The challenge

Oxford is one of the UK’s most culturally influential and historic cities. The challenge here was finding a way to bring that to life in our wayfinding, respectful of this university city’s rich history.

What we did

Oxford is famous for its signature views of significant historic buildings. Focusing on this as a theme, the physical design of our signs uses the principle of framed views of architectural detail to create a connection between the sign and its environment. We cast the sign frame in bronze to complement the warm stone colour of the city’s buildings.

Why it works

Our wayfinding system used new mapping to simplify the complicated street layout to a schematic grid, highlighting the pedestrian routes and the public realm. Interpretation information accompanies navigation guidance on all signs and can additionally be viewed on a smartphone.