Type vs. Image An activity book based on the debate of type vs. image within Wayfinding and Environmental Signage.
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Type vs. Image
Wayfinding and Environmental Signage
Type vs. Image For many years designers have engaged with the debate between type and image. Some designers believe that image can convey a message without a type element accompanying it, whilst others believe that type and image need to work together in order for a message to be effectively conveyed. This activity book will highlight both arguments and allow you to come up with your own opinion at the end.
Type vs. Image
Wayfinding and Environmental Signage
Wayfinding and Signage Wayfinding and Signage is all around us, almost everyone will come into contact with some form each day. The role of wayfinding is simple, convey a message quickly and to as many people as possible. Perhaps the most common set of wayfinding and signage are road signs. Road signs use a range of both type and image to convey a message to road users.
Type vs. Image
Otto Neurath In 1930 the Vienese social scientist Otto Neurath worked to develop a set of symbols in order to overcome language barriers and create a global language. He called this collection Isotype, International System Of TYpographic Picture Education. Along with a team of data collectors, transformers, graphic artists, technical assistants and his wife Marie Neurath, he devised the symbols that are said to have influenced pictograms and signage today.
Otto Neurath
Marie Neurath
Neurath commissioned German artist Gerd Arntz to make his symbols visual. Gerd was well educated and embraced the same socialist ideas as Neurath, his artwork was influenced by the Expressionist and Constructivist movements. Arntz used wood block printing to bring Isotype to life and ensure that it could be reproduced.
Gerd Arntz
Wayfinding and Environmental Signage
Isotype logo
Type vs. Image
Isotype Test The Isotype symbols were the first of their kind, they took on a more detailed form than any signs that are around today. See if you can guess what each sign means.
Wayfinding and Environmental Signage
Type vs. Image
Wayfinding and Environmental Signage
D.O.T In 1974 the Department of Transportation developed a set of 50 pictograms, which have continued to be used for the last forty years. They commissioned the American Institute of Graphic Arts to come up with a set of symbols that would overcome some of the errors they could see developing when it came to conveying a message to a growing population consisting of many new cultures. The symbols were designed by Roger Cook and Don Shanosky and the project was overseen by a commitee of lead designers; Thomas Geismar Seymour Chwast, Rudolph de Harak, John Lees, Massimo Vignelli.
Type vs. Image
D.O.T Pictograms There are many similarities between Isotype and the D.O.T pictograms. See if you can spot the similarities and guess what the symbol means.
Wayfinding and Environmental Signage
Type vs. Image
Universal language Otto Neurath intended Isotype to become an answer to global communication. His main aim for Isotype was to eliminate language barriers and come up with a universal language through symbols. Though, when Isotype was created language barriers were overcome, since the modern society has evolved these symbols no longer work as a universal language. An example of this was documented by Ellen Lupton in 1993, she described an instance in Saudi Arabian university where men became confused about toilet signs as they wore robes which resembled the dress represented in the women’s toilet sign. The signs were altered and a headdress was added to the women’s sign to avoid further confusment. This is an example of why type is sometimes needed to ensure that the right message is conveyed.
Wayfinding and Environmental Signage
Type vs. Image
Signs and symbols As human beings we can make assumptions of what a message is going to say from a great distance. A good example of this is found in road signs. For people who have learnt how to drive and taken a driving theory test this will have become second nature but for others who have not completed a theory test it can be considerably harder. See if you know what each sign signifies. Possibilities: 1. Warning 2. Instruction 3. Danger 4. Order 5. Inform 6. Mandatory instruction
“Symbols can take longer to interpret than language when conveying a concept to someone who is unfamiliar with the symbols� Lankow, J, 2012.
Wayfinding and Environmental Signage
Type vs. Image
Signs and symbols By adding type to the symbols it becomes easier to identify what each sign means. Try and identify what each sign signifies. Possibilities: 1. Warning 2. Instruction 3. Danger 4. Order 5. Inform 6. Mandatory instruction
Wayfinding and Environmental Signage
Type vs. Image
Colour connotations Like signs and symbols we all associate different colours with messages. Add your opinion on what colour conveys a message.
Wayfinding and Environmental Signage
Type vs. Image
The London Underground Tube Map The London Underground Map was first designed by Harry Beck in 1933. His original design has stayed consistent since then, with only a few modernisations over the years. The tube map is possibly the most commonly viewed piece of wayfinding with a range of audiences. The map is an example of wayfinding that needs to use both type and image to function properly.
Wayfinding and Environmental Signage
Type vs. Image
Taking away the type:
8
8
An example of the Underground Map without the type.
6
4
2 2 4
6
Wayfinding and Environmental Signage
6 4
4
2 2 2
2 2
4
Type vs. Image
Taking away the image:
Chesham
An example of the Underground map without the image.
Watford Junction
Chalfont & Latimer
Watford High Street
Watford
Amersham
Rickmansworth
Carpenders Park
Moor Park
Ruislip
Ruislip Manor Uxbridge
Ickenham
South Ruislip
Stanmore
Harrow & Wealdstone
Harrowon-the-Hill
Northwick Park
West Harrow
Kenton
Queensbury
Preston Road
Kingsbury
G Wembley Park
Dollis Hill
Harlesden
Queen’s Park
Kilburn High Road
Kilburn Park Maida Vale Warwick Avenue
Latimer Road East Acton
West Acton
North Acton
Acton Central Ealing Common South Acton Acton Town Chiswick Park
Hatton Cross
Heathrow Terminal 4
Bond Street
Marble Arch
Hyde Park Corner Knightsbridge Gloucester Road
Barons Court West Kensington
Lancaster Gate
Queensway High Street Kensington
Kensington (Olympia)
Goldhawk Road
Bayswater Notting Hill Gate
Holland Park
Hounslow East
Earl’s Court
Victo
South Kensington
Sloane Square
2
Pimli
Fulham Broadway Kew Gardens
4
Parsons Green
Imperial Wharf
Putney Bridge East Putney Southfields Wimbledon Park
Heathrow Terminal 5
St. J
Edgware Marylebone Road
West Brompton
Richmond
Heathrow Terminals 1, 2, 3
2
Wood Lane
Shepherd’s Bush Market
Turnham Stamford Ravenscourt Brook Park Green
Gunnersbury
Hounslow Central
Shepherd’s Bush
White City
Hammersmith
Osterley
Hounslow West
Swiss Co
Edgware Road Ladbroke Grove
North Ealing
Boston Manor
Paddington
Westbourne Park
Park Royal
South Ealing
Finchley Roa
South Hampstead
Royal Oak
Hanger Lane
Northfields
West Hampstead
Brondesbury
Kensal Green
Greenford
4
Kilburn
Brondesbury Park
Kensal Rise
Willesden Junction
Perivale
F
Willesden Green
Stonebridge Park
Alperton
6
Bre
Neasden
Wembley Central Sudbury Hill
Northolt
Ealing Broadway
Colindale
Hendon Cent
South Kenton North Wembley
Sudbury Town
Burnt Oak
Canons Park
North Harrow
Rayners Lane
South Harrow
Edgware
Headstone Lane
Pinner
Eastcote
Ruislip Gardens
Hatch End
Northwood Northwood Hills
West Ruislip Hillingdon
Bushey
Croxley
Chorleywood
Va Clapham Junction
Wand R
Wimbledon
Clap
Clapha
Clapham
Balha
To
Colliers
South Wimb Morden
Wayfinding and Environmental Signage
Epping Theydon Bois High Barnet
Cockfosters
Totteridge & Whetstone
Oakwood
Woodside Park
4
Mill Hill East
Buckhurst Hill
Southgate
West Finchley
Roding Valley
Arnos Grove
Woodford
Wood Green East Finchley
ent Cross
Golders Green
Hampstead Heath
Hampstead
Finchley Road & Frognal
Belsize Park
Arsenal
Tufnell Park
2
ad
ottage
Chalk Farm
Kentish Town
Mornington Crescent
John’s Wood
Baker Street
Great Portland Street
Highbury & Islington
Caledonian Road & Barnsbury
Regent’s Park
Hoxton
Goodge Street
St. Paul’s
Holborn
Bank
Green Park
Mansion House
Monument
Embankment
London Bridge
Stepney Green
Whitechapel
2
Westferry
2
Oval
Queens Road Peckham
Peckham Rye
Stockwell
am Common
Brockley
Forest Hill Sydenham
Brixton
m South
Penge West
am
Anerley
Tooting Bec
Crystal Palace
ooting Broadway
Norwood Junction West Croydon
4
Upton Park
West Ham
Star Lane
4
Langdon Park Canning Town
All Saints Blackwall
Royal Victoria
Custom House for ExCeL
Poplar
East India
Prince Regent
Emirates Royal Docks
Royal Albert
West Silvertown
Heron Quays South Quay
Beckton Park Cyprus
Canary Wharf North Greenwich
2
Emirates Greenwich Peninsula
Pontoon Dock London City Airport
Gallions Reach Beckton
King George V
Woolwich Arsenal
Cutty Sark for Maritime Greenwich
New Cross Gate
Honor Oak Park Denmark Hill
Clapham North
Barking East Ham
Island Gardens
Borough
Kennington
Becontree Upney
Plaistow
West India Quay
Wapping
Crossharbour
Elephant & Castle
Bromleyby-Bow Devons Road
Elm Park
Dagenham Heathway
Abbey Road
Bow Road
Mudchute
pham High Street
bledon
Canada Water
Southwark
Lambeth North
s Wood
Bermondsey
Surrey Quays
ico
dsworth Road
Tower Gateway
Rotherhithe
Waterloo
auxhall
Tower Hill
Temple
Westminster
Mile End
Limehouse
Fenchurch Street
Blackfriars
Wanstead Park
Pudding Mill Lane
Shadwell Cannon Street
Charing Cross
St. James’s Park
2
Aldgate
Leicester Square
Piccadilly Circus
Hornchurch Dagenham East
Woodgrange Park
Bow Church
Covent Garden
Upminster Upminster Bridge
Stratford
Hackney Wick
Shoreditch High Street
Aldgate East
Gants Hill
Leytonstone High Road
Stratford High Street
Moorgate
Chancery Lane
Wanstead Leytonstone
Leyton Midland Road Leyton
Bethnal Green Liverpool Street
Barbican
Fairlop Barkingside Newbury Park
Stratford International
Hackney Central
Homerton
Haggerston
Farringdon
Russell Square
Tottenham Court Road
oria
Canonbury
Old Street
Euston Square
4
Redbridge
Walthamstow Central
Walthamstow Queen’s Road
Dalston Junction
Angel
Oxford Circus
Tottenham Hale
Dalston Kingsland
King’s Cross St. Pancras
Snaresbrook
Blackhorse Road
Euston
Warren Street
d
Camden Road
Camden Town
Finsbury Park
Holloway Road Caledonian Road
d
Seven Sisters
Manor House Upper Holloway
Kentish Town West
South Woodford South Tottenham
Archway
Gospel Oak
Harringay Green Lanes
Turnpike Lane Crouch Hill
Highgate
Grange Hill
Chigwell Hainault
Bounds Green
Finchley Central
tral
6
Debden Loughton
New Cross
Greenwich Deptford Bridge Elverson Road Lewisham
4
Type vs. Image
Conclusion The London Underground map is an example of wayfinding that must use type and image or it is not legible. Road traffic signs on the other hand do work with just image, though in some cases it would seem that type is added to ensure that the correct message is conveyed. The debate of type vs. image has been ongoing for several years, though no definitive answer has been found it is clear that for the purpose of wayfinding both should work together in order to convey the correct message.
Wayfinding and Environmental Signage
Type vs. Image
Wayfinding and Environmental Signage
Written and designed by Ellen Setterfield