Welcome to the Sign Design Society

The Sign Design Society's members work on signing and environmental graphic projects across the world. Our members have produced some of the most iconic signing systems - including Legible London, the last three Olympic sign systems, mass transit systems such as Dubai Metro, wayfinding systems for Airports, both in the UK and across the globe.

Collectively, the design and implementation spend of these projects has been in the region of $8billion with fees to our members in excess of $50million.

So if you want to know what's happening at the leading edge of signing, or want to get involved, it's simple. Choose a membership plan that suits you or your business and join up! (A lot of the site is 'members only' so it's well worth unlocking the hidden features and articles.)

  • Barbican
  • British Museum
  • Cabot Circus
  • Dublin Airport
  • Eurostar
  • Glasgow
  • O2 Arena
  • Romford
  • Westfield
  • Barbican

  • British Museum

  • Cabot Circus

  • Dublin Airport

  • Eurostar

  • Glasgow

  • O2 Arena

  • Romford

  • Westfield

Latest news items

Zalacain Wayfinding Wins Gold at 2017 IIID Awards


Congratulations to Sign Design Society member Zalacain Wayfinding on winning Gold at the 2017 IIID Awards. The awards, run by the International Institute for Information Design (IIID), are given out in recognition for outstanding work in different fields of information design. 

Zalacain Wayfinding were awarded gold in the ‘Future Concepts’ category for their work on the ‘Qibla - Mecca Smart Wayfinding System’. The project is a highly technologically advanced, dynamic urban wayfinding system for the Middle East. Its main aim is to encourage locals to walk more often and help them find local businesses and services easily. The sign design process was challenging since information will be hexalingual, and each sign includesdigital screens. The system will be updated wirelessly from a control room, and will be able to withstand the hot weather conditions in the Middle East. After several tests and demonstrations the City Council approved the initial design, and the scheme is currently under valuation by other stakeholders. The system was designed together with Overhaul, a Jordanian design agency.

SDS Member Success at Transform Awards Europe 2017


We are delighted to hear that Whybrow and creative partners Atelier Works have been awarded a Bronze in this year’s Transform Europe awards. These annual awards recognise excellence and reward innovation in branding across Europe.

Their project, Camden Council’s new headquarters at 5 Pancras Square, King’s Cross was shortlisted in the ‘Best wayfinding or signage’ category. You can read more about the project here.

The 2017 Transform Awards Europe celebrated entries from Austria to France, to Sweden, Romania, Poland and beyond. Branding talent from charities, NGO’s, corporate firms and agencies was all on display. With fierce competition, the calibre of entries broke all previous awards records, with a 35% increase in both the companies entering and the actual number of entries.  

Many congratulation to the team.

SDS Members present at Sign & Digital UK

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Recently taking place in the NEC, Birmingham (28th - 30th March), Sign & Digital UK is the leading annual event for the sign making, display solutions and digital printing communities.
The Sign Design Society was pleased to announce that select members of the Society presented their projects as part of a mini seminar on ‘innovation in wayfinding and directional signage’. Representing the leading edge of wayfinding and sign design, Sander Baumann, Sean Brereton, Joan Zalacain, Aad Kalkman and SDS Chair Sian Kelly were exploring how wayfinding works in practice through the use of case study material.
More details about this talk can be found here.

Recording of January 2017 SDS talk by Sarah Owen now available to SDS members

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For The SDS’s January talk, Sarah Owen from Pascall Watson took us on a fascinating journey from initial brief to the implementation of a new wayfinding solution for Venice’s Marco Polo Airport. During her talk, which members can now access here, she explains the rationale behind the design and how they embedded the identity of the city within the scheme. The team’s solution for integrating digital advertising screens into the wayfinding strategy was particularly inspired and something we could all learn from.

Recording of November 2016 SDS talk by Doug Rose now available to SDS members


During November's talk from Doug Rose on London Bus blinds we were treated to a master class in the Johnston typeface and the craft involved in type design. Doug beautifully illustrated how in some instances, adherence to the letter of DDA guidelines can undermine their fundamental purpose.  He reminded us (if any of us needed it), that there is no substitute for a design thinking approach and the skills of a suitably qualified designer when it comes to tackling seemingly unsolvable problems.
Don’t worry if you weren’t able join in person or via the livestream – a video of the talk is now available to members.

SDS at Sign & Digital 2017

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The Sign Design Society was out in force on 30thMarch at the Sign & Digital 2017 exhibition at the Birmingham NEC. SDS Chair, Sian Kelly kicked off with a presentation entitled “The Science and Art of Wayfinding”. This was followed by a panel session featuring a selection of innovative wayfinding case studies from members Sander Baumann (designworkplan), Sean Brereton (The Velvet Principle), Aad Kalkman (Mijksenaar) and Joan Zalacain (Zalacain Wayfinding).  Thanks to all the other members that made the trip to Birmingham too - it was great to see a few friendly faces in the audience.

Jock Kinneir Library

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100 years after the birth of Jock Kinneir (1917 - 1994), an independent initiative has launched the Jock Kinneir Library. The library is aiming to introduce a comprehensive collection of materials by 21 May 2017. Contact This email address is being protected from spambots. You need JavaScript enabled to view it. if you are able to contribute any material or information that relates to the life, practice and teaching of this British graphic designer. For more information about the library, please visit: http://jockkinneirlibrary.org

New Publication: The Traffic Signs Manual Chapter 8 Part 3

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The Traffic Signs Manual (TSM) Chapter 8 Part 3 has been published. The Department for Transport has now published a document that provides information on changes to the methods used to prescribe traffic signs in the 2016 Traffic Signs Regulations and General Directions. They state that in most cases, "the same signs will be used in the same situations as shown in TSM Chapter 8 Parts 1 and 2 (2009). This part provides a reference on where the requirements for individual signs in the TSRGD and design information can be found." To accss further information about guidance on the use of traffic signs, visit the publications available through the government's website.

Livestreaming Sign Design Society events: now available for SDS members

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Over the past few months we have been experimenting with different livestreaming options so that members who can't make it to an event in person can join us virtually.

We are pleased to confirm that we will be streaming all future events (technology permitting) through Facebook Live.

Please note: this offer is only available to SDS members. Not an SDS member? You can become an SDS member online today.

How to watch online via Facebook Live

To watch future talks online, please join our special Facebook group:

  • Sign in to Facebook
  • Friend us at our special livestreaming account: ‘SDS Live’
  • Ask to join our closed (SDS members only) ‘SDS Live Events Facebook group’ – Kirstine will approve you to join the group.**

If you have any problems joining the Facebook group, please email Kirstine: This email address is being protected from spambots. You need JavaScript enabled to view it.

**N.B. To avoid disappointment, please make sure you send your request to join our SDS Live Events Facebook group in good time. We might not be able to accept requests made on the day of the talk or event.


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  • Sign Design Society,
    Flat 60,
    The Eye,
    Barrier Road,
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  • +44 (0)203 488 0774
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