Title
Update on the Citywide Wayfinding Master Plan and Approval of Wayfinding Signage Design Concepts
Recommended Action
Committee Recommendation:
Not referred to a committee.
City Manager Recommendation:
Receive an update on the Citywide Wayfinding Master Plan, review signage design concepts and move to approve a signage design concept for the Master Plan.
Report
Issue:
Whether to receive an update on the Citywide Wayfinding Master Plan, review signage design concepts and move to approve a signage design concept for the Master Plan.
Staff Contact:
Kellie Purce Braseth, Strategic Communications Director, City Manager Office, 360.753.8361
Presenter(s):
Kellie Purce Braseth, Strategic Communications Director
Matthew DeLade, Principal Partner, Tangram Design LLC
George Lim, Founding Partner, Tangram Design LLC
Anna Juliano, Brand Specialist Tangram Design LLC
Background and Analysis:
Though Olympia is the Capital City of Washington state and a regional center for arts and culture for Thurston County, our current wayfinding is insufficient. The City’s Downtown Strategy notes that wayfinding signage in downtown are in need of an update. City entrance signage, such as the sign at the intersection of Plum and Union, look badly outdated, use a decommissioned City logo, and do not reflect the City well. Other than street identification signs, West Olympia has very little identification, directional or informational wayfinding signage for drivers, cyclists, and pedestrians.
A few recognized neighborhoods have created identification signage as a way to mark the entrances into the neighborhood and orient drivers, cyclists and pedestrians. While a neighborhood street pole banner program has been piloted, established and works well for neighborhoods who chose to participate, there is a lack of equity between neighborhoods with the means and resources to take on such projects and neighborhoods without. The City wishes to level the playing field.
After a robust RFP process, in April 2024, the City hired consultant Tangram Design, LLC, to create a Citywide wayfinding master plan for Olympia. The Plan will be a guiding document that will incorporate best practices in wayfinding and, through its implementation, will help position Olympia as a vibrant Capital City; a cool, Pacific Northwest urban center; and an interesting and dynamic destination with attractive amenities and welcoming neighborhoods. The objectives and strategies built into the Plan should center the user experience of community members and visitors, in addition to its focus on strengthening and showcasing the vibrancy and offerings of the City of Olympia. The plan will embrace Olympia’s unique character, rich history and its inherent assets.
Tangram has visited Olympia and engaged community members throughout the process, specifically holding stakeholder engagements at Olympia City Hall on June 12, 2024, November 13, 2024, and February 28, 2025. Tangram used the community stakeholder feedback to arrive at several initial signage design concepts and to hone those designs concept down to three, which were posted on Engage Olympia <https://engage.olympiawa.gov/wayfinding-plan> in March 2025 for broader community feedback.
On April 14, 2025, Tangram presented the three concept designs for the wayfinding signage and for entrance signs to the Community Livability and Public Safety Committee; presented the feedback gathered from the stakeholders and the community on all concept designs and shared which direction was most preferred.
The Committee requested that Tangram create alternate design concepts for the entrance signage and move forward to the full City Council the concepts for the wayfinding signage, including a concept that combines concepts one and concept three.
Climate Analysis:
It’s imperative that the city’s wayfinding consider with equal emphasis those community members who transportation involves walking and rolling.
Equity Analysis:
Wayfinding must consider the needs of our community members and visitors and be accessible and usable for those with varying levels of mobility, literacy, and comfort with the English language. Our wayfinding has an opportunity to embrace and reflect the deep cultural history of our area.
Financial Impact:
The contract for this work with Tangram Design LLC is $67,820, that is allocated in the Strategic Communications budget.
Options:
1. Receive an update on the Citywide Wayfinding Master Plan, review signage design concepts and move to approve a signage design concept for the Master Plan.
2. Receive an update on the Citywide Wayfinding Master Plan and review signage design concepts and do not approve a wayfinding signage design concept.
3. Take other action and provide staff guidance on how to proceed.
Attachments:
Presentation