Guidance systems are emotional symbols: they are part of brand space and identity.

At least for corporate and brand spaces, the era of sterile, rational signage systems is actually over. “Actually” because although the emotional value has been recognized, the signage system is still being integrated too late in the performance phases.

Once the architecture is in place, it takes a lot of effort for the signage system to become more than just stickers and signs on empty surfaces in the room. Instead of actively contributing to the corporate identity, the signage system remains passive.

Of course, legibility remains important. But it is no longer the only deciding factor. Experience design shows that “just because something is legible doesn't mean it wants to be read.” “Wanting” is an emotional act and just as crucial for the reception of a message as rationality. For perceived space and identity, rationality is even less crucial.

At typenraum, we have our own little “ranking” for guidance systems:

1. Materiality
   “No matter when, what, or where: materials and workmanship must have a lasting effect and be sustainable.”

2. Time
   “The guidance system must be integrated into the (interior) architectural process as early as possible.”

3. Function
   “Rationality and emotionality are equally important. Both may take the lead here, take a back seat there, and sometimes even suffer.”

In short: a functional guidance system must fulfill more than just its purpose. People should feel comfortable—the brand, interior design, and architecture must work together.