Town Centre Wayfinding: The Lexicon, Bracknell

Brief: Wayfinding strategy, design & implementation

Sector: Town Centre Wayfinding

Client: Legal & General, Bracknell Forest Council

The Lexicon Bracknell is one of the largest town centre regeneration projects undertaken within the UK, in recent years. Since launching in September 2017, the town has climbed from 255th to 33rd in the Best UK Retail Destination rankings. Culminating in being awarded overall ‘The Best of the Best’ award in the 2017 Revo Gold Awards.

The Velvet Principle was tasked with developing a comprehensive wayfinding system to serve the needs of all visitors with a design that was uniquely Bracknell.

Response to the Brief

Taking a visitor-centric approach, the strategy reflects the customer journey. High level, illuminated signs, acting as beacons drawing visitors into the town. Orientation information is provided at arrival points –  including the train station; bus station; four car parks; and the pedestrian underpasses connecting the town with the business and residential districts. Mapping totems with directional prompts are located at key decision points. In between, finger post signs are strategically placed to suit pedestrian flows to provide at a glance information and reassurance.

Believed to be a first within UK town centre wayfinding, all destinations – civic, public and commercial are catered for. Providing a single overview of all the retailers, facilities and amenities within Bracknell. A modular design ensures that the information can be cost effectively updated. To future proof the scheme; data cables have been laid to the totems and the option to embed beacon technology designed into the sign form.

It was important for the design to align with the ‘Greening of Bracknell’ concept, underpinning the architecture and the new Lexicon brand identity. The sign forms with their distinctive V-shaped wooden posts provide a direct connection with the timber in the architecture. The shape of the sign faces echoes those within the structure of the street canopies. The colour palette and typography is directly influenced by the brand guidelines. The resulting design not only anchors the wayfinding within the broader design environment, it also reinforces the brand identity.

More case studies from our retail portfolio:

Trinity Leeds

The Waterfront, Muscat, Oman

The Village, Bluewater, Greenhithe


Photo of Lexicon Bracknell directory signImage showing the directional prompt signs in Lexicon BracknellImage showing the totem signs in Bracknell Town CentrePhoto of large wall mounted directory at The Lexicon Bracknell

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