Mumbai Zoo: Wayfinding

WAYFINDING Systems

September 2014.

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Mazhar Bagasrawala UG Sem-4, Graphic Design MIT Institute of Design

BRIEF To study the Wayfinding & Signage system in an existing space and redesign the system in a better way.

About MUMBAI ZOO A Zoo and Garden located at Byculla, in the heart of Mumbai, India. It was laid out in 1861 and is one of the oldest zoos in India.This zoo in byculla was now under Mumbai Municipal corporation was donated to then called Bombay by Mr. David sassoon, the same jewish businessman who has developed other heritage structures like David sassoon library, Victoria and Albert museum and the beautiful Victoria tower clock which you can easily find inside the udyan (garden). With the green trees is a botanical garden in the pathway inside the zoo with beautiful and wide range of flower plants,

herb plants and other new species of plants.

This 52 acres spaced Jijamata Udyan is in midst of city, Near Mumbai central near byculla station also famous as Mumbai (Bombay) zoo, People recollect this heritage tourist place with various names like ‘Veermata Jijabai Bhosale Udyan’, ‘Rani Baug (Bagh)’, ‘Veermata Jijamata Prani Sangrahalay’, ‘Byculla Zoo’ and formerly Victoria Garden all for the same name called ‘Mumbai Zoo’ is the only wild life animal park in city.

ENVIRONMENT The zoo has a feeling of British Heritage to it, owing to structures like the Clock Tower, Gate, and the Museum building inside.

Also, the zoo is rich in tree cover and has trees canopying over every inch of space!

TARGET AUDIENCE

Mumbai Locals

Teachers

PRIMARY

Children

Tourists

BRAND As of today, the Zoo has no brand value. It has no communication with its consumers, and uses its old name as its only selling point.

In this wayfinding & signage project, I am also going to develop a brand language for the Zoo, including a new identity.

Mumbai Zoo must be an ENERGETIC & FUN brand, that caters to a DIVERSE audience.

Additionally, it must feel FRESH & MODERN, while still holding onto its HISTORICAL VALUE.

BRAND COLOURS

Zoo Blue #50A3C6

Zoo Red #50A3C6

As part of my strategy for navigation within the zoo, I decided to divide the zoo into 3 Zones: Red, Blue & Purple.

I studied all combinations of colors that manage to contrast each other, while still standing out against the green environment in the zoo.

These colours agree with the Zoo’s brand vision.

Zoo Purple #50A3C6

All 3 colors above look great when placed behind White icons or text.

This maintains great Synergy between different elements in the zoo.

IDENTITY Explorations Study of different possible forms for the logo.

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Study of different possible forms for the logo.

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IDENTITY Explorations Incorporating the Brand’s final colours in the Identity explorations.

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IDENTITY Explorations Narrowing down to the best & most appropriate Logo forms.

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FINAL IDENTITY This logo has the most Energy, along with a Fun element.

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TYPOGRAPHY

Albertus

REGULAR Adobe

देवनागरी

TYPOGRAPHY

Albertus

REGULAR Adobe

देवनागरी

Typography is the area that I decided to use to retain the HISTORIC value of the Zoo. The period when the Zoo was established- 1861, was the time of the British Raj. Influences of this heritage are found all over the Zoo. I studied British typefaces of the past and discovered ‘Albertus’.

Adobe Devanagari is a Hindi font that has similar weight as Albertus and is very legible.

ALBERTUS On the south side of London Bridge sits a road sign worn by the elements. Having just passed the dragons that watch over the border to the City of London, the typeface is different from the modern, clean sans-serif style of the others — it is Albertus, designed by Berthold Wolpe in the 1930s and named after the German philosopher Albertus Magnus of the 13th century.

Its straight stems and sharp edges are reminiscent of the classical lettering used by the English royalty throughout much of the 19th century and the slight outwards serifs make me think of the old Blackletter script from hundreds of years before. Unsurprising, perhaps, as the font was designed to imitate the style of engraved lettering, often featuring the same slight serifs, dating all the way back to Roman times.

As the typeface of choice of the Corporation of London, it is prevalent throughout much of the City; on plaques, road signs and buildings, not to mention its own coat of arms: two dragons holding a shield, with the Latin phrase Domine dirige nos written below, “Lord, direct us.”

The lack of an inwards tie on the capital G is unusual for its time, the pivotal and fundamental geometric font Futura having been released only a few years prior, forsaking the highly ornamented style that had been pervasive ever since the advent of lettering.

Nonetheless, the stark and proud Albertus is excellently legible in capitals whilst still retaining enough identity to be recognised as an English regality.

ANIMAL ICONS Face The Animals: Line Icon Set designed by TAE S. YANG, New York.

ANIMAL LINE ICON SET

This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/deed.en_US.

This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/deed.en_US.

ANIMAL ICONS People come to the Zoo to see animals with their own eyes. Hence, it serves no purpose to have photographs of the animals in the signage and information systems.

Taking this into consideration, I studied lots of Animal Icons made by Icon designers- & found this set by Tae S. Yang to be most appropriate to my brand’s visual language.

Besides, the icons look great with Albertus!

This is an excerpt from Tae S. Yang’s Behance project.

UTILITY ICONS

I made the utility icons in a style to match the Animal Icon Set that I am using.

They will all be printed on the map as well as Identification signboards.

ORIGINAL MAP The original map at the Zoo is an Architectural Map, and there is no real map designed for the users.

However, the user’s path prediction has been marked out very well (on the next page.)

ORIGINAL MAP PATH PREDICTION The user’s path is marked by red dotted lines and arrows. I tested this system in the Zoo and it works perfectly.

ZONES The 3 Zones I divided the space into are shown above, marked by orange outlines.

These zones are for convenience only.

CONTENT MAP

Making this map helped me cut down on unnecessary information present in the original zoo map.

DECISION POINTS This map shows the key decision points where a user would face difficulties in navigation. (i.e. get lost) The red squares denote these points, their angles showing the directions of confusion.

Other ZOO Maps

I studied the maps of many Zoo’s and found that although they are very attractive at first glance, using them can be quite cumbersome. Also, they are really cluttered.

Get to the ZOO!

A guide map I made to help people get to the Zoo as easily as possible within Mumbai.

I’ve also incorporated the Zoo’s visual language here.

MY MAP

Simple, Easy to Use, Bright colors, No legend.

Asiatic Elephant

MEDICAL UNIT

Dhole

Indian Bison Royal Bengal Tiger SECURITY

Wolf

Lion

Hippopotamus

Monkeys

Himalayan Bear

Jackal

Rhinoceros

Rabbit BHAU DAJI LAD MUSEUM

Hyena

Leopard

i CLOCK TOWER

Nilgai

JAPANESE GARDEN

INFO. KIOSK

TICKETS

Sambar Deer

ENTRANCE

PLAYGROUND

FOOD

Zebra Spotted Deer

PARKING

Bird House 2

Turtles Bird House 1 Camel

Snake House

Wild Boar

Peacock

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Red Zone Purple Zone Blue Zone

Asiatic Elephant

MY MAP

Dhole

Indian Bison Royal Bengal Tiger

SECURITY

Asiatic Elephant Wolf

Lion

Hippopotam

Monkeys

Himalayan Bear

Dhole

Indian Bison Royal Bengal Tiger

Jackal

SECURITY

Rabbit BHAU DAJI LAD MUSEUM

Monkeys

Himalayan Bear

Wolf

Lion

Sambar Deer Hyena

Jac Leopard

i CLOCK TOWER

INFO. KIOSK

TICKETS

ENTRANCE

Hyena

PLAYGROUND

FOOD

CLOCK TOWER

Rabbit

BHAU DAJI LAD MUSEUM

i PARKING

Nilgai

JAPANESE GARDEN

Leopard

Zebra JAPANESE GARDEN

INFO. KIOSK

Spotted Deer

ENTRANCE

Bird House 2

Turtles Bird House 1 Camel TICKETS

FOOD

Snake House

Zebra

PLAYGROUND Wild

Boar

Peacock PARKING

Bird House 2

Turtles Bird House 1 Camel

Snake House

Existing Directional SIGNS PROBLEMS: Very high, users might miss them/hard to read.

Badly maintained, thus misleading.

Slightly old-fashioned visual elements.

Green & Yellow colour boards.

These are the colours of trees, giving less visiblity.

Point size rather small, difficult to read from comfortable distances- also due to height of boards.

Existing Regulatory SIGNS

PROBLEMS: Synergy isn’t maintained properly.

Messages aren’t crafted interactively.

Red text is very uninviting. So you’d ignore the sign.

Signs are faded/damaged.

They do not harmonise with the Directional signs.

Existing Identification SIGNS

PROBLEMS: Synergy isn’t maintained properly between the signs.

They do not harmonise with the Directional/Regulatory signs.

Hand-painted?

Animal ID board/ Restroom signs have no Pictogram.

Tree sign colours are out of sync.

Aren’t attractive enough in a zoo!

REGULATORY Signs Brand Language incorporated, new Copy, more Interactive, Bright & Clean design.

We deserve your Love & Respect.

Don’t smoke!

Tease us not!

We feel offended too...

REGULATORY Signs

Stay behind the railing!

We don’t want to harm you.

We hate noise.

Keep it low...

REGULATORY Signs

Don’t feed us.

Your fingers taste better than chips!

Don’t litter our home!

There’s a bin nearby.

REGULATORY Signs (Show the .gif file on the desktop)

IDENTIFICATION Signs

HIPPOPOTAMUS

Animal information boards, that have an Icon, Fast Facts, and Longer Bio’s if one desires to know a little more...

Herbivore

~7000 lbs (~3000kg)

GROUP NAME:

TYPE:

Mammal

DIET:

Omnivore

Hippopotamuses love water, which is why the Greeks named them the "river horse." Hippos spend up to 16 hours a day submerged in rivers and lakes to keep their massive bodies cool under the hot African sun.

Hippos are graceful in water, good swimmers, and can hold their breath underwater for up to five minutes. However, they are often large enough to simply walk or stand on the lake floor, or lie in the shallows. Their eyes and nostrils are located high on their heads, which allows them to see and breathe while mostly submerged.

Hippos also bask on the shoreline and secrete an oily red substance, which gave rise to the myth that they sweat blood. The liquid is actually a skin moistener and sunblock that may also protect against germs.

At sunset, hippopotamuses leave the water and travel overland to graze. They may travel 6 miles (10 kilometers) in a night, along single-file pathways, to

~35 years

9.5 to 14 ft (2.8 to 4.2m)

WEIGHT:

SIZE:

School

consume some 80 pounds (35 kilograms) of grass.

Considering their enormous size, a hippo's food intake is relatively low. If threatened on land hippos may run for the water- they can match a human's speed for short distances.

Hippo calves weigh nearly 100 pounds (45 kilograms) at birth and can suckle on land or underwater by closing their ears and nostrils. Each female has only one calf every two years. Soon after birth, mother and young join schools that provide some protection against crocodiles, lions, and hyenas.

Hippos once had a broader distribution but now live in eastern central and southern sub-Saharan Africa, where their populations are in decline.

~25 years

5 to 8 ft (1.5 to 2.5m)

WEIGHT:

PEACOCK

700 lbs (318 kg)

GROUP NAME:

Brown bears dig dens for winter hibernation, often holing up in a suitable hillside. Females, or she-bears, den while pregnant and give birth during this winter

DIET:

SIZE:

LIFE SPAN IN THE WILD:

These omnivorous giants tend to be solitary animals, except for females and their cubs, but at times they do congregate. Dramatic gatherings can be seen at prime Alaskan fishing spots when the salmon swim upstream for summer spawning. In this season dozens of bears may gather to feast on the fish, craving fats that will sustain them through the long winter ahead.

In fall a brown bear may eat as much as 90 pounds (40 kilograms) of food each day, and it may weigh twice as much before hibernation as it will in spring.

Mammal

LIFE SPAN IN THE WILD:

HIMALAYAN BEAR

The awe-inspiring brown bear lives in the forests and mountains of northern North America, Europe, and Asia. It is the most widely distributed bear in the world.

TYPE:

Sloth or sleuth

rest, usually to a pair of cubs. Brown bear cubs nurse on their mother's milk until spring and stay with her for some two and a half years- so females only reproduce once every three years.

Adult brown bears are powerful, top-of-the-food chain predators, but much of their diet consists of nuts, berries, fruit, leaves, and roots. Bears also eat other animals, from rodents to moose.

The world's largest brown bears are found in coastal British Columbia and Alaska, and on islands such as Kodiak.

Despite their enormous size, brown bears are extremely fast, having been clocked at speeds of 30 miles per hour (48 kilometers per hour). They can be dangerous to humans, particularly if surprised or if a person gets between a mother bear and her cubs.

TYPE:

Bird

DIET:

Omnivore

LIFE SPAN IN THE WILD: SIZE:

35 to 50 in (90 to 130cm)

WEIGHT:

~10 lbs (~5kg)

GROUP NAME:

Peacocks are large, colorful pheasants (typically blue and green) known for their iridescent tails. These tail feathers, or coverts, spread out in a distinctive train that is more than 60 percent of the bird’s total body length and boast colorful "eye" markings of blue, gold, red, and other hues. The large train is used in mating rituals and courtship displays. It can be arched into a magnificent fan that reaches across the bird's back and touches the ground on either side.

Females are believed to choose their mates according to the size, color, and quality of these outrageous feather trains.

The term "peacock" is commonly used to refer to birds of both sexes. Technically, only males are peacocks. Females are peahens, and together, they are called peafowl.

Suitable males may gather harems of several females,

~20 years

Party

each of which will lay three to five eggs. In fact, wild peafowl often roost in forest trees and gather in groups called parties.

Peacocks are ground-feeders that eat insects, plants, and small creatures. There are two familiar peacock species. The blue peacock lives in India and Sri Lanka, while the green peacock is found in Java and Myanmar (Burma). A more distinct and little-known species, the Congo peacock, inhabits African rain forests.

Peafowl such as the blue peacock have been admired by humans and kept as pets for thousands of years.

Selective breeding has created some unusual color combinations, but wild birds are themselves bursting with vibrant hues. They can be testy and do not mix well with other domestic birds.

IDENTIFICATION Signs

ORIENTATION Signs The road borders will be painted in black and the Zone Colour.

This gives users a constant idea of what zone they are in- giving them a much better sense of where they are within the Zoo!

DIRECTIONAL Signs भालू

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SLOTH BEAR

SLOTH BEAR

भालू

भालू

भालू

SLOTH BEAR

भालू

SLOTH BEAR

SLOTH BEAR

SLOTH BEAR

भालू

RED ZONE SLOTH BEAR

SLOTH BEAR

भालू

भालू

LO

TH BEA

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PURPLE ZONE

भालू SLOTH BEAR

भालू

भालू SLOTH BEAR

भालू SLOTH BEAR

भालू SLOTH BEAR

भालू

SLOTH BEAR

R

भालू

SLOTH BEAR

भालू

SLOTH BEAR

TH BEA

भालू

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SLOTH BEAR

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भालू

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भालू

भालू

SLOTH BEAR

EXPLORATIONS

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DIRECTIONAL Signs Asiatic Elephant

Bird House

हाथी

चिड़िया घर

Himalayan Bear

Madras Turtle

भालू Indian Bison

बिजोन Wolf

भेड़िया

FINAL FORM.

कछुआ Snake House

सांप घर

DIRECTIONAL Signs Asiatic Elephant

Bird House

हाथी

चिड़िया घर

Himalayan Bear

Madras Turtle

भालू Indian Bison

बिजोन Wolf

भेड़िया

कछुआ Snake House

सांप घर

For the Directional signs, I decided to go with a square-based Form, which is part of the Brand’s identity.

While it has a Fun aesthetic, it is effortless to use.

DIRECTIONAL Signs Variations

Asiatic Elephant

Bird House

Sambar Deer

Bird House

हाथी

चिड़िया घर

सामबर मृग

चिड़िया घर

Madras Turtle

Wild Boar

Madras Turtle

Leopard

Hippopotamus

Himalayan Bear

तेंदुआ

जलहस्ती

भालू

Monkey

Rhinoceros

Indian Bison

बंदर

बिजोन

कछुआ

जंगली सूअर

Snake House

Rhinoceros

सांप घर

कछुआ Snake House

सांप घर

Bengal Tiger

Wolf

Camel

बाघ

भेड़िया

ऊंट

DIRECTIONAL Signs The arrow is incorporated into the board, with the zone colour.

Its not prominent enough to distract a viewer from the content, but still performs its function of direction.

Leopard

Visually, it balances the colour on the other side.

Bison

बिजोन

BOARDS 152pt.

Each Board has the form of 3 Squares (in width) Board size= 27 x 9 inches Icons have a stroke value of 10pt.

197pt.

Type size: ALBERTUS 152pt.

Adobe Devanagari 197pt.

SIGNAGE HEIGHT 2.25’ 0.75’

Asiatic Elephant

Bird House

हाथी

चिड़िया घर

Himalayan Bear

Madras Turtle

भालू Indian Bison

7’

बिजोन

0.75’

कछुआ

6’

Snake House

सांप घर

Wolf

भेड़िया

4’

5.5’ 3’

DIRECTIONAL Signs

STRUCTURE, MATERIAL The boards are printed on 10mm Acrylic sheets The rod is anodized steel The coloured portions are slightly raised

DIRECTIONAL Signs

TICKET Brand language incorporated, User Friendly, Size-6x6cm, Visual Heirarchy, Guide behind

Welcome to Mumbai Zoo!

15 DATE:

23-12-2014 No: 0 0 9 3 7 1 7

M UNICIPAL C ORPORATION

10 55 Z OO TIMINGS:

10:30 - 17:30 Keep your ticket on you at all times.

OF

G REATER M UMBAI

LION ASIATIC ELEPHANT INDIAN BISON WOLF HIMALAYAN BEAR ROYAL BENGAL TIGER DHOLE HYENA MONKEY JACKAL RABBIT LEOPARD

SNAKE HOUSE BIRD HOUSES MADRAS POND TURTLE ZEBRA PEACOCK CAMEL

SAMBAR DEER HIPPOPOTAMUS RHINOCEROS NILGAI SPOTTED DEER WILD BOAR

y! a d e c i n Have a MUMBAI

Z OO

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ENTRY SIGN

GLOW LOGO

THANK YOU! faculty guide:

Prof. Paresh Choudhary