The case of 51 McCaul's signage

I have been somewhat critical of OCAD’s new signage system. I admit I don’t really like the new aesthetics, but there really is something more; for example there is this:

Photo of the “OCAD University” sign at 51 McCaul as seen from across the street

As can be clearly seen from the photo, from across the street the sign reads only “University”; the first part of the sign, “OCAD,” is missing. However, if we are walking towards the building on the same side of the street, we find that the sign, as designed, should not have any part cut off:

Photo of the “OCAD University” sign at 51 McCaul as seen from the sidewalk on the same side of the street as the building

What’s happening is that the vertical overhang is blocking the line of sight to the upper part of the sign when viewed from across the street, and—no matter whether this is intentional or not—it makes people think that the designer had not taken the vertical overhang into account.

I find this really ironic: when I was in first year we did a bunch of EGD things which were just temporary signage, and the irony is that even I—a student with no EGD training—took the effort to try to make sure that any sign we made would not have visibility issues (given the restrictions imposed by our materials and fabrication method, of course). Yet this sign has two obvious visibiity issues:

  1. From a vantage point that would have been identified during traffic analysis, the sign is cut off;
  2. From the same vantage point, the sign might be too small (i.e., illegible) for some people, a problem that would have been identified during prototype testing.

Let me just say I’m really disappointed. If OCAD is spending so much on branding and marketing, surely it should make sure its EGD artefacts are well designed. It does not help in the school’s marketing if someone walked into our campus and saw illegible signs, could not find a campus map, or could find no usable wayfinding system.