Destination Wayfinding & the Illuminated Brand

by Todd Mayfield
& the Illuminated Brand

Copyright © 2018 Todd Mayfield • All rights reserved
No part of this publication may be reproduced, distributed of
transmitted in any form or by any means, including photocopying,
recording, or other electronic methods, without the prior written
consent of the author, except in the case of brief quotations embodied
in critical review and certain other non-commercial uses permitted
by copyright law.

Contents
1 ~ Introduction 1

2 ~ What is Destination Wayfinding? 5

3 ~ Anatomy of a Destination Wayfinding System 11

4 ~ Destination Wayfinding Strategy 41

5 ~ 7 Steps to Successful Destination Wayfinding 49

6 ~ Maintaining the System 71
7 ~ About the Author 77

Special thanks to
Bill Baker from Total Destination Marketing who
contributed content for this book and continues
to inspire me in the practice of building a strong
foundation of strategic thinking from which
creative solutions may take flight.
And to Roger Brooks who was instrumental in my
early development as a destination wayfinding
and branding expert.

1
Wayfinding is an important component of a successful
destination. Whether it be for a large metropolis, small town,
historic district or county, wayfinding connects people with
places. Destination wayfinding connects people with experiences.
There are several books about wayfinding in general terms –
connecting the dots through built environments. Its harder to
find information specifically for community wayfinding with
a focus on brand, the specifics of process and how to manage
its execution.
Most readily available information about wayfinding in urban
environments seldom explores the strategic union of brand with
wayfinding. In my research, I have found information about
brand supportive wayfinding in blogs and white papers written
by people who position themselves as authorities on the topic.
Some are indeed qualified and knowledgeable, and some are not.
Few truly understand the complicated aspects and nuances of
wayfinding as a support mechanism for a district, town, city or
regional brand.
Destination wayfinding can be a powerful system that supports
a community’s brand message and helps to create a memorable
sense of place.
Introduction
Why I wrote this book
1

Destination Wayfinding & the Illuminated Brand
2
Branding has become an important part of destination
marketing and placemaking. A community brand (place brand)
is typically developed before a wayfinding initiative begins. As
with wayfinding, a brand’s success relies on a highly evolved
methodology executed by a qualified consultant: specifically,
one who has experience in the development of brands for
communities and urban environments.
Organizations such as convention and visitor bureaus (CVBs),
steering committees, or civic teams that contract with minimally
qualified consultants are often disappointed with the results.
In order to determine if a consultant has the right stuff, one must
know the basics about band supportive destination wayfinding.
Good information about this specialty is not easy to find. That’s
why I wrote this book.
The information I present in this book will enlighten those
who are considering brand-supportive wayfinding for their
community. It will serve as a valuable reference to help insure
that the right steps are taken toward a highly successful solution.

5
Wayfinding is the art and science of moving people through an
environment and to desired locations within it using signage
and other visual cues including, but not limited to, guide signage,
place identification, visual landmarks and various forms of
experiential graphic design. It connects people to places.
Destination Wayfinding not only guides people to and through
places, it serves as a highly visible brand delivery mechanism.
It connects people to experiences.
As Roger Brooks puts it, “infusing brand into a wayfinding
system helps transform a designation into a destination”.
Just as some people make the mistake of confusing a logo with
a brand, others confuse the design of a wayfinding system as
effectively communicating their community brand. A brand is
much more than a design, and destination wayfinding is more
than a bunch of signs in a community with a logo slapped on. A
destination wayfinding system should be inspired by, and integral
to, the community’s brand strategy.
There is a symbiotic relationship between a community brand
and its wayfinding system. Incorporating a brand into wayfinding
ties the brand to the physical environment and creates an
What is Destination Wayfinding?
What it is and what it ain’t
2

6
emotional attachment for people by creating familiarity and
reassurances as well as new experiences and encounters.
Destination wayfinding can provide added benefits and purpose
to an otherwise generic signage or wayfinding system. In addition
to its basic functionality in providing orientation and navigation,
a branded system introduces personality, storytelling, and
importantly arouses the senses and stimulates emotions through
its connection to the core values of the brand. This can contribute
to a deeper relationship between the place and its key audiences.
In order for a wayfinding system to support a brand effectively
and provide outstanding experiences at critical touch points, the
brand should be fully developed and ready for implementation
before the first visual concept for wayfinding is explored. A
branded wayfinding system draws inspiration from the brand
assets– logo, color palette, graphic character fonts, emotional
benefits, and personality outlined in the community’s brand
manual or style guide.
Link Communications to the Physical Environment
In many cases, tourism is the most visible marketing goal of a
community. The quality and visibility of promoting a tourism
brand often has a strong influence in shaping perceptions of the
city’s image in target markets, which in some cases may be on the
other side of the world.
Another reason to align with the tourism brand in wayfinding
is that many towns and cities have found that their best small
business relocation candidates include people who previously
visited as tourists. These cities reason that once people have
positive experiences in their communities as visitors, they
are much more inclined to relocate their business or family
to the area. It makes sense that the brand and its attributes
communicated through print, web, broadcast and social media

7
Two ~ What is Branded City Wayfinding?
should also inform how visitors encounter and navigate through
a place or region.
Imagine entering several McDonald’s restaurants, Starbucks
stores, or Shell service stations and being greeted by completely
unfamiliar products, designs, colors, services and symbols in
each. Meaningful brands don’t display this type of dissonance
or schizophrenia. However, this is a common occurrence in
the way many places present themselves. This most commonly
happens where decision-makers within a city are confined to
their organizational silos (and their associated budgets) and set
out to design a wayfinding system from scratch without reference
to the destination or place brand. For this reason the values of
the tourism brand should be influential in designing the
wayfinding system.
The Link Between Branding and Destination Wayfinding
An increasing number of forward thinking places are looking
beyond their marketing communications to build their images.
There is a growing awareness of the opportunities to shape
their brand identity through their physical environment and
how people interact with the place. Today, place branding is
increasingly likely to engage urban planners, architects and
placemaking specialists as readily as tourism and economic
development marketers.
The introduction of destination wayfinding involves much more
than creating attractive signs with a design theme. It goes beyond
satisfying the basic needs of “where am I?”, “how do I get there?”,
and “how do I know I’m there?” Wayfinding is an important part of
a place brand toolkit and is a conduit for delivering the experiences
that have been promised in communications. It adds a common
thread and context that unifies the physical realm of the place.
In addition to the physical environment comprising architecture,

streetscapes, natural features and infrastructure, it is beneficial to
consider a community as also being experiential and possessing
important intangible characteristics. No community is one-
dimensional. It’s always more than its physical attributes and
features. For example, its cool, relaxed, laid-back demeanor
and celebrity can be as attractive as physical assets like the
beach, jazz bars, outdoor restaurants, and galleries. It’s often
these intangibles—such as culture, heritage, personality and
atmosphere—that have the most profound influence in conveying
what makes the place distinctive and attractive. If these are
distinctive community strengths, they should be embodied in the
brand and be revealed through the wayfinding system in ways
that make them more accessible.
A destination wayfinding system should never be regarded as an
expense for a community who understands that the long term
benefits have a substantial ROI. If designed right, it will prove
to be a smart investment which will transform the community’s
trajectory and bring a measurable economic return.

11
Like a living organism, a successful wayfinding system functions
best when all of its parts work in concert with one another.
Remove one part, and the system no longer functions at its
fullest capacity.
Depending on the size and complexity of a community, a
wayfinding system may include over one hundred components,
most of which are signs and all of which are visual cues.
Important aspects of wayfinding include the placement of
parks and green areas, visual corridors through architectural
environments, public art, strategic traffic flow, pedestrian paths,
lighting, and of course, sign systems.
Destination wayfinding systems vary in size and complexity.
Depending on a community’s density and geographical size,
destination wayfinding system can be as simple as a few guide
signs on Main Street or as complicated as a comprehensive
program with landscaped gateways, district demarcations, several
levels of vehicular and pedestrian guide signs, kiosks, directory
maps, interpretive signs and trailblazers. Each unique program
will incorporate a combination of elements that are customized
to perform within a specific environment.
Anatomy of a Destination Wayfinding System
Parts, pieces, function groups and sign types
3

12
Function Groups
A successful destination wayfinding system includes three
or more of the seven basic function groups: influential,
enhancement, guidance, informative, orientational, identification
and regulatory. Each of these function groups include several
definitive sign types.
The three most important function groups are guidance,
identification, and orientation. The guidance group includes
devices that lead people to places such as vehicular and
pedestrian guide signs. Signs from the identification group
announce a point of arrival such as a gateway or facility
identification. You can lead a horse to water, but if you don’t
identify the water source, the horse may not know it’s there. The
orientational group of devices helps people understand where
they are in relation to a particular destination such as visual
landmarks, directory maps and kiosks.
Devices within the influential function group serve as marketing
tools and encourage people to think or respond in a desired
manner. Devices in the informative function group consist of
interpretive (story telling) and messages intended to advise
rather than regulate. The regulatory function group includes
devices that control behavior. The enhancement function group
of devices are typically decorative imagery, public art, and visual
mediums that enhance a place or experience.
In creating successful messages for all function groups, there are
3 common rules to follow:
1. Simplify the message down to its most basic form without
restricting comprehension. Limit the amount of information
to a few basic points.
2. Tailor the message to the intended audience. This includes
the viewer’s comprehension time and relevancy to the

13
Three ~ Anatomy of a Branded City Wayfinding System
viewer’s needs.
3. Function must always precede form. Form is important for
brand support and aesthetic appeal, but function is
the reason you have a wayfinding system in the first place:
getting people to places.
The following function group definitions include signs and other
wayfinding devices that fall within a specific group. But many
of these devices may fall within more than one.
Group 1: Influential
This group brings awareness to a place, service, event or
activity and promises an experience. It is intended to market
a community or its attractions. This group includes roadside
billboards and facility displays such as in transit stations and
hotel lobbies. Advertising in travel publications and websites is
also used to generate awareness of a destination and promote its
values, resources and opportunities. Street banners can promote
a brand, activity, event or destination within a community. All of
these devices support efforts to attract visitors or influence their
behavior with the ultimate goal of stimulating economic growth.
Billboards
Billboards are large advertising devices placed alongside streets
and highways. They display promotional messages to vehicular
audiences. The primary objective of a billboard is to market or
promote a place, product, service or activity. The billboard’s role
within a destination wayfinding system is to entice people to
stop in a community by promoting a key feature or attraction
supported with brand graphics and messaging. To maximize
a billboard’s success, it must be kept as simple as possible. A
driver has only a few seconds to comprehend a message when
traveling at 35 mph or more. The intended message must be
quickly understood and easy to remember. There is no time for a

14
driver to grab a pen and paper to jot down a phone number or an
obscure website address.
An effective billboard promotes a destination by using no more
than four elements:
1. An attention-grabbing image
2. A short caption that communicates a benefit or opportunity
3. A branded identity
4. Distance and/or where to exit or turn
An important rule of thumb to consider: less is always more
as long as you include these basic four elements. Any more
information and comprehension drops dramatically, since
billboards are aimed at vehicular audiences who only have five
to eight seconds to take in the messages. Billboards should not
be used to communicate phone numbers or lengthy website
addresses. Billboards are best used as brand builders or directions
to a turn.
Electronic Message Centers
Electronic Message Centers (EMCs), also known as LED signs
or electronic message boards, are computerized electronic visual
communication devices that can be programmed to target
specific audiences with tailored messages. They can reach one-
time visitors to your community, promote special events or
key attractions, and provide community information to your
residents. They should be used in areas where they can be seen
by your target audience without distracting from signal lights
and other regulatory devices, so as not to create driving hazards.
Messages should be short and concise.
Displays
Airports, train stations, bus terminals, rest stops, hotel lobbies

15
and some rental car locations may offer wall or free standing
displays. Depending on the venue, these can be pricey but
effective. These “signs” are really ad spaces, targeted to visitors.
These and other forms of promotion should be included in the
marketing budget, not the wayfinding budget.
Street Banners
Street banners are a relatively inexpensive way to enhance an
environment. They can support a destination brand, create a
sense of place or arrival, demarcate a district, celebrate seasons,
or promote events and venues. Banners can be classified as part
of both influential and enhancement groups. Some can even be
used as guidance devices. Banners are most commonly made
from exterior grade vinyl with digitally imprinted graphics.
Canvas or Sunbrella™ is used when a banner must endure
harsh environments or is required to last several years. But the
application versatility of graphics on canvas material is limited
and the banner is heavier requiring stronger support systems.
Consider using two banner sizes. Larger, substantial banners
would be hung on tall light standards at primary gateways or
entry corridors. These will strengthen the announcement of an
entrance into a community and help to excite the visitor. Smaller
banners should be hung on pedestrian scale light standards in
town centers, special districts and at places where pedestrians
gather. As with billboards, comprehension time is limited to a few
seconds for vehicular traffic, so their message should be legible at
a few hundred feet and understood within seconds.
When you consider working with a vinyl banner company, make
sure they offer at least a two-year warranty. Banners should
include UV protection (applied protection against fading due
to sun and weather exposure) and structural integrity that will
withstand strong winds and extreme weather conditions.

16
Before installing a banner onto an existing light pole, check with
the pole manufacturer if their product is engineered to withstand
wind load generated by the banner. Some manufacturers will void
their warrantee if the pole is penetrated by mechanical fasteners
or made to support a banner that causes a wind load greater than
their rating.
Group 2: Guidance
This group includes signs that lead visitors to and through a
community. Three primary sign types are included in this group.
Vehicular Guide Signs
Vehicular guide signs are used by drivers to navigate through
streets and highways. They play a major role in a community
wayfinding system. They serve three functions. First and
foremost, they guide vehicular traffic to destinations. Second,
they display destinations that visitors may not have known about
which may drive traffic to other places, lastly, they help create a
sense of place with thematic or brand-supportive graphics. So
vehicular guide signs could also fit within the influential and
enhancement fujnction groups.
The first line of wayfinding devices that are part of a community
wayfinding system (not including web media messaging), are
highway signs under the jurisdiction of the USDOT (United
States Department of Transportation). The form and function
of this sign group is strictly controlled and must follow the
standards included in the MUTCD (Manual of Uniform Traffic
Control Devices). These control standards facilitate uniformity
of traffic control devices across the nation have been adopted
throughout the US to ensure the safe and efficient transportation
of people and goods. Uniform messages, location, size, shapes,
and colors help reduce crashes and congestion, and improve the
efficiency of ground transportation systems. Standardization also

17
helps reduce the cost of fabrication and implementation.
Signage located within USDOT jurisdiction cannot deviate from
the MUTCD standards, but the messages may be influenced by
application through specific channels. Messaging must meet
specific criteria and demonstrate that they add clarity to a driver’s
navigation to a qualified destination.
TOD (Tourist-Oriented Directional) signs provide roadway
users with directional guidance to business, service, and activity
facilities available to them during their travels along non-
controlled routes. Located on non-interstate, rural highways, they
consist of a reflective blue sign panel with reflective white letters
stating the name of a qualified tourist-oriented business
or activity or qualified historical or cultural feature, together
with directional information.
While the MUTCD standards seem firm, we have observed that
some states or regions have unique additions to TOD rules, or
else interpret the rules loosely. Contact a representative in your
area to learn about those requirements.
Streets beyond highway off ramps but within state DOT
jurisdiction may be customized but must still comply with
MUTCD and receive permitted approval from the state DOT.
Typefaces other than the standard Highway Gothic or Clearview
are rarely approved for use on signs within DOT-managed
jurisdictions. Sometimes they will be considered if they have
been tested through an engineering legibility study. Most state
DOT agencies have narrowed the font choices to only one:
Highway Gothic.
There are still a few local DOTs that will consider Clearview
Highway or simple fonts such as Frutiger, Formata, Helvetica

18
and Trebuchet, but condensed fonts, serif fonts, those with thin
strokes, outlines, drop shadows or graphic embellishments are
almost always denied. When allowed, we like to use Clearview
Highway. It insures maximum legibility and is more attractive
than Highway Gothic.
We recommend no more than three messages be included on
a single sign. This is in line with the MUTCD and insures that
messages are easily comprehended without becoming distracting
hazards. In some cases, we have included a 4th message but only
when the local DOT will allow it.
The criteria for designing vehicular guide signs have been tested
by private industry and government agencies to insure maximum
legibility for the few seconds a driver has to read, comprehend
and react to a sign. The Standard Legibility Index developed
by the United States Sign Council (USSC) is a numerical value
representing the distance in feet at which a sign may be read
for every inch of capital letter height. For example, a sign with
a Legibility Index of 30 means that it should be legible at 30
feet with one inch capital letters, or legible at 300 feet with ten
inch capital letters. If you follow the Standard Legibility Index, a
general formula to determine the legible height of a letter is one
inch for every 30 feet of viewing distance.
It may seem that the Standard Legibility Index is the final word
in letter height for guide signs, but we have found that this
calculation does not take certain conditions into consideration.
The Legibility Index 30 Rule works for signs with very few words,
within speed limits less than 25 mph (40 kph) and where there
are minimal visual distractions, but in an interview with a leading
representative from the USDOT, we found that, in reality, a letter
height should be no smaller than four inches (25 mph zone or
less) and that its height should be determined as one inch for

20
every 15 feet of viewing distance. This accommodates speed
fluctuations, multiple lanes of traffic, set-back distance from the
curb, competing signs and distractions, and longer messages.
The revised MUTCD has relaxed its previous rules for letter
height on low-volume roads and urban streets with speeds of
25 mph or less from six inches to four inches. It states, “The
principal legend shall be in letters at least four inches in height
for all upper-case letters, or a combination of four inches in
height for upper-case letters and three inches in height for lower-
case letters.” For streets with speed limits above 25 MPH, it is
recommended that a minimum of 6” tall letters (cap height)
be used.
Light letters and graphics against a dark background are
preferred over the use of dark letters and graphics over a light
background. Dark colors are recessive and drop away visually.
Light colors are dominant and appear to move forward. When
we look at dark and light objects together, we notice light objects
sooner than dark ones. In either case there must be high contrast
between the letter-form and the background.
Mixed-case words should be used instead of all caps. Mixed
case messages have several advantages over those that are set in
all caps. They take up less room horizontally. We comprehend
mixed-case words faster than words in all caps: the mind
recognizes mixed-case words as a footprint, comprehending
the entire word at once. When set in all caps, the mind tends to
read each letter in a word individually, slowing comprehension.
Capitalized words, however, do require less space between lines
(leading). This can be helpful if you have sign height limitations.
Words should not be kerned (horizontal space between letters)
too tightly. If letters within a word are too closely spaced, they
meld together in the viewer’s eye, reducing comprehension.

21
The same goes for the vertical space between lines of words,
(leading), and between the edge of the sign and the message
itself. Ample negative space around messages is as important
for comprehension as the letter-forms themselves. In this case,
bigger isn’t always better. Proper legibility requires ample visual
breathing room. Typically, a vehicular guide sign will allow room
for 12 to 18 characters per line across a sign face. Any more and
you end up with a very wide sign, small illegible letters, words
that are too tightly kerned or use an overly condensed font.
If possible, use abbreviations such as Dtn (Downtown) and Ctr
(Center). Don’t include periods and other forms of punctuation.
If you have only one casino or airport in your community, leave
off the proper name and just use Casino or Airport. Instead of
John’s Golf Course, simply use Golf on your guide sign, unless
you have more than one golf course in the same area.
There are five message configurations commonly used.
The first format is the most legible, and is best for fast
comprehension. It groups messages together that share a single
common arrow positioned on the left side of the panel. Each
message group is separated by a horizontal rule.
The second format is similar to the first but places the arrows
above each message group. This allows for a narrower sign but
the sign’s height increases.
The third format follows the USDOT recommended arrow
placement: the ahead and left arrows are placed to the left of
the message and right arrows to the right of the message. This
increases the panel width.
The fourth format places an arrow to the left of each

22
message. This makes it a little harder to read and slows down
reader comprehension.
The fifth format separates messages, placing each on an
individual panel. This makes it easier to add or change messages,
but limits each message to a single line unless each panel is tall
enough to accommodate a double line message. This will make
the sign taller. Of the five configurations, the multiple panel
system can be the most expensive.
The Society of Experiential Graphic Design (SEGD) fought to
have alternate arrows allowed, such as crow’s foot and Montreal
Expo, instead of the standard FHWA (Federal Highway
Administration) arrows. Research has demonstrated that they
are more legible. But the 2009 MUTCD maintains that only
standard FHWA arrows must be used. When we engage local
transportation authority representatives, though, in most cases
we find allowances are given. The same goes for an arrow’s
positioning on a sign. The official standard is that an arrow
should be placed next to the message—straight ahead and
left arrows on the left of the sign, right arrows on the right—
but designers have been successful in getting alternate arrow
placements approved. Arrows are all aligned to the left of the
messages in some cases, regardless of their direction, in order
to reduce the width of a sign or to maximize type size. Another
option places arrows flush left above one or more corresponding
messages in order to reduce sign width. In any case, arrow
orientation from top to bottom, should begin with those
pointing ahead, followed by left-pointing arrows, then right
pointing arrows.
The revised MUTCD requires a 3 to 1 legend-to-background
luminance ratio (contrast). The higher the contrast, the better
(and more quickly) the message is comprehended. This 3 to 1

23
ratio not only ensures the proper contrast requirements for new
signage, it provides a basis of measurement for sign materials
that lose their contrast over time, indicating when they should be
resurfaced. The MUTCD requires signs to be either illuminated
or made with retroreflective sheeting materials.
Before reflective vinyl was introduced to the signage industry,
tiny glass beads were added to wet paint. Today there are at least
three methods to achieve retroreflective signs. For multiple copies
of the same sign, such as the common regulatory street signs
(Stop, Yield, One Way, etc.), transparent ink is screen-printed
over a highly reflective white film that has been laminated onto
an aluminum panel.
An older method but still used today uses colored transparent
vinyl film applied over reflective white vinyl. The graphics are
weeded away from the vinyl film, exposing the white reflective
material. This method offers a limited color palette to choose
from. It won’t be long before this method is considered outdated
and replaced by new technology.
The third and most modern method utilizes a four-color printing
process applied directly to high-intensity white reflective film that
has been affixed to a sign panel. It’s similar to ink-jet printing, but
the inks are specially formulated with transparent pigments that
allow the reflective material to bounce light back through it. This
method works better for custom colors and graphics with greater
detail. It is subject to UV deterioration and may not have a long
life span unless coated with a clear UV barrier. If these signs use
3M materials and processes and receive a UV clear coat, they will
have a 7 year warrantee.
Placement
Vehicular guide signs should be placed on the right side of the

24
road whenever possible. In some cases, where there is no room
to add a sign on the right side, it may be placed on the opposite
side of a street as long as it does not impede critical sight lines.
This is not recommended because drivers are conditioned to look
for directional messages on the right side of the road. Guide signs
must be placed before a turning point and not after. In rare cases,
guide signs may be placed beyond a turning point when the road
ends in a T and there is no place for a guide sign before the turn.
In single-lane streets with speed limits of 25 mph or less, you
need between 100 and 200 feet of distance before a turning
or decision point. In areas with higher speeds, with turning
or multiple lanes, you need about 300 feet (or more) before a
decision point to allow for ample and safe reaction time.
Sometimes there is a need to include more directional messages
that can go on a single sign. In these cases, more than one sign
may be needed before a specific decision point. When more than
one guide sign is required before a turning point in single-lane
streets with speed limits of 25 mph or less, they should be placed
between 50 and 100 feet apart. In areas with higher traffic speeds,
with turning or multiple lanes, they should be placed between
100 to 200 feet apart. The sign furthest from a decision point
should include the most urgent messages. A vehicular guide sign
should be placed no closer than 50 feet after a preceding decision
point or intersection.
Sometimes a guide sign can be placed in a median to the left of
the vehicle if the following conditions apply:
1. There are no appropriate areas on the right side of the road
for a sign.
2. The width of the median is large enough to allow a regulated
setback between the edge of the sign and the outside edge of
the curb.
3. The sign will not compromise visibility of oncoming traffic,

25
creating a potential driving hazard.
4. The position of a sign in the median allows a driver in the far
right lane time to change lanes safely.
5. Traffic control devices such as signal lights railway crossing
lights and regulatory signs are not obstructed.
Guide signs should be positioned so they are within a driver’s
cone of vision. A cone of vision extends laterally 10 degrees to the
right and left of the viewer. Vertically, it extends approximately 15
degrees up from the viewer’s line of sight.
The bottom edge of the sign panel must be no less than seven
feet from grade. The important thing is that vehicular guide signs
must be legible and easily comprehended within a few seconds.
If a vehicular guide sign is located in an area that slopes down
from street level, the bottom edge of the sign must be perceived
at the same visual height as a sign located at street level which is
seven feet from top grade. The inside edge of the sign panel must
not invade the highway right-of-way. A concrete footer must
never exceed more than four inches above grade to comply with
regulated break-away systems.
Parking Guide Signs
Parking guide signs specifically direct people to parking
areas. The iconic “P” with a directional arrow is a universally
recognized symbol. It is preferable to isolate a parking guide sign
from multiple destination directions by installing a stand-alone
sign. If that is not possible, the parking message can be included
on a standard multi-message guide sign, with a small P icon
with an arrow, or else grouped with the word “Parking”. In some
cases, isolated parking guides will need additional messaging to
define the type or conditions of a parking area: for example, if it
serves a particular venue, time limits or if it has special parking

27
conditions. Some state DOT agencies will only allow the P icon
with a directional arrow.
Pedestrian Guide Signs
Pedestrian guide signs are used by people on foot to find places
within a reasonable walking distance. These signs don’t require
the same strict standards as vehicular guide signs, but the
messages should be clearly legible and positioned in a way that
will not cause physical hazard or block the flow of pedestrian
traffic. The MUTCD requires that they must not be obviously
visible to vehicular traffic to the extent that they can be mistaken
for vehicular guide signs. This could cause confusion and
ultimately distract a driver.
Pedestrian guide signs can represent the community brand
without restriction of font, color, sign shape or accompanying
brand graphics. Retroreflectivity is not required. The design of
these signs can take many forms, as long as they comply with
ADA (Americans with Disabilities Act) standards. ADA calls
for a visual character height of 5/8” when a sign is between 40
and 70 inches above grade and two-inch height for signs that are
72 inches and higher above grade. If a sign panel or any other
element protrudes more than four inches away from a wall, pole
or base, it must have a clearance of seven feet. Any time you have
an element that projects more than four inches and is lower than
seven feet in a public right of way, it is a hazard to people who are
visually impaired. A blind person who uses a cane to navigate
will find the pole, but may be unaware of the item that projects
a few feet off the ground. More information about ADA signage
compliance requirements can be found in section 4.30 of the
ADA Guidelines at: http://www.ada.gov/adastd94.pdf.
A popular type of pedestrian guide sign is called a finger post
sign, in which multiple signs are attached at one end to a

28
common post. Each is positioned to point in the direction of its
respective destination. The lowest edge of the bottom sign that
projects beyond four inches from its base must be seven feet from
grade to have the proper head clearance.
Any multiple message panel sign should include changeable panel
inserts to accommodate pedestrian destinations that come and
go, especially restaurants and retail shops. Changeable panels can
be mounted to a single or double pole support. The later format
would allow the sign panels to be mounted below seven feet as
long as they don’t protrude beyond four inches.
Use commonly recognized icons whenever possible. Hungry
people have one thing on their mind: FOOD. A fork and knife
icon will stand out from other messages on signs. People also
appreciate clearly visible restroom signs. The internationally
recognized “Man and Woman” symbol will be understood more
quickly than the words restroom (US) or washroom (Canada).
Even in a pedestrian setting, the “P” icon will help people
navigate back to their parked cars. Internationally recognized
icons speed up comprehension. Icons can be used on maps to
reinforce those used on guide signs. Avoid using custom icons
that may not be quickly understood.
Trailblazers
Trailblazers are small, usually iconic signs that mark bike or
pedestrian paths such as bike routes, walking trails, and historical
walks. This group often includes site markers or interpretive
graphics. When used as pedestrian trail markers, they can also
serve as visual references for emergency personnel responding to
911 calls by including locator numbers.
In the context of USDOT highway signage, the term “trailblazer”
has a different meaning. USDOT defines trailblazers as single

29
destination vehicular guide signs with a straight ahead arrow.
Most state DOT agencies discourage vehicular “trailblazers”.
Group 3: Identification
This group identifies facilities and places. They also provide
arrival announcements for regions and districts such as gateways.
Identity signs can be effective supporters of a brand.
Primary Gateways
Primary Gateways mark perceived points of arrival into a
county, parish, province, city, town or village. We use the term
“perceived” because a gateway doesn’t always have to be located
at an official boundary or city limit. In many cities, you will find
industrial parks, salvage yards and processing plants located at
the outskirts, where rent and property taxes are lower. These
are often the first things visitors see as they enter a community.
In these cases, gateways should be moved closer to areas that
represent the positives and not the negatives of a community.
Gateways set the stage. They let visitors know that they have
arrived at a unique place and that a memorable experience awaits
them. Beyond media advertising and billboards, gateways are
really the first graphic elements within the environment that
announce a community or the attractions within it.
A gateway sign is an opportunity to make the best first
impression to visitors who enter into your community for the
first time. A positive first impression will set the tone for a
visitor’s experience and reinforce the brand identity.
Secondary Gateways
Secondary gateways mark entry points into alternate access
routes, downtowns, special districts, communities, parks or
amusement areas within a community. They are usually scaled-

30
down versions of the primary gateways, but may have unique
elements to help create a separate sub-identity.
In Disney World you have the main gateway that is a grand
announcement of the park. Beyond it you have secondary
gateways into the individual thematic areas such as Magic
Kingdom and Epcot Center. Each conveys a unique identity
and generates an anticipation of an exciting experience while
maintaining continuity with the entire system and, just as
importantly, the Disney brand. This same strategy should be used
for a city, town or region.
Destination Identity Signs
For a wayfinding system to work, you have to identify the
destinations. Private retailers will be responsible for their own
identity signs, but to help create definable retail districts or place
experiences, design standards can be developed as guidelines for
retailers and service providers. The more signs and storefronts
in an area that promote a common theme or character, the more
traffic will increase and all merchants in the area will benefit.
Retailers should display their products more than their names.
Visitors who are unfamiliar with local brands are looking for
experiences first before considering a store’s name.
Municipal buildings, parks and public spaces need identification
as well. These are good opportunities to support the brand while
allowing the place’s appearance to take on a specific character to
convey function. Options include wall-mounted signs, garden
monuments, pole signs, and others. Although you can’t effectively
dictate the design of private or retail identities, you can control
all municipal identities. The more you can echo the brand in your
environment, the more you control the brand experience.

31
Parking areas are found faster when they are identified with a
large iconic “P”. When used in conjunction with a wayfinding
guide sign using the same “P,” the parking identity sign becomes
the recognizable “last bread crumb” at the end of well-marked
path. Consistent use of the “P” icon in guide signs conditions the
viewer to recognize the “P” used on identity signs at entrances to
parking areas.
Street Identity Signs
Street identity signs serve a vital role in wayfinding. It’s not
overly important that they match the same aesthetic vernacular
as the rest of the sign types, but it is important they are placed in
consistent locations that are clearly visible at every intersection.
If budget allows, unique street signs designed to support a brand
or theme will help define key areas within a community, such as
historical districts, special neighborhoods, and town centers.
Illuminated street signs at key intersections increase night
visibility. Searching for street signs can pose a danger to both
vehicular traffic and pedestrians, especially at intersections with
cross traffic and crosswalks. Illuminated street signs also raise the
stature of a community.
Group 4: Orientation
This group provides visual points of reference telling visitors
where they are in relation to other areas or landmarks. The group
includes informational kiosks and directory maps.
Informational Kiosks
Informational kiosks are free-stranding structures that provide
visitor information. A kiosk usually includes an area map with
a you-are-here marker and a legend of destinations. If possible,

32
maps should be oriented so they are “right read,” which places
graphic representation of destinations that are directly in front
of the viewer in the North position of the map, destinations that
are to the immediate right of the viewer in the East position of
the map and so forth. They show people where they are currently
located and provide information and destination locations within
the area relative to the direction they are facing. If a right read
format is not possible, rotate you-are-here markers on the map to
indicate the viewer’s point of perspective.
Kiosks are for pedestrian audiences. They are most effective
when located in high pedestrian traffic areas. If they are located
near vehicular routes where they are clearly visible to drivers,
they should be accessible within safe pullouts where drivers can
easily move out of traffic and stop their cars. A kiosk should be
designed so that it can be recognized from a distance. It should
be ADA compliant.
Elements of a kiosk may include an area map, a changeable
destination legend, brochure holders, digital event displays and
enclosed display cabinets for postings. In areas where power is
not accessible, small solar panels can be incorporated into the
design for night illumination or to power interactive displays.
Brochure holders have both pros and cons. A readily available
brochure at a kiosk will get plenty of exposure. The down side is
that brochures can be a nightmare to manage. Unless you have
someone maintaining them daily, they can create a serious
litter problem.
Directory Maps
Directory maps can be part of a kiosk or they can be stand-alone
monuments or wall mounted panels. Freestanding versions can
include sponsorship graphics or event information on the second
side. Maps should be geared to pedestrians, with information on

34
places within reasonable walking distance. Graphic vernacular
such as icons should be designed to match those used on guide
signage and website maps.
Group 5: Informative
This group provides information that describes, advises, or tells
a story about a place, event, or activity. Used mainly at zoos,
museums, theme parks, sports venues, and natural reserves, these
signs are usually referred to as interpretive signs.
Interpretive Signs
The design and development of interpretive signs require
specialized skill sets and are often segregated from a wayfinding
program as a separate scope of work. Interpretive signs include
information and/or stories about a place, object or event.
Interpretive signs serve little to no wayfinding purpose. They are
used to communicate a specific message to visitors. They inform,
educate, and entertain. Their message can influence behavior,
solicit an action, or evoke an emotion. You see them in zoos,
aquariums, forests, historical sites, arboretums, monuments,
parks, museums, sports venues, and other public spaces that have
a story to tell. Developing interpretive signs requires a mix of
graphic design, illustration, structural engineering, landscaping,
research, and storytelling.
Their specific benefit within a wayfinding system is that they
engage visitors with their environment. The more they know
about a place, the stronger the connection will be. Interpretive
signs help to create a sense of place. They should be designed to
have little impact on a natural setting. They should not become
visual barriers to the very thing they are interpreting.
A common interpretive device is called a sloper. It is an inclined
panel mounted at an angle of about 22 degrees, the bottom

35
edge about 28 inches above the ground. This is high enough for
a standing visitor to comfortably read, and low enough for a
person in a wheelchair to see. Slopers are often located in areas
vulnerable to weather and vandalism, so the materials need to
withstand severe conditions.
There are several methods and materials used to insure the
longevity and durability of interpretive graphics. A popular
material used for the graphic panels is graphic-embedded
fiberglass or digitally imaged high-pressure laminates. A newer
method which is much more durable and graffiti resistant embeds
detailed graphics or photographic imagery into a powder coated
aluminum. Structural metals are selected to withstand corrosive
environments and assembled with tamper-proof fasteners to
discourage removal or tampering.
Group 6: Regulatory
This group includes signs that restrict, warn or control actions
within an environment such as public parking areas, parks and
public facilities. Regulatory signs communicate rules, warnings
and restrictions. They have little to do with wayfinding but are
necessary for the control of public behavior in public areas.
Rules and Regulations
Upon entering a park or public place, signs with long lists of
“Nos” and “Don’ts” are often the first thing one sees. These have
the opposite of a welcoming effect and take away from a positive
place experience. The messages on these signs are necessary, but
they don’t have to be ugly to be effective. With a little creativity
and word-smithing, they can be designed to support the overall
branded aesthetic while serving as effective behavior control
devices, using positive rather than negative language.

36
In some places, multiple layers of signs have been added to
supplement information missing from previous signs. The result
can be an unsightly collection of sign clutter that negatively
impacts a visitor’s experience. Regulatory messages should be
consolidated into one or two signs if possible, placed away from a
primary entrance but near a visitor’s path, clearly within view.
Traffic Control
These signs should not be customized or fabricated outside of
regulated methods. Traffic control signs are used as standard
vehicular control devices. They include stop signs, yield signs,
speed limit signs, and any other street signs that are intended to
control driving behavior. Drivers are conditioned to recognize
control devices by their color, shape, placement, and message.
Change one of these elements and the sign can go unnoticed,
posing a traffic hazard and possibly causing injury or death.
Group 7: Enhancement
Decorative banners, public art and architectural features such as
landscaped greenways, public plazas, roundabouts, fountains, and
iconic buildings are key visual features that create memorable
experiences for visitors and residents. They also function as
landmarks or reference points, helping people navigate through
an environment.
Street Banners
Street banners, celebrating seasons, brands and occasions, can be
included in both influential and decorative function groups. They
can portray anything that adds to an environmental experience
purely for aesthetic appeal.
Public Art
Wall murals, sculptures and other forms of public art add value

37
to open spaces and public gathering areas. They bring a sense
of culture to an environment and are sometimes used as
reference landmarks.
Street Paving
Paving treatments for crosswalks or key intersections provide
benefits similar to those of public art. They help define pedestrian
areas, improve the visual appeal of a streetscape and help
pedestrians and drivers with spatial orientation. They help to
demarcate districts, public gathering places, and town centers.
They also provide a visual cue to divers to slow down. Traditional
paving methods such as brick or stone can be expensive. They
require extensive surface preparation in which existing hardscape
is removed and replaced with pavers. There are decorative
thermoplastic products that can be applied directly
to an existing asphalt or concrete roadway. The surface is
cleaned of loose debris and sealed. The patterned material is
positioned, then heated with propane heat torches to adhere
to the street surface.
There are also resin-based compounds that are applied in thin
layers. While hot they are stamped with a mold to simulate
dimensional brick or stone.
Street Furniture
Fixtures such as public benches, street lamps, trash receptacles
and signposts add character to urban environment. Their design
can support a theme or brand.
Flags and Flagpoles
Flags and flagpoles serve as both decorative and identification
elements. They are commonly placed at municipal destinations
and public gathering places.

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The development of a successful destination wayfinding system is
both a science and an art. It requires the balance of right and left
brain thinking.
A community wayfinding system is a visual ensemble of signs,
landmarks and tangible elements in an urban environment. The
various elements serve as message delivery systems that connect
people with places, both physically and emotionally. Although
the design is the delivery mechanism for communicating
messages, strategy is the foundation that holds it all together and
creates a seamless, functional wayfinding system.
Wayfinding was formally identified as a distinct discipline
in the early 70’s. Since then it has evolved from the design
of communication devices in the built environment to
an integrated system of marketing, brand support, online
information, experiential messaging, architecture, streetscaping,
and landscape design.
All of these things are driven by the desire to influence human
behavior for specific results. This requires an understanding
of how people think and react within their environment: what
motivates them, and also what discourages them.
Destination Wayfinding Strategy
Right brain, left brain
4

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A strategic method of attracting and guiding visitors to your
destination(s) can be broken down into four basic levels of focus:
1. Awareness
Before people even begin to consider visiting your
community, they have to be aware of it. This is accomplished
by word of mouth or targeted marketing. Word of mouth is
always the best form of marketing but is not necessarily a
direct result of strategic planning. Brand awareness through
web media, print, broadcast or event marketing is the direct
method of making people aware of your community. The
cornerstone of brand awareness is obviously “brand,” with its
promise of a unique experience.
2. Motivation
Once you have established brand awareness, you motivate
people to visit your community through targeted marketing.
The services of a qualified marketing strategist will give you
a strategic marketing plan and a blueprint for a successful
marketing campaign. For a marketing initiative to be
successful, your brand must be fully articulated. Your online
presence (website, social media, banner ads) and traditional
communications such as print ads, broadcast and event
marketing, must reflect your brand message consistently.
3. Facilitation
Your website is a valuable tool that people use to learn more
about your community. It is a key mechanism for creating
first impressions and delivering information. The information
it provides facilitates the planning of a vacation or business
trip. In addition to community websites and social media
sites, a powerful online tool that is growing in popularity is
a destination app. These are becoming a key part of
destination wayfinding.

43
Four ~ Branded City Wayfinding Strategy
4. Experiential
To help visitors navigate to and through your destination(s),
and to create a memorable place experience, branded
wayfinding devices must be in place. A positive place
experience will mean longer stays, return visits, and word-of-
mouth recommendations.
Part of a strategic destination wayfinding system is hierarchical
messaging. This will help you determine which destinations
get put on which guide signs. Business owners want their
companies’ names on as many guide signs as possible. In the case
of pedestrian guides and directories, this is not really a problem;
but vehicular guides are a different story.
As discussed earlier, vehicular guide signs must include no
more than three or four short messages because of the limited
amount of time a driver has to understand and react to a guide
sign. We have seen several communities that have installed
multiple destination “finger” signs in groups of 10 or more.
These are often paid-to-display signs that give businesses a false
sense of performance. The fact of the matter is they are highly
dysfunctional and do more to clutter the streetscape than to
actually guide visitors. When drivers have to spend more than
three to five seconds looking at a sign, their eyes are off the road,
which may result in accidents. These multi-message signs aren’t
just ugly—they’re safety hazards.
Even though most of our business is about wayfinding signs,
we prefer there were as few signs in an environment as possible.
That’s why we think less is more. It can be a challenge for
communities to apply rational logic to sign messaging. Often
personal agendas and political influence drive sign content, and
a forest of signs springs up.

44
To help determine which destination gets placement on vehicular
guide signs, we follow a simple logic based on hierarchical
importance, relative to the proximity of the final destination.
1. Outside the City
The area outside the city is controlled by the US Department
of Transportation; it is almost impossible to customize or
change sign guidelines in these areas. The objective of guide
signs here is to guide vehicles to exits to specific communities.
2. Inside the City
The next area is within the city limits. These signs can
be freely customized as long as they do not occur within
USDOT’s jurisdiction. (If they do, they must follow the
MUTCD.) The objective of this group is to guide vehicles to
regions within the city.
3. Inside City Regions
The third area includes regions within city regions. These
regions can be historical districts, retail clusters, downtown
centers, industrial areas or any area that can be delineated.
These signs will include a combination of destination-specific
messages.
4. To Parking
As a visitor gets close to their destination, the next level of
guide signs direct them to parking.
5. On foot
Once visitors are out of their cars and on foot, they are guided
by pedestrian guides and information kiosks directing them
to their destination and exposing them to other experiences.

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Four ~ Branded City Wayfinding Strategy
There are exceptions to these rules. Destinations that, by
themselves, draw visitors to a city should be highlighted on guide
signs well beyond the region they are located. Disney World in
Orlando, Florida, Mount Rushmore in Rapid City, North Dakota,
and the Black Canyon in Gunnison, Colorado, are all examples of
destinations that attract people to a city. All are featured on guide
signage well beyond the city limits in which they are located.
1
3
2
4
5

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Developing a successful destination wayfinding program is
process driven. The standard wayfinding process, practiced by
qualified firms that specialize in wayfinding and experiential
graphic design, is derived from the SEGD play book, which
was based on standards originally set forth by AIA (American
Institute of Architects).
This process assures that all of the tasks required to achieve a
successful destination wayfinding program are systematically
followed. It is also part of the wayfinding and experiential design
industry’s code of best practices.
While the standards have evolved greatly since the mid 1970s,
our firm has added and continues to add refinements to our own
methodology. Each year we look for ways to increase efficiency,
reduce cost, and facilitate better communication between our
team and our clients.
The following chapter articulates seven steps a wayfinding
steering committee should follow to plan, design and implement
a successful wayfinding program.
7 Steps to Successful Destination Wayfinding
The step by step process from planning to implementation
5

50
Step 1: Preparation
Assemble Your Team
Developing a successful wayfinding program is a team effort.
Your team will be made up of a core group—who will be the
primary drivers of the wayfinding initiative—and an extended
group of stakeholders, who will serve periodically as valuable
resources. You will need to select a team leader who will manage
the program and keep everyone on task and on schedule.
When you eventually engage a wayfinding consultant to design
and develop your program, your team leader will serve as the
consultant’s primary contact person during the course of the
seven-step program.
Your core team should represent the government, business,
tourism and social sectors of the community. Its motivation
should be devoid of political agendas and personal gain.
All members should remain united in their support of a
predetermined mission. Above all, they must be committed to
this effort and available for the duration of the program.
Your extended group will include stakeholders who have a vested
interest in the success and development of the community,
and representatives from regulatory entities such as the US
Department of Transportation, Building Department, Mayor’s
office, Parks & Recreation Department, Business leaders,
marketing consultants, etc.
If urban planners are involved in ongoing or future development
activity, it may be wise to interact with them, to avoid duplicating
efforts or to synchronize design directions. If leaders from your
Convention & Visitors Bureau and your Chamber of Commerce
are not already part of your core team, You may want to include
them as they can be valuable participants.

51
Five ~ 7 Steps to Successful Branded City Wayfinding
Establish Your Design Budget
After your team has determined that a wayfinding program will
benefit your community, the next question you will ask is “How
much will it cost?” There are two budgets to consider. You will
need to establish one budget to plan, design and document the
program, and a second budget to fabricate and install it.
Be careful when hiring a designer who offers discounted design
fees. When companies of any type cut their rates, they look for
ways to reduce their production time, abbreviate their process
or count on back end opportunities that they will position
themselves for. Sometimes this results in more efficient methods
in order to maintain a company’s standard of excellence, but it
commonly leads to weaker solutions that don’t render the results
you need. Discounted fees can also be a red flag that a designer is
not really qualified or does not understand the required tasks.
There are some fine design firms that combine award-winning
design with methodical process and agile research. When we
lose a bid to one of these companies, it doesn’t hurt as much as
when we bid on a project and it goes to a firm that romances
prospective clients with too-good-to-be-true promises. Some
companies that come in with low bids abbreviate their process
or deliver off-the-shelf solutions that don’t precisely reflect a
community’s brand. The bulk of the project may be delegated to
junior personnel, resulting in watered-down solutions due to lack
of experience.
When the time spent on a project is reduced to meet a modest
budget, the result is often a reduction in the time spent
understanding the challenges and exploring the best options
for a successful solution. Sometimes caveats are put in the
contract that push necessary steps into the “optional” category.
In these cases, the results are watered-down plans that just don’t

52
deliver the goods. Here’s the thing– If you are truly looking for
a wayfinding system to bring you measurable results, such as
increased visitor spending and return visits, then your costs
must be regarded as an investment rather than an expense. If
you regard these costs as merely expenses and go with the lowest
bid, you may end up losing potential revenue due to a poorly
designed or abbreviated system. My advice: do it right the first
time and hire a firm based on its experience and track record.
Ask about their process. Drive through a community they
designed a system for—see if you “get a branded experience,” and
are able to navigate to key destinations without getting lost.
Beware of slick sales pitches. Advertising agencies that specialize
in branding sometimes pitch wayfinding projects. They are good
at making the sale and put a lot of effort into their presentations.
They make a compelling pitch, designed to appeal to your
emotions. But the fact is, if a company does not specialize in
wayfinding, it will not have the skills required to develop a
program that gets the results you need. They may bring in a
partner consultant who does, but you may still lose the valuable
benefit of direct collaboration.
Be careful when considering design/build packages. Many
“consultants” who offer these are really fabricators dressed in
designer’s smocks. If a fabricator is driving design, the design
may be developed to suit the company’s fabrication limitations,
and may not represent the best solution for you. The best
wayfinding designers are those who own their own businesses
or work for formal design firms. A wayfinding designer who
works for a sign fabricator is less likely to have the specialized
experience one gets in a pure design environment. If you are
considering a design build package offered by a designer who has
partnered with fabricator, you will be much better off. In either
case, we still recommend that you separate the two initiatives.

53
Design the system, then go out to bid for the fabrication. This
will allow you to compare apples to apples and negotiate the best
price. The designer will be working on your behalf and not the
fabricator’s.
Wayfinding design fees for a destination wayfinding project can
range between $40,000 to $150,000 depending on scope, size
of a community or the comprehensiveness of the desired plan.
A small town with few destinations should budget between
$40,000 and $50,000. Midsized cities should budget between
$60,000 to $75,000. Large cities that are in the market for city-
wide comprehensive plans should budget between $75,000
to $100,000. The more emphasis on design quality, high end
materials and quantity can push fees exponentially higher.
Establish Your Fabrication/Installation Budget
Fabrication/installation fees can range from $150,000 to millions
of dollars. It all depends on the quantity of signs (and sign
types), design complexity, the sign contractor, and the method
of fabrication and installation. A small town or specific district
within a larger community could fall between $150,000 and
$300,000. A midsized city that requires a full system should
budget between $500,000 and $1,000,000. A large city should
budget $1,000,000 to a $2,000,000. And it can go up from there.
The individual high-ticket items in most wayfinding systems
are primary gateways, digital message boards and information
kiosks. These sign types typically require foundation or
infrastructure engineering. Each can range from $15,000 to
$100,000 (and up), depending on their size, use of technology,
structural requirements and/or fabrication technique. The most
expensive “group” of sign types are vehicular guide signs. These
also require structural engineering to assure proper wind load
compliance and impact/break-away mechanisms. These signs can

54
run between $5,000 to $9,000 each, including foundation pouring
and installation.
Role Coordination
In order to eliminate duplicated efforts, find out if other groups
within your community are involved with parallel wayfinding
initiatives. Make sure you consolidate efforts, so that wayfinding
initiatives do not conflict in design and that they support a
comprehensive and integrated system.
If you have already contracted with an urban planner or
developer prior to engaging a wayfinding designer, make
sure you clarify every team member’s respective role. Some
wayfinding components, such as information kiosks, directories
and gateways, will be part of an architect’s scope. Many architects
claim to be wayfinding designers, but few have thorough,
qualified experience. Designing award-winning structures doesn’t
mean a practitioner has the same expertise in wayfinding systems
as an experienced wayfinding designer. Some large architectural
firms do have their own experiential graphic design departments;
some are highly accomplished and successful. However, my
observation is that companies that focus on wayfinding excel over
those that offer wayfinding as a subordinate support service. My
advice: always buy a car designed by a car manufacturer, not a
ship builder.
It’s not wise to divide up parts of a wayfinding program between
consultants. Choose one designer to design the entire system. It
works best when all parts are designed in concert: think of it as
a complete package. Hire a qualified wayfinding designer. Make
sure candidates are true wayfinding experts, with real experience
in community wayfinding programs. If a designer does not offer
urban planning services, find out if he or she is willing and able
to collaborate with planners and architects you may already

55
have under contract. Wayfinding goes beyond sign systems. It
can include landscaped corridors, strategically placed public
gathering spaces, road realignments, and architectural treatments
that serve as visual landmarks or district demarcations.
A good resource to find wayfinding designer is the Society for
Experiential Graphic Design. Most qualified design firms who
specialize in wayfinding, belong to this organization. If you
reach out to SEGD (segd.org), they’ll notify their members about
your project.
You’ll want to know how long a designer has been in business
and if they have experience with similar projects. Look at their
samples of built programs and consider their design quality and
diversity of style. They should have a good understanding of
branding and fabrication. How concise is their methodology?
And how well do they respond? Do they demonstrate an
understanding of your community and objectives or do they
respond with a cookie-cutter answers and solutions.
Issue a Request for Qualifications ahead of a Request for
Proposal. This will allow you to evaluate bidders qualifications
and pair down finalists who will be invited to provide a proposal.
Once you have a designer on board, make sure there is no scope
overlap with other consultants like architects, engineers and
planners – all of which might elements of wayfinding in their
services.
Step 2: Research & Planning
After you have contracted with a wayfinding consultant, the
project begins with a kick-off meeting between the consultant’s
representative and the community’s wayfinding committee. At

56
this meeting, you will revisit scope expectations, clarify roles, and
confirm project objectives and a realistic time line. Reconfirm
the task schedule for the visit. The consultant will review current
data, previous studies and all available documentation. You will
need to supply additional resource materials such as private
and civic promotional collateral, current streetscape conditions,
electronic street plans, and Federal, State and County signage
requirements. If urban development plans are in the works, the
wayfinding consultant must understand how this will impact
the landscape and traffic flow. Any design consultants who will
be involved in the project should be introduced and encouraged
to work in collaboration with the wayfinding consultant. It is
imperative that roles be clearly defined and understood to avoid
assignment overlap and redundancy.
During the kick-off meeting, have a large civic plan of the
project area out on the table. have a large roll of tissue that can
be placed over the plan. Mark up perceived arrival points, all
possible destinations, DOT routes and notes onto the tissue so
the designer can walk away with a visual guide they can use when
they explore the project area in the next few days.
Take the consultant on a guided tour of your community so they
can have a perspective from the local’s point of view. Point out
the problem areas, identity destinations, arrival points and key
traffic routes. The consultant should then explore the community
on their own so they can have a perspective from the visitor’s
point of view. They will take a photographic inventory and make
notations on the plan you provided.
During this first visit, the consultant team will conduct
preliminary interviews with community stakeholders to further
understand project goals, community history, demographics,
resources, development plans, competing destinations, and

57
strategic plans for the future. Definable attractions, districts, and
traffic decision points will be identified.
Before the consultant leaves, have a recap meeting to answer any
questions or discuss preliminary observations.
As the wayfinding consultant digests their findings and begins
formulating their assessment, destinations, will be evaluated and
graded for their inclusion on guide signage.
We break these down into three categories:
1. Destination
This is a primary attraction that visitors travel to such as
Disney World in Orlando or Muir Woods in Northern
California. Large cities such as New York are destinations
in themselves because of the many primary attractions they
include, such as the Statue of Liberty, Times Square and
Broadway. Convention Centers are primary attractions for
business executives who attend trade shows and conferences.
McCormick Place is a popular conference center in Chicago.
2. Diversion
This is a secondary attraction, peripheral business or
service that benefits from the traffic generated by a primary
attraction. These can include historic districts, restaurants,
hotels, transit stations, museums, zoos and universities.
3. Community Resource
This is a service provider or government office, such as a
visitor center, city hall or police station. Parking areas and
public restrooms also fall under this category.
Traffic speed, flow, sight lines, visual competition density,

58
environmental conditions and existing wayfinding vernacular
will be studied and documented. Future roadway improvements
will be considered during the Planning stage.
Pedestrian gathering places are studied for their current
condition and potential for development. Parking areas are
evaluated based on their location and ability to support visitors
who come to pedestrian areas.
The consultant should identify opportunities for the integration
of existing elements, such as mounting substrates and hard-
scape conditions. He or she will also consider ways to reduce
the amount of visual clutter and redundant signage. Other
elements such as newspaper dispensers, bulletin displays,
existing information kiosks, and all communication devices that
contribute to or detract from a successful wayfinding solution
will be evaluated.
After the on-site survey and stakeholder interviews are complete,
the design consultant will prepare and submit a Project Needs
Assessment. This will summarize the existing conditions of the
project area and the stakeholder interviews. The assessment
will include the designer’s observations and conclusions. It will
also include requests for additional information, resources and
materials to help the designer in the planning process.
Once the designer has all the required data and resources in
hand, planning may begin. Traditionally, large printed plans
are used to plot traffic patterns, districts, key destinations and
decision points. This represents the beginning of a wayfinding
plan. To encourage early collaboration with the client and partner
agencies, we use online maps that allow collaborators to place
customized icons and comments. All who have access can then
review these suggestions.

59
Google offers a helpful free utility that allows anyone to create
interactive maps. These serve as valuable collaborative tools.
We designed a set of customized icons we use to mark sign
placements, traffic routes, destinations, and other points of
discussion. A few rounds of collaborative interaction will lead
to a preliminary wayfinding wireframe. Potential sign types and
their locations evolve with message suggestions.
An Assessment or Planning Report is the final deliverable for the
Research, Planning and Programming phase. It should include
a photographic survey and a written assessment of existing
conditions with plausible solution recommendations. It should
include a site plan with circulation patterns, destinations, key
decision points, gateway candidates, and an inventory of existing
wayfinding elements.
This is shared with the wayfinding committee either electronically
or as a printed document. The designer should host a meeting
or teleconference to discuss the report and receive feedback. If
needed, the report will be edited to reflect substantial comments
before it is distributed to key stakeholders. The objective for Step
2 is to gain approval of the recommended plan approach, which
will drive the actions in the next step.
Step 3: Concept Generation
Some projects include workshops in which the design team meets
with the wayfinding committee for a charrette—a collaborative
session in which the design team and members of the client’s
planning committee consider preliminary program solutions.
These informal meetings usually generate lots of energy and
ideas. They can be both productive and enjoyable. The goal is to
collaborate and generate several concept directions. There is only
one rule we follow during a charrette or brainstorming session:

60
no nay-saying! In this forum, there are no bad ideas, only steps
in the process to achieve successful ideas. One idea will inspire a
better one. That better idea will inspire an excellent one, and so
on, until a brilliant idea evolves.
Other projects require public buy-in. In some cases, early public
involvement may be required before any concepts are developed.
Having public support for something that will have such a visual
impact on a community is very important—but when you open
the collaborative process to the public, you had better manage
it carefully. Be prepared for challenges. Things can get ugly fast.
Work with a designer who has experience in achieving public
consensus. We recommend that public involvement be held to a
minimum. We prefer to bring preliminary concepts to a public
workshop. The workshop attendees are given a project overview
with objectives and regulatory constraints. The preliminary
concepts are presented and explained. After the presentation,
the attendees can ask questions and offer comments and ideas.
The wayfinding consultant will collect the information, digest it
and consider if any of it merits inclusion into the 2nd round of
concept refinement.
Most city driven wayfinding initiatives require that presentations
be given to their City Council, Commissioners or Board of
Alderman. Work with the consultant beforehand to establish a
project schedule that aligns with these meetings.
The objective of this phase is to identity a single concept
for development.
Step 4: Design Development
Once a final concept direction has been approved, it is time
to develop the design. This step in the process includes your

62
comments and input from the public (if included), government
leaders and outside agencies. This input is applied to all
representative sign types. Colors and materials are considered
and incorporated in preliminary scaled layouts. Some sign types
are rendered as photographic images to help visualize how they
will appear in the real environment.
In the old days, scale models were built to understand how a
proposed structure would appear as a dimensional element.
Now 3-D computer software is used to create digital models
that can be studied from all angles in a virtual environment. We
recommend that the designer’s scope include full size, on-site
mock-ups before a design is committed to fabrication. Mock-ups
of key sign types can be made from digital prints mounted to
rigid substrates such as plywood or Gatorfoam®. Panel signs are
temporarily mounted to existing poles or light standards in the
environment where they can be tested for visual impact.
For vehicular guide sign mock-ups, it’s a good idea to create
several font sizes to test their legibility. The smaller the font size
deemed legible, the smaller the sign structure can be which
will impact the environment less and can mean lower
fabrication costs.
More complicated mock-ups such as kiosks or gateways may
be expensive to produce. It’s better to render these digitally and
drop them into photographs for evaluation unless you really want
to see them in their natural setting. The objective is to have as
little impact on the environment as possible without sacrificing
function and legibility. Although their function as wayfinding
devices takes precedence over aesthetic impact, signs should fit
well within the environment without becoming huge billboards
or structural monsters.

63
The mock-up study will either confirm the success of proposed
sign types or allow the designer to make further adjustments
before committing them to scaled drawings. It is important
to gain final approval of sign designs (as well as the location
and messages) on the Google map before the next step begins.
It’s best not to make design changes or plan adjustments after
the designer has started to create scaled drawings and
related specifications.
Step 5: Documentation
The final sign types are transformed into scaled elevations,
sections and details. These scaled drawings, along with
specification call-outs and a color/finish schedule, are known as
Design Intent Drawings. These drawings are not to be used as
shop drawings or fabrication documents. The sign contractor is
required to provide those as part of their scope. Design Intent
Drawings are intended to control the design and performance of
each sign type in the system. They convey the designer’s intent.
The sign contractor will be responsible for preparing detailed
shop drawings that convey how each sign will be engineered
and installed.
Depending on how complex the system is, written specifications
may need to be prepared in accordance with CSI (Construction
Specifications Institute) standards. and provided as a separate
document and eventual included with the fabrication RFP.
Specifications are used to communicate material, finish and
fabrication/installation performance criteria. In less formal
projects, or where there is a need for efficiency, the written
specifications can be included as notes and call-outs directly on
the design intent drawings.

64
Final location plans communicate general sign locations. This
information is transferred from the approved version of the
Google map.
Message Schedules are usually created in spreadsheet form.
They list the sign type number, message on each sign, location
plan page number where they are placed, quantity, and
implementation phase. Sometimes we include GPS or GIS
coordinates in the message schedule for exact on-site placement.
Sometimes we take photos of a person standing in each sign
location holding a white board with the sign’s sign type number
written on it. These photos are included in the final message
schedule or location plan prior to installation. Together, these
documents are issued as a draft of the Bid Documents. This
compilation is submitted for your review before it is finalized for
bid release.
By the time you are in the bid process, the designer should have
completed any production-ready artwork that will be used by the
sign contractor. We create a dedicated password-protected client
web page. All project documents and production-ready artwork
is stored there and is available for download for one year, or
longer if requested.
Step 6: Bidding
We recommend that you issue an RFQ (Request for
Qualifications) before you issue an RFP (Request for Proposals).
This makes managing the bid process much easier. Bidders will
submit their company qualifications less a proposed fee. You can
pre-qualify respondents ahead the release of an RFP. You will
be able to answer questions from a much smaller, pre-qualified
group. This will greatly reduce the amount of time it takes to
manage the process.

65
There are a number of government RFQ distribution services you
can use to get the word out to fabricators. SEGD also has a large
fabricator membership. You can use its services to get the RFQ in
front of the right people.
Fabricators who qualify will be put on a list of qualified bidders
who will be given the RFP package directly. You can send them
an email followed by a mailed letter. The email and letter include
access information to an online location from which the bid
documents can be downloaded. We recommend that you allow
about three weeks for qualified bidders to prepare their bids.
One week after you issue the RFP, you should host a pre-bid
conference, at which interested respondents can get more
project details. While there, they can make inquiries and hear
answers given to questions raised by other pre-qualified bidders.
During this first week, you will collect questions submitted by
all respondents, including those who cannot attend the pre-bid
conference. A day after the conference, prepare a summary of
all the questions and your answers, and send it to all qualified
bidders. This gives them two weeks to finalize their bids.
To speed up the selection process, allow bidders to submit their
bids electronically. They should be required to submit a hard
copy before an award is made. When the bids have all been
reviewed and rated, select the top three for interviews. The
interview period should last no longer than one week (5 working
days). Include the designer in the selection process. The designer
will have worked with many sign fabricators and will have
valuable insights.
After the interview period, make your decision. Allow another
week for further negotiations, and to hammer out details in
the contract.

66
Step 7: Production Management
After a contract is signed with the sign contractor, arrange for a
final site walk-through with the designer and the contractor. This
will allow questions to be raised and last minute discoveries to
be made. This will allow for adjustments to the Bid Documents
before fabrication is under way.
Over the following two to three weeks, the sign contractor will
prepare shop drawings. As part of the shop drawing submittal,
the sign contractor should include visual layouts of each sign
with their unique message. This will assure that there is no
misinterpretation of the message schedule. They will be required
to submit an electronic set. The designer will be the first to
review, comment and sign off on the drawings. They will either
be approved as is, approved with comments, or rejected with an
explanation and returned to the sign contractor for revision. The
client will review the drawings and approve or reject them, with
or without comments.
If the shop drawings are approved, or approved with comments, a
marked-up version will be returned to the sign contractor. If the
entire submittal is rejected and returned to the sign contractor for
revision, they will be given about a week to bring the drawings
up to an approved standard. They will then be redistributed as
approved documents.
The sign contractor may now proceed with sample production.
We recommend that you see (and approve) material and finish
samples within two to three weeks, before fabrication is in full
swing. This will allow you to make any desired adjustments
before materials and techniques are fully committed.
Requirements for material and finish submittals should be

67
specified in the contract documents. These are usually prepared
as squares (at least 6” x 6” or 12” x 12”) using actual substrate
material. Color matches will be checked for accuracy and
material samples will be reviewed for quality. If vinyl is specified
in the project, look at vinyl samples applied to the specified
substrate. The same goes for any custom treatments. Even if
the sign contractor follows the specifications exactly, you may
discover that what was specified is not what you want. It’s better
to pay the extra charge to make a change than to live with
something that doesn’t look good or perform as you expected.
These samples should be submitted in two identical sets. Both
sets are sent to the designer for initial review and comment. The
designer signs off on the samples (or includes comments) and
forwards the marked-up set to the client for review and sign-
off. The client’s set is then returned to the sign contractor. The
designer holds on the second set as a control reference. If, for
some reason, the final product appears to be wrong, the retained
control set can be used to compare for accuracy. If the finished
work is indeed wrong, the sign contractor is bound to redo the
products without additional charge. The reason why both sets are
sent to the design is so that the designer can determine that both
sets are identical.
Depending on the magnitude and complexity of the project, the
sign contractor will need between 15 to 24 weeks to complete the
fabrication from start to finish.
If the sign contractor’s facility is within driving distance, or if
your budget allows you or your designer to travel to a distant
facility, it would be wise to visit the shop for a progress review at
about the 70% complete point. If you discover that something is
wrong or needs to be changed, the sign contractor will have time
to make adjustments.

68
Prior to installation, walk the site with the sign contractor and
the designer (if he/she is available) to reconfirm sign locations.
This will allow you to make last minute adjustments. The sign
contractor will stake each location and flag it so it is easily found.
Permitting
Depending on your local DOT agency, the permitting process
will vary. Make sure this task is included in the sign contractor’s
scope. If your city requires separate permitting, make sure the
sign contractor is aware of both needs. Again, depending on
the requirements of the local DOT agency, you may need to
submit a permit application prior to finalizing the design intent
drawings in case they require changes to the design. Arizona and
California are two states with very strict compliance processes.
Receiving Delivery
When the products arrive on-site, inspect them before they are
installed. This is your last chance to reject items that are wrong in
any way, or to catch any problems that need attention. Sometimes
signs get damaged in route or during the uncrating. You will lose
more time if the signs are installed before you discover a mistake.
Inspecting the Installation
Installation could take between one and three weeks. After the
installation is complete, the designer should review the installed
product on site. The designer will perform what we call a “punch”.
He or she will inspect each item to make sure that it was installed
according to spec and that the sign contractor honored the
final agreement. The project area should be cleaned from debris
and the sign elements should be cleaned and/or retouched if
scratched or damaged during installation. If the punch shows
that the project has been successfully completed, the designer will
advise you to issue final payment to the sign contractor.

69
Make sure you hold a final payment until the job is deemed
complete. Once the fabricator has been paid, there is little
incentive for him/her to correct mistakes.

73
Now that your program has been installed and everyone is
congratulating you on a job well done, the system will eventually
require maintenance. Even the most sustainable systems will need
some future attention. It’s important for your wayfinding system
to contribute to a clean and well-kept city image. Maintained
signs will help keep the public’s impression of a place positive.
Maintaining the signs will also help them last longer, and save
money in the long term.
Barring extreme circumstances (like a truck crashing into a
sign, or a determined vandal with a crow bar), a well-constructed
sign should last seven years without needing to be repainted or
refinished. There are materials and finishes designed to withstand
harsh weather conditions and the occasional graffiti tagger.
There will always be people who are determined to vandalize
signs. You can reduce the cost of restoring your signs by using
graffiti-resistant paints and materials. Components should be
fully welded or fastened together with tamper-proof hardware.
Most material manufacturers can provide maintenance
information for their products. When you contract with a sign
fabricator, request manufacturer’s maintenance information
for your files. Many sign fabricators offer sign maintenance
Maintaining a Destination Wayfinding System
How to manage and maintain the system in place
6

74
programs. These can include as little as replacing burned-out
lights or as much as complete structural repair. Such services
can also routinely survey the elements of your system. They will
provide you with periodic reports that evaluate the condition of
each sign and make recommendations for repair or upkeep.
If you don’t want to use an outside service, you can create a
maintenance plan of your own which should include:
1. Wayfinding System Manual
In the event a sign is damaged, a message needs changing,
or a new sign is to be added, it is important to maintain
consistency throughout the system if your wayfinding
program is to continue to provide seamless navigation and
support for your brand. A Wayfinding System Manual will
help accomplish this. You can have your wayfinding design
consultant include this option in his/her scope of work.
You can also keep records of the designer’s design intent
documents for reference, along with the fabricator’s shop
drawings. If you elect to have your designer create a manual
for you, it should include:
• Purpose of the wayfinding system and why it is important
to maintain design consistency.
• A visual overview of all sign types within the system.
• A material and finishes schedule with manufacturer’s
name and contact information.
• Scaled fabrication drawings of each sign type.
• Graphic template diagrams with design criteria.
• Sign positioning, mounting and installation criteria.
• Manufacturer’s material and product maintenance
specifications.

75
Six ~ Maintaining the System
2. Inventory Record
Create an Inventory Record document in which you list
all signs and devices in your system. This can be an Excel
spreadsheet made up of sortable rows and columns. From left
to right create columns for: Sign Type Number, Description,
Message, GPS or GIS Coordinates, Install Date and Photo
Reference. Include a Comments column that will expand as
new comments are added.
3. Sign Conditions Report
Have your entire system inspected every six to eight months.
The person assigned to this task will fill out a current Sign
Conditions Report. If a sign is damaged or is in need of
repair, detail photos should be taken of the damaged or
questionable area(s) and included with the report.
4. Execute the Required Maintenance
Findings from the Sign Conditions Report will determine
maintenance actions. At a minimum, each sign should be
cleaned after every inspection. If the Sign Conditions Report
reveals damage or significant wear, appropriate action
should be taken. When each action is completed, it should
be recorded on the Inventory Record. Simply cleaning the
signs at regular intervals will improve their appearance and
lengthen their lifespan.
Your sign fabricator will be able to provide the appropriate
cleaning methods for specific materials and finishes. This
information should be included in your sign manual.
Graffiti is a constant problem. Removing it from your
signs is necessary but could leave the surface of your signs
permanently damaged. Abrasive compounds can scratch or
change a sign’s finish. Before you attempt to remove graffiti,

76
weigh your options: you may attempt to remove it, or simply
reapply the sign’s finish. But it is important to address graffiti
as quickly as possible in order to discourage continued abuse
and to avoid giving visitors the impression that the area
is unsafe.
The best way to combat graffiti is to prevent it before it
happens. Placing signs in well-lit or high-traffic areas will
discourage taggers. Engage your local police by providing
them with site plans where the most vandalism occurs.
Neighborhood watch programs can be run by volunteers
willing to report any suspicious activity.
5. Stored Sign Panel Blanks
Eventually, you will want to change a message on a sign
panel or repair one that is damaged. In most cases this means
removing the panel. Depending on the extent of the damage
or the complexity of the message update, it may take several
weeks before your sign is back in place. To avoid having a
pole without a sign for long periods of time, you can have
your sign fabricator make extra blanks and components for
many of the sign types in your system as part of their initial
fabrication scope. This increases your up-front costs, but you
will save money in the future. When a sign panel needs to be
repaired or have its message changed, you can have one of the
stored blanks prepared and swapped with the one on site.

79
Todd Mayfield is a principal and Group Creative Director for
Axia Creative based in Wellington, Florida with studios in
Colorado, Minnesota and Alberta. During his 33 year career in
wayfinding, brand development, advertising and print graphics,
Todd has earned numerous awards for design excellence and for
his contributions to place branding and branded city wayfinding.
His work has been featured in various industry publications,
blogs and books such as The PlaceBrand Observer, Print, Signs of
the Times and American Corporate Identity.
Previously to starting his own company, he served as the Design
Director for the Douglas Group in Washington, DC, where he
headed branding and wayfinding projects for clients such as the
US Capitol (DC), the US National Arboretum (DC), the City
of Rockville (MD), the Ronald Reagan Building (DC), Marriott
Hotels and Ritz-Carlton.
In Chicago, Todd was a senior designer for Ambrosi &
Associates. His projects included in-store and point-of-sale
graphics for Sears, Jacobsons, Walgreens and Herbingers. He
also provided brand development and wayfinding for retail malls
owned by General Growth Properties.
In Hawaii, Mr. Mayfield worked for Media Five, Ltd., a large
About the Author
Todd Mayfield
7

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