Wayfinding at 33 Parkgate Road
An old Victorian dairy in Battersea at 33 Parkgate Road is currently home to a whisky distillery, a boxing gym, a slow food kitchen, an Arabic art gallery, a bar and, now, a bespoke wayfinding signage system courtesy of resident design studio, All Design…
The signage has all been fashioned out of fibreglass with the exterior, bulb-shaped sign acting as a pointer towards the building's entrance, as well as listing the businesses currently ensconced in the building. It's back lit at night:
Inside the signage is more formal in appearance...
Shiny laser-cut acrylic all-caps typography sits in slight relief to the matt fibreglass signs, aiding legibility whilst lending the each sign an unexpectedly delicate sculptural feel.
And somehow the signs seem at home in the busy converted warehouse interior with its steel and brick surfaces and exposed pipes and ventilation shafts.
Creating a wayfinding system for an old converted warehouse full of different businesses might not be the most glamorous design job in the world, but this bespoke signage system is quietly rather pleasing.
CR in print
The March issue of CR magazine celebrates 150 years of the London Underground. In it we introduce a new book by Mark Ovenden, which is the first study of all aspects of the tube's design evolution; we ask Harry Beck authority, Ken Garland, what he makes of a new tube map concept by Mark Noad; we investigate the enduring appeal of Edward Johnston's eponymous typeface; Michael Evamy reports on the design story of world-famous roundel; we look at the London Transport Museum's new exhibition of 150 key posters from its archive; we explore the rich history of platform art, and also the Underground's communications and advertising, past and present. Plus, we talk to London Transport Museum's head of trading about TfL's approach to brand licensing and merchandising. In Crit, Rick Poynor reviews Branding Terror, a book about terrorist logos, while Paul Belford looks at how a 1980 ad managed to do away with everything bar a product demo. Finally, Daniel Benneworth-Grey reflects on the merits on working home alone. Buy your copy here.
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When I first looked at this article i thought the signage defied the very requirement for wayfinding; easy to read, simple to understand and intuitive. The first image on this blog shows what appears to be a strange blob on the wall, small copy and no real direction. However, reading the article, looking at more of the images we think this is a great example of wayfinding design that respects the environment upon which it is placed - a Victorian dairy. How lovely is it that the backdrop to the signage appears as though it is flowing milk or a block of ice cream, with that matte feel to it, complimented by the vibrant contrast of the highly polished, raised black lettering. A great example of wayfinding respecting the environment upon which it is placed, not the other way around. Nice work All Design.
It is really good to see wayfinding solutions taking their design reference from their environment. Effective wayfinding tells me about where I am and should improve and enhance my overall experience in the space.
Very well done.
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