*some of the images are not mine, and required from the internet and some reference books

1. Universiti Teknologi MARA
Faculty of Architecture, Planning & Surveying
DESIGN SEMINAR:
SIGNAGE DESIGN
NAME : NOR ALIAH BINTI AZIZAN 2012336329

2. SIGNAGE DESIGN
TYPES OF SIGNAGE
Categories of Sign
There are four basic categories of sign division to be consider in terminal wayfinding
a) Identification
Identification of place such as what floor are you in and number of a room.
Directional and identification signs go hand-in-hand in a terminal wayfinding to
allow some confirmation on user’s point of view.
b) Information
Building directories and map fall into this type of sign as it provide informations to
the user about what’s there in the building and its surroundings.

3. c) Directional
Usually equiped with an arrow to show the direction af the mentioned destination
in the sign. It is the most important type of sign to really control the traffic flow of
user.
d) Safety or regulatory, prohibition and advisory
In general, these sign provide passengers with travel advice, warnings and legal
restrictions on the site in order to control their safety and terminal operations.

4. BASIC SIGN MOUNTINGS
There are basically five way to mount a sign but it is chosen based on the most efficient
position for traveler to see in relation to the traffic flow.
a) Wall-mounted sign
Usually mounted at the back of a door and next to elevator for identification and
orientation type.
b) Projecting sign
This type of sign is fixed not flat to the wall but perpendicular or 90 degree against the
wall therefore it is more visually prominent as it can be seen from both sides.
c) Suspended sign
Fixed to the ceiling. Easy to be read as it can be seen from far however it need a bigger
lettering and the length of messages have to be compact or as short as possible.
d) Free-standing sign
Some are fixed permanently to the ground and some are designed to be moveable.
Sometime this type of sign use to block a way or to direct as it suddenly appear in user’s
journey in a building.
e) Desktop or work-station sign
Can be clipped onto furniture or can simply put on a counter or desk top. It is smaller
compared to other type of signage as it only allow the traveler to identify title of a person
or about procedures in reception areas.

5. Wall mounted Projecting Suspended
Free standing Desktop Workstation sign
Picture above shows the best height for sign visibility in user view.

6. A. PRINCIPLES OF WAYFINDING IN A TERMINAL
Hierarchical System of Destinations
All navigation is about finding a way to specific locations. Therefore all location must be
given a name. These names will then grouped into a several identity which are about the
same as their function. For example, a café, restaurant, food court is grouped into a goup
called Food and Beverages. To get to the specific destination, a simple hierarchy of steps is
needed. This hierarchy will lead and direct from a large general destinations to a smaller
and more detailed ones (Smitshuijzen, 2007, p.67).
This are example of hierarchical system of wayfinding in a terminal from outside to the
restaurant in a terminal.
Figure above show Hierarchical System of Places in a terminal.The subdivision of space
narrowed down to specific location (Smitshuijzen, 2007, p.67)
Terminal
•identificationof building name
•identificationof parking
•identificationof main entrance
Entrance
•Dropping area
•Information Counter
•Ticketing
•Directories
Waiting Area
•Sitting area
•Food and Beverages
•Shops
•Toilets
Food and
Beverages
•Cafe
•Restaurant
•Food Court

7. Consistency and repetition
Consistency in deciding the name of destination is important in wayfinding even if that
particular location have other different name. It is important to use the same specific
name in every signage to avoid confusion. Other than that, traveller also need regular
reconfirmation along the journey to feel the sense of still being on the right track,
therefore repetition of sign at regular intervals is vital. The manner of design use in
signage have to have consistency and uniform so that peoples will easily sense their
direction (Smitshuijzen, 2007, p.68)
Quantity
Less is more when it comes to directional and wayfinding signage.Too much information
provided in the same place or in the same signage have higher potential of confusion.
This is what happened at Union Station, in Washington D.C. Multiple sign with up to 12
different messages are placed at regular interval without the same coordination of
directional arrows or hierarchy of information have made most people confused (Berger,
2005, p.73). The picture on the left shows less visible signage or a weak signage and
picture on the right shows there are no uniformity and symbology in their signage design.
It is important to use less quantity of text, use a simplest yet specific version of
destination names in a signage. Use symbol or icon to communicate with traveller in the
terminal so that less text have to read and easier to understand.
Signage in Union Station, Washington D.C. Signage in Union Station adapted to
architecture but does not visible to the travelers. Too many different signage design and
info display (Berger, 2005, p.74)

8. Legibility and visibility
Many architects want signage systems that become almost an invisible part of the
building’s architecture because some architect think that signage will visually clutter the
quality of the design. This thought may be appropriate for ceratin types of building, but in
transportations specifically a terminal, the key aspect of wayfinding is legibility and
visibility. The information that the travellers require must stand out and be easily
recognizable in order to control the flow in the building (Berger, 2005,p73). Furthermore,
nowadays everyone want to travel fast. Therefore a terminal signage and direction must
be clear to the passengers.

9. The standard height of vertical signage.
The mounting heights of a standard standing person and seated person with respect to
vertical sign location (Transportation Research Board, 2011, p.152-153).
Surplus Information
Surplus information is refer to the clues given in a signage or wayfinding to allow the
travellers to find their destination more easily. It is very helpful in countering the general
feeling of uncertainty and the various way people interpret the signs. Two or more clues
are better than one. For example, a code for a room that includes not only the room
number but also indication of floor level and section of the building where the room is
located is easier to find rather than a room indication and an arrow of direction. Other
than that, colour coding is also helpful to direct peoples (Smitshuijzen, 2007, p.68). This
clues is also known as second stage guiding which will further discussed in section 2.8.

10. Orientation
Orientation is the phase in wayfinding process where one need to make a ‘travel plan’ in
a building. Orientation include direction in the terminal, name of locations and current
position of traveller. Signs types like map and directories serve this type of need. It allow
the visitor to make their own decision more clearly regarding their direction as this type
of signs usually appear in form of the whole building plan.
Orientation-type Signage
One of example orientation type of informative signage showing current position of the
traveler (Berger, 2005, p.34).

11. SECOND STAGE TERMINAL GUIDING
Section of Building
Some big terminal have more than one entrance to avoid passenger congestion. In case like
this, the terminal is usually divided into two or more area. Sometime these area are known
as wings like North Wing and South Wing or sometime they are grouped into departure area
and arrival area. The indication of which section of the building in the signage or in the
transport ticket, is rather important for passenger to fully understand and search for their
destination. To avoid confusion, this two wing have to own their personal character so that
ths visitors is allow to notice and differentiate each wing area.
Boston Logan International Terminal Section.
“Making Connections” at Boston Logan International Terminal is a good example of the type
of planning and communication (Transportation Research Board, 2011, p.103).

12. Level
Floor level indication is crucial for multi-storey building otherwise visitor might be lost going
up and down of a building just to search on one particular area. Sometime there are
basement or underground level that the visitor does not notice as it is hidden from ground
view. Floor level help a lot in a vertical wayfinding. Therefore it is important to allocate
building floor level especially at the entrance, staircases and next to the elevator.
Example of Floor Level sign
(Transportation Research Board, 2011, p.63)
Floor Directories
Floor directories is a type of sign that provide many info on the direction of the terminal. It is
crucial that this sign is plan carefully and sometime interactively to avoid visitors confusion.
Floor directories allow visitor to get the whole view of the terminal, and where their
destination is located from where they are now. Visitor are allow to view every direction and
option provided in the terminal thus making the visitor understand more clearly. However,
floor directories have its own complexity, poor designed directories will lead to more
confusion if it is unclear.

13. Example of Terminal Floor Directory
Passenger flow diagram used for planning purposes. Red and blue dashed lines represent
typical passenger circulation paths to help identify each decision point in the wayfinding journey.

14. Gate number
Gate number is the type of wayfinding that can only be found in transportation terminal, to be
specific, international transportation terminal. Transportation services is active and fast. More
people travel everyday demand a faster services. Most of time in terminal, two or more public
transportation process is handle and operate at the same time thus require more gate to divide
the passengers route. What the passenger need to do is just to find their right gate.
Terminal zones and gate number.
An example of the districts model at Atlanta where the concourses are divided into different
zones (Transportation Research Board, 2011, p.21).
Emergencies
Guiding for emergencies is rather crucial for every type of building. Designer have to consider
the anticipation of condition if emergencies happen such as panic and rush. Catchy signs and
specific colour coding is need for this type of wayfinding. During emergencies, the visitors need
to find their way outside of the building or somewhere open and safe. To guide peoples in
emergencies state sometime does not rely only on visual sign but also supported by sense of
sound like siren, fire alarm, or signal.

15. ELEMENTS OF WAYFINDING IN TERMINAL
Unit system
As disscussed earlier, unit system is a core element of wayfinding. There are 2 important
aspects to create an efficient numbering system. First, is the logical starting point and
second is the flexibility of the numbering system to anticipate future improvement, including
restructuring area into smaller or bigger units (Smitshuijzen, 2007, p.100).
Graphic sign and icon
Figurative images will stick more easily in one’s memory compare to text. Pictorial
information in whatever format has become a standard part in visual communication, in
addition to written language. However, it is crucial to make the image understandable to
everyone(Smitshuijzen, 2007, p.96-99). In addition, some corporate figure in the signage
like company logos make it easier for people to find their ways (CRC, 2007, p.12)
Common icon used in a terminal
(Metropolitan Transportation Comission, 2012, p.10-16)

16. 2.9.3 Typography
Effective signs should provide clear message. Words and phrasing are important elements of
effective signs the most significant influence on legibility is typeface. Arial, MS Sans Serif,
Tahoma, Futura, Geneva and Helvetica Medium typefaces are some examples that people with
vision impaired find easier to read. Name or title with lower case with an initial capital or overall
lower case are also easier to read (CRC, 2007, p.12).
Word Spacing is a critical component of legibility. The following are the four parts to consider in
deciding word spacing for Terminal signage:
 Letter spacing, a.k.a. kerning
 Word spacing within a message
 Line spacing between messages
 Relational spacing within a sign grid
(Transportation Research Board, 2011, p.137)
Example of letter spacing
Word Spacing
(Transportation Research Board, 2011, p.138)

17. Material and Colour coding
The study data from the majority of design professionals indicates that color can be used
effectively in wayfinding as a secondary support element (Transportation Research Board,
2011, p.147). Appropriate materials and colours use in signage design is important. Consider
contrast, lighting, architecture and viewing angle because sign that blend into architecture will
become useless. Signage need to stand out. Consistency of materials and colours from station
to station will aid the traveler’s understanding through their journey (Berger, 2005, p.75).
Colour Legibility
Best color combinations used in lettering of advertising displays ranked in order of legibility of
letters from a distance (Transportation Research Board, 2011, p.149).

18. Colour coding for traffic flow
The use of colour to divide terminal flow. Yellow for departure, Green for arrival, and
Black for auxiliary services (Transportation Research Board, 2011, p.148)

19. Directional Arrow
Arrows are powerful tools, they can serve and protect the correct path of travel or they
can cause havoc if they are not well designed. There are three key factors to consider to
create arrow in a terminal:
 Arrow design, which determines how logic the arrow reads.
 Arrow scale and location in relation to the symbols, the message, or both.
 Sign placement in relation to the decision point.
Arrows placed on an angle have the potential to create more confusion for passengers
than any other arrow for some reasons. Depending on the passenger’s point of view it
may not always be clear exactly where the angled arrow is pointing to (Transportation
Research Board, 2011, p.142-144).
Orientation and Interpretation. Los Angeles World Terminal Wayfinding Standards
Signage Design Guide (LAWA, 2013, p.17)

20. Correct directional arrow-corner
(Transportation Research Board, 2011, p.96)
Never combine two items of routing information on one sign by using a slanted arrow (45
degrees) for straight ahead for a short distance and turning. In these cases, two signs
should be used; one meaning ‘straight ahead’ and the other, at the decision point, a right
or left direction.
Correct directional arrow-exit
(Transportation Research Board, 2011, p.96)
A same situation occurs when a directional sign in front of an exit directs users to a
destination point that is beyond the actual exit (Transportation Research Board, 2011,
p.96)

21. 2.9.6 Instruction
Generally, instructional messages provide passengers with travel advice, warnings and legal
restrictions. Instruction is used not only for security, but also used as operating instruction such
as ticketing machine which explained step by step procedure (Smitshuijzen, 2007, p.108)

22. Example of terminal signage design, Cologne-Bonn Airport Terminal.