Transit Signage System Design Theory & Practice

Special thanks!

To the SFMTA internship program. Especially Lulu Feliciano, Chimmy Lee, and Kathleen Phu for allowing me to be challenged and to pursue this project.

To Derek Kim for the mentorship along the way.

To Umut Toker for teaching me that design matters and to never stop learning new skills.

To the City and Regional Planning Department at Cal Poly, San Luis Obispo, for the education and support. Part I. The Importance of Signage & Branding

INTRODUCTION 1 HISTORY 2 WHAT IS WAYFINDING 3 THE BENEFITS OF BRANDING TRANSIT 4 BRANDING PUBLIC TRANSIT 5 TRANSIT SIGNAGE DESIGN 6 PROCESS PRECEDENTS:

PARIS LONDON 7 NYC CONCLUSIONS 8 Part II. Van Ness Bus Rapid Transit Signage System Design

INTRODUCTION 1 PROBLEM DESCRIPTION 2 METHODOLOGY 3 DATA ANALYSIS 4 VAN NESS BRT SIGNAGE SYSTEM DESIGN 5 PROPOSAL NEXT STEPS 6 Part I. The Importance of Signage & Branding 9 Introduction Part I of this report discusses the importance of Part I of this report through signage system design and branding analysis. Lessons and precedent research applied to San are research the learned from incoming Agency’s Francisco Municipal Transit in Part II of corridor, Ness Bus Rapid Transit Van design Part II shows signage system the report. system examples and illustrates how signage Ness Bus design and branding could make Van look and feel. Rapid Transit right locations and displaying it in a readable right locations and displaying it in a readable makes transit decisions convenient and way, easy. best way to intrigue more users into choosing best way to intrigue more a quality experience for the transit is to provide The experience is not only the type of user. by the transit system, but it is service provided the way the transit system and its design make users feel. When signage system design and branding are done right, users feel comfortable and safe, and their transit trip seems simple. Convenience and some of the most significant influences ease are that bring people out of the automobile and into the right information at the the bus. Providing Signage system design and branding are the are Signage system design and branding users first elements of a transit system that come in contact with. The signage design, branding, interactions information provided, all make with transit staff, and quality of service user. up a complete experience for the transit these one has with any of The impressions one to continue using touchpoints can inspire using it again. one from transit or prevent resources air quality is poor, In a time where and congestion is high, it is a transit scarce, are high caliber public duty to provide agency’s The transportation options for the community. 1. Introduction 10 The Importance of Signage & Branding

Art Nouveau Paris Metro entrances with built in signage, designed by Guimard History

11 intentional signage and wayfinding (Berger, intentional signage and wayfinding (Berger, 2009) (Ovenden, 2009). Signage fabrication styles evolved over time. but initially popular, signs were Projecting as mobility became pertinent to everyday and automobiles came life and streetcars to city centers, higher visibility signs were made more 2012). Railroads needed (Treu, transit signage. Stations became more and transit signage. Stations became more of new systems intricate with the growth more complexity the increased 2009). Clearly, (Berger, created of multimodal transportation options more a need for new types of signage and 2009) (Berger, wayfinding (Ovenden, specifically, 2009). a In 1900, the Paris Expo Universelle marked a shift change in iconic aspects of the time, of industry to environmental products the from marvels such as subways and escalators became the some of the most novel inventions 2009). of the time (Ovenden, 2009) (Berger, a general fascination with the The shift from marvels of the urban environment, to product a new paradigm in societies in presented the United States. This time and Europe for a newfound need and care period created design and the need for more environmental existed exclusively in conjunction with their Station buildings hosted all architecture. While technology advanced in the world, and in Europe transportation options grew the United States. Horse drawn carriages and later evolved to horse drawn streetcars, electrification developed, as did electric and automobiles, railroads, streetcars, subway systems. By the Early 20th century, urban, transportation system services were and long distance, with many different regional, for each distance and mode of service providers 2009) travel. (Berger, Signage for these many systems primarily 2.1 Signage Overview The history of signage begins with buildings public transportation Before and commerce. available to everyone, small-scale was readily of signage was used to indicate the purpose generally small a building. These signs were or hanging on building frontages sized placards walls a business’s out from signs, projecting early settlements, over walkways. In America’s and pictographs literacy was not widespread, instead of language on signage. As used were and more used more were words literacy grew, 2012) on signage. (Treu, 2. History 12 The Importance of Signage & Branding

materials readily available on a broader market. influenced signage. Internationally, Bauhaus, a Accessibility to new technologies in sign making German art school that melded function and influenced evolving signage styles around the design, helped signage become more widely country and abroad (Treu, 2012). incorporated into design (Whitford, 1994). The Bauhaus movement urged for architecture, While there were movements influencing the furniture, signage, painting, murals, advertising, junction of architecture and signage, there were typography and more to be designed others that disjointed the two. Many businesses harmoniously (Berger, 2009). adopted electrification, leading to a wide range of signage styles (Treu, 2012). The diversity of The popular French art movement, Art styles could be distracting and overwhelm some Nouveau, also influenced signage in France streets. In some instances, it became difficult to and abroad (BBC, 2012). Art Nouveau, like have a symbiosis between architectural design Bauhaus, was an art form that took shape in and signage. In others, architects embraced various formats. It was used in jewelry design, signage and incorporated it into their deigns architecture, and poster design. In Paris, the Art (Treu, 2012). Nouveau Metro entrances developed by Hector Guimard incorporate signage in design and Some cities wanted to control what was have become iconic symbols of the City (BBC, acceptable in the public realm and created 2012). zoning and building codes, restricting certain architectural design and signage behaviors In London, Harry Beck initially studied to be an (Treu, 2012). In any case, transportation signage engineer, veered from the path of engineering to had to compete with the ever-growing business design graphics for the London Underground. signage in order to stand out on the street In 1933, he designed the most renowned transit (Ovenden, 2009). map in history for the London Underground. He pushed transportation graphics into a Popular signage and wayfinding styles in new realm of legibility by using principles of transportation transcended from a basic engineering to guide his designs (Ovenden, necessity, installed by anonymous sign painters 2009) (Berger, 2009). out of the normal duties of transit agencies, into a graphic art, designed by popular Later, modern art styles, such as those artists of the time. Many artistic movements executed by multi-dimensional designer,

Left: The Bauhaus school encorporates signage in architecture

Right: Example of competeing signage in history History

13 Paris, London, and New York are examples of are Paris, London, and New York Agencies that have cities having Transportation graphical experienced the benefits of great signage design and branding. Their methods discussed in detail in Chapter 6, and history are section of this report. the precedents important co-benefits. Recognizable and important co-benefits. Recognizable informative design makes for safer transit ridership and the systems. It can also increase of public transportation perception public’s systems (EMBARQ, 2011). a that creating Many agencies have proven their service branding identity through strong with graphic design and marketing improves total customer experience and the perceived ridership, when coupled with well- increases & managed service. (Siikonen, 2006) (Hess valued Bitterman, 2008) Now an integral and piece of planning for some transit systems, visibility graphic design enhances the service’s (Siikonen, 2006) It also has the and popularity. automobiles- potential to draw customers from -a task that many cities wish to achieve. (Henke, 2010) 2007) (APTA, branding public studies around recent More on new Bus Rapid Transit centered transit are options. Some of these studies suggest that branding and imaging can account for a 10- 2010). in ridership (APTA, 20% increase description of those who operate transportation description of those service is most reliable agencies. Providing and planners usually important and engineers business (EMBARQ, manage that side of for it is sometimes difficult 2011). Additionally, on transit agencies to justify spending money graphically designed signage systems. transit agencies with well-designed However, attractive at face only more not systems are to have value, but good design has proved many transportation agencies grappled with the concept of implementing good graphic design. Graphic design is not usually in the job was becoming increasingly popular with was becoming increasingly businesses. Corporate entities saw the power signage and environmental branding through 2009). The field of environmental design (Berger, designing graphic design expanded from for public places to designing environments in and signage for private firms. However, some cases, public spaces doubled as retail such as Times (Berger, environments, Square 2009). Agencies & Graphic Design 2.2 Transit As signage and wayfinding graphics evolved, of transit map designs and public transportation of transit map designs and public transportation the world. graphics around graphics (a union By the 1970s, environmental design), wayfinding, and graphic of architecture commonplace. (Berger, and iconography were graphics emerged as a 2009) Environmental made up of many different newer profession Architects, people with differing backgrounds. industrial engineers, advertising professionals, in the participate and more designers product 2009). field (Berger, environments By the mid 1980s, designing retail Massimo Vignelli, pushed signage and that is both wayfinding into a category of design 2009) (Shaw, functional and artistic (Berger, 2011). Vignelli designed the transportation the New signage, graphics and transit map for Beck subway in 1966 (Vignelli Website). York and Vignelli techniques masterfully elevated the environmental graphics for 1968 Olympics, designed by Lance Wyman Comprehensive 14 The Importance of Signage & Branding

Interpretive map, based on people’s memory and understanding of familiar geography What is Wayfinding? 15 Information processing is an important part of Information processing occurs the transit trip. Information processing trip planning and travel actions. throughout and information is discovered This is where has two forms judged. Information processing in the transit trip. The first form of information of transit and is the perception processing sight and information through environmental determine their own location within the transit determine their own location within the setting. Next, a destination is determined their location to and a plan of action from the destination is decide upon. Without a cognitive map, users will need predetermined on signage systems, environmental to rely cues, mobile apps, and asking for directions. users Even when a cognitive map is formed, to support on external sources will still rely their decisions along the path of travel. 1996) Board, Research (Transportation Decision execution transitions the mental maps of trip segments into travel behaviors. made to complete actions are This is where trip segments. It is in the decision execution signage systems and wayfinding where process help guide the cues in the environment user to effortlessly complete trip segments. 1996) Board, Research (Transportation trip segments to better prepare them for the trip segments to better prepare transit trip. When a user maps a trip, they first Research Board, 1996) Board, Research behaviors: up into three A transit trip is broken decision making, decision execution, and In the decision making information processing. down into trip segments broken phase, trips are and a cognitive map of each segment is made. a transit trip down into segments Breaking allows the user to better understand and the whole trip. (Transportation remember 1996) Board, Research Cognitive mapping is a way in which a user can plan their journey and understand their 3.1 What Is Wayfinding solving within is spatial problem Wayfinding one place to to get from an environment and Signs, personal travel behavior, another. design cues such as architectural environmental ease of affect the perceived furniture and street process for a transit wayfinding. The wayfinding to a path trip begins with a trip plan and leads Obtaining of travel made up of decision points. trip information at the right time and place way. finding one’s can be critical to correctly Signage and wayfinding system design provides this type of crucial information. (Transportation 3. Wayfinding? What is 16 The Importance of Signage & Branding

other senses. The next is cognition and the to the user. (Transportation Research Board, ability to translate the information into either 1996) coordinate mapping or sequential mapping. The goal of developing a transit signage Coordinate mapping is small scale mapping and wayfinding system is to make the user within a facility or boarding area. It is the experience friendly and helpful. A signage and process of understanding transit functions, such wayfinding system should move riders between as where to purchase a ticket and where to their origins and destinations efficiently, with board within a constrained location. Sequential minimal effort exerted from the user. A well mapping is the process of determining planned system, should be intuitive and useful, directions and distances between points. It is without being oppressive. It should be easily the comprehension of routes and trip segments. understandable and graphically pleasing. (Transportation Research Board, 1996) (Transportation Research Board, 1996)

3.2 Signage System Design A transit signage system is developed using Signage system design is not merely an several tools. First, the user and the user’s artistic concern. Signage system design is needs must be defined and understood. Next a physical and graphical system, which is the Transit Trip Model is assessed to structure designed from psychological patterns of human wayfinding. Signage system and wayfinding travel behaviors. It is intended to support design is built upon a foundation of user travel travel behaviors within an environment. Travel behaviors and transit trip decision-making and behaviors should dictate how the transit execution processes, discussed in section 3.1 environment takes shape. and in the Transit Trip Model (see facing page). (Transportation Research Board, 1996) The architecture and placement of platforms, stops, stations, farebox locations and other There are a variety of user types to identify visual cues are the first part of a signage and and plan for in a transit system. Most common wayfinding system. Once trip behaviors are groups of users are (i) users familiar with the understood and the site has been appropriately system and (ii) those who are unfamiliar with the designed, signage and symbols can be planned system. In addition, designers must plan for the for. The right type of transit information must be unimpaired and persons with disabilities such placed at the correct location for it to be helpful as sight, hearing, and mobility impairments.

Signage system design in Schiphol Airport displays different information, using different color combinations and sizes (Uebele, 2007) What is Wayfinding? 17 factors. This process strengthens branding strengthens factors. This process it makes a user feel importantly, power but more the system is easily locatable because secure (Calori, 2007). Signage and wayfinding should effectively execute a consistent identity; this reinforces character and helps users to the agency’s instantly orient themselves amongst the layers trip a rider is expected to be in. Standardized trip a rider is expected to be in. Standardized support the to required design guidelines are and maintain consistent signage program sizes, shapes, colors, symbols, terminology, the system. and sign placement throughout Uniform signage solidifies a transit system’s making the signage system more identity, (Transportation the user. to and reliable readable 1996) Board, Research Than Wayfinding: 3.3 More Reassurance advancing Among a world that is technologically so is design and the expectations people daily, have learned 2009). People have of it (Berger, to expect good design and clear brand identity. Identity design is an important element of graphics (Berger, designing environmental 2009). It is essential that transportation agencies use methodical graphics that clearly identify their service. Imposition is a tool is used in graphics for services such as environmental public transportation. Imposition allows signage to stand out against competing environmental Trip Model segments. (Transportation Research Research Model segments. (Transportation Trip 1996) Board, analysis is Once transit behavioral and wayfinding accomplished, a signing can be designed. Sign typology and program chosen based on the behavioral placement are typology needs of transit riders. Influencing sign the type of stop or station in and placement are system and regional the context of the greater of a transit systems and the particular segment Decision Point (Boarding Area to Boarding to Boarding Area (Boarding transfer) Area—Transit Origin to Transit Facility Origin to Transit Entrance/Platform Facility Entrance/ Transit Area Platform to Boarding to Vehicle Area Boarding Enroute Vehicle Area to Boarding Vehicle to Transit Area Boarding Facility Exit Exit to Destination Trip Planning Trip S1 S2 S3 S4 S5 S6 S7 S0 (S8) Trip Segment Trip designs, but the majority of the signing and for public transit, such as a wayfinding program the Transit bus system will be developed around In reality, some users trips will make trips that In reality, more trip segments or that are certain repeat complex than what is listed, depending on the trips type of trip taken. For example, regional transfer points will be or trips with one or more Trip the Transit However, complicated. more Model is sufficient for the purpose of planning and designing a signage and wayfinding linkages and system. It is true that regional in the transfer points must be considered facilities accessible to everyone.) Another facilities accessible those with literacy to plan for are user group are impairments, these may be people who and write, or those who do not unable to read understand or speak English. Model is based on the decision Trip The Transit earlier. points of transit trip segments, discussed The typical transit trip is as follows: All signage systems and wayfinding design All signage systems with the Americans with must be in compliance for (ADA sets standards Disabilities Act (ADA). that make public serving public infrastructure Board, 1996) Transit Trip Model Trip Transit Research (Transportation 18 The Importance of Signage & Branding

of transportation systems found in metropolitan Different users navigate environments in areas (Calori, 2007) (Berger, 2009). individual ways; user’s past experiences in wayfinding, travel, and exploration play a big To effectively execute a consistent identity, role in the level of comfort that users have with transportation agencies must actively plan wayfinding. The more experience a user has and implement signage systems. Signage put in travel, especially to unfamiliar places, the up as an afterthought is ineffective (Berger, less anxious they are about wayfinding (Chang 2009). Transportation agencies should think 2013). of signage as successful corporations do. Corporations give users a positive experience Some studies have shown that there are through signage and messages. Signage and differences in wayfinding behaviors between wayfinding should assist customers and provide genders and between age groups. Females them with a positive experience (EMBARQ, have been shown to have a higher level of 2011). Signage goes beyond identifying a anxiety than males if they feel they may become transit agency, it helps a user understand unsafe or lost (Chang 2013). Other studies have their environment and feel comforted by shown that age vulnerabilities exist as well. seeing a familiar transportation option. It is Elderly people have been shown to be less likely up to the transportation agency to craft a to visit unfamiliar routes than younger people message about the transit system’s culture and (Chang 2013). give the customer a good feeling about the transportation agency values (Berger, 2009). Environmental signage must be tailored to a wide range of users in order to be effective Customer experience is more than instilling in reducing user anxiety. Transit signage a brand that the customer can identify and systems designed with the Transit Trip Model relate to, it is also about planning facilities in and that anticipate expected travel behaviors a manner that serves the customer’s needs can make users with vulnerabilities feel safer and expectations (Berger, 2009). Customers and familiarize them with their route. Signage want comfort in their choices, they want feel enhancements can make these transit users prepared, and they want to understand their feel more assured and thus, more likely to take journey. Good signage systems reassure the transit. rider and help them anticipate their travel options (Berger, 2009). Environmental signage must be tailored to a wide range of users in order to be effective The key to effective transportation signage and in reducing user anxiety. Transit signage wayfinding is to help the user form a mental systems designed with the Transit Trip Model map of the service (Calori, 2007). Wayfinding and that anticipate expected travel behaviors studies show that persons who are unfamiliar can make users with vulnerabilities feel safer with the environment in which they are and familiarize them with their route. Signage attempting to navigate show higher perceived enhancements can make these transit users levels of anxiety than when familiar with the feel more assured and thus, more likely to take environment (Chang 2013). If directional signage transit. can help a user form a mental map, they will be less anxious about wayfinding because they will feel more familiar with the environment. What is Wayfinding? 19 makes use of color and makes use of color and pictograms for universal understanding Transantiago Bus Transantiago station Rapid Transit branding and signage 20 The Importance of Signage & Branding

LA Metro’s Opposites Campaign markets Metro and reinforces the brand The Benefits of Branding Transit 21 EMBARQ, a non-profit planning program of planning program EMBARQ, a non-profit Institute, dedicated to Resources the World sustainable transportation solutions argues that transportation agencies should market live in their services and invest in branding. We a competitive marketplace (EMBARQ, 2011). $20 the auto industry spends around Currently, billion a year on advertising; in 2009, GM spent $3.2 billion. If a transportation agency spends all the interactions a rider has with the system. all the interactions a rider has with the trip planning, to signage and wayfinding, From the experience riding and egress, to ingress, senses. should be easy and pleasing to all the (Siikonen, 2005) be enough The quality of the experience should over other to entice riders to want to use transit is a general 2012). There modes (Nordahl, that people who take assumption in US culture the bus need to take the bus and that they have have no other option. Studies and reports shown that this is not necessarily the case. Many people would take transit if the well designed and therefore, experience were 2012). Like corporations attract joyful (Nordahl, branding new customers with user-centric and design, so should public transit agencies (Siikonen, 2005). be planned for the multiple publics using transit, the familiar and unfamiliar users. The perceived quality of the system and service is a sum of same time, wayfinding should not be neglected because a system does not yet have a strong brand. Corporations study their users so they can and brand to the needs tailor their products and values of their customers; transit agencies Transit agencies the same. could benefit from the user experience. tend to underemphasize tendency to simply plan the service is a There customer needs but omit planning for routes the customer the holistic experience around (Siikonen, 2005). A quality experience should Wayfinding and signage design and graphics and signage design and graphics Wayfinding to Signage system design is closely related are and signage design branding. Wayfinding the means of branding a system and informing When planning a signage 2010). user (APTA, the system, it is important not to dismiss If the brand identity of a transportation system. a good system has weak branding, it may be brand time to assess the brand and improve investing in a comprehensive elements before Signage signage and wayfinding program. brand should support the system’s programs 2010). At the and enhance its image (APTA, 4. The Benefits of Branding Transit 22 The Importance of Signage & Branding

close to zero dollars on advertising, then it is not The American Public Transportation competing in the market. Administration (APTA) recommends branding transit, specifically Bus Rapid Transit systems, Transportation agencies cannot afford to miss for several reasons in addition to becoming out on branding and marketing (EMBARQ, eligible for funding. APTA states that branding 2011). Public transit needs to make a better helps differentiate one service over another, impression on the public and prove its influencing riders to choose the well-branded importance (Siikonen, 2005). Proper branding service over other options (APTA, 2010). is an essential catalyst to improve the common, negative perception of public transit (Siikonen, The nature of the branding process calls 2005). for improvements in outreach efforts and it involves the target audience more intentionally To be truly successful, transportation agency then usual, which can improve the public communications teams need institutional perception of transit and the relationships structure and dedication (EMBARQ, 2011). The between the community and the transit agency chapters in EMBARQ’s From Here to There: A (APTA, 2010). By implementing good branding Creative Guide To Making Public Transport The techniques, a transit system can increase Way to Go, explains the structure that transit customer loyalty because the system will be communications departments need in order to easier to use and more identifiable (APTA, be successfully competitive. The structure is as 2010). A well-branded system can also attract follows: a transportation agency should have a other economic activities to center around the (i) brand and identity, (ii) internal communication, service, enhancing the existing corridor (APTA, (iii) user education, (iv) user information systems, 2010). (v) marketing campaigns, (vi) public relations and external communications, (vii) user feedback systems, and (viii) online engagement. (EMBARQ, 2011) Without these basic cornerstones of great branding and marketing, public transportation agencies opt out of competing in the market they are inherently apart of.

EMBARQ makes a point to say that marketing is an investment in a stronger public image. A better image can attract new riders and retain current riders (EMBARQ, 2011). Increased ridership raises revenues and demand (EMBARQ, 2011). This demand is good for the future of public transit because it can lead to political and financial support, service expansion, and further investments in transit improvements (EMBARQ, 2011). In the US, branding transit can make certain projects candidates for the Federal Transit Administration’s Small Starts Program (APTA, 2010). The Benefits of Branding Transit 23 (EMBARQ, 2011) VIVA Bus Rapid Transit Bus Rapid Transit VIVA brand design 24 The Importance of Signage & Branding

LA Metro brand Branding Public Transit 25 (Wheeler, 2009). Furthermore, it is integral that 2009). Furthermore, (Wheeler, an agency understand the complete customer experience to learn how to communicate 2009). effectively with their audience (Wheeler, can be summarized The brand identity process 2009). 1. Conduct in 5 steps (Wheeler, 3. Design the 2. Clarify the strategy, research, touchpoints, 5. Manage 4. Create identity, assets. to choose its service, to reassure the user of to choose its service, to reassure and to that they have made the right choice, them identify with making engage the customer, distinct imagery and unique and the brand’s 2009). language (Wheeler, themselves differentiate must brands Successful 2005) (Wheeler, other services (Neumeier, from is 2009). An important way of differentiating values of the agency into to integrate the core all elements of the brand (EMBARQ, 2011). is to innovate, Another method of differentiating the other and stand out from to be creative services like yours (EMBARQ, 2011). A transportation agency should identify their main values and learn about their service from they build a point-of-view before the customer’s brand strategy (EMBARQ, 2011). It is necessary to appeal to them to know the audience in order brand is trusting and charismatic. A brand has functions: to navigate the customer main three 2012). Using public transit is less expensive 2012). than using an automobile (Nordahl, These effects cause cost savings for the user, spending in the which can transmit to more vibrant local economy and lead to a more transit corridors also Well-branded community. developments along the corridor; and increase this adds to the economic benefits as well. 5.2 Branding Public Transit used to attract users but Branding is a process branding is a feeling one has about so, more A 2005). or a service (Neumeier, a product 5.1 Branding branding It is important that transit agencies see not and marketing as a cyclic investment, Enhancing public government propaganda. not solely transit benefits the whole community, Increasing the transit agency (EMBARQ, 2011). ridership with good graphical signage, on marketing and branding has lasting effects generally users are Public transit the community. 2012). healthier than auto users (Nordahl, Public transit emits less pollution and uses less fuel per capita than automobiles, especially as technologies continue to advance (Nordahl, 5. Branding Public Transit 26 The Importance of Signage & Branding

While the process seems straightforward, Start Tools to build a good design excellence and tenacious management Communication customer experience skills are vital components of the entire branding Early and relationship process and cannot be disregarded (Wheeler, between internal Agency staff members 2009). If designed and managed well, the Use internal and between the brand should infuse into every level of the and external Build a Strong Agency and the business structure; it should be apart of the communication; community Brand instill agency values image, message and the feeling that staff and (EMBARQ, 2011) customers are proud to support (Wheeler, 2009). Use creative informational A good brand strategy does more than appeal User Education outreach and trial prototyping to the customer--it inspires behaviors and employees (Wheeler, 2009). Brand strategies should be created in collaboration with the Maps, signs, real- Systeamatize user time signage, fare customer, the agency’s internal departments collection, audible information and staff, the director, and the designers or announcements, brand consultants (Wheeler, 2009). Brand schedules strategy should align the agency’s vision and actions with the goals for the customer Tailor Messages experience (Wheeler, 2009). and Narratives to Users The brand strategy should lead to a big idea, something the transit agency stands for (Wheeler, 2009). All brand elements should lead to one focused message, from one voice (Wheeler, 2009). This big idea needs to be consistently supported by the customer experience for the entirety of the customer’s interaction with the service (Wheeler, 2009). It is vital that an agency stays on brand and on message to reinforce their presence and prove their importance as a transportation agency (EMBARQ, 2011). Branding Public Transit 27 Process (Wheeler, 2009) The Branding messaging structure for communicating transit benefits to different publics (EMBARQ, 2011) EMBARQ’s EMBARQ’s 28 The Importance of Signage & Branding

Vignelli’s first transit signage system design for the New York Subway Transit Signage Design Process 29 final signage program (Mollerup, 2007). The final signage program observational data collected at the site visit a task list of important typological will create placement (Mollerup, signage needs and future 2007). Analysis of the findings must be behind future documented to support reasoning decisions (Mollerup, 2007). Site visits must be conducted as a means of Site visits must be conducted as a means and how people access understanding the area time it (Gibson, 2009). It is necessary to spend patterns observing and documenting circulation a designer can better (Gibson, 2009). This way, learn the user patterns at specific and needs During locations within the site (Gibson, 2009). the site visit, the designer will mark locations that serve as key decision-making points, general information may be locations where (Gibson routes and natural circulation required, 2009). This map will act as a “sketch” for future design. route signage placement and circulation 6.3 Data Analysis The site observations and the audience’s will generate needs of the signage responses that the designer will make into program in planning and tasks that will be addressed design, and fulfilled upon implementation of the audience’s needs, expectations, and affinities audience’s 2010) (Calori, 2007). (Gibson, 2009) (Baer, the initial project definition, project magnitude, definition, project the initial project as best to and the expectations of each party, the parties knowledge at the early stages of partnership (Ubele, 2007) (Calori, 2007). 6.2 Data Collection and information designers Environmental wayfinding and signage design, like that agree properly To branding, must begin with research. it is develop signage that speaks to the user, essential to get to know the audience (Gibson and user 2009). User interviews, focus groups, methods used to get to know the are profiles 6.1 Contractual Relationship to effectively plan a signage system, In order the designers must understand complexities at hand. This is and scale of the problem in not possible without knowing the client, (Ubele, this case, the transportation agency to move smoothly and 2007). For the process to develop a mutual understanding between designer must the the designer and agency, and have understand the business structure 2010). on (Baer, point of contact people to rely must be made ahead of planning An agreement between the designer and the Agency about 6. Signage Design Transit Process 30 The Importance of Signage & Branding

6.4 Planning surrounding context (Gibson, 2009). These are Once initial research and analysis is complete, not the only types of signage but they are some the designer can adequately define the problem of the most frequently used typologies. to be solved and begin a strategy in response (Gibson, 2009). With a better understanding of In planning the site map and sign typologies, it the project, the designer and Agency will revisit is useful to understand what type of wayfinding their contract. A lesson form private firms that strategy or combination of strategies is could prove helpful to the development process necessary for the site. Four major strategies is writing a creative brief, also known by some exist for wayfinding (Gibson, 2009). There is as a document of mutual understanding, to get district wayfinding, which divides locations the agency and the designer on the same page by zones (Gibson, 2009). Street wayfinding (Baer, 2010). It is necessary that the Agency identifies corridors within a greater network understands the designer’s workflow, timeline (Gibson, 2009). Landmark wayfinding uses and goals for the project so as to achieve a major landmarks as nodes for wayfinding; and symbiotic relationship with the designer (Baer, connector wayfinding connects all paths onto 2010) (Calori, 2007). one central location (Gibson, 2009).

At this point, the wayfinding and signage 6.6 Design designer should create a final map with key Designing the physical signage and sign decision points, needed signage locations, and content is a major step in the planning process. circulation patterns identified (Gibson, 2009). The design development is a creative process The type of signs most useful for all locations and must be flexible (Calori, 2007). All signs should be detailed on the map as well (Gibson, should include innovative and consistent brand 2009). Generally for exterior signage, a designer image in their design, and thoughtful company will choose from identification, directional, and messaging and tone in the content of the signs regulatory signage (Gibson, 2009) (Mollerup, (EMBARQ, 2011). That being said, designing 2007). In the case for transportation signage, is a process that should not be stifled by too orientation signs are also necessary. Oftentimes, many restrictions (Calori, 2007). cities have regulations for sign placement and Designing signage should start with idea station organization at transit stops. In this case, generation and sketching and should amount the city standards must be adhered to. to many options to choose from (Calori, 2007). 6.5 Signage and Wayfinding Strategy The designer must also consider mounting Identification signage identifies a location, hardware, sign function, how their audience entrance, ticket booth, transit stop, monument, reads signs, and viewing distances in the or building (Gibson, 2009). Directional signage designs (Calori, 2007) (Baer, 2010). Informal does just what it states, it directs (Gibson, pin-up sessions of the best options should be 2009). Examples include directing pedestrians held for many people to discuss; this is the time through the use of arrows or other symbology, to become critical and assess the options. After trailblazers, and vehicular directional signs; they deciding upon the best designs, messaging, can be an explanation of where an identifier hierarchy and vocabulary can be discussed and is located (Mollerup, 2007). Regulatory signs carefully chosen (Calori, 2007). After the creative represent restrictions and regulations for design phase, economical considerations entrances, exits, and behaviors (Gibson, 2009). and performance of mounting hardware and Orientation signage shows a floor plan or a materials should be assessed in detail (Calori, map of a location to orient the user within the 2007) (Ubele, 2007). Because the design stage Transit Signage Design Process 31 included for illustrative purposes (Calori, 2007) (Gibson, 2009). final map will be complimented by a list of all the sign types used in the wayfinding program (Calori, 2007) (Gibson, 2009). This inventory of signs should include the location of each sign within the site and the message of the sign (Calori, 2007). Each sign on the map will have relates to a unique identification number that the sign list and placement location so it is clear what type of sign it will be, and so that it is individually traceable for inventory (Calori, 2007) (Gibson, 2009). Scaled, elevation diagrams of the specific signage types should also be in the surrounding environment (Ubele, 2007). environment in the surrounding selected and ordered, final materials are Before it is necessary to assess installation and and cost (Ubele, maintenance requirements will 2007). Easy to install and maintain materials cost effective as long as the materials be more able to withstand daily wear and tear are maintenance. without frequent several The site map will most likely go through iterations. The final map should act as a it must for implementation, therefor program detailed (Gibson, 2009). Typically be extremely documents, the known as sign-programming 6.7 Programming the The designer and agency should test complete. Prototyping after designs are product beauty the signage to test effectiveness and a final design is should be done before determined (Gibson, 2009) (Ubele, 2007). prototype, While it may seem costly at first to cost-effective to be certain it is much more ordered all signs are of the signage before also and implemented (Gibson, 2009). It is the true important to test the final materials in preforms context of the site to observe how it is flexible, a non-linear process that revisits that process is flexible, a non-linear is expected steps in this process previous phase. during the creative 32 The Importance of Signage & Branding

Paris transit maps adhere to strict branding and graphic standards. (Ovenden, 2009)

Transport for London’s advertisements for destinations in London, accessible by transit. Designs follow strict guidelines and brand style. (Ovenden, 2013) Precedents 33 Interestingly, Metro Maps were primarily printed Maps were Metro Interestingly, and used as advertising by department stores street Usually the first maps were for the store. printed on top of the streets. maps with routes Soon map designers experimented with colors, line weights and diagramming representations lines rather than incorporating them of the Metro into a geographic map. It was not until 1934 in his designs, which was first instance of in his designs, which was first instance graphics for the system. The environmental made of decadent, organic entrances were Art Nouveau style. The lettering the shapes from the entrances became for created that Guimard signage. The lettering is so popular for Metro people identify it iconic that even to this day, (Ovenden, 2009) with Paris Metro. legible Soon, signage changed to a more style with white, sans serif lettering on blue made of The new signs were background. for ceramic. 120 Metro enamel, later replaced stations opened within the first 10 years of stations and directions operation. Different signage variations for station décor, received and lettering. By the 1920s all stations had on it to Metro a candelabra with the word at night. distinguish them on the streets (Ovenden, 2009) entrances for the Metropolitain (later shortened entrances for the Metropolitain He included the title of the system to Metro). importance of effective branding. Their recent importance of effective branding. Their push for implementing thoughtful design has been a success and makes their transit system intelligible. (Ovenden, 2009) system started small and grew The Paris metro made cohesion in design This growth rapidly. challenging in a time when manufacturing as today and as strong technologies weren’t of graphic design was not yet in the forefront system design. (Ovenden, 2009) and product In the late 1800s and early 1900s Henri to make subway station was hired Guimard Precedent I: Paris Metro Precedent design, signage and graphic Paris Metro Over wayfinding began in a piecemeal fashion. styles came and went. A the years different to streamline efforts few times in the history, attempted, though and unify styles were successful. After many not always entirely (Régie design unification struggles, now RATP Parisiens, in English: Autonome des Transports Autonomous Operator of Parisian Transports) the operator of transit in Paris intentionally works to make signage and graphics consistent cognoscente of the system and are the across 7. Precedents 34 The Importance of Signage & Branding

Left: Informational maps are large and easy to read

Right: Simple, graphical stop lists with transfers help users find their way

that the transit agency began diagramming and Rudy Mayer to make the RER maps, which printing their own maps. (Ovenden, 2009) have not changed much since their creation. (Ovenden, 2009) Signage styles varied from station to station and year to year. The Metro and agency logos Metro signage and maps needed improvements also varied over time. Some efforts to unify as well. A new team, Patrice Rouxel and Yo the system were made but maintaining all of Kaminagai worked on stylizing the map. They the stations across the huge network of Metro had settled on a new, highly legible map design, routes and stations proved to be a daunting with a new font, Neue Helvetica. By 1989, task. Attempts to modernize the system were the agency called for restructuring. Kaminagai made in the 1950s, but nothing really stuck until became head designer and the agency adopted the 1960s. (Ovenden, 2009) another logo. (Ovenden, 2009)

Given the lengthy names of some stations, In he 1990s and 2000s signage systems and Frutiger, a font designer, developed Univers branding improved. The map was redeveloped Condensed to help longer names fit on one line. once again, now the most legible of all. By the 60s, the system adopted Universe font Kaminagai and Rouxel made the new map for all signage, maintaining the blue background more compact and even more legible than and white lettering as a nod to the Metro’s before. Now they were reproducing the map history. Signage replacement was incremental. in pocket size, medium format, large format, Usually broken or damaged signs would be and as a tourist map--with more details of replaced with the new standards but there geography. They also created maps for late was not an overhaul to replace all signage. night service. (Ovenden, 2009) (Ovenden, 2009) It wasn’t until the 90s that consistent unified The system continued to expand and spread, graphic design and signage was put up becoming increasingly complex with more and across the system. Previously, lists of routes at more information that needed to be graphically platforms and hard to read line maps existed portrayed. Not only did the Metro grow, but the until recent brand changes took place. Now train system that connects to the Metro known even platform route lists are diagrammatic and as the RER, also added a significant amount show transfer points. Local area maps with of service. By the 70s Massimo Vignelli was backlighting were installed outside of stations to contracted to rebrand the train system and inform riders of their immediate location around improve graphic communications. He hired the station entrance. Online maps, mobile Precedents 35 to highlight their service above other transit This form of in the City. service providers marketing pushed publicity and map design important. Maps became a to be increasingly successful tool to attract new customers and new and existing lines. (Ovenden, promote 2013) and did it better than any other transit system. and did it better than any other transit London The elements of design put forth by for systems set precedence Underground Subway. and the New York like Paris Metro (Ovenden, 2013) In the mid 1800s, the London Underground most signage system was basic but it had of the elements signage designers should achieve: consistent lighting, station name and and belowground, signage aboveground entrances and for intentional architecture joint ventures interagency stations. However, of and private operators impeded the progress planned transit signage system design. Some stations, owned by private operators, disjointed styles and graphic unification. architectural (Ovenden, 2013) Between 1870-1890, signage and advertising important in the increasingly becoming were adopted world. The London Underground signage systems recognizable more larger, The street. that stood out amongst a crowded tokens agency made maps as promotional other, competitive in its marketplace. Ahead competitive in other, of its time, it intentionally used branding, wayfinding, information graphics and signage— Precedent II: London Underground Precedent Since the beginning in 1863, London saw the importance of Underground signage systems and designed comprehensive their transit system with purpose and craft. lighting, maps and signage were Architecture, planned for and implemented. During this time, was known as the the London Underground (Ovenden, 2013) Met (for Metropolitan). In its early days and even in the mid 19th as a company like any the Met acted century, RATP has shown that over the last two RATP holistic decades, they have designed for the trip planning to customer experience from has developed destination. Since the 90s, RATP manual, which dictates the a graphic standard of their signage design and “dos” and “don’ts” branding style. The new signage, wayfinding a success are and graphic design standards an Honorable Mention at the and received for Awards 2008 Design Management Europe section (DME, 2008). (Ovenden, the non-profit 2009) applications, and real-time arrival systems applications, and real-time also in place for riders to use. Enhanced are customer amenities and and station architecture designed for. also explicitly are infrastructure (Ovenden, 2009) Right: RATP’s Right: RATP’s Graphics Standards Manual for graphics on signage and illuminate next stops Left: Next stop line maps are consistent with the graphic style 36 The Importance of Signage & Branding

In the late 1800s, there were three competing Top: Clear signage railways in London, the Met, the District and strong branding, and the Central London Railway (CLR). The clearly designates competing railways pressured each other to subway entrances. design better systems in order to outcompete. Middle: Beck’s 1933 Vehicle design, subway station interior decor, graphical transit map, aboveground architecture, map design, and already with brand signage system design were among some of identity. This map the elements to improve from this marketplace revolutionized transit competition. (Ovenden, 2013) map design.

In the early 1900s, the London Subway had Bottom: Transport finally achieved one consistent look. Wayfinding for London’s signage cues were installed and one brand brand identity and identity and station “look” on the street down messaging are so successful, they sell to the subway existed. Architectural materials, souvenirs. colors and signage became unified. A name and logo was chosen, one “message” was becoming apparent for the subway. An “Underground” logo was being used, and the term “Tube” (meaning subway) was decided upon as standard terminology for the agency signage. A corporate identity emerged. (Ovenden, 2013)

By the mid 1900s, trials and errors lead to many iterations of branding languages and graphic signage styles. Different operators continued to compete in the world of marketing, branding, and signage system design. Simplified maps with clear, colored lines became commonplace, as did the red and blue circular logo of the Underground. (Ovenden, 2013)

The Underground began planning the signage system around passenger travel flows. Signage systems were important more than ever before. Cartography and signage were redesigned so that they could provide the needed information, be easily legible, and graphically consistent. In 1933, Harry Beck created a map based on 45-degree angles and color-coded lines, which became one of the most famous maps in history. (Ovenden, 2013) Precedents 37 to more rider confusion. The lack of a fully rider to more implemented signage system caused trouble. While the signage system was designed to the user’s cues throughout wayfinding provide failed to missing. The TA trip, some signs were signage implement a unified and coordinated by Unimark. (Shaw, system as recommended 2011) Commission judged the contest; he declared declared Commission judged the contest; he too complex for the public. that the maps were the finally, The contest was not a success and Unimark International (co-founded by hired TA Massimo Vignelli) to guide the new maps and 2011) signage system. (Shaw, a basic, modular signage Unimark created system with uniform typefaces and type did not have the funds to pay sizes. The TA than the basic signage Unimark for more did not oversee Unimark designs. Therefore did not acquire implementation and the TA Unimark. manual from graphic standards Unimark took the advice from Instead the TA to attempt implementing the and proceeded their own sign shop. The result designs through the designs and did was that sign shop misread not automate the signage fabrication process. The signage system turned out messy and not 2011) as intended by Unimark. (Shaw, The new signage system was not supported the whole subway system fully throughout and some vehicles had not been updated to match the new subway lettering, leading were not implemented correctly. The TA also The TA not implemented correctly. were signage with the underground had problems 2011) (Shaw, systems being inadequate. developed for Boston in Some signage was the confusion in the the mid 1900s to improve Fair subways. At that time the 1964/65 World’s signage system to advance its the TA pressured held a design. The TA and environmental competition for a new map and commissioned a new logo. The head of the Planning general transit signage was made around general transit signage was made around the signs this time as well. Unfortunately, typefaces were present. As with many transit present. typefaces were systems, too many sign systems existed and the user information became confusing. In 1957 the approached George Salomon a designer, Authority (known as the City Transit New York signage system them to improve and urged TA) design ideas and design. He even provided 2011) (Shaw, suggestions to the Authority. published their first official map In 1958 the TA He designed recommendations. per Salomon’s map for the the map based on Harry Beck’s An attempt to improve London Underground. recognized internationally as great design and a internationally as great recognized graphic model for transit signage systems. The passengers style fosters a sense of pride from is so about their system. The system branding London even sells for successful that Transport and their logo and signage designs on apparel trinkets to locals and tourists alike. (Ovenden, 2013) Subway III: New York Precedent In the late 1800s and into the 1900s, New of transit signage. City had an array York Most signage was made of tiles and several wayfinding cues. The Underground sought sought The Underground wayfinding cues. to be clean, crisp and modern. A graphics was designed and manual standards and implemented to systematize the signage (Ovenden, 2013) wayfinding design process. manual is updated The graphic standards important today as and remains regularly of as it ever was. It encompasses all forms for London: transport governed by Transport and busses; it “overground,” underground, signage. also incorporates general wayfinding are The graphics of the London Underground New stations and lines were adopting the adopting lines were New stations and One typeface Underground. unified style of the set for were was chosen and standards and other architectural signage, logos, lighting 38 The Importance of Signage & Branding

By 1968, Unimark was rehired. This time system. Temporary signs are often made to Unimark was allowed to design a complete fix short-term problems, these signs usually Graphics Standards Manual, which set are not take down in a timely manner and standards for the new signage system. They clutter the existing system. Matching the were also allowed to oversee fabrication and technologies of LCD and LED signs to the implementation. (Shaw, 2011) graphic standards set up for the system has also been a challenge. The signage manuals In 1980 the TA completed an informal update have been helpful when stations and transit to the1970s Graphics Standards Manual. modes undergo renovations and improvements. At this time, the diagrammatic map, initially (Shaw, 2011) designed by Vignelli was determined not to be geographically correct enough for public use. Additional changes were made to reflect service hours of routes on maps and signage. The original signage with black type on white backgrounds was reversed to white type on black backgrounds to reduce the need of frequent maintenance. In 1984 the TA hired Hertz Associates to complete a formal update to the Manual. (Shaw, 2011)

In 1989 another manual-- the Sign Manual, developed by the New York MTA (Metropolitan Transportation Authority,) created standards for signage for the TA, Long Island Railroad, and Metro-North Commuter Rail. This manual took elements from past standards and interjected some new standards such as a change to Helvetica from Standard typeface, new sign sizes, adding colored bands to signs, and dropping the modular system. (Shaw, 2011)

In 1994, the MTA received a new logo to symbolize the unification of multi-modal transit. Electronic fare cards were introduced and with them came a revision to the Sign Manual. Not only was the manual revised but also a new in-house communications document titled Service Identity Manual was created to include guidelines for MetroCards, stationary, maps, kiosks, booths and vehicles. (Shaw, 2011)

The signs of New York transit continue to become more and more unified as station renovations occur. However, some inconsistencies still plague the unified signage Precedents 39 Graphics Standards 2011) Manual. (Shaw, activities. Bottom: Unimark’s revsions to the first identity. The white letters The white identity. stand-out against the noise of the subway Top: New York City New York Top: a Subway signage has unified and recognizable 40 The Importance of Signage & Branding

Transport for London’s style is unified and identifiable. Special advertisement boxes make Transport for London’s own advertisements stand- out over the paid advertisements. Lessons Learned & Best Practices 41 . planned planned for the and include all types of 8.2 Best Practices A signage system must be transit trip user and their travel behaviors A signage system should be comprehensively in the passenger information that will be present future. dedicated to making the transit legible, stylistic, dedicated to making the transit legible, and unified. 8.1.c New York a group first decided to hire When New York they signage design and legibility, to improve support did not have the funding or staff to with proper the changes or follow-through implementation and monitoring. Design until they finally incremental were improvements consultants to design, had the ability to hire and oversee implementation. make revisions, manual was developed A signage standards signage. and guide future to assist the process While, signage is fairly unified, graphically pleasing, and legible, the system still faces municipalities some piecemeal fixes. Different transit modes and passenger govern different information, leading to less unification than the systems. preceding transit signage. They consistently improve upon transit signage. They consistently improve to the manual, making additions and revisions has a team of designers for London it. Transport improve upon the existing signage system. The improve signage system is well-designed, organized, and legible. 8.1.b London has underground Since the beginning, London’s been a leader in signage and transit branding. They have a unified signage style, a strong and identifiable brand, and they even market their transit. They have worked with a graphics manual since the early days and standards upon the manual. The continue to improve manual is extensive, covering multiple modes of 8.1 Lessons Learned 8.1.a Paris incremental Paris was a system that went from were fixes to holistic changes. At first, changes the system. small and not unified throughout system that Paris’ until the 1990’s It wasn’t maps, became all-encompassing. The signage, way. and brand became stylized in a unified of experienced designers a team Paris hired piecemeal fixes to a to lead the transition from signage and branding program. comprehensive manual They now follow a graphic standards and for new signage. They continue to redesign 8. Lessons Learned & Best Practices 42 The Importance of Signage & Branding

A signage system and the environmental design of the transit infrastructure should make users feel safe and comfortable.

A signage system should be identifiable, attractive, unified, and readable.

A transit mode and its signage system should have a recognizable and value-driven brand.

A transit agency should have the institutional organization to plan, design, implement, monitor, and update the signage system or employ those who can complete these tasks for them. Lessons Learned & Best Practices 43 Part II. Van Ness Bus Rapid Transit Signage System Design Proposal Introduction 45 and branding and ultimately improve the user and branding and ultimately improve experience. Chapter 2 in Part II describes the methods for data collection. Chapter 3 analyzes the data. Chapter 4 explains the Muni system signage Ness BRT context. Chapter 5 shows Van signage system designs. Chapter 6 explains Ness BRT design the next steps for Van implementation. This is a perfect opportunity for San Francisco This is a perfect opportunity for San to showcase a holistically designed signage This system and new branding strategies. an example meant to present is senior project Ness Van of the opportunity available to make BRT design a model in transit signage system and transit branding. Ness BRT signage system could also The Van Muni for the entire serve as a pilot program Ness BRT signage system system. The Van the could eventually be implemented across of the system, especially any future remainder If the signage system design and BRT projects. it would be is well received, branding proposal to develop a comprehensive recommended manual signage and branding design standards BRT and eventually for for San Francisco’s Muni system. This would create the entire unity among information, signage design, would service the future Van Ness BRT Corridor. BRTNess Corridor. Van future the service would will be the first BRT BRT Ness route The Van system to be implemented in San Francisco. thoroughfare in San Francisco; it is part of thoroughfare highway system and it the US 101 regional transit is an important leg of San Francisco’s network. The transit system in San Francisco is commonly known as Muni (for Municipal took hold well before a name that Railway,) Agency the San Francisco Municipal Transit was formed. Muni is operated and (SFMTA) Muni is composed maintained by the SFMTA. light-rail, and historic streetcar of bus, subway, 2013) and cable car services. (SFCTA, in Part II The signage system design proposed Part I introduced findings from literature about about literature findings from Part I introduced systems the importance of designing signage user. with purpose and for the benefit of the and design The findings will inform the planning II. Part II develops in Part presented process for the example strategies for a signage system in route Ness Bus Rapid Transit Van proposed San Francisco, California, using the principles discussed in Part I. Ness (Van Bus Rapid Transit Ness The Van on Van will span a 2.2-mile stretch BRT) route and between Mission Street Ness Avenue is a major Ness Avenue Van Street. Lombard 1. Introduction 46 Van Ness Bus Rapid Transit Signage System Design Proposal

SFMTA’s transit shelter is attractive and identifiable, however, the system map is difficult to read because it presents too much information on one map Problem Description 47 BRT systems with one measure. The Standard The Standard BRT systems with one measure. or basic bronze, rates them as gold, silver, based on the points earned. The BRT Standard advocates for well-designed BRT systems and signage systems encourages comprehensive follows If SFMTA and branding for BRT. Ness BRT could be an Van the standards, exemplary model for BRT in the nation. allow for assistance with signage and branding allow for assistance with signage and design. BRT is a rapid service similar to a except it uses buses and designated subway, and bus lanes for its service rather than trains that come with tunnels. New funding sources a like these could be used to create projects Manual, a signage complete Signage Standards and some rebranding, maintenance program, of staff signage fabrication. Allocating a team members to oversee and manage this type of overhaul would be an added cost. The project ample staff time to complete would require properly. (a rating system to the BRT Standard According signage systems, routes,) for Bus Rapid Transit branding, and station design all gain BRT the rating. The ultimate towards points routes is to set internationalgoal of the BRT Standard best practices for BRT design and to compare introduced, San Francisco has the opportunity introduced, that could to apply for new funding sources Muni signage has populated much of the still many old, outdated are system but there in the system as well. Thus far, signs present the Agency does not have a way of tracking the age, location, or types of signs within the system. Maintaining and updating the Muni stock is a challenge for budgetary and staffing The Agency prioritizes making capital reasons. and service enhancements with improvements with the budget, as they should. However, (BRT) mode being the new Bus Rapid Transit SFMTA operates the Muni system, which serves operates the Muni system, which serves SFMTA The SFMTA about 222 million riders a year. many manages a fleet of about 1,000 vehicles, in the next few of which they will be replacing 3,500 approximately maintains years. SFMTA Muni stops and 4-Muni-only subway on-street 9 stations with Bay Area stations and share (BART.) Rapid Transit to It has been a challenge for the SFMTA update all vehicles, bus stops, platform stops, and stations with the newest Muni signage style. It has also been difficult to keep up with The newest basic Muni system wear and tear. 2. Problem Description 48 Van Ness Bus Rapid Transit Signage System Design Proposal

Each vehicle, stop, and station communicates Unlike London, a message to Muni riders. The overall look and Paris, and New feel of the system sends a message about York, SFMTA’s transit Muni’s service, as does the types of information signage is not unified. Many differing styles displayed. When information is confusing exist in the system. or missing, as is the case with some Muni The signage does not signage, users get a negative impression of present one, strong the system. It is important that Muni riders can identity. easily understand how and where to ride in the vast, multi-modal system and that they can quickly locate themselves within the system. Understanding these basic components helps riders feel comfortable and makes them more likely to return to public transportation in the future.

In addition to the general transit system, SFMTA is introducing a completely new form of transit to San Francisco with Van Ness BRT. The system design for Van Ness BRT should be planned as a unique rapid route within the larger Muni system but it should also look and feel like it is still apart of the larger system. With strong signage system planning, ahead of route construction, it is possible to make Van Ness BRT a starting place for a systemwide transit signage design standard and maintenance program. Problem Description 49 do not relate to Muni colors, nor are they easy to locate. The yellow bands do not look like typical transit signage, they 50 Van Ness Bus Rapid Transit Signage System Design Proposal Methodology 51 placing a survey online. An online survey was conducted to gather a general sense of the types of transit signage users prioritized and which types they found to be most helpful. The survey was distributed twice by e-mail to the City and Regional The e-mail Planning Department at Cal Poly. list was easy to obtain. Other efforts to acquire more credibility to the information collected credibility more of any because it neutralizes the weaknesses of one method by combining the strengths (Iacofano, 1991). methods multiple research 3.2 Methods & Instruments 3.2.a Online Survey achieve Online surveying is a method used to As with all questions. to desired responses and weaknesses strengths are methods, there It is a useful tool for of the online survey. at the leisure gathering anonymous responses The potential disadvantage of the respondent. is that users must know how to operate a have connection to the Internet and computer, Distributing surveys to be willing to respond. target audience can be challenge the correct because the surveyor must have access to the or be able to e-mail addresses respondent’s attention by strategically catch the respondent’s using multiple approaches as opposed to one. using multiple approaches strategy that gives is an integrated Triangulation final signage and infrastructure designs. final signage and infrastructure For the purpose of this stage in the design endeavors, only and in the SFMTA’s process used to collect user data. two methods were strategy would when a full outreach Ideally, be planned, triangulation would be used to collect information about Muni users and their of is the process Triangulation preferences. using multiple methods of collecting information (Iacofano, 1991). designer understand helps a Triangulation holistically because they are the user more 3.1 Strategy the Understanding the users’ opinions about with the transit system and how they interact arguably the most important pieces system, are of data to collect. Because of the sensitive San Francisco and in of this project nature high profile dedication to recent the Agency’s user changes, a complete assessment of needs opinions and assessment of real-user In the future, was not met by this senior project. that the SFMTA it is highly recommended campaign during full public outreach a preform deciding upon and before the planning process 3. Methodology 52 Van Ness Bus Rapid Transit Signage System Design Proposal

e-mail lists were unsuccessful. Unfortunately, peak hour evenings over the course of a week the results are skewed to a certain type of user between December 27th and January 3rd. rather than the general transit user, who would have many levels of understanding of urban Trip making decisions are influenced by the environments. information presented at transit stops. Behavior mapping is a way of documenting the user’s The survey showed images of different types of actions. Users who on-boarded a bus were on-street and in-vehicle transit signage. It asked recorded as well as users who left before a users to rate the usefulness of the signage and bus’s arrival. The information collected shows then to rank similar types of signage in order of which signs are most useful to a user’s trip importance. based on the percentage of user’s who viewed the signs and those who changed their trip This allowed the respondent to determine behaviors after looking at those signs. The data whether a sign was useful and then to rank collected from observing user behaviors will the usefulness of the signs by prioritizing them. influence signage types, sign information, and Asking the respondent to prioritize signage put sign placement for future stops on the Van Ness the respondent in the signage system designer’s BRT corridor. role by allowing them to make the decisions a designer would need to make when choosing sign types. The benefit of having a respondent decide priority is that unlike a designer, they are choosing in terms of pure usefulness and not influenced by monetary or feasibility contexts.

3.2.b Behavior Mapping Behavior mapping is a method of systematically observing user behaviors and their interactions with transit signage. Different stops along Van Ness were observed during peak times. Peak times were chosen for the high ridership times, so as to provide the observer with more subjects for observation in a short amount of time.

Both northbound and southbound stops were observed. Choosing varying stops along the corridor is meant to maximize the types of users that would be affected by future bus stop changes. Ideally in the future, a more expansive data collection would occur, stretching the time period for collecting data over different weeks and months to gather as much data from differing weather conditions, work schedules, and other factors that could impact user behaviors. However, due to time constraints, behavior mapping was only practiced on several Methodology 53 to record user behaviors Tally sheet used Tally 54 Van Ness Bus Rapid Transit Signage System Design Proposal Data Analysis 55 For instance, at a stop where no transferring For instance, at a stop where only very local are there and where exist routes much less information is amenities nearby, many decisions needed than at a stop where transit and may be made, as with a regional the from local transit junction. The responses survey will aid in deciding on sign types at areas transit information is required. more where route line maps and 1.49 for local walking route helpful, maps. This shows that both maps are be and contextual trip information will ultimately necessary, the deciding factor for which is most useful at one stop. or whether both are digital in-vehicle Respondents preferred the signage, showing the next stops on over the static sign with the transfer route points printed at each stop. One respondent suggested in the comments section to provide transfer information on the digital next-stop to make up for the lost information sign route printed sign. the from It is important to note that not all transit stops need all the information possible. The amount of information needed is dependent on the trip and the environment segment, trip behavior, of the stop location within a path of travel. When ranked, route line maps and local area line maps and local area When ranked, route walking maps both ranked about the same position with an average ranking of 1.51 for highest. The second highest were stops with highest. The second highest were route static city maps showing transit routes, numbers and the stop name signs. The static and stop name rank last. map route This shows that riders feel that up-to-date, digital information is most useful. After which, obtaining the most information available through signage without the use digital options, were found most useful—as in a city map showing The signage with the least amount and. routes of static information was ranked last. 4.1 Online Survey The online survey yielded 55 responses. wide Because of the limits to access to a are the respondents range of respondents, About primarily young and familiar with transit. between the ages were 53% of respondents between the ages of of 18-24 and 42% were transit 25-34 years old. 67% claimed they take the often; and 27% take transit occasionally, take transit very rarely. remainders When asked to prioritize which types of on- most thought were respondents signage street arrival signs ranked useful, digital real-time 4. Data Analysis 56 Van Ness Bus Rapid Transit Signage System Design Proposal

4.2 Behavior Mapping Example Questions with Responses From the Online Survey A total of 173 people were observed during the behavior mapping observations. While On-street experience: Please prioritize the usefulness of observations were completed during evening each type of on-street information from most (1) to least (3) peak periods, they were also completed important. around winter holidays; therefore, the sample size is expected to be smaller than what may occur during a typical workweek. The data from this group of people shows the behavior of Muni transit riders at stops along the Van Ness corridor. The locations where data was collected were: Van Ness and Market, Van Ness and Grove, Van Ness and McAllister, and Van Ness and Eddy.

The most significant trend with the peak period users was users checking the digital real-time arrival display. In general, about half (49%) of all Muni users used the digital real-time arrival display to inform their trip behavior. In some instances, Muni riders left the stop before the bus arrived, after checking the digital display. This indicates that the user decided to alter their Real-time arrival signs Static route map and stop Static city map with route intended travel route based on the displayed without stop name name map and stop name arrival times. In most cases, Muni riders remained to wait for the bus even after checking the digital display.

Only two groups of Muni riders, totaling 7 people checked the static printed Muni system route map of the total 173 observed. The small proportion of people checking the printed map is expected because of the nature of peak period travel being mostly comprised of users who are very familiar with the route they are taking. Therefore, familiar riders do not need added information that systemwide maps provide. Data Analysis 57 Printed line maps that show transfer points City walking map with stop information locations and route Route line map with destination information Digital route maps that Digital route show the next stops Please prioritize the usefulness of each map from most (1) to each map from Please prioritize the usefulness of least (2) important. In vehicle experience: Please prioritize the usefulness of in- Please prioritize the usefulness In vehicle experience: to least (2) important. most (1) from vehicle trip information 58 Van Ness Bus Rapid Transit Signage System Design Proposal Van Ness BRT Signage System 59 Design Proposal Ness BRT corridor. Identity and orientation sign Ness BRT corridor. used to identify the stops and to typologies are primarily Orientation signs are orient the user. Ness designed to inform the user about the Van Orienting the user within the Muni BRT corridor. system as a whole is secondary to the Van Ness BRT corridor orientation signage. maps. At stops where there are multiple are there maps. At stops where a local many directions, transfers towards and walking map with all transit stop locations information is recommended. route 5.1.a Informational Signage System for The passenger information recommended arrival displays at is real-time Ness BRT, Van one’s all stops, systemwide maps showing Ness BRT location within the system, and Van multiple are there At stops where maps. route a local area many directions, transfers towards walking map with all transit stop locations and in addition to is recommended information route the system signage. 5.2 Overall Considerations The overall signage system uses the Corridor All signage and Strategy. Wayfinding the Van design is planned around environmental all stops, systemwide maps showing one’s all stops, systemwide maps showing one’s location within the system, and BRT route the choice, and above all, they respond very the choice, and above all, they respond display signs. well to digital real-time-arrival While the maximum information is not always ample to provide it is recommended necessary, information at junctions and on rapid routes. all and the BRT EMBARQ, Standard APTA, maximizing information at BRT recommend stops. Maximizing information will also ease the the use of local buses to the new transition from form of rapid transit in San Francisco. for The passenger information recommended arrival displays at is real-time Ness BRT, Van 5.1 Introduction Ness BRT Signage System Design will The Van example signage systems and branding provide a styles, which could be used to influence Ness BRTsystemwide Muni design or Van the types of It provides manual. standards Part I and signage system design discussed in the Data Analysis section. It will provide from list, which could be an example programing used for an implementation and maintenance program. The data shows that passengers would like the maximum amount of information when given 5. Signage Ness BRT Van System Design Proposal 60 Van Ness Bus Rapid Transit Signage System Design Proposal

The same red that is presented in the SFMTA have its own Rapid brand logo or acquire the logo (C:0, M:87, Y:80, K:0) was chosen to overall system brand. However, the station represent Muni. Muni already uses red as a design, and if possible, the bus livery, should defining color. Choosing the same red would provide a unique environmental identity for Van make it easy for SFMTA to show that Muni is Ness BRT that differentiates the BRT corridor part of their holistic brand, which also serves from the general Muni system. other modes of transit. The bright red gives Muni a bolder brand identity and provides context within a bigger brand at the same time.

Muni uses the Univers font family. Univers is a readable sans-serif font that is common among transportation signage. Maintaining the same font family is perfectly acceptable for Muni. However, mixing two fonts or choosing a font that is less common among transportation systems could develop a more unique brand identity for Muni.

5.2.a Flag Sign The flag sign is an identification sign typology. It is developed to provide the user with a description of the service provider, the location of the stop, and the routes served by the stop with their destinations. The design was intended to simplify and streamline the amount of information presented in a small space.

In the example flag signs, two font families were used. In one, Univers Condensed was continued throughout the whole sign for its narrow features, keeping the sign free of excess clutter. In the second, Avenir was used for route numbers, as it is a wider and simpler font, making the numbers standout while Univers was maintained for the informational text.

Two options were provided for the Muni logo to show the comparison between a distinctly rapid identity and a general Muni identity. The BRT Standard and APTA recommend branding BRT systems with a BRT-only brand. In the case of Muni, Van Ness BRT will continue to be integrated within the Muni system and will not be a completely separate BRT system as is such with some agencies. Therefore, it could Van Ness BRT Signage System 61 Design Proposal about which service is Muni service. today. Others exist. today. Multiple visible brands create confusion These styles are two of the most prominent Muni branding styles that are on-streets identification sign style, still used today. being viewed from a distance. Right: Old Muni Metro routes are shown. Muni logo can be difficult to read when made small and is numbers can feel overwhelming to the user when many Left: Newest Muni signs. Vertical organization of route 62 Van Ness Bus Rapid Transit Signage System Design Proposal

Left: A standard Muni sign, using all Univers Condensed typeface. Modular sign for easy replacement of any one sign segment.

Middle: A Standard Muni sign with Avenir route numbers and Univers Condensed for the body.

Right: A Van Ness BRT sign with a BRT branded logo and Avenir typeface throughout.

The signs provide examples of what a strong Muni brand could look like. The designs are not final, elements could be mixed and matched. Van Ness BRT Signage System 63 Design Proposal 64 Van Ness Bus Rapid Transit Signage System Design Proposal

5.2.b Route Map The route map simplifies the route and provides transfer information to synthesize the most important passenger information and make it more directly readable than a system map. It is used for abstract orientation, orienting the user to the Van Ness BRT corridor context, rather than the systemwide context.

5.2.c Local Area Map The Local Area Map orients the user within the context of a small walkable area, including transfer points to additional transit options. The local area map is especially recommended for the Van Ness and Market station. This station has the most transfer options along the route and many stops nearby are not located in the same place. The example map for Van Ness and Market shows all transit routes and the boarding location for each form of transit.

5.2.d Digital Displays The existing LED digital displays at Muni stops could be used for Van Ness BRT shelters. In the Behavior Mapping observations, it was noted that users had to make an added effort to view the displays because they are located within the shelter; one must walk inside or near the inside to view the display. This is not ideal for the Van Ness BRT platforms, which will be located in the center roadway. Thus, it is recommended that displays be located on the inside and on the backside of the shelters to allow for viewing from the crosswalk or sidewalk. Van Ness BRT Signage System 65 Design Proposal This local area map focuses on trasnsfer points to other transit lines at on trasnsfer points to other transit lines This local area map focuses to the user where transit stops are located. Market Street. It clarifies 66 Van Ness Bus Rapid Transit Signage System Design Proposal

Left: Route 47 Van Ness BRT rapid line map, showing the rapid route integration into the local route service and transfer points along rapid segment.

Right: Route 49 Van Ness BRT rapid line map, showing the rapid route integration into the local route service and transfer points along rapid segment. Van Ness BRT Signage System 67 Design Proposal 68 Van Ness Bus Rapid Transit Signage System Design Proposal

5.2.e Station and Vehicle Branding Muni transit shelters Three options were designed to showcase are identifiable and prominent branding through architecture and have an interesting design. environmental design. The shelters and barriers were designed to give a sense of movement or moving forward, a feeling that should be associated with rapid transit such at Van Ness BRT. The bright Muni red embellishes the shelters and colorizes the barriers, connecting the BRT platforms to the style of the existing Muni shelters. The flag sign, real-time displays, systemwide map, and route map are shown in context of the boarding platform in the designs. Van Ness BRT Signage System 69 Design Proposal the Muni logo is small and it is difficult to identify who the service provider is. Muni buses have a unique look, however 70 Van Ness Bus Rapid Transit Signage System Design Proposal

Top: Muni bus branded to make Muni’s service stand our. Could be used for systemwide Muni bus service or BRT service only.

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1 1 31 31 et n n mi an Ness & Mark V 47 - 5 mi 49 - 10 s cket Ti 76 Van Ness Bus Rapid Transit Signage System Design Proposal Next Steps 77 A programming list, designating each sign, A programming and exact location within the its typology, signage system should be made. This should in a database, accessible by the be processed staff overseeing the signage implementation and evaluation. Installation dates and expected maintenance schedules should be attached to list to streamline each sign in the programming An overall Muni or Muni BRT brand should as well. Along with this process, be created internal and and external outreach stakeholder education would need to be accomplished. messaging with friendly tones should Creative signage, such as be written for reoccurring service announcements for construction work, temporary delays, temporary stop closure, such as Advertisements and more. re-routing, portable pocket maps or posters, advertising destinations by Muni, could also be developed all language and during this stage. Finally, imagery must support the Agency values and speak to the Muni user. The final signage designs should be prototyped materials for assurance with the proposed for the true appropriate that the designs are materials. Any decided alterations should be made and tested again. spacing and type sizes, vocabulary, logos, and spacing and type sizes, vocabulary, the like. out among the other transit agencies serving San Francisco. Manual would have to A Graphics Standards of staff members would be crafted. A group need to gather to list all types of signage and passenger information, including pamphlets, fact sheets, and temporary signage. Ideally, would oversee the design and the same group for the signage and branding planning process should be developed system. One standard layout, color and documented that regulates of typefaces, scheme, typeface or group While Muni does have some well-designed While Muni does have some well-designed not have signage, stops and vehicles, it does or brand. one identifiable and unified system bold and a achieve the goal of creating To system like London, Paris or New recognizable extra actions would need to be taken. York, First, added data collection should be size of Muni expanded to include a large sample the types users. The data would further inform of passenger information that best suit Muni Muni from users. Data should also be gathered a brand that users to help the Agency create to Muni users and that stands speaks directly 6. Steps Next 78 Van Ness Bus Rapid Transit Signage System Design Proposal

post-installation monitoring. The designers and Muni staff should oversee implementation to ensure signage is being fabricated and installed properly.

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