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THE POWER OF VISUAL COMMUNICATION Graphic Design at Ayers Saint Gross


INTRODUCTION TO THE FIRM 2 VISUAL COMMUNICATION 4 FIRST IMPRESSION, LASTING IMPACT 6 A SUCCESSFUL APPROACH 8 PRINT, IDENTITY & INFORMATION 10 ENVIRONMENTS & WAYFINDING 26 SELECT CLIENTS 52

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Visual Communication has the power to

EDUCATE MOTIVATE INSPIRE & INFORM 1


Introduction to the Firm Ayers Saint Gross is an internationally recognized, employee-owned design firm with expertise in architecture, planning, landscape architecture, visual communication and space analytics. At over 150 professionals, our firm is organized into a series of studios specialized by practice area, each supported by expertise in various disciplines. Since the founding of our practice in 1912, Ayers Saint Gross has built a reputation for designing environments of enduring value. We are unique among our peers in that more than 85 percent of our work is for colleges, universities and cultural facilities, having worked on over 500 projects for more than 140 institutions. Our design is driven by a critical and analytical discourse, a respect for past wisdom, a mind to future potential and a belief that we have an obligation to leave places better than we found them.

AYERS SAINT GROSS QUICK FACTS

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FO UND E D

OFFICE LO CATIO N S

1912 Baltimore

P R O J E C TS

Tempe

D.C.

85% of our work is for higher education facilities

500+ Projects Completed

140+ Institutional Clients

S TA FF

150 75% Professional Staff Members

of our Staff Members are LEED Accredited

BA LT I M O R E

WA S H I N G T O N D . C .

TEMPE

1040 Hull Street Suite 100 Baltimore, MD 21230

1100 First Street NE Suite 800 Washington, DC 20001

60 E. Rio Salado Pkwy. Suite 701 Tempe, AZ 85281

F I R M PH ILO SO PH Y

“We engage people and places to create designs that enrich our world.”

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Visual Communication Visual communication is a powerful tool. It informs and educates. It motivates and inspires. Ayers Saint Gross specializes in the design of visual communication systems that shape relationships between people and places. Our expertise includes design for environments, publications and brands. We specialize in information design and identity design, environmental graphic design, signage and wayfinding, as well as marketing and fundraising collateral. Drawing on our firm’s cross-disciplinary expertise in master planning, landscape architecture and architecture, we engage these specialized resources for projects in and about the built environment. Through visual communication, we endeavor to create lasting value for our clients.

COMPONENTS OF VISUAL COMMUNICATION

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VISUAL COMMUNICATION

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First Impression Lasting Impact The quality of design connotes the quality of an institution; it is critical to making a positive impact in an increasingly visual society. Today, colleges, corporations, non-profits and cultural organizations compete in a sophisticated visual climate shaped not just by conventional peers, but also by outside influences including entertainment, hospitality, retail and online experiences. Visual literacy isn’t constrained by demographics. People of all ages and backgrounds judge you by the effectiveness of your graphic messages. Successful visual communication is a valuable asset. Fortunately, good design is a high yield investment. It is a low-cost way to form positive and lasting impressions.

CREATING A LASTING FIRST IMPRESSION

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ct Im pa Hi gh

Inform Build Confidence Inspire Imagination Create Brand Recognition Bolster Perception Demonstrate Sustainability VISUAL

COMMUNICATION

LASTING FIRST IMPRESSION Achieve a Competitive Edge Recruit & Retain

Lo w

Co

st

Improve Accessibility Reflect Mission & Culture Visualize Data Motivate Action

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A Successful Approach Visual communication is a language system that people use to learn about and evaluate you. It influences decisions —by default or by design. When well researched and thoughtfully designed, it can build confidence and inspire loyalty. When poorly executed, it can be a deterrent. Successful projects begins with strategy and structure. We are skilled at creating designs that resonate with people. We begin by listening to you and working together to identify your goals, your audiences and the competitive landscape. Then we devise a process to achieve your functional and creative goals. Together, we transform ideas into powerful visual form.

THINGS TO KEEP IN MIND

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BEGIN WITH THE END IN MIND

LESS IS MORE

KNOW YOUR AUDIENCE

YOU CAN DO A LOT WITH A LITTLE

DESIGNATE A POINT PERSON

MAKE IT MEMORABLE

STAY TRUE TO YOUR MISSION

KEEP THE ENVIRONMENT IN MIND

CONSIDER THE CONTEXT

THINK AHEAD

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Print, Identity & Information Ayers Saint Gross specializes in information design and identity design for publications and brands. From simple diagrams to complex reports, logos to style guides, we shape brands and translate complex information into meaningful stories. The projects highlighted on the following pages – logos, brand guidelines, brochures, publications and marketing collateral – converse with audiences and help our clients educate, motivate, inspire and inform.

Pratt Campaign for Central Library Renovations Enoch Pratt Free Library Baltimore, Maryland 10


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Pratt Campaign for Central Library Renovations Enoch Pratt Free Library Baltimore, Maryland

Since its founding, the Enoch Pratt Free Library has been an ambassador for knowledge and education for all Marylanders. Today the 1930s-era Central Library needs costly renovations to advance its mission. The graphic theme for The Pratt Campaign for Central Library Renovations derives from the historic ironwork in the building’s iconic entrance. Significant for its street level location, this welcoming architectural gesture was pioneering for its time. It is a distinguishing feature of the library and a metaphor for its culture and spirit.

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PRINT & IDENTITY


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Sustainability Action Plan Brochure Ayers Saint Gross Baltimore, Maryland

Take Action, Ayers Saint Gross’ Sustainable Action Plan, is an illustrated call-to-action for responsible and sustainable corporate behavior. Through projects, deeds, professional practice and research initiatives, Ayers Saint Gross strives to minimize its footprint and encourages others to do the same. This booklet was responsibly produced using a local printer, two colors of ultraviolet light-curable inks and 100% post-consumer recycled paper.

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PRINT & IDENTITY


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Identity Mark & Promotional View Book St Elizabeths East Washington D.C.

St. Elizabeths East is a developer-driven project in Southeast Washington that envisions a vibrant, mixed-use development of offices, apartments, retail and civic amenities on the site of a former mental hospital. The site’s legacy presented a branding challenge— what the property was as a contrast to what it could become. Recognizing the inherent sensitivities of the task, the team worked with the Washington D.C. Deputy Mayor’s Office of Economic Development to brand the redevelopment initiative. The identity mark is central to the effort. It invokes the beauty of the site’s architectural heritage and the promise of renewal. A branded view book describes the development opportunity and solicits potential development partners.

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PRINT & IDENTITY


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Visualizing Sustainability Poster Ayers Saint Gross Baltimore, Maryland

Effective data visualization balances intrigue with understanding. Data becomes useful when we tell a story with it. This poster, designed for the Associations for the Advancement of Sustainability in Higher Education (AASHE) conference, is a guide to creating compelling graphic communication to make an institution’s sustainability initiatives more relatable. Spreadsheets may deliver statistical proof, but they don’t readily inspire behavior. Pairing succinct information with graphic visualization compels students, faculty and administrators to become more engaged with sustainable topics.

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PRINT & IDENTITY

John & Frances Angelos Law Center

Concrete Slab Detail


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Identity & Branding Hoffberger Moving Services Baltimore, Maryland

Hoffberger Moving Services has gained recognition as a specialist in the relocation of offices, research and fine arts facilities, and hospitals. A fleet of strikingly branded trucks promotes the company and distinguishes it from the competition. The complete identity program also includes the corporate wordmark and logo, color palette, stationery system, apparel applications and packaging.

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PRINT & IDENTITY


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Identity & Style Guide Vertex Student Apartments Tempe, Arizona

Vertex is a vibrant residential and mixed-use community offering well-managed student housing in downtown Tempe, Arizona. The Vertex identity and name champion the brand’s vibrant and healthy spirit. Both are inspired by the signature architectural feature at the vertex of a primary intersection. The Vertex palette conveys a youthful, natural and energetic tone that resonates with active, education-oriented residents. The Vertex style guide governs the consistent use of the Vertex logotype, colors, and typefaces in applications ranging from business cards to promotional items.

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PRINT & IDENTITY


John Smith senior director

1050 Terrace Road Tempe, Arizona 01010 e o c

jsmith@vertexapts.com 404 505 6060 404 606 7070

Peak Campus Management, LLC www.vertexapartments.com

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Comparing Campuses Posters Ayers Saint Gross Baltimore, Maryland

The Society for College and University Planning (SCUP) is a “community of senior, higher education leaders who are responsible for, or are involved in, the integration of planning on their campuses and for the professionals who support them.� Every year, Ayers Saint Gross designs an informative poster for distribution to SCUP conference participants. Graphic depictions illustrate data and trends in higher education in a visually compelling and concise way. Posters are printed locally using 100% post-consumer recycled paper with quick drying UV inks.

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PRINT & IDENTITY


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Environments & Wayfinding Environmental graphic design and signage connect people with places. Well-designed signs and wayfinding systems enhance the appearance of a place and help users understand and relate to the physical setting by communicating information that offers guidance, assurance and confidence. Successful, integrated environmental graphic and signage programs are visible, powerful and cost-effective. Visual communication within the built environment has the power to impart lasting impressions and shapes experiences.

Environmental Campus Signage College of Charleston Charleston, South Carolina

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ENVIRONMENTS & WAYFINDING


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ENVIRONMENTS & WAYFINDING


Environmental Campus Signage College of Charleston Charleston, South Carolina

The College of Charleston’s four-mile nature trail winds through 800-acres of a former plantation on the banks of the Stono River in Charleston County, South Carolina. Interpretive way stations punctuate the trail with stories of the site’s history, culture and ecology. The sign system, which also includes wayfinding, uses trail markers emblazoned with symbols representing distinct landscapes to supply visitors with visual cues to their whereabouts. Signs complement their natural surroundings with thin and arcing elements inspired by swaying grasses, migratory birds and wildlife.

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Visitor Center & Smith Education Center Signage & Wayfinding Thomas Jefferson Foundation Charlottesville, Virginia

The Visitor Center and Smith Education Center serves as a threshold to Monticello, the mountaintop home designed and inhabited by Thomas Jefferson. It is the only historic home in the United States to be designated a UNESCO World Heritage site. Situated at the base of the mountain, the visitor and education center welcomes more than 500,000 visitors from around the world on an annual basis. The signage system pairs quiet sophistication with informational clarity to enhance the facility and aid navigation to an assortment of amenities including transportation, ticketing, theater, classrooms, a store and cafĂŠ.

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ENVIRONMENTS & WAYFINDING


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ENVIRONMENTS & WAYFINDING


Skyline Signage & Lighting Silo Point Baltimore, Maryland

Once a grain terminal for the B&O Railroad, Silo Point is now home to 228 luxury condominiums on the Baltimore waterfront. Skyline signage and facade lighting create visibility and presence for this recycled industrial structure. On the harbor-facing side, the illuminated identification sign bears the signature colors and typography. Up-lights on the south towers seen from Interstate 95 dramatically spotlight the architecture of the building’s three elevator towers.

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Signage & Wayfinding Master Plan & Implementation University of Scranton Scranton, Pennsylvania

The University’s signage and wayfinding system improves the campus aesthetic in a manner befitting its academic mission and quality. The signage and wayfinding master plan provides a methodology to guide the University through planned expansion and to develop its character as an urban campus with a clear identity. The design incorporates an infinity motif echoing a significant architectural detail and reinforcing the University’s Jesuit ethos of reflection and lifelong learning.

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PRINT & IDENTITY


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Signage & Wayfinding Master Plan & Implementation University of Scranton Scranton, Pennsylvania

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ENVIRONMENTS & WAYFINDING


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ENVIRONMENTS & WAYFINDING


Branded Environment Financial Services Corporate Headquarters Baltimore, Maryland

The corporate executive suite of this financial services firm offers a fresh perspective on the spirit of the company. Graphic elements begin in the lobby and thread through the two-story space. Two metaphors – connected waterways and streaming information – are expressed through sculptural wall surfaces, typography, imagery and corporate identity. The design celebrates corporate affiliates and global reach, and culminates in a feature stair where thought leadership from around the firm and around the globe is translated into dimensional type.

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Cafeteria Renovation & Poster Series Baltimore Design School Baltimore, Maryland

The renovated 1950s cafeteria of the Baltimore Design School inspires sixth- and seventhgraders about future careers in graphic design, architecture and fashion. Working pro bono and on a tight deadline, the design team achieved a low-cost but sweeping transformation through fresh, bold hues and stenciled lettering. Graphic posters and hand-painted illustrations relate food to the art and science of design and demonstrate the possibilities of color, imagery and typography to the students. The vibrant environment literally creates food for thought in a space where students gather and interact on a daily basis.

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ENVIRONMENTS & WAYFINDING


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Signage & Wayfinding Master Plan & Implementation Howard Community College Columbia, Maryland

The signage and wayfinding program for Howard Community College refines the campus image and addresses the needs of a dynamic and rapidly expanding institution. The system is flexible enough to accommodate the College in ten years, but also addresses today’s challenges including widely dispersed parking and facilities and complex regulatory and accessibility messages. Signs feature a custom edge profile evocative of an open book— a subtle celebration of discovery and knowledge and an identifiable visual signature unique to the school. Cast-stone bases anchor the signs and complement the architectural character of campus.

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ENVIRONMENTS & WAYFINDING


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ENVIRONMENTS & WAYFINDING


Branded Environment & Signage Maryland House Travel Plaza Harford County, Maryland

Bright, bold and thematic graphics are integrated into the architecture of the newly designed and reopened Maryland House Travel Plaza on Interstate 95 (also by Ayers Saint Gross) with abstractions of the state flag and typographic compositions celebrating the state’s diverse amenities. The project, from structure to signage, reinvents a long-standing American tradition, the highway travel plaza, creating a modern building and environment reflective of the unique culture of Maryland.

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Branded Environment & Signage Maryland House Travel Plaza Harford County, Maryland

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ENVIRONMENTS & WAYFINDING


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Branded Environment & Signage Chesapeake House Travel Plaza Cecil County, Maryland

The new Chesapeake House Travel Plaza replaces its outdated predecessor with a gracious and environmentally sensitive respite for travelers. Chesapeake House shares graphic and signage characteristics with Maryland House, its neighbor to the south, but with a bold typographic palette that draws inspiration from the largest estuary in the country, the Chesapeake Bay. Here, nautical themes are expressed in natural hues with glassy transparencies reminiscent of daylight and water. Visitors appreciate their relationship to the Chesapeake Bay Watershed and its inhabitants of myriad species.

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ENVIRONMENTS & WAYFINDING


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Branded Environment & Signage Chesapeake House Travel Plaza Cecil County, Maryland

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ENVIRONMENTS & WAYFINDING


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Select Clients The American Revolution Center AREAS Arizona State University The College at Brockport The Bronx Zoo The Bryn Mawr School College of Charleston Community College of Baltimore County DePauw University Downtown Development Corporation Downtown Partnership of Baltimore Eckerd College Enoch Pratt Free Library Fairfield University Franklin & Marshall College Frederick Community College Gettysburg College Harbor Point Harvard University Hershey Center for Applied Research Historic City of Atturaif, Addiriyah Hoffberger Moving Services Howard Community College Johns Hopkins University

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PRINT & IDENTITY

Lafayette College Loyola University Maryland Moravian College Millsaps College Minnesota State University Mankato Nazareth College National Aquarium in Baltimore New Jersey Institute of Technology Northern Arizona University Peak Campus Development Ringling College of Art and Design Rutgers University Simpson College The Thomas Jefferson Foundation University of Arizona University of Baltimore University of Chicago University of Maryland System University of North Florida University of Richmond University of Scranton University of Wisconsin Wake Forest University Washington College


SEE SOMETHING YOU LIKE? The graphic design studio at Ayers Saint Gross is always on the look-out for new and interesting collaborations. Engage our studio to help you with your next environmental, wayfinding, print, promotional or identity project.

PLEASE CONTACT: Jamie Barnett, Creative Director phone 410 347 8500 email jbarnett@asg-architects.com

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1040 Hull Street, Suite 100 Baltimore, Maryland 21230 410 347 8500 (office) www.asg-architects.com

An employee-owned design firm.


The Power of Visual Communication