There’s a reason why the phrase “get lost” is used in a derogatory manner. Nobody likes being lost. And in the exterior wayfinding signage realm, getting people lost is the last thing you want.

 

For any vast space, such as college campuses, downtown areas and hospitals, exterior wayfinding signage is a necessity that directs visitors to the appropriate place, but there are certain issues you should keep in mind when building these units. The design, fabrication and even maintenance all take special considerations, but if you approach the exterior wayfinding signage with the right framework, you can create an effective system the first time and avoid having your customers tell you to “get lost.” 

 

Consider technical aspects when designing exterior wayfinding signage. The font should be legible, and keep the copy to a minimum. Photo courtesy of Corbin Design.

DESIGNING AN EFFECTIVE SIGN

Exterior wayfinding signage should be a reflection of the client’s brand, but that isn’t always as simple as it sounds. For many traditional uses, logos find a prime location on signs because they are identifiable, eye-catching graphics. However, branding through wayfinding signage is subtle and requires more strategy than simply slapping on a logo. 

 

John Bosio, principal of Merje, West Chester, Pa., recently ran into a branding strategy plan when designing exterior wayfinding signs for the city of Phoenix, where an active, energetic downtown thrives. To incorporate that feel, Bosio designed signage featuring bold colors and angular shapes. The branding elements were apparent without being obvious.

 

“It was not just taking the downtown Phoenix logo and putting it on everything,” Bosio says. “It was taking the look, colors and shapes and utilizing those to get that energy across.” 

 

Of course, an effective design isn’t only about branding. You should also be aware of technical aspects, such as font type and letter height to ensure the wayfinding signs are legibile, says John Iyoob, president of Ornamental Post & Panel, Pineville, N.C. Specifically, Iyoob recommends using a four-inch letter height, keeping text to a minimum, and using reflective vinyl if the sign will be in a low-visibility area. 

 

Exterior wayfinding signage is important in a hospital setting because the area is so large, and people need clear directions, especially when they are faced with an emergency. Photo courtesy of Corbin Design.

THE PLANNING AND FABRICATION PROCESSES

Before fabricating the exterior wayfinding system, take some time to complete a detailed analysis, which includes traveling to the environment where the signs will be placed, suggests Mark VanderKlipp, president of Corbin Design, Traverse City, Mich. For instance, before taking on an exterior wayfinding signage project for a hospital, Corbin Design visits the site to interview staff members, volunteers and patients. Corbin Design asks the interviewees where they parked and if they had any trouble finding their route, allowing them to identify the communication gaps. 

 

“If you’re going to be solving a problem, you have to first frame the question,” VanderKlipp says. “Once we’ve done that, we can go back and say these are the tools we’ll need in order to resolve those issues for the patients. Then we can work with the hospital to understand master plans and where this fits in the context of the overall master plan.”

 

While you’re on site, take the time to scout the area where the wayfinding signs will be installed as well. Often, wayfinding fabricators run into problems during the project because they didn’t take their time to do the research, Iyoob says. 

 

Merje used vibrant colors and angular shapes to reflect Phoenix’s branding. Photo courtesy of Merje.

“Don’t just assume you can dig a hole and put a pole in the ground every place a sign goes,” Iyoob says. “You might be installing the signs into concrete or asphalt. Those are the things that will cost you time and money that you weren’t expecting.”

 

You should also try to create durable systems that require little maintenance, Iyoob adds. In the past, many exterior wayfinding signs were often fabricated from wood products, but they don’t hold up to the outdoor elements as well as other substrates. A powder-coated aluminum, however, holds well, and because of its durability, it reduces unnecessary maintenance, he says.

 

“Customers want you to provide low-maintenance products,” Iyoob says. “That’s what they’re interested in, and that’s going to help you sell the job.”

 

CREATING AN INTEGRATED APPROACH

When bidding on a project, you should consider offering an integrated package that is more than just exterior wayfinding signage, Bosio says. Interactive kiosks, printed brochures and even mobile apps, for example, are becoming part of the integrated system.  

 

“We’ve been seeing more requests for proposals asking for all of that up front, rather than just a request for simple signage,” Bosio says. “They’re looking for that integration of technology.” 

 

Along with traditional exterior wayfinding signage, many clients are looking to integrate other elements, such as kiosks, into their solution. Photo courtesy of Merje.

Interactive kiosks especially allow for the opportunity to enhance the client’s brand, Bosio says. On the back panels, you can have a map for wayfinding purposes, but you also can create a client history print or even promote an upcoming event. Branding elements should be included, and this gives the client the opportunity to communicate more than just directions. 

 

Even with the integrated wayfinding approach, exterior signs aren’t going away, VanderKlipp says. Fewer exterior wayfinding signs might be used in the future, but reinforcing directions is still valuable to those who need them.

 

“People are trusting their smart phones more, and they’re using GPS systems, but we also know that information can be out of date or incorrect at times,” VanderKlipp says. “People want to see something in the environment that says, ‘Yes, I’m still headed in the right direction.’”