptable touch screen technol-
Curry Student Center GdAM
ogy to outfit screens with for interactiv- Indoor Quad
sibleLocated next to
uses: Detail viewity. map
of the
Shillman Hall and in GdAM

20. Kiosks &wayfinding elements
Current Flat Maps
Currently on campus
Located in Located outside the Snell
Krentzman Quad. Library Quad
GdAM
GdAM

21. Interactive
Web Mobile
GdAM

22. Meet GdAM
Wayfinding?
Methodology
In practice @ NU
Boundaries
Boundaries:
Insight
Physical Orientation
&
Insight
balancing identity ntegration
Insight
Pathmaking
Insight
Consistency
Precedents
Solutions?
Next Steps
GdAM

23. Boundaries:
balancing identity ntegration
&
The idea behind this goal is to retain Northeastern’s identity as a
university, while at the same time, effectively integrating the campus
into the surrounding communities.
We understand the intentions of the NU Planning department and
wayfinding committee to have similar intentions.
GdAM

24. BOUNDARIES:
Balancing identity & integration
Identity currently perceivable,
flags define campus within the city.
Do you feel Northeastern
blends with the community/
its surroundings? Student A
“I think the university definitely
blends into the community. The only
thing that actually lets you know you
are on campus are the flags that say
Northeastern.”
GdAM

25. BOUNDARIES:
Balancing identity & integration
Integration
defining characteristics,
connection with surrounding areas,
community interaction with campus.
Do you feel
Northeastern blends
with the community and Student B
its surroundings?
“You can tell when you’re on
campus. I don’t feel that it’s that
different from the surrounding
neighborhood up and down
Huntington, or even over on
Columbus.”
GdAM

26. BOUNDARIES:
Balancing identity & integration
Ruggles: A Portal...
a portal by definition,
circulation to and from campus,
breaking boundaries.
GdAM

27. BOUNDARIES:
Balancing identity & integration
...an Imposing Barrier
Orange line’s presence on campus,
seperates Columbus from campus.
Have you felt imposing
barriers when entering
and leaving campus? Student C
“The most imposing barrier on
campus is the orange line of the T
and Ruggles station.”
GdAM

28. BOUNDARIES:
Balancing identity & integration
Initiatives
gateways ≠ barriers,
a definition of interaction,
permanent form.
The current intentions
of the school:
?
“...open campus up as a resource and as
a portal, not a barrier to the surrounding
neighborhoods.”
Planning Dept.
GdAM

29. BOUNDARIES:
Balancing identity & integration
Harvard
the definition of a gateway,
implies a closed/segregated space,
unwelcoming.
If campus gateways
were to be designed,
how would you imagine
them? Students D & E
“Noticeable to inform people they’re on
campus, but not overly huge.”
“Probably small and subtle would be
best in our urban setting.”
GdAM

30. BOUNDARIES:
Balancing identity & integration
Terminology
loaded terms & preconceived notions,
importance of clearly defined words.
por·tal (n.)
“A doorway, entrance, or gate,
especially one that is large and
imposing.”
gate·way (n.)
“An opening or a structure framing
an opening, such as an arch, that
may be closed by a gate.”
-American Heritage Dictionary
GdAM

31. BOUNDARIES:
Balancing identity & integration
Implications
Where will indicators be placed? How do you feel about
making this more literal
What will be the implications? with actual “gateways” at
Student F
the edges of campus or
on major streets?
What will the spaces around the
wayfinding elements become? “I feel that when you walk onto
campus from the surrounding area
it is fairly obvious [that you are
at Northeastern].”
GdAM

32. Meet GdAM
Wayfinding?
Methodology
In practice @ NU
Insight
Boundaries
Insight
Physical Orientation
Physical orientation:
Insight
Pathmaking Creating a frame of reference
Insight
Consistency
Precedents
Solutions?
Next Steps
GdAM

33. Physical orientation:
Creating a frame of reference
IN GENERAL physical orientation is crucial AT NORTHEASTERN there are a unique set
to a user’s ability to understand and of factors that shape the way physical
successfully navigate their environment. orientation happens and the adverse
By creating a frame of reference we reactions that occur when people can’t
are able to orient ourselves in a space orient themselves
and effectively move from one point
to another. User routes are complex, involving
many turns, shortcuts, longcuts, and
This is the foundation of wayfinding. non-orthogonal paths.
Many of the landmarks people use to
navigate campus are unexpected and Photo of a hand-drawn map
asking people to identify their
challenge what we traditionally think most traveled routes
of as a landmark.
Getting lost affects practical day to day
routines, but It can also affect people
more abstractly by changing the way
they feel about a place.
GdAM

34. “Sometimes it’s clear,
sometimes impossible.
It’s simple once you know it
but so difficult to explain...
There isn’t enough signage.
It’s basically impossible to tell someone
how to get from Forsyth Street to the library.”
– A tour guide on giving directions
GdAM

35. PHYSICAL ORIENTATION:
Creating a Frame of Reference
Getting lost
“Didn’t we cross this street before?” “We asked the person in the parking
garage for directions and he pointed
A mother to her daughter, a potential us this way. We looked here. Now we’re
Northeastern student
assuming it’s that way.”
Family of a potential student on a hunt for
the dining halls.
GdAM

36. PHYSICAL ORIENTATION:
Creating a Frame of Reference
“It’s the building with the
husky wearing neon green
Landmarks headphones in front.”
EXPECTED landmarks were identified as Newer buildings on campus which UNEXPECTED landmarks were located
architectural, sculptural, or otherwise are tall and visible from great distances. where people congregate, there is
planned to be central and identifiable. provide great reference points. food, or something anomalous with the
Campus green spaces and points of landscape occurred. These landmarks
public transportation also become key reveal the overlapping parts of daily
reference points as they establish two routines and habits, and the places that
parallel boundaries to the campus. students use the most.
GdAM

37. PHYSICAL ORIENTATION:
Creating a Frame of Reference
Scenic vs. direct routes
A B
PATHwAyS AND ROUTES around STUDENT DRAwN mAPS Show a simplified
Northeastern’s campus are actually mental map of campus, while traced
quite simple. The problem lies in the on an actual map reveal how complex
fact that there is no simple and direct people’s routes actually are.
way from point A to point B.
GdAM

38. Meet GdAM
Wayfinding?
Methodology
In practice @ NU
Insight
Boundaries
Insight
Physical Orientation
Insight
Pathmaking
Pathmaking:
Insight
Consistency Learning from frequent users
Precedents
Solutions?
Next Steps
GdAM

39. Pathmaking:
Learning from frequent users
To improve wayfinding on
campus, we should adapt to
the way frequent users already
use campus spaces.
GdAM

40. PATHMAKING:
Learning from Frequent Users
Paths on campus are circuitous.
Students become familiar with
the best ways to get around
certain areas of campus,
while they remain relatively
unfamiliar with others.
GdAM

41. PATHMAKING:
Learning from Frequent Users
“ You just got to let it
happen and hopefully
you come out where
you need to be.”
GdAM

42. PATHMAKING:
Learning from Frequent Users
Location of program
Residence Halls
Academic Buildings
Student Service Buildings
GdAM

43. PATHMAKING:
Learning from Frequent Users
Grouping of academic program
Art + Design
Business
Engineering
Science
GdAM

44. PATHMAKING:
Learning from Frequent Users
Circuitous paths lead to increased familiarity.
Students spend most of their time where
their classes are located.
Students have comfort zones.
GdAM

45. PATHMAKING:
Learning from Frequent Users
Art + Design Zone
GdAM

46. PATHMAKING:
Learning from Frequent Users
Business Zone
GdAM

47. PATHMAKING:
Learning from Frequent Users
Engineering Zone
GdAM

48. PATHMAKING:
Learning from Frequent Users
Science Zone(s)
GdAM

49. PATHMAKING:
Learning from Frequent Users
“I walk down Hemenway, cut across the Or down Hemenway to Forsyth Street...
North Lot and walk through Krentzman cross Huntington and down toward West
Quad to Robinson... Village, but cut across before Kariotis
next to Willis and into Behrakis...
I have never
been lost in the
four years I’ve
been here.”
GdAM

50. PATHMAKING:
Learning from Frequent Users
“ As a fifth year senior, I thought I finally
knew the campus...until someone asked
me how to get to Robinson Hall and all I
could do was point them to a map.
Turns out all I really know is Ryder.”
GdAM

51. Meet GdAM
Wayfinding?
Methodology
In practice @ NU
Insight
Boundaries
Insight
Physical Orientation
Insight
Pathmaking
Insight
Consistency Consistency:
Precedents A tool not a goal
Solutions?
Next Steps
GdAM

52. Consistency: a tool not a goal
We visited six different campuses in
the greater Boston area to get a general
idea of how schools give themselves an
image and identity.
Through internet sources, on campus
buildings, and signage we found some
schools had better wayfinding systems
than others.
Northeastern should use consistency
throughout campus but as a tool, not
an overall goal. Using consistency as
a tool will allow for creativity in the
production of an identity on campus.
GdAM

53. CONSISTENCY:
A tool not a goal
Consistency
Northeastern has
started to give itself
an identity through
Northeastern University consistent signage.
GdAM

54. CONSISTENCY:
A tool not a goal
Consistency
Some of the names
on the buildings stay
consistent with the
Northeastern University Northeastern Identity.
GdAM

55. CONSISTENCY:
A tool not a goal
Inconsistency
Then there are
the rest ....
Northeastern University
GdAM

56. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

57. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

58. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

59. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

60. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

61. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

62. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

63. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

64. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

65. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

66. CONSISTENCY:
A tool not a goal
Inconsistency
Northeastern University
GdAM

67. CONSISTENCY:
A tool not a goal
Consistency: a tool not a goal
consistency as a goal consistency as a tool
Consistency as a tool allows for ...
creativitiy, adaptability, individuality, and scalability.
GdAM

68. CONSISTENCY:
A tool not a goal
Consistency as a goal:
Bentley University
Consistent gateway design as identity markers
leave little room for individuality
GdAM

69. CONSISTENCY:
A tool not a goal
Consistency as a goal:
Bentley University
walkway vs. vehicle current events signage directionals for users in
pathways vehicles
The sign for any specific user group
building signage parking lot user directions for users who
is not easily identifiable distinctions are walking
GdAM

70. CONSISTENCY:
A tool not a goal
Consistency as a tool:
Boston University
Consistency used as a tool on campus allows
for creativitiy, adaptability, individuality, and
scalability.
GdAM

71. CONSISTENCY:
A tool not a goal
Consistency as a tool: Consistency is used as a tool, where the signs still function as an identity marker
for BU but are appropriate in overall design for their specific function.
Boston University
campus markers campus section towers building signage department signage parking signage sports signage
GdAM

72. CONSISTENCY:
A tool not a goal
Consistency as a tool: BU uses elements consistently across campus that are easily recognized but each
has their own individual character and information.
Boston University
GdAM

73. CONSISTENCY:
A tool not a goal
Consistency
as a tool:
Boston University
BU uses elements consistently across campus that are easily recognized but each
has their own individual character and information.
GdAM

74. CONSISTENCY:
A tool not a goal
Consistency
as a tool:
Boston University
GdAM

75. CONSISTENCY:
A tool not a goal
Consistency as a tool:
Boston University
The signage for the buildings called “The Castle,” and the
“Deutsches Haus,” are perfect examples of how BU uses
consistency as a tool. The user can still recognize that the sign
indicates a BU building but with an appropriate design for the
building itself.
GdAM

76. CONSISTENCY:
A tool not a goal
Consistency
as a tool:
Boston University
The consistency of the individual
building towers and the department
signage affixed to the building allows for
the permanent signage of the building
to reflect its identity and architectural
style.
GdAM

77. Meet GdAM
Wayfinding?
Methodology
In practice @ NU
Insight
Boundaries
Insight
Physical Orientation
Insight
Pathmaking
Insight
Consistency
Precedents
Precedents:
How are other organizations using
Solutions?
wayfinding effectively?
Next Steps
GdAM

78. Surrey Hills Library Consistency + sympathy to materials
The directories, in sympathy to the materials they exist within, are
designed to feel like large tilted switches or books roughly stacked.
Each module not only holds the description of the destination but
also tilts towards that destination.
GdAM

79. North Glasgow College
GdAM

80. Monash University
GdAM

81. Interactive wayfinding – Mobile
GdAM

82. Interactive Wayfinding – New Technologies
GdAM

83. Meet GdAM
Wayfinding?
Methodology
In practice @ NU
Insight
Boundaries
Insight
Physical Orientation
Insight
Pathmaking
Insight
Consistency
Precedents
Solutions? Solutions?
Next Steps
GdAM

84. How will we achieve this?
1
Research
2
Design
3
Prototyping and testing
This is what you’re looking at. We’ll begin designing possible solutions By rapid protoyping and more user test-
Our findings will inform our next phase to the problems we have uncovered ing, we’ll be able to arrive at the best
and the best practices revealed through solution.
precedents. The best will be chosen for
testing. ^
Perhaps this is where we would turn
our work over to the University.
GdAM

85. How will we achieve this?
1
Research
2
Design
3
Prototyping and testing
This is what you’re looking at. We’ll begin designing possible solutions By rapid protoyping and more user test-
Our findings will inform our next phase to the problems we have uncovered ing, we’ll be able to arrive at the best
and the best practices revealed through solution.
precedents. The best will be chosen for
testing. ^
Perhaps this is where we would turn
our work over to the University.
GdAM

86. Meet GdAM
Wayfinding?
Methodology
What do you think?
In practice @ NU
Insight
Boundaries
Insight
Physical Orientation
Insight
Pathmaking
Insight
Consistency
Precedents
Solutions?
Next Steps Next steps & deliverables
GdAM