Signs
Signs play a vital role in helping make every
visitor enjoy their visit to the full.
National Trust
Signs
Why signs
matter
Visitors see many kinds of sign.
This guideline covers wayfinding signs: that is, orientation,
information, direction and request signs. It gives basic principles,
not detailed specifications.
For help and guidance with interpretation signs, please talk to
your CLV representative.
Wayfinding signs play a vital part in making every visit as
enjoyable as possible.
With good signs, people can find their way around with the
minimum of fuss, and feel happily at home. Without them,
visitors feel disorientated, frustrated or unwelcome.
Signs at National Trust places should be:
—inviting, welcoming, guiding visitors — never bossy or negative
—unobtrusive — the fewest signs needed to do the job.
Overview
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National Trust / Signs
Signs
Planning signs
Think ahead five years
So that the National Trust’s brand identity is complete and consistent,
we need to change our signs into the new style — but without
extravagant spending. It’s best therefore to plan to complete the
change over a five-year period. Start with those signs that need to be
updated or replaced anyway because they’re damaged or out of date.
Then focus on the signs visitors see at the beginning of their visit.
Finally go on to other signs.
Keep some signs unchanged
Some signs are themselves part of the landscape, or part of our own
heritage, and shouldn’t be changed, unless they’re badly damaged,
or misleading in some way. These could include Omega signs, signs
carved in stone, signs built into buildings and signs dating from before
we acquired the property.
Delete or cluster
The brand is welcoming rather than bossy, so the fewer intrusive
instructions the better. Rather than automatically replacing every sign,
it’s worth finding opportunities to remove signs, or to cluster several
signs into one. Ask: is this sign really essential?
Make every new sign in the new style
When a sign needs replacing, and is essential, do use the new style.
If you have an estate colour, continue to use it. If not, use the new,
brighter green, Pantone® 356. Use the new National Trust Bold
typeface. If the sign is structurally sound, repaint it, rather than
replacing it.
Work zone by zone
Changing signs sporadically creates a muddled look. It’s best to change
zone by zone — for example, changing all the signs in the car park,
or in the stable block, or on a particular waymarked walk, in one go.
Try not to have old-style and new-style signs together in the same field
of view. Having old and new in different zones is fine, during the fiveyear changeover period.
Planning
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National Trust / Signs
Signs
Designing signs
Make signs unobtrusive but legible
Make each sign as small as possible, while still of course being
visible and legible. Make posts and frames unobtrusive, using
natural materials where possible. As long as you use reasonably
dark colours, and the National Trust Bold typeface, you signs
should meet accessibility standards — but if in doubt, check
with your local access team.
Don’t overbrand
Signs at main points of entry and visitor centres should show the
Trust logo (oak leaf and logotype). But beyond that point, it’s best
not to overbrand. The rule at pay-for-entry places is that, once
past the pay-point, signs should not carry the Trust name (except
possibly the shop or restaurant sign). The rule for open spaces
— where there’s no equivalent of the pay-point, and people can
come on to Trust land from many different directions — is that
every sign should carry the oak leaf, but not normally the National
Trust logotype. But every sign everywhere should be in the
National Trust Bold typeface.
Recognise partner organisations
When other organisations are involved in your property, you may
need to show their logo alongside ours. There’s more guidance
on working with partners on the brand centre.
Look informal
Write in sentence case, not capitals. Make the text left-justified,
not centred. No extra letterspacing (kerning).
Use symbols sensibly
When it helps, use symbols for things like toilets, disabled access
or car park. In most cases, the symbol says enough on its own:
in a few cases, you may need to add text alongside it. Use only
internationally recognised symbols, and keep them to a minimum.
Designing
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National Trust / Signs
Signs
Writing signs
Write informally
Signs should help visitors feel at home. Be as inviting and welcoming
as possible. Try not to be bossy or negative — but avoid humour
and exclamation marks, which sound a false note. For more
guidance, see the section on words in the brand guidelines.
Orientation signs
Welcoming, but not too effusive. Simple: avoid complicated opening
hours, for instance. Show people briefly what’s on offer.
Welcome to Osterley Park
Open today
Farm shop
Open Wednesday to Saturday, 8am–6pm
Picnic area
Sorry, no dogs
Stables
Film show every half hour
Garden entrance
Information, membership and tickets
Information signs
As straightforward as possible. Don’t try to say everything, or the
sign becomes confusing. Stick to short phrases, avoiding if you can
the need for full stops.
Lydford Gorge
Open
14 March to 4 October, 10–5
5 October to 1 November, 10–4
Last entry half an hour before closing
Admission
Gift Aid: adult £5.80, child £2.90, family £14.50
Standard: adult £5.27, child £2.63, family £13.18
National Trust members free
Gift Aid prices include a voluntary 10% donation which will be put towards
the restoration and upkeep of this place. If you’re a UK taxpayer, please fill in
a Gift Aid declaration which will allow the National Trust to claim an extra
28% from the government on your total payment. You will be asked to pay
the Gift Aid admission unless you request to pay the standard admission.
Registered charity number 205846
Writing
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National Trust / Signs
Signs
Direction signs
Very short and simple.
Waymarkers are the smallest and simplest example.
Car park
Farm Shop
House, garden and shop
Request signs
Simple and positive.
The park is open until 6pm
After this, please stay on the public footpath
(Rather than ‘closes at 6pm’.)
Open to everyone
Please don’t light fires, damage trees or leave litter
(Under an omega sign. ‘Open to everyone’ not ‘Open to the public’.
The negatives here are unavoidable, but made simple
and conversational.)
Please close the gate
(Say ‘please’.)
Danger
Please keep away from the cliff
(Even on a ‘danger’ sign.) For more help with coast and countryside signs,
please talk to the Access and Recreation team.
Writing
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National Trust / Signs