Crafting Journey, Branding vs Signage

Crafting Journey, Branding vs Signage

Art Promotes a Healing Atmosphere in Hospital

Developing a wayfinding strategy in conjunction with the architectural and interior design will not only offer a feeling of aesthetic consistency, but will also assist avoid confusion and direct a person along their journey at a health system. A wholistic approach, agility in design, and a clear relationship to an organization’s overall branding are the elements to executing a successful program.

Making use of an integrative framework. 

Developing a wayfinding system that is both responsive and flexible. The key to delivering a successful program includes a wholistic approach, in which the design of the wayfinding system remains connected to the larger branding strategy at all times. The simple-yet-robust graphic style, created in close collaboration between an organization’s marketing and facilities teams, should be easy to use and flexible enough to fit within any architectural or interior design contexts to draw attention to points of information and key destinations such as departmental entrances, main corridors, café locations, or elevator lobbies.

Creating a direct connection with an organization’s overall branding – whether it is through color palettes, typographic systems, or skillful application of imagery—provides not only visual consistency but also serves as an effective link between internal sensory cues and external messages for building users.

Branding versus pure signage.

One of the keys to developing this multidisciplinary approach is setting a clear separation between “signage” and the overall branding strategy at hand. Signage messages should be designed to convey information in a way that is engaging and guiding—but otherwise should not be overly relied upon for their visual appeal alone. The graphic style developed through collaboration with marketing teams should be easy to understand and produce, but fundamentally look like it belongs within the healthcare facility’s context.

Using a flexible and print-friendly graphic system will also allow for dynamic transitions between multiple venues, as well as ensure that signage can be adjusted or updated easily in response to changing requirements or internal changes. The end result will be a visual system that helps direct patients and visitors, giving them a better patient experience, but also is flexible and engaging enough to become part of the larger, evolving brand.


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