WAYFINDING

INTUITIVE NAVIGATION

This page outlines the elements that contribute to an intuitive experience journey. This includes clear route hierarchy (obvious paths), placemaking (memorable landmarks), and architectural cues (design elements to help guide users). Sites that have straightforward layouts and a thoughtful experience journey are less reliant on signs.

Wayfinding systems should be grounded in the questions people ask as they navigate their surroundings.



The journey begins before arrival to the Nike site, with clear information available from third-party navigation sites, Nike online tools, and details provided to visitors. The onsite experience helps people understand their surroundings and find their destinations without stress. Consistent and legible wayfinding information and cues are at thresholds and decision points - providing identification, directional information, and a sense of orientation. Layouts and routes and are simple and intuitive with distinct brand moments and architectural cues – connecting to the Nike brand and minimizing the need to use signage.

All primary routes are accessible. Where needed, directional signs lead people to barrier-free routes.

Interior

From all arrival points, it’s clear how to get to front desk, or Nike's space in a shared building. Directional signs, level maps, and recognizable icons provide information along the route and from a distance without needing to be within a few feet of a door. Conference room names follow a logical system. Digital tools provide resources to plan ahead and navigate on site.

Exterior

Upon approach, the building name or address is easy to read from a distance and doesn’t disappear into the background. Individual locations should determine if the Nike name or Swoosh should be visible outside. Architectural cues from the building and its surroundings make the primary entrance obvious. If needed, directional signs lead people to access points.

Site

Entrances are clearly named and feature a major brand moment or landmark, indicating arrival and heightening the sense of excitement for first-time visitors. Arrival by car, rideshare, bicycle, bus, or rail is connected to building entrances with accessible paths and intuitive transitions.

Route Hierarchy

Route hierarchies establish intuitive paths between locations. Primary routes are the main thoroughfare, they provide access to major destinations, and route traffic away from spaces that are meant to be quieter. Secondary circulation routes are less obvious; they may include paths such as secondary building entrances or away from emergency exits or between furniture in the open workspace or a cafe. Route hierarchy should be established for roads within a campus as well as pedestrian circulation for exterior and interior spaces.

It's important to use architectural cues to indicate primary vs. secondary routes. Changes in tactile ground surfaces or finishes can also be used to define routes.



Primary routes

• Architectural prominence and sense of importance
• Large scale width and height
• Highly visible placemaking beacons
• Long site lines
• Edge elements like landscaping, casework etc.
• Well lit
• Signs: Directories at reception and/or main vertical circulation points, maps at arrival points, directional signs at decision points, identification signs at destinations



Secondary routes

• Smaller scale
• May be less obvious and defined
• Signs: Identification signs at destinations

Placemaking

Placemaking is the strategic use of recognizable beacons or brand moments that function as a reference point or landmark, helping people build a mental map of the environment for easy navigation. These landmarks can play a significant role in making large or complex spaces more legible.

Placemaking can be particularly helpful for people who speak a different language, those with low vision, or those with a cognitive impairment. Telling someone “I’m at the yellow stairway” needs no further instruction if that is a recognizable location.

Context is critical

For elements to double as a successful placemaking, they should be:

• Scaled for visibility; a small element can quickly disappear against an expansive or busy background.
• High-impact locations that can be seen from a distance.
• Easy to recognize and describe; they should be discernibly different from each other. Less is more. It is important not to overdo branding or colors as too many unique moments will diminish their impact.
• Part of a story; share the art’s background story as a part of the installation will make it more memorable and reinforce the place identity.

Interior locations for high-impact

• Reception areas
• Gathering areas
• Major decision points
• Elevator lobbies
• Stairwells
• Long corridors

Site locations for high-impact

• Campus entrances
• Gathering areas
• Intersections of primary routes
• Entrances to key destinations, such as a cafe or gym
• Placemaking allows for creativity and should be customized for the site. Here are examples.