The word ’corporate’ can so often be a synonym for bland and monolithic, especially when it comes to offices. Think corporate headquarters. Think facsimile cubicle workstations scraping upwards layer upon layer toward the sky. The work may be interesting, challenging and dynamic, but workplaces seldom are.
Yet dull, homogeneous workplaces can have serious negative effects on staff, as well as on visitors. Movement and interaction can be restricted and staff may fail to feel a sense of common purpose or belonging. This can lead to poor productivity, low morale and high staff churn.
One relatively quick and low-cost way of addressing some of these issues is through well-implemented environmental graphics. A rising awareness of the influence of internal graphics is leading more organisations to take their visual identity and weave it throughout their buildings. The idea is that buildings benefit substantially – and measurably – from stimulating and functional visual elements, promoting the organisation’s brand personality at the same time.
’I think the growth in this area is driven by a few things,’ says Michael Johnson, creative director at visual identity consultancy Johnson Banks. ’The barriers and costs seem lower, the technology is better, and clients and architects are more prepared to let “graphics” come into a space. For a relatively low outlay, environmental graphics can make a massive impact.’
Design group Household has worked on workplace graphics for firms including pharmaceutical giant Astra Zeneca, Yahoo, Transport for London and Virgin Media. Consultancy creative director Sarah Page says internal graphics can be ’a quick, efficient way to refresh the workplace, adding personality and boosting the sense of a culture’.
Graphics, says Page, are a clever and relatively subliminal way to communicate a company’s spirit, without relying solely on words such as straplines and mission statements. Astra Zeneca took this opportunity in its new-build hospitality and training headquarters in Macclesfield. ’The business had a corporate palette, but not an environmental one, so extending the language of the business values into the environment was essential. Encouraging people to move around means they are more likely to network, share information and generally contribute beyond their immediate task in hand,’ says Page.
In the London offices of property developer Land Securities the company’s purpose and speciality is demonstrated in graphics based on London A-Z maps. Created by Hat-Trick Design, the bespoke maps are intended to reflect Land Securities’ detailed knowledge of the city.
’There are 52 maps in total, covering parks, animals, noise levels, bridges, lost rivers, markets, film locations, inventions, books, churches, archaeological finds in London and so on,’ explains Hat-Trick director Jim Sutherland. ’Several were produced plotting the staff’s favourite restaurants, shops and bars, so we involved them in the process. The maps have become a real talking point for staff and guests and a book of map postcards was given to all staff on the day they moved in.’
It’s not just corporate offices that can benefit from environmental graphics – colleges and universities are also often housed in rather insipid spaces, battered by heavy use from transient students. Here too, large-scale internal visuals can increase the appeal and functionality of buildings, benefiting current students and attracting new ones.
Westminster Academy, for example, sports bold, large-scale typographic treatments by Studio Myerscough and Hat-Trick has worked on similar projects for Brookes University in Oxford. Johnson Banks, meanwhile, is in the process of applying its identity work with digital technology college Ravensbourne to a new Foreign Office Architects-designed building in Greenwich.
’The Ravensbourne building is open-plan, so it needs really powerful graphics just to make it clear which floor you’re on and how to find what you need. We’re developing the visual identity so that the shapes work as large-scale “supergraphics” and signage within the building, acting as a mixture of wayfinding and brand reinforcement,’ says Johnson.
Well-implemented environmental graphics that truly reflect an organisation’s culture and ethos can offer tangible benefits to the people using the buildings – staff retention and loyalty, a sense of belonging, and increased productivity and interaction can all be measured to some extent, says Page.
But there are things to watch out for, too. Enthusiasm from management and staff is important so people don’t feel patronised by the branding. ’It’s very important not to over-brand areas. Putting big logos everywhere does nothing to get a personality across – you just feel shouted at,’ says Sutherland. Land Securities’ staff-sourced maps show how people can contribute to the process and Johnson Banks included Ravensbourne students in its identity development.
It is also necessary to work closely with architects or estate management teams which may be responsible for delivering and installing the final workspaces. And you have to get the basics right first or risk creating animosity. ’It’s no good looking at inspiring images if you are sitting on a broken chair,’ notes Page.
But in the end, like most design processes, it’s about drawing out an organisation’s genuine stories. ’Interviewing stakeholders is the key to unlocking the stories that sit behind businesses,’ adds Page. ’And ensuring the essence of a business is captured in a timeless way is essential to the success of branded environmental graphics.’