Making the case for

Pictogram based Signage

A RESEARCH REPORT BY SCOTT BRODY

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Scott Brody

English 4

March 14, 2015

The Case for Pictogram based Signage

The rise of international air travel along with a lack of English proficiency in the United

States have necessitated changes in wayfinding1 signage. According to the 2010 US Census, 61.8

million Americans speak a language other than English at home; of these citizens, nearly 40%

self-report that they are partially or not-proficient at speaking English (Center for Immigration

Studies). For these reasons, it has become vital to communicate important information in a

manner that bypasses language barriers. Years ago, signage designers sometimes attempted to

accomplish this by adding Spanish transitions to signs. Today, the non-English speaking

population of the United States speaks many languages. As such, it has been accepted that the

most effective way to convey vital information across language barriers is through the use of

pictorial symbols. In wayfinding, this has been acknowledged and there has been a subsequent

movement to develop, standardize, empirically test, and implement effective pictograms for

building signage across the United States.

Pictograms are simple 2-Dimensional symbols that convey information without using

words. Currently, there are hundreds of pictograms that are in use and a majority of them convey

information not related to wayfinding. Fields that have embraced pictograms and other symbols

include the technology and appliance industries. These industries successful use of symbols have

reduced the need for manufacturers to create multiple country-specific versions of the same

1 Wayfinding is a special design discipline that creates pedestrian traffic control systems and works to

prevent people from becoming lost at large and complicated spaces such as airports.

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product. Instead, companies can increase efficiency and create one product for the world market.

The successful implementation of symbols in industry represents a model of how wayfinding

pictograms can be successfully implemented.

Unfortunately, unlike with media control symbols, there is no agreed upon international

standard of pictograms for wayfinding. Instead, there are groups of competing symbol sets that

have been designed by various organizations. In the United States, the most commonly used

symbol set is an open source block that was jointly created by the American Institute of Graphic

Artists and the Federal Department of Transportation (AIGA/DOT set) in 1974 (American

Institute of Graphic Artists). The AIGA/DOT set contains arguably the most famous wayfinding

pictograms—the woman and man restroom symbols.

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In addition to the restroom symbols, the AIGA/DOT set contains effective pictograms

for phones, staircases, escalators, and other destinations. That said, some wayfinding designers

have moved away from certain symbols in the AIGA set in favor of newer symbols designed by

the International Organization for Standardization (ISO) in Geneva.

ISO wayfinding symbols have become the symbols of choice for many wayfinding

designers because of the symbol set’s empirically tested nature. The ISO’s pictogram standard

ISO-7001, is continuously evaluated for comprehension; it was last updated in 2007 (ISO

Standards catalogue). Additionally, ISO-7001 contains the green “running man” exit symbol.

Adoption of the running man symbol has been a source of controversy in the United States.

Today, most of the world including the European Union, China, and Canada have updated

building codes to mandate pictorial exit signs with a green running man symbol (Emergi-Lite™

Standards Guide). Despite this, the United States still has predominantly red exit signs. In most

symbols, red represents no and unsafe. In fact, in most of the word the only red exit signs are NO

EXIT signs. This has led many to call upon the National Fire Protection Organization (NFPA), a

non-profit that creates model building codes for states, to transition to the new exit symbol. So

far, the NFPA has been reluctant to do this. This has irritated many including Julia Turner, a

columnist who has written multiple stories on wayfinding for Slate Magazine. In a frequently

cited editorial, she points out that exit signs are life safety signs and as such it is of upmost

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importance that they cross language barriers (Turner, Slate Online). The debate over exit signage

has drawn parallels to the America’s reluctance to adopt the metric system. In the end, while

both the metric system and the running man exit signage represent a more universal approach to

conveying information, the challenges of altering long entrenched standards have hindered the

new systems’ success.

Despite opposition to the implementation of ISO exit symbols in the US, the worldwide

popularity of the symbol has encouraged the Federal Aviation Administration (FAA) to consider

permitting the “running man” and additional symbols for conveying regulatory information

aboard aircraft. The FAA’s study began after the Boeing Company petitioned the FAA Office of

Aerospace Medicine to allow the usage of ISO exit symbols. The company cited the need to

overcome language barriers and issues with producing separate US and world exit signs as

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reasons to permit pictorial signage. The FAA agreed to conduct a study and in the agency’s final

report, the FAA concluded that symbolic exit signs are effective but only if they are,

“standardized and spaced within the cabin to provide the visual space needed to provide visual

identification…” (FAA-Office of Aerospace Medicine). The existence of multiple symbols that

represent the same thing has bewildered travelers for years and caused some to come to the false

assumption that symbols are always confusing. The FAA effectively addressed this issue in its

report. The FAA exit sign report also appropriately raised the issue of improperly sized

pictograms. The American population is at large aging. As Baby Boomers approach retirement

age, many more people have vision problems including near/farsightedness and cataracts.

According to the American Foundation for the Blind, “A rapidly increasing proportion of the

aging population experiences eye problems that make simple daily tasks difficult or impossible,

even when wearing glasses or contact lenses” (American Foundation for the Blind). These issues

necessitate designs that will be clear and readable. When dealing with symbol signage, if a

symbol isn’t sized or formatted properly, people will not be able to grasp the information being

presented. For these reasons, it is essential that agencies such as the FAA set standards that

ensure proper symbol implementation.

One type of facility where wayfinding pictograms are necessary is hospitals. Hospitals

are often large and complicated spaces to navigate and they receive many new visitors who are

unfamiliar with the layout of the facility. Additionally, hospitals receive a disproportionate

number of non-English speaking visitors. Due to the astronomically high cost of health care in

the United States, many poor and/or undocumented immigrants often must turn to hospitals to

seek health care. According to a recent article in Forbes magazine, “Access to care remains a

prevailing problem. From the most recent National Healthcare Disparities Report: 35 percent of

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Latinos and low-income individuals reported difficulties getting the care they need...” (Pearl,

Robert M.D. Forbes). As a result of these issues, it is essential that hospitals simplify the process

of receiving care. Given the disproportionate amount of non-English speakers who enter

hospitals, it is essential that hospitals employ designs that can overcome language barriers.

In 2004, in an effort to overcome language barriers and end the lack of effective

international symbols in the healthcare field, renowned symbol designer Miles Hora partnered

with the Robert Wood Johnson Foundation and the Hispanic advocacy group Hablamos Juntos to

develop a set of hospital wayfinding pictograms. The symbol set was designed to match the look

and feel of the AIGA/DOT pictogram set. Additionally, the design team tested their symbols to a

strict ISO empirical comprehension standard and symbols with low scores rates were removed

from the set. (Society for Environmental Graphic Design) This ensured only the most

understandable symbols were kept in the set. The development of the Hablamos Juntos

healthcare symbols has been a necessary undertaking in signage design. By simplifying hospital

navigation, Mies Hora and the group Hablamos Juntos have enhanced the hospital experience for

millions around the world.

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With all factors considered, there is strong need to implement effective wayfinding

symbols to overcome language barriers. Although the US has historically lagged behind the rest

of the world when it comes to adopting international standards, the nation’s changing

demographic and globalization have forced designers to clarify their work to be more

straightforward and less word based. While this fundamental change in how information is

presented will help people with low English proficiency, perhaps more importantly it will also

benefit society as a whole in its interactions with the built environment.

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Works Cited

Zeigler, Karen, and Steven Camarota. "One in Five U.S. Residents Speaks Foreign Language at Home,

Record 61.8 Million." Center for Immigration Studies. CIS, 1 Oct. 2014. Web. 12 Mar. 2015.)

SEGD Symbols Workbook. 2nd ed. Vol. 1. Society of Environmental Graphic Design, 2012. 66. Print

"Code History- Canada National Building Code." Emergilite Pictogram Exit Sign Catalogue. Emergilite

Corp., 18 Aug. 2013. Web. 23 Mar. 2015.

Turner, Julia. "The Big Red Word vs. The Little Green Man and the International War over Exit Signs."

Slate.com 8 Mar. 2010. Online.

Pearl, Robert. "Healthcare Gap Facing Black Latino and Poor Communities." Forbes 5 Mar. 2015. Web. 23

Mar. 2015

Image Citations

Media Controls. Wikimedia Commons. Web. 23 Mar. 2015.

United States Metric Association-- Examples of products that commonly come in metric sizes. USMA, n.d.

Web. 23 Mar. 2015.

"Guide to Implementing Symbol Based Wayfinding Systems." Hablamos Juntos. Hablamos Juntos, AIGA,

Ultimate Symbol, 13 May 2013. Web. 23 Mar. 2015.

“Young Women, Tourist looking lost” Getty Images ID_533029658. No Date.

**Case studies and image conglomerations designed and © Scott Brody