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Wayfinding and Brand Perception

Posted in White Paper on July 6th, 2009 by Mark VanderKlipp – Be the first to comment

Function and form unite for an improved visitor experience

The ultimate expression of your brand lies in your audience’s experience. The verbal and visual elements of a wayfinding system act as the framework for your brand expression.

Wayfinding functions like a utility because:

  • the information provides the “fuel” that feeds the system.
  • there is an interconnected quality to wayfinding elements; a gap in the system can lead to confusion.
  • wayfinding elements are often an integral part of an interioror exterior landscape, much as other utility elements.

It behaves like your brand in that:

  • the visual elements of the system can enhance your corporate identity, reinforcing it throughout the system while creating “speakable” landmarks for wayfinding.
  • these visual elements carry the informational “fuel” in a succinct way.
  • as people navigate space, these elements create patterns that people recognize as decision-making points.

Wayfinding functions like a utility, but behaves like your brand.

The recipe for doing it right boils down to a few key tasks:

  • First, make sure the architecture of your brand is determined succinctly, in keeping with your culture and vision:
    • The physical aspects of your organization: services, facilities, etc.
    • Sub-brands, partnerships, indirectly related entities
  • Second, distill the verbal elements of the brand to a short list of “speakable” items: directions, destinations, services
  • Finally, build a system of visual elements that accurately reflect the items listed above: signage, printed and electronic media, etc.

An effective, functional wayfinding system reflects the underlying intelligence of your brand, presented in an organized way to the public.

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Corbin Design, a national leader in wayfinding planning and signage design, announced Shelley Steele has been named President. Steele formerly served as vice president of marketing.

As president, Steele is primarily responsible for the vision and direction of Corbin Design as well as the internal leadership and management of the staff. In her new role, she will continue to oversee business development and marketing.

“With her knowledge of the… More...

As we develop wayfinding systems for a variety of clients, we appreciate how public engagement is critical to the design process. Here, we share two examples from recent client groups and the outcomes of those sessions:

Ochsner Medical Center, New Orleans LA

We led a prototype process on the interior of this complex medical campus to test proposed logic changes and as a “proof of concept” for wayfinding tools. The exercise was designed to… More...

The FHWA has issued a clarification on the ruling it issued on January 25, 2016 terminating the Interim Approval of Clearview as an alternate font to the MUTCD. With regard to community wayfinding signage systems, the use of alternate fonts is still possible.

To summarize:

  • Projects currently in fabrication do not need to comply.
  • To the extent possible, projects currently in design should switch to the

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