One of America’s leading design experts shares thoughts and visuals on wayfinding, brand identity, corporate signage and communication.

2. Mitchell Kuff
I am an experienced graphic designer who owns an independent design firm,
Mitchell & Company Graphic Design, for over 30 years. I have built a substantial
portfolio of public and private clients in the Washington, DC Metropolitan area.
These include Boston Properties, Lerner Enterprises, Georgetown University Law
Center, National Archives, Washington Nationals Baseball Club and the Smithsonian
Institution to name a few. I obtained my Bachelor of Arts in Graphic Design from
the University of Maryland, College Park, in 1973.
Overview
For the past thirty years and counting I have specialized in the design of graphic
identity programs, communications and signage systems. I believe design to be a
highly personal, intensely individual endeavor that must reflect the personalities
and needs of my clients – and as an experienced and skilled graphic design
professional, I take responsibility for accomplishing this. My skills, organization,
personal commitment and an ability to focus on the work at hand enables me to
explore unique solutions and to deliver good design. This has produced a loyal
clientele and years of growth. I wouldn’t have it any other way.

3. Design Approach
Though no project is the same, I will provide typical services on wayfinding and
signage projects that includes analysis, system design, documentation, and
implementation. It is my goal to work with clients to create successful wayfinding
programs by offering a systematic and comprehensive approach to information
gathering, painstaking attention to detail and my ability to understand particular
requirements. Each project is tailored to encompass the client’s unique needs.
My approach is to clarify client goals, to survey existing signage conditions to
understand the users and decision points, to identify any historic and/or cultural
aspects, to outline guidelines for the information system, to develop a master plan
and to test, experiment, and evaluate using samples.
Through the knowledge of how people, their environments, and technology
converge, I strive to achieve a thorough understanding of site-specific constraints
and the unique characteristics of the architecture and environment. I am skilled at
developing strategies and designs that display good identification and direction and
that appeal to aesthetic sensibilities.
Good wayfinding clarifies a possibly difficult environment, projects and reinforces a
brand, communicates information and manages transportation of people.

4. Wayfinding
I understand the importance of wayfinding, signage and environmental graphics
when developing a cohesive “sense of place”. Signage and wayfinding provide both
functional communications, as well as a projection of the cultural identity and
ambiance of the district. To facilitate the specific needs of the community, I clarify
the user groups, the informational and directional objectives, and the cultural
aspects of the community, to develop a signage plan. This signage plan identifies
the locations, signage types, and the graphic design elements that will create a
unified place. With a well-conceived signage program in place, the unique identity
of the district will begin to emerge.
Wayfinding means knowing where you are, knowing your destination, following the
best route, recognizing your destination, and finding your way back. It is organized
movement through what can be a complex environment. For me a good wayfinding
system provides a positive experience and facilitates getting from point A to point B.
My solution is to look at every potential contact with the user as an opportunity to
deliver consistent, relevant wayfinding information. And I look to the future,
incorporating sophisticated tools and processes that maintain the integrity of the
wayfinding system as the facility changes and expands. Well-designed wayfinding
makes the architecture, landscape, interior design, and lighting of a project easier
for people to access and understand.
Signage plays an important role in a wayfinding system for architectural and urban
spaces. A wayfinding sign system contributes to helping you find your way by
creating a comfortable and intuitive means of navigating unfamiliar environments.

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SIGN
SIGN SIGN
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Service | Delivery
All Trucks, Buses
Guest Parking
MEETING MEETING
ROOM ROOM
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Elevator
P4 Level
SIGN MESSAGE
SIGN MESSAGE
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SIGN MESSAGE

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