SIGNAGE SYSTEM DESIGN CRITERIA

Initial consideration should be directed toward determining the

basic parameters required in developing the signage system. Each
of the merits discussion here.

PERFORMANCE REQUIREMNETS
Signs usually must be designed to meet specific performance
requirements. The good designer will determine how a system is to
perform within given space relationships. The sign system may
function entirely on its own merit, or it may be supplemented by
staff personnel at major decision-making locations such as the main
lobby and reception areas. Sign devices may become decorative
amenities to be featured within the environment, or they may be
subtle and low-key elements of major importance. Super-graphics
may be considered in certain areas simply as an art form, or as a
functional graphic device presented in large scale for emphasis of
context. Certainly a combination of the two is feasible. These are
only several performance considerations that should be addressed
prior to the development of the signage system. The designer must
evaluate the needs of the client, the unique traffic flow
requirements and mounting restrictions dictated by the structure,
and the basic performance requirements desired of the signing
devices to be utilized.

USAGE CONSIDERATIONS
The general nature of the building complex often defines how signs
are to be used. They may be given an appearance of being fixed
and an integral part of the architecture by appropriate selection of
materials, colors and mountings, or they may appear changeable
and temporary should need so dictate. Some signage requires
constant change to properly relate information to people or people
to facility, while most sign devices are considered permanent
fixtures within a given space. The designer is responsible for
determining how signs are to be used most effectively and at the
same time, for enhancing the environment.

DURABILITY REQUIREMENTS
Prior to the selection of materials for a signing system, durability
requirements must be considered. The vast assortment of materials
available for signs covers a wide spectrum of durability from soft
plastics to metals. The sign copy and background material should be
evaluated both individually and jointly when considering durability
requirements.

VANDALISM CONSIDERATIONS
Signs located in controlled spaces are often free from destructive
vandalism; however, in many instances vandalism becomes
rampant and uncontrolled. There are no materials that may
accurately be labeled “vandal proof”. However, some materials are

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more vandal-resistant than others. Where vandalism is of prime
importance, only materials and graphic techniques engineered to
resist destruction should be considered.

FLEXIBILITY TO ACCOMMODATE CHANGES AND ADDITIONS

Modern architectural structures are designed to accommodate inner
special changes to meet tenant needs. Partition systems, pre-hung
door units, room dividers, and modular furniture have ensured ease
of change in office-scapes. The sign system may also require
alterations to preserve continuity. Changes and additions to a sign
system should be considered by the designer prior to the selection
of materials, graphic techniques and mounting methods to be used.

READABILITY FACTORS
Sign readability is determined by the letter style selected, size of
copy, interletter spacing, copy position and angle of observance.

LETTER STYLE
Letter styles are classified as sanserif and serif. Sansrif letters, such
as Helvetica, are more contemporary than serif letters, such as
Clarendon. Each letter style has its own unique personality and
flavor. Printers carry alphabets in most letter styles, including
lowercase letters as well as uppercase. Test results indicate that
messages starting with an initial uppercase letter and followed by
lowercase characters are more recognizable than messages formed
with uppercase characters only. Lowercase letters have more
“personality” because their shape is varied by ascenders and
decenders, resulting in characteristic word forms that are much
easier to recognize than all uppercase word forms. Also people are
more accustomed to reading text in upper and lowercase than in all
upper case. The proper selection of a particular alphabet should be
carefully considered, not only from a legibility point of view, but also
from a “personality” standpoint. The letter style should make a
concise and meaningful impression in the environment it serves.

READABILITY
Readability is directly related to the size of the copy. Visibility
studies indicate that 1-inch-high Helvetica Medium,for example, is
readable from a distance of 40 feet. Using this as a measure for
comparison, 1-inch-high Clarendon style would be readable fro
somewhat a lesser distance, approximately 25 feet. The distance
visibility per 1-inch height may be used as a guideline to determine
distance readability for larger letters; that is 2-inch-high Helvetica
Medium will be readable at 80 feet, and 3-inch at 120 feet. This

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direct proportion may be helpful for determining copy (text) sizes
for signs used in pedestrian situations. However, the direct
proportion may not hold true for vehicular traffic applications where
many other factors are involved. The designer must exercise
caution after selecting the alphabet and copy size to make certain
the lettering will fit properly on the sign background. The sign size
should be determined using the longest line of copy and maximum
number of copy lines that may be required.

LETTERS AND LINE SPACING

Interletter spacing and interline spacing of copy greatly affect the
overall readability of a sign. Message legibility and ease of
recognition are increased when proper visual relationships are
established between individual characters, words, and lines of copy.
Copy with spacing too tight becomes very difficult to read; copy with
too open spacing tends to break the message down into fragments.
Proper spacing depends largely on the distance from which the
message is to be read. Messages to be read at close distances
should employ tighter spacing than messages that will be read at
greater distances. Spacing is also affected by the angle at which the
message is to be viewed: greater angles of observance require
wider interletter spacing to prevent the characters of the message
from appearing to run together.

COPY POSITION
The position of copy on the sign background influences the overall
readability. Signs on which copy occupy most of the background are
not as readable as signs that have sufficient background material
surrounding the copy to form a visual barrier separating the
message from the environment.
Emphasis should be placed on selecting an appropriate sign size to
best accommodate the sign message. There are nine basic copy
placement positions to be considered in determining the important
relationship of copy to sign background. There are: upper left, upper
centered, upper right, centered left, centered, centered right, lower
left, lower centered, and lower right. Traditionally, the most popular
placement selections have been the centered and upper left
positions.

COLOR
Color of copy and sign background greatly affect readability. Strong
contrasting colors are more readable than less dramatic color

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combinations. White copy on black background offers the greatest
contrast and readability. Color also influences the apparent
relationship between the copy size and the background. For
example, white copy on black field appears larger than black copy
on a white field, although letter height, size, and copy position
remain the same in both examples.
Color in a signage system should also relate harmoniously with the
pallet of colors selected for the building and its environment. The
designer may choose to select colors that blend with the
environment or vibrant primary colors that accent the sign system
and perhaps contrast with the architectural color scheme.

VIEWING ANGLE
The angle of observance is influential in the design of a signage
system, since it affects interletter spacing and overall readability.
Normally, interior signs are viewed chiefly from a straight-on
position; however, exterior signs are frequently see from more than
one angle. Signs to be read from vehicles moving at varying speeds
with different angles of observance may require a compromise in
letter spacing to best communicate the message.

MULTILINGUAL NEEDS
The jet age is a contributing factor in bringing people together from
all over the world to visit and transact business. Transportation
terminals and public facilities that maybe used by visitors
unaccustomed to reading English should employ sign systems that
bridge any visual communication gap. Multilingual messages in
English and the dominant foreign languages used by visitors may be
combined and presented on one sign background. However, sign
design and graphic formats become very critical to prevent
confusion. A more popular solution involves the use of pictorial
symbols as word substitutes. Pictographic signs are bold,
recognizable images not bound by language barriers.

REGULATORY CONSIDERATIONS
The designer should become aware of regulations governing signs.
Federal regulations concerning safety signs are enumerated in
Occupational Safety and Health Administration (OSHA) publications.
American National Standards Institute (ANSI) publishes standards
concerning signage for the physically handicapped. Underwriters’
laboratory (UL) issues standards applicable to illuminated signs.
State and local codes contain regulatory information concerning
sign sizes, mounting locations and heights, quantities of signs
allowable in various zoning area, and other restrictions related to

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exterior signs. These rules, and those of other regulatory bodies,
should be taken under advertisement prior to completing a
comprehensive signage program.

NEED FOR ILLUMINATION

Many signs are required to relate their messages after dark as well
as during natural daylight. The careful designer will determine which
signs require artificial illumination and decide on the method of
illumination. Signs can be externally illuminated by readily available
stock fixtures produced by many manufacturers, or they can be
internally illuminated. Fluorescent lighting is the most common
source of internal illumination, although metal arc lamps,
incandescent lamps and neon are frequently employed.

NEED FOR A GRAPHICS MANUAL

Many signage programs are developed for institutions that have a
continuing need not only to maintain, but also to augment or
change, their signage systems. The preparation of signage manual
containing all the information required to create additional signs or
components would benefit the client and ensure continuity in the
system as changes and additions are made, the designer should
determine this potential need and include the manual with other
documents developed for the signage program.

SIGN TYPES CATEGORIZED BY FUNTION

Signage systems should be logically broken down into various types
of signs to be utilized on a particular project. Many categories of
sign types may be developed but one of the most conclusive listing
is based o function. The following discussion of signage system
components, including sign requirements for specific applications,
covers these functions.

EXTERIOR SIGNS
Exterior sign system components are normally viewed from vehicles
or by pedestrians who have parked their vehicles and are walking
toward their destination.

PRIMARY IDENTIFICATION
All architectural projects require some form of identification that is
both easily readable and recognizable. A person’s first association
with a building is the identifying device selected to “label” the
structure. The importance of the first impression created by this
device should be recognized. A sign that produces an image in
keeping with the environment it serves reflects the quality of the
people associated with that environment. Major corporations spend
large sums of money on corporate identity programs to ensure the

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visual image presented to the public best reflects corporate
philosophy and product desirability. Equal emphasis should be
placed upon the image presented by the device employed to
identify an architectural structure.

SECONDARY IDENTIFICATION
Many complexes containing more than one basic structure require
secondary identification signs to properly identify the various
elements within the complex. A system approach to design will
provide continuity in the relationship of primary to secondary
identification signs.

VEHICULAR ADVANCE NOTICE

A system of road signs suitably located in advance of decision
making points will allow vehicular traffic to execute the proper
decisions smoothly and safely at appropriate times.

VEHICULAR DIRECTIONAL
Intersections and parking facility entrances are major decision
making locations requiring directional devices to guide drivers
toward their destination.

TRAFFIC REGULATORY AND CONTROL

Vehicular traffic can be systematically controlled by employing
signing devices. Traffic codes are usually clear as to what signs are
required, where they are to be located and the height at which they
are to be mounted. Usually colors, sizes, and shapes are
standardized by the traffic authorities. Stop, yield and speed limit
speed limit signs are representative of this classification of signs.

INSTRUCTIONAL
Frequently, signs are required to instruct vehicular and pedestrian
traffic. These notices must be properly installed in carefully selected
locations to be effective. Examples include parking procedures,
delivery and service directions and the like.

INFORMATIONAL
Signs are required to present information that is both relevant and
to the location and important to the viewer. This information may
pertain to parking rates, hours of operation, and security, or it may
relate to items of interest within the environment.

DECORATIVE
Decorative graphics may be employed to enhance the beauty or
décor of a particular area; form color and design may be utilized to
create interest and to become features of the exterior landscape.

INTERIOR SIGNS

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Interior sign system components should assist visitors to travel from
the building entrances throughout the complex until they reach
their desired destination.

IDENTIFICATION
Multiple-occupancy buildings require tenant identification;
frequently, buildings with only one tenant will also utilize
identification in the main lobby or reception areas to reinforce the
corporate signature. Criteria for multiple-tenant signage are very
important and should be included in lease documents to provide for
visual continuity and architectural harmony. When individuals are
allowed to implement their own desires concerning signage, each
will attempt to outdo the other, resulting in clutter, confusion and
visual pollution. Signs that are too big, too gaudy, too competitive,
and poorly conceived and executed will become commonplace
unless controls on tenant identification are established and
enforced.

PRIMARY DIRECTORY
Information relevant to one’s location within a complex should be
clearly enumerated on the primary directory, usually located in a
very visible area of the main lobby. Alphabetized listings of tenants,
departments and individuals should be concise and should
designate the floor and room numbers. Such directories may be
flush or recessed wall mounts, horizontal projected wall mounts or
pedestal or kiosk mounts, and internally illuminated or not,
depending upon the ambient lighting conditions.

ELEVATOR LOBBY FLOOR DIRECTORY

High-rise structures require well-positioned signage that not only
identifies each individual floor, but also serves as a secondary
directory system for that floor. Frequently, the floor identification,
directory, and corridor directional signage maybe included in one
device. When a visitor exits from an elevator on a chosen floor, a
sign showing the floor number and also the direction of the office or
room number sought is both helpful and reassuring.

PICTORIAL “YOU ARE HERE” INDICATORS

Pictorial schematic maps may become an integral part of directory
systems, or they may be utilized separately as visual aids in
depicting one’s intended passage through a complex. Hospitals,
sports complexes and transportation centers are good examples of
structure that may require pictorial maps to supplement word
messages. Caution will be exercised by the expert designer to keep
the pictorial map simple and correctly oriented in the building
according to where the viewer is standing and to evaluate the need
of color-coding as part of the visual aid. Too frequently designers
employ a complicated color-coded system that becomes very
confusing to the viewer and, infact, compromises the effectiveness

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of the system.

PRIMARY DIRETIONAL
The maze that often results from interior corridor layouts creates
many decision-making points for a visitor. Primary directional signs
may be ceiling- mounted, wall-mounted or floor mounted as kiosk-
type units in open areas. Areas with heavy pedestrian traffic should
have directional signs located so that people do not obstruct the line
of sight to the sign device. Normally, ceiling-suspended or kiosk-
type units are the best choice to enhance visibility.

SECONDARY DIRECTIONAL
Directional signs should be considered in locations where traffic flow
and corridor layouts do not demand primary directional devices but
do require some guidance for directional control corridors within
suites of offices and corridors that change direction should be
considered as decision-making points that may require a secondary
directional signage device.

AREA IDENTIFICATION
Specific areas within a complex should be properly identified. These
areas may be tenant spaces, divisions, or departments. When
occurring along main corridors, they are usually designated by wall,
door or transon-mounted devices. Ceiling-suspended signs are a
good solution in open office spaces.

ROOM IDENTIFICATION
Wall or door mounted room identification signs are required to
“label” the function of a particular room. Work functions are
properly identified within tenant areas, while services and
maintenance functions should be suitably designated in most
situations.

DESK IDENTIFICATION
Reception areas may require a sign device located on a desk or
counter to identify a particular service or individual rendering
assistance to visitors. Such signs maybe permanently affixed or
removable, and may provide for changeable name inserts.

PERSONNEL IDENTIFICATION
Persons rendering a service to the public, such as nurses,
maintenance personnel, and food services personnel, generally are
identified by name badges or pins.

REGULATORY AND CONTROL SIGNS

Signs that authorize or prohibit certain functions are required,
frequently by law or code, to inform people using the facility.

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Examples include signs for the handicapped and signs relevant to
no smoking areas, elevator capacities, “no entry” areas, fire control
and “authorized personnel only” areas. These signs are usually
mounted on doors or their adjacent walls; they may employ colors
that deviate from the standard color used in the comprehensive
signage system to emphasize a dangerous situation or the need for
caution.

EXITS
Exit signs are required by codes to designate exits effectively in
times of emergency. Supplemental devices are used to give
additional information pertaining to a particular exit such as
“Emergency Exit Only” and “Alarm Sounds When Door Is Opened”.
OSHA- approved exit signs are standards items manufactured by
many lighting companies and are generally provided by the
electrical contractor.

INFORMATION EXHIBIT CASES

Notices, posters, attractions and promotional pieces should be
contained within an appropriately designed case to control the
display of this type of information. Standard units featuring vinyl-
covered cork panels housed within extruded aluminum frames with
lockable doors are available from many directory manufacturers.

DECORATIVE FEATURES
Decorative designs may be reproduced on walls as interior features.
Reproduction processes include appliqués, painting, and screen-
printing on location; or like wall- coverings, may be considered.
Doors may also receive super graphic treatments in which copy may
become an integral part of the design.

DEDICATORY PLAQUES
Building dedication plaques should be carefully conceived and
implemented, using materials that reflect favorably upon the talents
involved in the realization of the project. Historically, these plaques
have been bronze or aluminum castings. However, modern
technology has provided photographic methods and photochemical
processes which offer the designer a freedom of size format
letterform, ad color not available in casting operation.

DONOR RECOGNITION
Buildings constructed in part by contributions from donors require
special recognition for the donors. Hospitals, performing arts
centers and service institutions rely on gifts to assist in financing
buildings, additions and furnishings and usually stipulate that
donors will be remembered and recognized in some prestigious

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location in the building. The designer is responsible for establishing
controls and developing a system that fulfills promises made by
those soliciting funds, while allowing flexibility to expand the system
as future needs may dictate. Location selection is very important in
the overall effectiveness of donor recognition signage.

MECHANICAL, INSTRUMENTATION AND CONTROL SYSTEM

MARKINGS
Many industrial and mechanical installations require equipment,
control and pipe markings to meet codes, assist maintenance and
service personnel, and ensure safety. Often, these locations are not
public spaces, and require an industrial rather than an architectural
approach to signage. Elevator floor-indicator panels, however,
should receive special attention and be considered in a
comprehensive signage program.

CONCEPTUAL DESIGN OF THE SIGN FACE

Emphasis will not be placed on the graphic design of each sign
required in a comprehensive signage program. However, the
following considerations will help to ensure continuity, correctness,
and aesthetic acceptability.

ALPHABET SELECTION
An alphabet must be carefully chosen that best exemplify the
graphic image to be portrayed to the public without compromising
legibility and performance requirements. More than one alphabet
may be selected should need dictate. However, good design
practices should be maintained in choosing the family of alphabets
to be employed.

INTERLETTER, WORD AND LINE SPACING

Each alphabet has its own “personality” and visual impact;
therefore, spacing between characters, words, and lines of copy
must be carefully developed to give the best legibility and visual
harmony possible.

ARROW SELECTION
Directional arrows should be designed to reflect the “personality” of
the letterform selected. Stroke width and size relationships are
important considerations.

COPY DETERMINATION
The message for each sign should be accurately determined and the
copy condensed to the fewest words that will still relay the desired
message. Wordy signs are frequently misread or not read at all. The
message should be conise, clear and informative.
COPY PLACEMENT FORMAT

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 The placement of copy on a sign face may take one of the nine
basic positions or a custom format for special situations.

SIZE DETERMINATION OF THE SIGN FACE

After the copy for each sign is in final form, the sign with the
greatest amount of copy is selected from each of the sign types
utilized and the desired copy height is determined for each type.
The height should be based upon the distance from which the sign
will be read and the graphic design portrayed. Using this letter
height, the message should be laid out with photographic type or
transfer lettering to scale, incorporating the copy placement and
spacing requirements. The most pleasing shape and size for the
message to be contained are then determined, realizing that this
particular layout is for the maximum copy required for that
particular sign type. A shape and size format should be chosen that
works well as a module that can be proportioned and become
applicable to the entire family of sign types. While this may be ideal,
frequently the proportional system is not applicable. An example of
each sign type should be drawn to scale and fully dimensioned to
serve as a production guide for signs within that type.

COLOR SELECTIONS
Selection is then made of the copy and background colors that offer
good contrast and harmoniously blend with the prominent colors in
the environment. It is also wise to consider any corporate color
required by the client.

SIGNAGE SYSTEM DEVELOPMENT CHECKLIST

The completed sign schedule, location plans scaled drawings of
typical examples from each sign type, construction or assembly
details or both, mounting details, and specifications from the
documents required to bid comprehensively or to negotiate signage
projects. Well-prepared documents prevent individual interpretation
by vendors and result in comparable bids.
The following systematic approach to the design and development
of a comprehensive signage program will serve as a guideline to
problem solving employing the concepts contained in this chapter.
This checklist may be expanded or condensed to meet individual
project parameters. The basic systematic thought process, however,
is applicable to all projects.

1. Develop the signage system design criteria based on:

a. Performance requirements
b. Usage considerations
c. Durability requirements

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 d. Vandalism considerations
e. Flexibility to accommodate changes and additions
f. Readability factors
g. Multilingual needs
h. Regulatory considerations
i. Need for illumination
j. Need for graphics manual for ongoing implementation
and system maintenance

2. Study the traffic flow patterns, determine all sign locations

and draw the location symbols on the site and floor plans.

3. Evaluate and select the sign types required from the

following list, categorized by function, that meet the design criteria:
a. Exterior sign types:
Type A – Primary identification
Type B – Secondary identification
Type C – Vehicular advance notice
Type D – Vehicular directional
Type E – Traffic regulatory and control
Type F – Instructional
Type G – Informational
Type H – Decorative
b. Interior sign types:
Type I – Primary identification
Type J – Primary directory
Type K – Elevator lobby floor directories
Type L – Pictorial “You Are Here” indicators
Type M – Primary directional
Type N – Secondary directional
Type O – Area identification
Type P – Room identification
Type Q – Desk identification
Type R – Personnel identification
Type S – Regulatory and control
Type T – Exit
Type U – Information exhibit cases
Type W – Dedicatory
Type X – Donor recognition
Type Y – Mechanical, instrumentation and control
system markings
Type Z – Other (to be specified by designer)

4. Select the best signing devices for each sign type

designated above from the following lexicon of signage system
components that most effectively satisfy the design criteria
established:
a. Elevated pylons
b. Monolithic sign structures

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 c. Panel and post assemblies
d. Illuminated sign cabinets
e. Directory and informational systems
f. Die-cut pressure sensitive lettering
g. Dimensional graphics
h. Plaque signage
i. Environmental graphics
j. Other (to be defined by the designer)

5. Conceptually design the sign face for each sign type

selected indicating:
a. Alphabet selection
b. Interletter, word and line spacing
c. Arrow selection
d. Copy determination
e. Copy placement format
f. Size determination of copy and sign face
g. Color selection

6. Complete the location plans by filing in the symbol indicating

sign number and type.
7. Prepare scaled drawings of typical examples from each sign
type.
8. Prepare the detailed sign schedule.
9. Prepare typical construction and assembly details, mounting
details, and engineering drawings for wind loading, foundations and
illumination.
10. Prepare detailed specifications for all materials, techniques
and components required in the system.

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