OUGD405 - Way Finding Signage Typography

The typography to be featured on the Leeds City Centre way finding solution must be simple, clear and dignified.

'Transport,' the typeface used for road signage, produced by Jock Kinneir and Margaret Calvert between 1957-1963, is a sans-serif typeface, available in two weights - Transport Medium and Transport Heavy. The decision to use a sans-serif foundation for the typeface is appropriate in that it delivers important information free of unnecessary decorative aesthetic. It is clear and effective in its simplicity. 

Transport Medium, the obvious lighter of the two, is used for white letters on darker backgrounds - such as green primary-route directional signs.
Transport Heavy, a bold variation of the typeface, is used when communicating black letterforms on white ground - used on non-primary route information signage. This allows for enhanced readability and energy via contrast.

The typeface is easily interpreted visually as a result of the completely unambiguous letterforms it uses, featuring consistent strokes, lines and curves. It for this reason that a principally similar sans-serif typeface will be selected to convey the Leeds City Centre system's typographic information. As the signage is purely informational and directive, no decorative embellishment is required or appropriate; The type style should not be a distraction from the content it delivers.

Below I will explore a range of sans-serif display typefaces to identify the most appropriate for the system.

Helvetica

Helvetica was specifically created to be a neutral typeface that gives no impressions, suggestions or meanings - making the type versatile. Its simple letterforms create a high level of legibility and is easily interpreted (visually). This typeface is suitable for purpose in that it can communicate information objectively, whilst its high legibility make it easy to comprehend.

Futura

Futura is a typeface that holds the most significant value of the Bauhaus at its core: Form and Function. It is a typeface that does as is required; Futura delivers messages through a simple, geometrically-founded and well-balanced aesthetic free of complication and unnecessary 

additions. It has a slightly heavier weight of line creates a bolder, more prominent
presence in any design(s) that it features.

Univers

Univers, available in a comprehensive but consistent range of weights and styles, is a typeface that bears 'visual sensitivity between thick and thin' strokes. Used as the signage typeface throughout Switzerland, this strength in this typeface's legibility cannot be disputed. It's range of weight and styles mean versatility is a significant characteristic of this type in that it is able to be used specifically, cohesively and consistency; No other typeface is needed in combination 
with Univers.

Gill Sans

A typeface exhibiting classic simplicity, Gill Sans Regular remains clearly legible at even small point sizes and from short distances away. Though this typeface hints at a slightly more decorative aesthetic as a result of its Roman origins, the peculiar ear and eyeglass letter 'g' for example, Gill sans still appears clean, understated and modern. Designed for use as both a body and display type, this typeface maintains solid legibility.


Selected Typeface: Univers