26 April 2011

The Donalda Project

We were invited by recommendation to visit and make a proposal to improve the esthetics that revolve on vehicle and pedestrian traffic. The pre-existing signage heavily favoured having the club emblem predominantely displayed.

A first time visitor will need simple and clear direction.We approach these problems by putting ourselves in the shoes of someone who has never been there before.

Keeping things clear and simple is our philosophy.


The old sign was busy and difficult to read. It didn't have any clear instruction. A clear emphasis on "Bag Drop" was made by contrasting the font sizes and strength.  An arrow was added to steer your eyes in the proper direction. The size was also reduced to be more at a general eye level. The colour selection was derived from the club's own colour scheme, which worked perfectly in terms of contrast.



A strong use of arrows and negative space help this layout breathe. The emblem has now been used as a signature and accent instead of being predominantly displayed. The signs are now easily viewed and understood from a distance.


The front entrance gates were completely approached from a different perspective. They had some beautiful columns that we capitalized on. Originally they had their sign amongst their floral garden and lost in translation. The sign was competing with the landscape for your attention. We proposed a custom designed plaque mounted on the empty real estate. The plaque greets you as well as subtlely pulls you to the correct direction.


Once the gate has been passed there are massive white arrows on a green background guiding you to where you need to be. Think of the emotional connection that is conveyed if we were to change the green to red. The green translates into action, kindness, nature, life. When you hit a traffic light, it means go.