3M AUSTRALIA HEADQUARTERS This project by the design company THERE primarily utilizes non-signage wayfinding elements. Flooring patterns mark transitions between spaces and public vs private spaces. Cues in the ceiling direct traffic and ceiling height guides one along main circulation. Bold bands of color and light along the main circulation corridor direct the way to and from the front desk, making circulation for visitors more intuitive. Large graphics at each floor mark the level, while also conveying the spirit of the company. Color and shape are used to theme each floor. This is an example of the use of color for color-coding zones, as is outlined in the Wayfinding Handbook. Electronic signage is utilized as the door markers for the private offices and electronic wayfinding kiosks are located at the entrance of every floor. A clever use of materials guide wayfinding through the space. The ceiling at the front desk and in the hallways adjacent is a bold pattern and texture, signifying the front desk location from adjacent spaces. The black and white ombre tile pattern signifies a transition from the more public lobby into the more private office spaces. Flooring changes occur at spaces which break off from the main circulation route, marking transitions to the break room seating, the lobby sitting areas, and the private office areas on each of the floors. Lighting is used as a directional indicator, mostly in the front lobby. This project does a good job of using color to create a brand identity, as is discussed in the Wayfinding Handbook. As a headquarters of a worldwide brand, it makes sense that this would be one of the top priorities for the corporation. The colors also do a good job of uplifting workers and providing joy in the workplace. The colorful, fun design of the wayfinding and
graphics coveys to employees that 3M is a place of innovation, creativity, and fun. As Niron suggests in the reading, these colors are mostly used as reinforcement and not primary wayfinding elements, to prevent confusion to those with colorblindness. The project excels in thinking beyond two dimensions, as the Wayfinding Handbook suggests, in the informational mural on the entry wall. The mural displays previous 3M logos in white relief images which pop off the wall, creating a simple yet intriguing visual history of the brand which also doubles as art. While the signage on this project is minimal, it is still present in some cases. The most obvious signage is the oversized floor level markers printed on the glass entry to each space. The graphic is printed in a white, highly textured pattern which match the shape motif of the floor. The result is bold, fun, and innovate, but could be easily overlooked as simply another fun graphic on the wall and not a wayfinding marker. Other signage labeling doors within the lobby space is painted directly onto the door face, a violation of ADA standards for mounting location and height. Because of the application, these graphics do not reach a broad range of users. These factors cause the project to lack a universal understanding. While the project does a good job of incorporating the wayfinding into the materiality and lighting of the space, these cues would most likely not be enough for universal navigation, especially for the visually impaired. None of the signage is tactile or incorporates braille, as ADA standards would require. There is no sign of audible wayfinding cues within the system either. Those with such impairments would have to rely on the help of the front desk for
navigation within the space. This project is primarily directed at the employees of 3M who utilize the building on a daily basis. Because of this, the wayfinding signage is often subtle or non-existent as the system often relies on the more subtle but integral cues of materiality, lighting, color, and pattern. However, this is often the project’s weakness. The project needs more explicit signage for the sake of visitors within the space. These explicit signage additions would be ADA compliant, with tactile letter and braille. Another shortcoming in the project is the carpet’s unintended directional quality in the white lines which appear to be a wayfinding cue but are actually random. This could be improved by either making these lines intentional or removing the pattern altogether. Information and Picture Sources “The Wayfinding Handbook: Information Design for Public Places by David Gibson”, Princeton Architectural Press, New York, 2009, Sections 3.3 & 3.5. “The Importance of Environmental Graphic Design in Human Life and Its Affection”. by Ryan Ilgin Niron, Izmir University of Economics, Faculty of Fine Arts and Design Dept of Visual Communication Design. “3M Australia Headquarters Environmental Graphics and Wayfinding”, by Deborah K. Dietsch, SEGD, https://segd.org/3m-australia-headquartersenvironmental-graphics-and-wayfinding. “3M Australian HQ Signage”, THERE, https://there.com.au/work/3M_ headquarters_signage.