Marco Polo Airport

Venice Marco Polo Airport: identity and wayfinding for the gateway to the city

As part of the development and expansion of their passenger facilities, Venice Marco Polo Airport appointed Pascall+Watson to redesign and rebrand their wayfinding. The expanded airport facilities included a new water transport terminal, terminal connections, and a new arrivals and departures concourse.

Part of the brief involved developing a media strategy that would enhance commercial opportunities without compromising the clarity of the passenger information. The resulting design provides an innovative and holistic approach to wayfinding. It maximises passenger orientation, movement and dwell time within the constraints imposed by the architecture.

Venice sign examples 640px

The wayfinding concept which is currently being implemented, proposed a range of new signage products including information totems and digital screens. These are all linked by the new visual identity developed by Pascall+Watson. The new identity was inspired by the local context: our challenge was to apply the identity of Venice (a city with a rich culture and historical heritage) and make it work within a complex 21st-century environment without compromising the operational effectiveness of the airport.

Sarah specialises in wayfinding for transport environments, particularly airports. In this talk, she will describe the ways in which she combined the spatial, planning and wayfinding strategies in the design process and how she responded to their client’s demands and desires.


Sarah Owen is a senior wayfinding designer at Pascall+Watson. Over the last 10 years she has worked on a range of projects within the UK, the Republic of Ireland and Italy. Pascall+Watson have been involved in the design of airport and railway termini for 60 years with recent projects located across Europe and the Middle East.

Date: 10 January 2017

Time: 6pm for 6.30pm start

Venue: Pascall+Watson, The Warehouses, 10 Black Friars Lane, London EC4V 6ER

Price: This talk is free for SDS members and £25 per ticket for non-members. We have a special offer for newcomers: if this is your first SDS event, you can pay a special ‘taster fee’ of £10 on the door. Please email This email address is being protected from spambots. You need JavaScript enabled to view it. to register.


Member tweets

Who's Online

We have 230 guests and no members online

Contact Us

  • Sign Design Society,
    Flat 60,
    The Eye,
    Barrier Road,
    Chatham, Kent,
    ME4 4SD.
  • +44 (0)203 488 0774
Copyright © The Sign Design Society 2015