Borough Market Wayfinding System

Borough Market Wayfinding System

Borough Market Wayfinding System

Postgraduate Diploma Design for Visual Communication Yin Yu Chen

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Contents 06

Introduction Site Analysis Design Goal

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Graphic Element Typography Colour Arrow Pictogram

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Spatial Plan Bubble Diagram Plan

32 Sign Family Identification Sign Regulation Sign Directional Sign

44 Mapping System Free standing Map Wall Mounted Map

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Introduction

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Site Analysis

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Design Goal

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Introduction

Borough Market is London’s oldest and most well-known food market.

It is popular with not only tourists but also locals.

As one of the London’s busiest market, Borough Market sometimes is overwhelming because of the crowds. It gets impossibly crowded especially on Saturdays. Even locals feel it is hard to navigate through borough market.

Therefore, this project is to improve the navigational experience for visitors to Borough Market.

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Introduction

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Site Analysis Stoney S treet

After so many years of development, there are more and more traders. The space has become complicated and has many problems. There are four main problems in Borough market.

Inefficient wayfinding system The current wayfinding system does not work well. The signs are well-hidden in the environments and illegible. Furthermore, there is no enough signs. Using the same design languages for the directional signs and shop signboard also makes people feel confused. And the regulation signs are designed with different styles. It makes the environment look disorganized.

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Inconsistent identity The identity of Borough Market is various. Using too many different colours and typefaces cause incoherent wayfinding system .

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Maze-like structure Borough Market is divided into several areas by many shops and stalls. There are many pathways and crossroads. It is difficult to find the direction for visitors because all the pathways look similar.

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Unequal space usage There is no enough seats for visitors.

People stand and sit next to the road for eating. It makes the space more crowded. However, the Jubilee Place seems relatively empty. Because of the inefficient signs, most people do not know about Jubilee Place.

Inconsistent Identity

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Cathe d r a l S treet

Unequal Space Usage

Ineffiecient Wayfinding System

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London Bridge Station

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Introduction

Design Goal To improve the navigational system, the project will focus on two parts.

One is the spatial plan. The refined plan will rearrange the traders by food kind. The same kind of traders will be gathered together. It is easier for visitors to find their target.

Moreover, the new spatial plan also aims to improve the utilization of space. Jubilee Place is spacious.

Setting up seats in Jubilee Place is a good way to bring people to there and make Borough Market less crowded.

Anther design point is the new wayfinding system. Borough Market needs a coherent wayfinding system to help people navigate. The whole system includes identity, signage and map. The design should be simple and clear, helping visitors can find their direction quickly.

Problem

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Unequal Space Usage

Maze-like Structure

Inconsistent Identity

Ineffiecient Wayfinding System

Solution Spatial Plan

New Wayfing System

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Rearrange traders by food

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Set up more sitting area

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Reduce Decision Points

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Bring people to Jubilee Place

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Consistent Identity

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Simple and Clear Signage

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Set up You-Are-Here Map

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Graphic Elements

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Typography

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Colour

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Arrow

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Pictogram

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Design Element

Typography Being a humanist sans serif typeface, Myriad Pro is comfortable to read and conveys warmth to the audience.

It gives Borough Market friendly and humanistic voice. Due to its legibility, Myriad Pro is also suitable for signage. Furthermore, it fits the different style entrances of Borough Market. Accordingly, Myriad Pro is selected for the project.

You -Are-Here map bodytext

Shop signboard / Map information

Entrance / You -Are-Here Map title / Signage

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Aa Aa Aa

Myriad Pro Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456789 !@#$%^&*()_+<>?/;:

Myriad Pro Semibold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456789 !@#$%^&*()_+<>?/;:

Myriad Pro Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456789 !@#$%^&*()_+<>?/;: 17

Design Element

Colour The main colours of the environment are green and brown. In order to match the colours, the main colours palette will be grey colour scheme.

Grey draws no attention to itself and well-matched with other colours.

It also makes people feel calm. So three different shade of grey are selected from the main entrance as the major colours.

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Design Element

Colour There are two colour palettes for this project. The primary colour palette is three shade of grey. It is the main identity colours and used to design the signage, You-Are-Here Map and the entrances. The simple colour combination can communicate the message clearly and still keep the environment clean.

The secondary colour palette includes nine different colours. It is used for express the different type of food traders. Each colour serves one kind of food. All colours have higher value which makes them be distinct from each other. Moreover, the palette is not only used for You-Are-Here Map but also the

shop signboards and stalls. So the selected colours have low saturation so that they look neutral and fit the colorful surrounding.

Primary Colour Palette

0F0F0F C: 74 M: 67 Y: 66 K: 83

33302D C: 67 M: 63 Y: 65 K: 61

DEDEDE C: 12 M: 9 Y: 9 K: 0

Secondary Colour Palette

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D1D3D3 C: 17 M: 12 Y: 13 K: 0

CB95EF C: 25 M: 44 Y: 0 K: 0

B0CE5D C: 35 M: 3 Y: 82 K: 0

B29A83 C: 31 M: 37 Y: 49 K: 1

F9A95A C: 0 M: 39 Y: 73 K: 0

FF76AB C: 0 M: 69 Y: 3 K: 0

FDDE24 C: 2 M: 8 Y: 94 K: 0

93D8D5 C: 41 M: 0 Y: 19 K: 0

79AFD3F C: 52 M: 19 Y: 7 K: 0

Meat and Seafood Fruit and vegetable Street Food Restaurants and Bars Bakery Cooking Ingredients Dairy and Cured Meat Drink Other

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Design Element

Arrow A designed arrow will be used for the signage. The size is two-line height.

To be balance with the words, the stoke weight of arrow is 150% weight of the lettersâ&#x20AC;&#x2122; vertical stroke. And the radius of the corners is 5mm which make the arrow look smooth.

5mm Radius

150% Stroke Weight

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Borou Marke 23

Design Element

Pictogram There are two types of symbols used for the signages. One is the facility icons and another is the prohibited icon. All symbols are drawn based on the characters of Myriad Pro.

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75% Vertical Stroke Weight

100% Vertical Stroke Weight

Toilets Sitting Inform Car Pa 25

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Spatial Plan

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Bubble Diagram

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Plan

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Spatial Plan

Bubble Diagram Restaurants and Bars

Drink Street Food Meat and Seafood

Barkery Fruit and Vegetable

Dairy and Cured Meat

Cooking Ingredients

The refined plan aims to solve the two main problem of Borough Market. One is the disorganized structure and another is the unequal space usage. The different type of shops and stalls are mixed together.

It causes Borough Market look disordered. So the traders will be arranged by the food type. All the traders can be classified into 8 types.

The same kind of traders will be gathered together. The similar food type will also be arranged next to each other. It is easier for visitors to find their target.

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The new spatial plan also aims to improve the utilization of space.

Too many people stand and sit next to the road for eating which make Borough Market too crowded and hard to navigation. So the new plan will set up the sitting area in Jubilee.

The street food and drinks will be located near the toilet and sitting area which can attract more people.

Jubilee Place

Green Market

Drink Street Food

Restaurants and Bars

Barkery

Drink Street Food Restaurants and Bars Meat and Seafood Dairy and Cured Meat

Fruit and Vegetable Cooking Ingredients

Three Crown Square

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Spatial Plan

Plan The new spatial plan will define the space by the type of traders instead of using the building name.

The whole Borough Market will be divided into 9 types of area. For example, when people go to the

seafood and meat area, they will think the four blocks as one area even there are still many pathways.

It can reduce the decision points and make the space look organized.

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Meat and Seafood

Bakery

Fruit and vegetable

Cooking Ingredients

Street Food

Dairy and Cured Meat

Restaurants and Bars

Drink

Other

Circulation Plan: Before

After

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Sign Family

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Identification Sign

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Regulation Sign

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Directional Sign

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Sign Family

Identification Sign Current entrances use various typefaces and colours for identity. It is the main reason cause incoherent signage system. This project will redesign the identity for all entrances. Using the Myriad Pro bold for the main identity make a warm and friendly impression of Borough Market.

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Borough Market 33302D C: 67 M: 63 Y: 65 K: 61

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Sign Family

Identification Sign Since the traders will be rearrange by food type, the shop signboards and stalls will also be redesign with their theme color. Myriad Pro semibold is selected for the signboard. The shopsâ&#x20AC;&#x2122; name will be aligned center. All the signboard will be decorated with their main colour. And the stalls will use their own colour too.

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The colour is used to infer the type of traders. Visitors who see that colour on the signboard will easily jump to the conclusion that where they are. It helps visitors find their location and guide them to their destination efficiently.

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50% (mm)

Myriad Pro Semibold 650pt Distance sign is to be read: 11m The typeface will be aligned center.

And the background colour of the signboard will be designed based on the food type.

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Sign Family

Directional Sign The directional sign is a secondary navigational aid for visitors to find their direction in Borough market.

Because Borough Market is a void Building, the best form of the directional sign will be ceiling mounted canvas. People can see the signage clearly even when the space is crowded. The signages will be mounted in every pathway near the crossroad. And it will provide more detailed information such as wine or tea instead of drinks which helps visitors decide where to go next.

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Wine Street Food Restaurants and Bars

Cooking Ingredients Dairy and Cured Meat Vegetable and Fruit

3000 2700 2300 2100 1800 1500 1200

1:20 (mm) 39

Sign Family

Directional Sign

Myriad Pro Bold 235pt Font/ 270pt Leading Distance sign is to be read: 4.5m

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100% (mm) 65 40

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155

645

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Wine Street Food Restaurants and Bars

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155 30

Cooking Ingredients Dairy and Cured Meat Vegetable and Fruit

100 50 1:10 (mm)

1000X2000

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Sign Family

Regulation Sign The current regulation signs are designed with different styles.

It makes the environment look disorganized. A redesigned icons will be painted on the pillars. The vector icon looks clear and comfortable.

And the 150X150 mm size makes it easy to read.

150mm

150mm

Distance sign is to be read: 7m 42

Before

After

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Mapping System

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Free Standing Map

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Wall Mounted Map

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Mapping System

Free Standing Map

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Map Location

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1:20 (mm)

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You-Are-Here map is a virtual navigational aid for people find their direction and plan their route.

There are seven free standing map setting up in the different entrances.

People can easily know their location when they visit Borough Market. It also plays the role to tell visitors the theme colour of each area which helps people find their destination.

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Mapping System

Free Standing Map

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You-Are-Here Map

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Trader Informaiton

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1:10 (mm)

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450X2000

Myriad Pro Bold 24pt Font/ 20pt Leading Distance sign is to be read: 0.85m

Myriad Pro Regular 18pt Font/ 21pt Leading Distance sign is to be read: 0.65m

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100% (mm) 15

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Mapping System

Wall Mounted Map

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Map Location

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1:20 (mm)

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This map is located in the central of Borough Market. It is a important location which connect Green Market and Three Crown Square together.

Most people navigate through it. So it is essential to set up a map here to show all the information

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Mapping System

Wall Mounted Map

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Open Hour

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Trader Informaiton You-Are-Here Map Regulation Sign

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1:15 (mm)

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1800X1450

Myriad Pro Bold 360pt

Myriad Pro Bold 50pt Distance sign is to be read: 2m

Myriad Pro Regular 50pt Distance sign is to be read: 2m

Myriad Pro Bold 45pt Distance sign is to be read: 1.8m

Myriad Pro Regular 36pt Font/ 41pt Leading Distance sign is to be read: 1.3m

100%

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Size: 21X29.7 cm Typeface: Myriad Pro Paper: GF. Smith Munken Design Printing and Finishing: Digital printed in London College of Communication.

Elephant and Castle, London.

Design: Yin-Yu Chen

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