Geelong Library Heritage Centre Wayfinding and signage program

The Geelong Library & Heritage Centre is a brand-new iconic building for the city.

Five floors, multiple function spaces, two separate organisations and expected traffic flow in excess of two million people per annum. 

We began with a brand based on the building design, its use and the organisation’s strategic direction.

This approach allows for many opportunities to be explored and leveraged within the building identity and marketing. 

The stairwell is the major public traffic zone and is central to understanding the building.

The stairwell is also host to the lift core where the main directories are located. 

We expanded the purpose of the directories so they also contain stories from the Wadawurrung people.

The stories are carried through onto the lift doors – as if flowing through the walls.

By altering the perforations in the paneling we embeded the wayfinding into the fabric of the building.  

The less we add on, the better.

A simple effect that allows for super-sized yet unobtrusive communication.

The identity was designed so it could be used in a series of sub and sister brands for the two organisations and additional public facilities. 

The High Ground function centre has its own sub brand for promotion, connected to the building brand.

Sometimes a library is a place of quiet where words are better left unsaid. We thought the occasional sign without words could be a welcome change. 

We enlisted the help of Ampersanderson, or Andy for short.

New regulations regarding safety decals specify width, opacity and height – so we made words out of it.

The safety glazing doubles as zone wayfinding.

Then the rest of the glazing decals looked more in keeping with the design. 

The children’s area required privacy and playfulness. So here are some big daisies on the glazing.

For the office glazing we created an hexagonal pattern continuing the architectural motif from the building. 

Privacy and safety in one application. 

The stainless steel landmark sign has proved incredibly popular with the public – it is a selfie magnet.

The public embracing the brand, the building, the experience.