Kew Gardens Signage

8/7/2019 Kew Gardens Signage

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Professional PracticeKew Gardens: Order Bed signage

Oliver Tomlinson - Summer term 2010


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Contents

Discovery phase

Transformation phase

Transformation phase

Introduction 4

Kew visit and the Order Beds 5

Location photos 6

Provided information: Order Beds 10

Provided information: Branding 12

Provided information: Copy 14

Signage locations 16

Coding the beds 18

Type size 19Design concepts 20

Final designs 24

Client feedback 26


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Professional Practice: Kew Gardens 3

DISCOVERYTRANSFORMATIONMAKING

DISCOVERYTRANSF


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Introduction

To create a signage concept within the Order Beds of Kew

Gardens, engaging users with an interpretation on how plant

species are linked together in often surprising ways. The

project does not encompass the main introductory panel to

the area, instead it focuses on the story panels within the

ower beds and a method of referencing individual examples.


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Kew visit and the

Order BedsPoints made on a visit to Kew Gardens on 21/04/2010, while

accompanied by Kalani Seymour:

Much talk about interpretation

Royal heritage, but now trying to welcome all people

trying to improve quality of life through researching

what plants can offer plant solutions

Two thirds of visitors arrive via public transport, with

most trafc in the summer Kew is about explaining

Attract people to areas by features and events

Visitor comment, there arent enough signs. I dont

want to read them but I want to know they are there

Becoming more technical: waiting for people to have

the technology, however, people dont seem to want it

Engage families; people are here for a walk in the park,

but Kew want to engage with Science, however, a lot

of information is overlooked hidden in the gardens

People look at things relevant to them e.g. locations

on the walk-on map, people look at the place they

come from

Victoria Plaza is where most people enter the gardens.

Main Gate isnt actually the main gate!

Benches and signage are dotted around but some

elements feel tired and not well maintained

Origins area (order beds)

Introduction sign on the ground

Signs in the beds to be colour coded

Want to be surprised by whats related to what

Story is what theyve found; similarities/differences

Apply to general interest group leisure user. People

with most knowledge come to this area need to be

links to info in other places

Sign at the path front, but need to navigate to rear

beds also

One of the plant features on the sign is right in front of

you, the other example may not be

IDEA: Think about public transport map

knowledge in plant signage, also consider the

onward/before user journeys.

IDEA: Like a bee to a ower

IDEA: Layers of information are needed - start

basic and allow the user to drill down into the

details when they need to

NOTE: There are a number of issues with the

walk-on map

IDEA: Colour coded could be like tube lines

IDEA: Signs need to be changeable and

movable with the seasons


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Location photos

Photos taken in the Order Beds.

Family names are shown at

the front of the order bed,

with each plant labelledseparately within.

Initial entry signage is a

mix of scientic information

and diagrams, it acts as

a newsboard with a blank

panel allowing up-to-date

information to be added.

Rose pergola threads through

the middle of the Order Beds.The Order Beds are mainly long rectangular

shapes, but there are a few circles.


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Points of interest around the rest of Kew Gardens, focussing

on information displays and interpretation.

Low level waynding found in

beds around Kew

Depicting zones in owerbeds

using shape and colour coding

Boards relating to specic

plants within the Palm House

Where Kew works around the

world - walk-on map

Interpretation of key facts

along the Treetop Walkway

Highlighting zones

Underground interpretation

using moving models and light

Plant stories and facts aimed

towards the younger audience

Information laid out like a book

- possibly too much to read

Biodiversity trail waynding


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ERYTRANSFORMATIONMA


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Provided information:

Order Beds

Key points from the article:

The Swedish naturalist Carl Linnaeus (1707-78) created

a system for name the worlds animals and plants

Today scientists are reordering and renaming ora

using DNA, providing evidence in the genes

Looks can deceive - tropical plants pollinated by

hummingbirds commonly sport virtually identical red,

tubular, nectar-rich owers, even though the plants are

completely unrelated

People can stay on top of name changes by looking at

the Kew website for updates

Kew magazine, Winter 2006


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Paeonia Garden157 00

Araceae 01 02 01 Winteraceae 02

Dioscoreaceae Aristolochiaceae

03 04 03 Ranunculaceae 04

Arecaceae 05 Zingiberaceae 06 05 Ranunculaceae 06

Poaceae

Plumbaginaceae 07 Polygonaceae 08 07 Ranunculaceae 08

Polygonaceae 09 Caryophyllaceae 10 09 Papaveraceae 10

Caryophyllaceae 11 Caryophyllaceae 12 11 Buxaceae 12

Gunneraceae

Caryophyllaceae 13 Caryophyllaceae 14 13 Hydrangeaceae 14

Amaranthaceae 15 Aizoaceae 16 15 Balsaminaceae 16

Phytolaccaceae

Nyctaginaceae 17 Portulacaceae 18 17 Primulaceae 18

Cactaceae Myrsinaceae

19 Saxifragaceae 20 19 Boraginaceae 20

Paeoniaceae 21 Paeoniaceae 22 21 Rubiaceae 22

Geraniaceae 23 Geraniaceae 24 23 Plantaginaceae 24

Melianthaceae

Onagraceae 25LythraceaeMyrtaceae

26 25 Plantaginaceae 26

Zygophyllaceae

Linaceae 27 Euphorbiaceae 28 27 Lamiaceae 28

Euphorbiaceae 29 Euphorbiaceae 30 29 Lamiaceae 30

Violaceae 31 Passifloraceae 32 31 Lamiaceae 32

S alica cea e H yp er ic ace ae

Fabaceae 33 Fabaceae 34 33 Acanthaceae 34

Fabaceae 35 Fabaceae 36

Fabaceae 37 Fabaceae 38 Rose circles 156 49

Rosaceae 39 Rosaceae 40

Cannabaceae 41 Urticaceae 42 35 Solanaceae 36

Urticaceae

Cucurbitaceae 43 Datiscaceae 44 37 Solanaceae 38

Brassicaceae 45 Brassicaceae 46 39 Apiaceae 40

Brassicaceae 47 Brassicaceae 48 41 Campanulaceae 42

Alseuosmiaceae

Tropaeolaceae 49 50 43 Asteraceae 44

Thymelaeaceae 51 Cistaceae 52 45 Asteraceae 46

Cistaceae

Malvaceae 53 Malvaceae 54 47 Dipsacaceae 48

Rutaceae

Monocots Magnoliids

Core Eudicots Basal Eudicots

Rosids Asterids

Eurosids I Euasterids I

Eurosids II Euasterids II

157 55 157 55

Student Veg Plots 157 70

Veg Border 157 56

RosePergola15660

KewWallBorder15803

Trees15801

FenceBorder15802

Saxifragales

Alismatales

DioscorealesLiliales

HyacinthaceaeAsparagaceae

Ruscaceae

Asparagales

Caryophyllales

156 51

Asteraceae

Solanaceae

Pittosporaceae

Apiaceae

Scrophulariaceae

Oleaceae

Lamiaceae

Lamiaceae

157 156

Convolvulaceae

Plantaginaceae

Verbenaceae

Apocynaceae

Gentianaceae

Plantaginaceae

Loasaceae

Proteaceae

Hydrangeaceae

Arecales

PoalesZingiberales

Magnoliaceae

Calycanthaceae

Fabales

OrchidaceaeIridaceae

Amaryllidaceae

Lardizabalaceae

Berberidaceae

Ranunculaceae

Ranunculaceae

Rosales

Cucurbitales

Polemoniaceae

Ericaceae

Geraniales

Myrtales

Zygophyllales

Malpighiales

Boraginaceae

Malvales

Sapindales

Brassicales

Resedaceae

CapparidaceaeCleomaceae

Valerianaceae

Morinaceae

Asteraceae

Asteraceae

Dipsacales

Ericales

unplaced

Gentianales

Lamiales

Solanales

Melanthiaceae

Colchicaceae Liliaceae

Crassulaceae

HaloragaceaeGrossulariaceae

Apiales

Asterales

Magnoliales

Laurales

CanellalesPiperales

Ranunculales

Proteales

BuxalesGunnerales

Cornales

Papaveraceae

Colour coded Order Beds layout. Top level

colours = Divisions, Grey boxes = Class (or

Order), and text within the coloured boxes

indicates Families. Plants within the beds are

labelled with their Latin name (Genus + species)


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Masterbrand logo guidelinesTypography requirements


Branding

Primary palette - Kew Mid Green to be the

predominant colour

Secondary palette

Headings to be set in Perpetua

Body copy set in Frutiger

Text for children set in Sassoon


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Imagery denitions and examples found in the branding

guidelines are set into the following groups:

Theatre

Scale and beauty

Essay

Natural, engaing with a

human aspect, interaction

discovery and enjoyment

Detail

Close-up, intrigue and

beauty that people

experience - shape,

colours and textures of the

natural world

Concept

Inspiring, idea based,

surprising

Graphic

Technical, simple, at colours

Representative

Sketchy, artistic, spontaneous

Natural

Crafty, classical, soft

Botanical

Technical, illustrative, detailed


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CopyLittle copy has been obtained from Kew at this time; this is

the text provided for the story board used in this project:

Story 2: But peony is not a buttercup

(actually closer to saxifrage)

About peony family (text not provided)

The saxifragids, including such plants as the witch hazels,stonecrops, gooseberries and paeonies, were formerly

thought not to be evolutionarily related at all before DNA

data strongly placed them together. Only recently have they

been recognised as a naturally related group, but it is still not

clear how the saxifragids are related to the caryophyllids and

other groups in the eudicots. The Art of Plant Evolution

(exhibition, 2009)

The Art of Plant Evolution, published to accompany an art

exhibition at Kew, is the rst book to illustrate the new, DNA-

conrmed APG III classication.

Peoniaceae beds (2 beds) not near Ranunculaceae

so could use picture.

No webpage for peony family.

Poppy (Papaver)

Clematis (Clematis)

Buttercup (Ranunculus)

Peony (Paeonia)


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Signage elements:

Story number

Headline

Sub heading Body text (discovery details and plant details)

Images (story plant, previous family plants and

current family plants for comparison)

The following additional information has been found using

wikipedia searches for Peony, Saxifragales and Ranunculales:

Peony belongs to the genus Paeonia.

Paeonia is part of the Paeoniaceae family.

Paeonia, along with the genus Glaucidium, were part

of the Ranunculales Order. But now with Molecular

phylogenetic studies, Paeonia have been found to be

part of the Saxifragales Order. Plants in the Ranunculales Order include; Buttercup,

Clematis and Poppies.

Plants in the Saxifragales Order include Witch Hazel,

Stonecrops and Gooseberries.

Peony or paeony is a name for plants in the

genus Paeonia, the only genus in the owering

plant family Paeoniaceae. They are native to

Asia, southern Europe and western North

America. Boundaries between species are not

clear and estimates of the number of species

range from 25 to 40.

Most are herbaceous perennial plants 0.51.5metres tall, but some resemble trees up to 1.53

metres tall. They have compound, deeply lobed

leaves, and large, often fragrant owers, ranging

from red to white or yellow, in late spring and

early summer.

The family name Paeoniaceae was rst used

by Friedrich K.L. Rudolphi in 1830, following a

suggestion by Friedrich Gottlieb Bartling that

same year. The family had been given other

names a few years earlier. The composition of

the family has varied, but it has always consisted

of Paeonia and one or more genera that are

now placed in Ranunculales. It has been widely

believed that Paeonia is closest to Glaucidium,

and this idea has been followed in some recent

works. Molecular phylogenetic studies, however,

have demonstrated conclusively that Glaucidium

belongs in Ranunculaceae, but that Paeonia

belongs in the unrelated order Saxifragales.

Witch Hazel

(Hamamelis)

Stonecrops (Sedum)

Gooseberry (Ribes uva-crispa)


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Signage locations

Positioning the signage is an important part of this project.

The area should be accessible by all ages and abilities, so the

following points have been noted:

Average eye level for an adult is 1500mm (Effective

waynding and signing systems, NHS Estates)

Average eye level for wheelchair users is 1245mm

(www.accesscode.info)

Cap height of typography to be 1 per 50 but this isdependent on many factors (Signage and Waynding

Design, Chris Calori)

IDEA: Sign placement could be used to engage

the reader with the plants, e.g. lower the sign to

cause the reader to stoop to the plant level for a

closer look.

Introductory Panel (out of the scope of this

project - Kew ownership). To give details of

the area and secondary information on plant

classication. Placed at entrance it will set

the scene for the Order Beds navigation and

explanation of the Story Panel system.

Family Panel (out of

the scope of this project

- Kew ownership) giving

details of a number of

plants in a particular

family group. Colour

coded to match map.

Family Bed Labels

placed at the front of

each bed. Colour coded

to match garden map.

Higher family name also

shown.

Plant Labels (out of

project scope) placed

with each plant species

in the family beds.

Story Panels explain

individual explanations

of interesting plant

relationships.


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Family panels placed

along the main walkway

to entice visitors into thebeds area.

Story panels to be placed around the Order

Beds in the vicinity of the mentioned plants.

If numbered they can be sought out by keen

readers or school groups,

Individual plant labels

giving Latin name.

Family Panel (out of

project scope) Family Bed label

(coded)

2000mm

1500mm

1245mm

Story Panel

Family bed labels to be

readable from main path


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Oliver Tomlinson - Summer term 201018 Oliver Tomlinson - Spring term 2010

Coding the beds

Along with colour coding, the beds and plant families within

them will have a text coding system to allow efcient cross

referencing; divisions are coded here:

Monocots = Mon

Magnoliids = Mag

Core Eudicots = CorE

Basal Eudicots = BasE

Rosids = Ros

Asterids = Ast

Eurosids I = EurI

Eurosids II = EurII

Euasterids I = EuaI

Euasterids II = EuaII

Orders shall then be numbered, followed by a family number.

Thus the reference for the Paeoniaceae family will be codedCorE 2.15 as its the 15th family within the second order

(Saxifragales) of the Core Eudicots.

Core Eudicotes

Saxifragales

Paeoniaceae

CorE

2

15

Numerical coding system should look less like

a scientic mechanism, and more like a Kew

system specically for the Order Beds.


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Type size

STORY 2: But peony is not a buttercupFrutiger 55 roman: 14pt

STORY 2: But peony is not a buttercuFrutiger 55 roman: 30pt

STORY 2: But peonFrutiger 55 roman: 60pt

STORY 2: BFrutiger 55 roman: 100pt

STORYFrutiger 55 roman: 150pt

STORFrutiger 55 roman: 200pt

1inch

2inches


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Design concepts

Variations of a twisted helix sign for the story panels. It would

be made from one folded piece (plastic or steel), positioned

next to the relevant family bed. Circles represent images,

specically the plants linked by DNA.


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A more conventional sign panel could be used if the helix

twist is not desired. However, some form of cut or protrusion

from the sign will add interest and attract readers.


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Initial designs ow from the organic helix shape of the

signage, highlighting DNA links in coloured bands.

Order Beds

Story

2

Gooseberry

(Ribesuva-crisp

a)

WitchHaze

l(Hamamelis)

Sto

necrops

(Sedum)

Peony(P

aeonia)

Buttercup(Ran

unculus)

Findinbed Ba

seE1.3

SAXIFRA

GALES

RANUNCULALES

The family name Paeoniaceae was first used by Friedrich

K.L. Rudolphi in 1830, following a suggestion by Friedrich

Gottlieb Bartling that same year. The family had been given

other names a few years earlier. The composition of the

family has varied, but it has always consisted of Paeonia and

one or more genera that are now placed in Ranunculales.

It has been widely believed that Paeonia is closest to

Glaucidium, and this idea has been followed in some recent

works. Molecular phylogenetic studies, however, have

demonstrated conclusively that Glaucidium belongs in

Ranunculaceae, but that Paeonia belongs in the unrelated

order Saxifragales.

Recent studies have placed the Peony in theorder Saxifragales, relating it to Witch

Hazel, Stonecrops and Gooseberries

Peony is not a buttercupMove title text up to utilise space.

Increase body text size from 16pt to 18pt and

edit text accordingly to allow proper t.

Move up to main part of the sign as mentioned

in point above; replace with Ranunculales.

Text to be smaller and less prominent.

Focus shouldnt be on the Ranunculales plants,

but instead the Saxifragales that Peony is now

related to. Move them up to this area.

Decrease size of story number circle. The

number still needs to be prominent as the aim

of the system is to engage school groups by

nding all the stories and their associated plants

within the Order Beds.

Potential Order Beds logo could be placed on

the introduction panel but shouldnt be used

on the signage within the area. Over-use of

logos could prove distracting to the story signs,

adding an design element with no function. The

user should know they are within Kew gardens.


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RMATIONMAKING


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Final Designs

WitchHazel(Hamamelis)

Story

2

Peony(P

aeonia)

Gooseberry(Ri

besuva-cris

pa)

JapaneseW

oodPoppy(Gla

uc

id

ium

)

Buttercup(Ran

unculus)

Clematis(Clem

atis)

Core Eudicotes

SAXIFRAGALES

Paeoniaceae

CorE2

15

SAXIFRAGA

LES

RANUNCULALES

The composition of the Paeoniaceae family has varied,

but it has always consisted of Paeonia and one or

more genera that are now placed in Ranunculales.

It has been widely believed that Paeonia is closest toGlaucidium (see bed: BasE 1.02), but recent molecular

phylogenetic studies have demonstrated conclusivelythat Glaucidium belongs in Ranunculaceae, and that

Paeonia belongs in the unrelated order Saxifragales.

Recent studies have placed the Peony inthe order Saxifragales, relating it to WitchHazel and Gooseberries.

A Peony is nota buttercup

Whole front and side views

1260mm

80mm

343mm

200mm


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Witch

Haze

l(Hamamelis)

Story

2

Peony(P

aeonia)

Gooseberry(Ri

besuva-crispa)

IFR

AGALES

The composition of the Paeoniaceae family has varied,

but it has always consisted of Paeonia and one or

more genera that are now placed in Ranunculales.

It has been widely believed that Paeonia is closest to

Glaucidium (see bed: BasE 1.02), but recent molecular

phylogenetic studies have demonstrated conclusively

that Glaucidium belongs in Ranunculaceae, and that

Paeonia belongs in the unrelated order Saxifragales.

Recent studies have placed the Peony inthe order Saxifragales, relating it to WitchHazel and Gooseberries.

A Peony is nota buttercup

Core Eudicotes

SAXIFRAGALES

Paeoniaceae

CorE

2

15

Detailed shots

70pt Frutiger

bold

30pt Frutigerroman

18pt Frutiger

roman


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Client feedback

Comments provided 25/05/2010 from Landscape and

Living Collections Interpretation Manager (Department of

Communications and Commercial Activities), Head of Design

and Photography (Department of Content and Learning)

and Alpine and Rock Garden Area Manager (Department of

Horticulture and Public Experience).

General comments (to all students of this brief)

Reports clear to read, very professional-looking,

individual styles, have really thought about

communicating information content, quick turnaround.

Good work especially as brief was incomplete (did

not specify which signs to consider, and nal text not

supplied).

Comments specic to this project

Very creative overall design

Nice description of hierarchy of info signage in areaand rest of Gardens.

Interesting suggestion for integral panel and stand

design advantages and disadvantages in landscape

/ among horticultural operations (wheelbarrow but also

mowers, diggers, spades...) / soil splash / sharp edges

/ whether matching replacements could be sourced.

We have also used sign systems where the main sign is

quite slim and upright and the information panel pivots

at its top, dropping back into sign post when not used

this might be an expansion of the design? Or easier

to manufacture tall sign like the leg of your sign, a very

tall rectangle with only a couple of twists above and

below the sign text good that your design provokes

many ideas like these.

New text coding system suggested for classication

system introduces extra complexity, whereas visitors

commonly browse odd signs here and there rather

than refer to a map or plan already may be too many

pieces of structuring/coding information, we may leave

out orders, could consider this or mention possibility.

Reply: Concept tests would need to be made

using correct materials. Issues with mowers etc

may be faced with other existing signs; best

practice would be adopted.

Reply: Development of the product would be

in the next stages of the design process, and

should include Kew experiences and potential

modular signage solutions.

Reply: A cross referencing system is important

in this area of the gardens, with an easy system

allowing users to engage with Order Bed stories.

It is not a new scientic classication, but just

a system to be used locally within the area.

However, the hierarchy could be reviewed to

reduce complexity.


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Also invented a story numbering system maybe say

why, such as for a trail.

Like the illustration of different type sizes early on and

detailing text sizes used later.

Like depiction of wheelchair-seated area user.

Explain referents/thinking in design e.g. I saw peas in

a pod, was this intended? Confusing or useful to show

two orders on same stalk?

Nice rewrite of text focusing on story, could say you

had to do that.

Lots of images but each captioned very clearly are

title-mentioned plants most prominent? Image credits

necessary somewhere on panel.

No use of Kew logo used not to be used on plant

labels and interpretation, now is.

NB. circles not part of order bed layout Ill have to be

careful of giving this impression.

Family bed labels is this using the family colour

although mainly white? It is a brand colour, but did I

specify what colour to be used for this? Height above

ground?

Ultimately, if you didnt know what the sign was meant

to show, would you get the meaning? e.g. visitor

walking past for 1 second to decide whether to stop

and read (suggest evaluation questions).

Reply: Numbering the stories is aimed at school

groups, collecting the stories and nding the

plants referred in the signage,

Reply: The deign originates from the double

helix idea, due to the Order Beds focussing

on the relationships of plants both visually and

molecularly. Two orders show the switch from

one to the other after DNA research.

Reply: The title plant is given the most image

space, with interesting comparisons getting the

second largest area. Credits can be added.

Reply: Overbranding in signage can prove

distracting; it is presumed the user knows they

are in Kew gardens!

Reply: Family colours can be exaggerated.

It is an unspecied brand colour from theKew palette; the original colours were default

Microsoft Excel. The top of the label is 160mm

above ground level.

Reply: I would hope the user would understand

a connection with DNA and linked plants, but

this would need to be conrmed by user testing.

An introduction to the system on the Order Bed

entry panels would reinforce the meanings.


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Documents

Kew Gardens Signage