OUGD405 - Initial Signage Solutions

Having established decisions on concept, typography and colour, I have reached a point at which I can begin to produce initial resolutions. The first approach to the signage I plan to explore is the use of light tones as ground with black information and edging to achieve strong tonal contrast that is effective in catching the gaze of individuals in Leeds City centre.

The preliminary step in producing this signage style was to establish format/shape for the selected typeface (Univers) and colours to be applied.

Beginning with a black square, I then rounded all corners excluding that featured top left. Following this, I created the same shape at a slightly smaller scale and using Pantone Blue 0821 C for colour before centring the blue shape within the black. By surrounding the light tone with a black edge, the distinct, stylised shape can be appreciated - however this is not primarily for aesthetic purposes. By disrupting the format in one selective area, attention is drawn to this point. This corner has been selected as in western culture people are taught to read top to bottom, left to right, and therefore this planned inconsistency draws the gaze to the top left of the shape where typography is expected to, and will, be featured. This formatting establishes a subconscious visual guide to ensure information is immediately seen.



With the shape/format of the way finding signage considered and determined, typography is ready to be set within the composition. Typography to be featured on the signage includes the sector name, and locations of significance and interest also. Symbols will be featured alongside these locations.

Typographic information, communicated through Univers due to its 'visual sensitivity between thick and thin' strokes and strong legibility, is aligned to the left of the composition and set in a standardised format featuring capitals for the start of words and lower case thereafter. This will create signage with ease of reading via more distinct line ends and enhanced readability due to the gaze being able to more easily identify individual letter forms from varying character qualities.

According to Massimo Vignelli's modernist design ideologies, typically only two type sizes should be featured in a single piece, though there are exceptions to this rule. Here I have supplied the signage with a larger type size for the sector title, and a smaller size - just above half of the title size - for the points of interest within the sector. Both type sizes are large enough in terms of scale within the shape to be seen from short distances away. 

Symbols featuring on the signage enhance understanding of the sector via representative visuals that provide immediate psychological links. For example, here on the University Sector sign, square academic caps are featured left of the names of Leeds' universities as this is a significant item associated with university and the reason students attend - to graduate with a degree, on which day they will wear this cap with a gown. 

All type featured on the signage is optically kerned to ensure optimum readability is achieved.

With the construction of the University Sector sign complete, I then applied the same visual language to the remaining 4 sectors, using the selected co-ordinated light tones and sector-specific information and symbols.

This signage system uses light, bright tones of colour to represent the diversity and vibrance of Leeds city centre in combination with black information and edging for contrasting tonal energy and ease of information receival. The black edging and information also creates a sense of cohesion and consistency throughout the system, whilst distinct symbols enhance awareness and understanding of sector location.