Lorenc+Yoo Design is an environmental graphic design firm specializing in exhibits, museums, signage and graphics. Founded in 1978, they take a scientific approach to design focused on the client's story. They develop comprehensive signage programs analyzing traffic flows, destinations and amenities. Their process includes research, programming, conceptual design and development to create wayfinding solutions seamlessly integrated with architecture.

1. ENVIRON
M ENTAL
GRAPHIC
DESIGN

2. Lorenc+Yoo Design boasts a broad skill set, specializing in “environmental for tight quality control, efficient fabrication, and important cultural connections.
communication graphic design,” a genre that includes exhibits, museums, signage, Lorenc+Yoo Design has introduced its innovative design vision and expertise to
and graphics. Founded in 1978, the firm’s philosophy includes exploration, China in 2011 by completing projects for VANKE SKY PRAISE in Longgang, Shenzhen,
inquisitiveness and a commitment to design excellence and innovation executed on and VANKE DREAM TOWN - FISH IN THE GARDEN in Qingyuan, Guangdong.
every project.
The firm’s years of experience working internationally are a realized ambition of its
LYD specializes in creating spaces for some of the world’s most well known brands, principals. Jan Lorenc and partner Chung Youl Yoo are both immigrants to the United
including Georgia-Pacific, Mayo Clinic, UPS, Haworth and Sony-Ericsson. The team States. Lorenc came to the U.S. from Poland, and Yoo immigrated from South Korea,
develops unique messages for each project that convey the client’s individual story living for a time in Latin America. Their respective immigrant experiences inform
and help customers truly experience the client’s brand through sculpture, graphics, their sensitivity to cultural context and history, and entice them to seek new and
and space. “Our job is to set the stage for the client’s message by creating rich different environmental graphic design challenges throughout the world.
environments that communicate on the human level,” says principal Jan Lorenc.
“Our mission is to use design tell the client’s story beautifully.” “Environmental graphic design is versatile and varied,” says Lorenc, “but good
design is consistent in its ability to blend form and function seamlessly and
Strategic alliances with firms in the U.S., Dubai, and Korea allow the firm be elegantly. This is the secret formula of what we’ve done for over 30 years in the
involved in a number of design areas simultaneously. These partnerships also United States and abroad, and we look forward to new opportunities to tell people
provide the firm with access to local talent on international projects, allowing about our clients through valuable design.”

3. DESIGN SERVICES
Lorenc+Yoo Design provides a wide range of design services, from wayfinding or a permanent museum exhibit, the firm transforms a space into a platform to
signage programs, to permanent corporate museum exhibitions. The firm’s communicate brand, history, and value. The firm’s exhibits have launched brands
versatility is possible because of its diverse employee and consultant talent that like Sony-Ericsson, and provided rest and comfort for customers of UPS at the 2008
includes architects, graphic designers, landscape architects, industrial designers, Olympic Games in Beijing. The firm’s design for the Mayo Clinic’s headquarters
and branding and marketing specialists. The firm employs this range of expertise museum tells the story of a medical institution so well that its elements have been
whenever appropriate to contribute to a successful design for its clients. replicated at Mayo’s other locations in the United States. LYD’s designs for Mayo
communicate its high-quality services, organizes its history, and fits perfectly with
The firm offers superior wayfinding and signage services, produced through its architecture and marketing.
intense study of pedestrian and vehicle traffic patterns, understanding of the
relevant space, and attention to creating beautiful designs. Wayfinding programs Sculpture is an important art form that can not only be pleasing to the eye, but also
for hotel convention centers like Gaylord Texan Resort and Convention Center bring communicate an important message. LYD uses sculpture to display information
direction to guests within the 400,000 square foot meeting space. The signage in bold, eye-catching ways. The design for Samsung’s “Rising Hand,” for example,
program for Florida Hospital’s Health Village in Orlando guides individuals where advertises the technology firm’s mobile phone business to international business
they need to be at particularly vital moments. And in many cases, the firm creates travelers in Frankfurt, Kiev, and Toronto. It is modern, sleek, and upgradeable when
wayfinding systems that are modular in nature, allowing for easy replacement, new products come to market. LYD’s lobby directory piece for Hines at Perimeter
repair, and movement. Summit 3003 in Atlanta is a 24-foot-tall piece of art made of stacked glass, lit from
the inside to produce a high-tech feeling.
Exhibition design is the heart of LYD’s business. It allows the firm’s many disciplines
to merge into a unified environment that tells a client’s story to customers, partners,
and employees. Whether a temporary tradeshow exhibit meant to stand for a week,

4. Although every project is different, Lorenc+Yoo Design approaches each
one scientifically, beginning with a discovery process that unveils the
client’s mission and project priorities. The process for designing signage
systems will be different than designing an exhibit, however, the goal is
always to create the most beautiful, functional designs for our clients.
Following the initial discovery phase, the team begins an analysis,
measuring the traffic flows, entry and exit points, and space restrictions.
Then the programming begins, planning design element locations, sizes,
DESIGN PROCESS
and hierarchy. The concept design is next, providing a vision of the end
product to the client. Once the client approves the direction of the design,
the firm begins design development. The design intent process is next,
documenting all the details of the product. Next is the bid/award process,
followed by an administration process in which the firm ensures the
highest standards of detail and finish for the final product.

5. WAYFINDING ANALYSIS NALYSI
S EXT
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R SIG
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DESTIN
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LOBBY,
BALLRO
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SECOND
LEVELS
G
CODE A H
RIOR
SIGNAGE EXTE
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The purpose of a signage program is place, and measure that against how PRIMARY N
DESTINATIO
Primary
should
destinations
be listed
on
onal signs,
SECOND
A
most directi on other
to communicate a clear, consistent we want to direct traffic through the
even F
perhaps
levels.
SECONDARYN
DESTINATIO
message that directs users through a space. We take into account all major
destinations
Secondary only
be listed on
should
onal signs
on directi and
level.
the same sign is undersized
Readerboard being
to the point of
difficult to read,
vehicular passersby.
only from a secondary unusable for
Sign is visible route, and
space. The simpler the messaging, the and minor destinations, amenities,
TERTIARY N vehicular approach awkward.
and
sculpture is dated
DESTINATIO E
destinationsall
Tertiary at
be listed
may not
onal signs, B
on directi
be shown
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INDING ANAL
the user expends limited effort. process helps to graphically generate EXISTING WAYF
the analysis that serves as a guide to ▲ DOCUMENTATION
In an existing space, our first step is to move forward with the programming
inventory what pieces are already in process.
ACCESS TO WOODRUFF SUITE
& HOSPITALITY SUITES
MAIN
ENTRANCE
INTERNATIONAL
TOWER
CONCIERGE &
RESTAURANTS
BELL STAND
▲
INVENTORY OF EXISTING SIGNAGE
REGISTRATION ACCESS TO
MARRIOTT MARQUIS
LOBBY LEVEL
BAR
POOL
ACCESS TO
FITNESS CLUB
& RADIUS TOWER
ACCESS TO
PEACHTREE CENTER
CENTENNIAL BALLROOM
THE LEARNING
CENTER
BALLROOM LEVEL INTERNATIONAL
BALLROOM
REGENCY BALLROOM
GRAND HALL
ACCESS TO LOBBY
VIA ATRIUM ELEVATORS
HOSPITALITY CHICAGO
SUITES A-D
EXHIBIT LEVEL EMBASSY HALL
HANOVER HALL
ACCESS TO LOBBY
VIA ATRIUM ELEVATORS
MOTOR COURT
WOODRUFF
SUITE
CONFERENCE LEVEL
ATLANTA
CONFERENCE CENTER
▲ TRAFFIC FLOW ANALYSIS

6. SITE APPROACH & IDENTITY
OPPORTUNITIES B A K E R S T .
▲
PROGRAMMING
A V E .
Once we establish the needs in the constraints, available space, electrical
MOTOR COURT
space, we begin the programming needs, and natural and artificial lighting. ENTRANCE BELOW
T .
process, defining the constraints of This initial analysis helps to determine
S
R .
the program. This entails creating a what locations offer the most value for
E E
C T
MAIN HYATT REGENCY MARRIOTT
hierarchy of sign types that can include the overall program.
R
ENTRANCE MARQUIS
ATLANTA
E
T
identity, informational, and wayfinding
E
H
R
A C
signage. The plan we create in this stage will
T
H
E
be the location plan delivered to
A C
P
E
During this stage, we evaluate a series contractors for preliminary pricing and,
P
INTERNAT’L
of factors to generate the specific later, final implementation. TOWER
designs, including visibility, height
H A R R I S S T .
N
PEACHTREE CENTER
▲
SIGNAGE LOCATION PLAN
15 Atrium Elevators/Telephones ID
20 Restroom ID
22 Grand Hall ID
23 Hanover Hall ID 43
24 Chicago ID
22 32 32 22
30
25 Conference Level ID
20 43
30 Directory
PATH TO CHIGAGO ROOMS
23
31 Elevator Information 32
32 Room ID with Integral Monitor 23
32
24 45 43
20
43 Overhead Directional 32
15 15 25 30
44
44 Wall-Mounted Directional 32
32 31 31
45 Column-Mounted Directional
32
Signage location with site
reference photo

7. CONCEPT DESIGN
After determining the constraints and design. This can be achieved through
needs, our design team moves into rough sketches, perspective drawings
the conceptual design phase. We or basic massing studies. This helps to
begin with thorough research on the communicate the look and feel of the
existing architectural elements of the separate components and the entire
project, new characteristics of any environment. Balance between the
renovated portion, and new, innovative designs and surrounding elements is
techniques. key to creating a user-friendly identity
and wayfinding system.
Through illustration, we explore form,
proportion and style to later use in the
109 Vickery Street www.LorencYooDesign.com GAYLORD OPRYLAND SIGN PROGRAM 00.14
Roswell, Ga 30075 Tel: 770.645.2828 TEXAS DESIGN SKETCHES Sept 13, 2

8. 48'-0"
DESIGN DEVELOPMENT
Once the client chooses the conceptual and architectural elevations and
design direction, we begin developing sections help drive the designs.
the actual signage system. During this
DESIG N IN T EN T DO C U M EN T S
stage, we transfer original concepts into The physical appearance of all signage
24'-0"
dimensioned drawings that illustrate elements is thoroughly explored. We
how the designs will fit into the space. communicate to the client lighting
techniques, specialized finishes and
11/12/03
9/10/03
00.145
We explore overall size, scale, color textures and dimension within the
and material selection for a better environment.
PROJECT NO:
REVISIONS:
understanding of the final product.
DATE:
Scaled 3-D renderings, color studies
▲ DETAILED ELEVATION
NOTE: SEE SHEET #G.S1.8
FOR DETAILS
109 Vickery Street . Roswell, GA 30075-4926 . Phone 770.645.2828 . Fax 770.998.2452
GAYLORD OPRYLAND TEXAS
FILE NAME: 1G.S1.2 Site Entrance Elev
PROJECT:
TITLE:
LORENC YOO DESIGN
G.S1.2
SHEET NO:
▲ MASSING STUDY