Raising the flag
Canadian Department of Foreign Affairs (DFAIT) Global Wayfinding Program
BACKGROUND
The Canadian Department of Foreign Affairs and International Trade represents all of the embassies across the globe and a physical presence of the Canadian flag in the countries with trade offices. A key role in leveraging a strong presence in key markets is the role of the embassies in assisting in the emigration and trade expansion and as such, DFAIT identified a need to improve its wayfinding and building identification program. As part of this global initiative, Shikatani Lacroix was retained to assist in developing a new design standards that would work in all markets.
CHALLENGE
Although DFAIT has very rigid branding guidelines for the use of the Canadian Coat of Arms and Flag, its embassies were designed to allow each location to be a unique physical manifestation of the brand in the markets being served. As such, the new building identification and wayfinding needed to effectively complement the style and personality of each embassy design while allowing for conformity and consistency. In addition, the role of wayfinding implementation was delegated to the individual embassy which increased the need to develop a wayfinding standards manual that was both informative and easy to understand.
SOLUTION
SL developed new wayfinding standards that consisted of a rigid signing architecture for content, hierarchy of communication and iconography but allowed for the use of different materials that would better integrate with the architectural personality of the facility. The standards manual were also written in a way that would help local embassy staff clearly understand not only the “What” but more importantly the “Why” and “How” of the program. SL developed prototypes and physical examples to assist in better understanding how materials play an important role while clearly identifying the appropriate use and location for each sign.
RESULTS
The new wayfinding program is currently being rolled-out across the globe and initial responses from DFAIT and embassy personal has been very positive.