Professional Practice

Kew Gardens: Order Bed signage

Oliver Tomlinson - Summer term 2010
Contents

Discovery phase
Introduction  4
Kew visit and the Order Beds  5
Location photos  6
Transformation phase
Provided information: Order Beds  10
Provided information: Branding  12
Provided information: Copy  14
Signage locations  16
Coding the beds  18
Type size  19
Design concepts  20
Transformation phase
Final designs  24
Client feedback  26

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 DISCOVERY TRANSFORMATION MAKING

DISCOVERY TRANSFORMA

Professional Practice: Kew Gardens 3

Introduction

To create a signage concept within the Order Beds of Kew

Gardens, engaging users with an interpretation on how plant
species are linked together in often surprising ways. The
project does not encompass the main introductory panel to
the area, instead it focuses on the ‘story’ panels within the
flower beds and a method of referencing individual examples.

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 DISCOVERY TRANSFORMATION MAKING

Kew visit and the

Order Beds
Points made on a visit to Kew Gardens on 21/04/2010, while
accompanied by Kalani Seymour:

• Much talk about interpretation

• Royal heritage, but now trying to welcome all people
– trying to improve quality of life through researching
what plants can offer – plant solutions
• Two thirds of visitors arrive via public transport, with IDEA: Think about public transport map
most traffic in the summer knowledge in plant signage, also consider the
onward/before user journeys.
• Kew is about explaining
• Attract people to areas by features and events IDEA: Like a bee to a flower

• Visitor comment, “there aren’t enough signs. I don’t

want to read them but I want to know they are there”
• Becoming more technical: waiting for people to have
the technology, however, people don’t seem to want it
• Engage families; people are here for a walk in the park, IDEA: Layers of information are needed - start
basic and allow the user to drill down into the
but Kew want to engage with Science, however, a lot details when they need to
of information is overlooked – hidden in the gardens
• People look at things relevant to them e.g. locations NOTE: There are a number of issues with the
walk-on map
on the walk-on map, people look at the place they
come from
• Victoria Plaza is where most people enter the gardens.
‘Main Gate’ isn’t actually the main gate!
• Benches and signage are dotted around but some
elements feel tired and not well maintained

Origins area (order beds)

• Introduction sign on the ground
• Signs in the beds to be colour coded IDEA: Colour coded could be like tube lines
• Want to be surprised by what’s related to what
• ‘Story’ is what they’ve found; similarities/differences
• Apply to ‘general interest’ group – leisure user. People
with most knowledge come to this area – need to be
links to info in other places
• Sign at the path front, but need to navigate to rear IDEA: Signs need to be changeable and
beds also movable with the seasons

• One of the plant features on the sign is right in front of

you, the other example may not be

Professional Practice: Kew Gardens 5

Location photos

Photos taken in the Order Beds.

Initial entry signage is a

mix of scientific information
and diagrams, it acts as
a newsboard with a blank
panel allowing up-to-date
information to be added.

Rose pergola threads through

the middle of the Order Beds.
The Order Beds are mainly long rectangular
shapes, but there are a few circles.

Family names are shown at

the front of the order bed,
with each plant labelled
separately within.

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 DISCOVERY TRANSFORMATION MAKING

Points of interest around the rest of Kew Gardens, focussing

on information displays and interpretation.

Low level wayfinding found in

beds around Kew

Highlighting zones

Depicting zones in flowerbeds

using shape and colour coding

Underground interpretation
using moving models and light

Boards relating to specific

plants within the Palm House

Plant stories and facts aimed

towards the younger audience

Where Kew works around the

world - walk-on map

Biodiversity trail wayfinding

Interpretation of key facts

along the Treetop Walkway

Information laid out like a book

- possibly too much to read

Professional Practice: Kew Gardens 7

8 Oliver Tomlinson - Summer term 2010
 DISCOVERY TRANSFORMATION MAKING

ISCOVERY TRANSFORMATION MAKING

Professional Practice: Kew Gardens 9

Provided information:
Order Beds
Kew magazine, Winter 2006

Key points from the article:

• The Swedish naturalist Carl Linnaeus (1707-78) created

a system for name the world’s animals and plants
• Today scientists are reordering and renaming flora
using DNA, providing evidence in the genes
• “Looks can deceive - tropical plants pollinated by
hummingbirds commonly sport virtually identical red,
tubular, nectar-rich flowers, even though the plants are
completely unrelated”
• People can stay on top of name changes by looking at
the Kew website for updates

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 DISCOVERY TRANSFORMATION MAKING

Colour coded Order Beds layout. Top level

Paeonia Garden
156 51
157 00
colours = Divisions, Grey boxes = Class (or
157 156
Alismatales Araceae 01 Melanthiaceae 02 Magnoliaceae 01 Winteraceae
Magnoliales
02 Laurales
Order), and text within the coloured boxes
Dioscoreales
Liliales Dioscoreaceae Colchicaceae Liliaceae Calycanthaceae Aristolochiaceae
Canellales
Piperales indicates Families. Plants within the beds are
Orchidaceae 03 Hyacinthaceae 04 Lardizabalaceae 03 Ranunculaceae 04
Asparagales Iridaceae
Amaryllidaceae
Asparagaceae
Ruscaceae Berberidaceae labelled with their Latin name (Genus + species)
Arecales Arecaceae 05 Zingiberaceae 06 Ranunculaceae 05 Ranunculaceae 06
Poales
Zingiberales Poaceae
Ranunculales
Plumbaginaceae 07 Polygonaceae 08 Ranunculaceae 07 Ranunculaceae 08
Kew Wall Border 158 03

Polygonaceae 09 Caryophyllaceae 10 Papaveraceae 09 Papaveraceae 10

Caryophyllaceae 11 Caryophyllaceae 12 Proteaceae 11 Buxaceae 12 Proteales

Buxales
Gunneraceae Gunnerales
Caryophyllales
Caryophyllaceae 13 Caryophyllaceae 14 Loasaceae 13 Hydrangeaceae 14
Cornales
Hydrangeaceae

Amaranthaceae 15 Aizoaceae 16 Polemoniaceae 15 Balsaminaceae 16

Phytolaccaceae
Ericales
Nyctaginaceae 17 Portulacaceae 18 Ericaceae 17 Primulaceae 18
Cactaceae Myrsinaceae
Crassulaceae 19 Saxifragaceae 20 Boraginaceae 19 Boraginaceae 20
Haloragaceae unplaced
Grossulariaceae
Rose Pergola 156 60

Saxifragales
Paeoniaceae 21 Paeoniaceae 22 Apocynaceae 21 Rubiaceae 22
Gentianales
Gentianaceae

Geraniaceae 23 Geraniaceae 24 Plantaginaceae 23 Plantaginaceae 24

Geraniales
Melianthaceae
Lythraceae
Myrtales Onagraceae 25 26 Plantaginaceae 25 Plantaginaceae 26
Myrtaceae
Zygophyllales
Zygophyllaceae
Linaceae 27 Euphorbiaceae 28 Verbenaceae 27 Lamiaceae 28

Lamiales
Euphorbiaceae 29 Euphorbiaceae 30 Lamiaceae 29 Lamiaceae 30
Malpighiales
Trees 158 01

Violaceae 31 Passifloraceae 32 Lamiaceae 31 Lamiaceae 32

Salicaceae Hypericaceae
Fabaceae 33 Fabaceae 34 Scrophulariaceae 33 Acanthaceae 34
Oleaceae

Fabaceae 35 Fabaceae 36
Fabales

Fabaceae 37 Fabaceae 38 Rose circles 156 49

Rosaceae 39 Rosaceae 40

Rosales
Cannabaceae 41 Urticaceae 42 Convolvulaceae 35 Solanaceae 36
Urticaceae
Solanales
Cucurbitaceae 43 Datiscaceae 44 Solanaceae 37 Solanaceae 38
Cucurbitales

Brassicaceae 45 Brassicaceae 46 Pittosporaceae 39 Apiaceae 40

Fence Border 158 02

Apiales
Apiaceae

Brassicaceae 47 Brassicaceae 48 Asteraceae 41 Campanulaceae 42

Brassicales
Alseuosmiaceae
Tropaeolaceae 49 Resedaceae 50 Asteraceae 43 Asteraceae 44
Capparidaceae Asterales
Cleomaceae
Thymelaeaceae 51 Cistaceae 52 Asteraceae 45 Asteraceae 46

Malvales Cistaceae
Sapindales Malvaceae 53 Malvaceae 54 Valerianaceae 47 Dipsacaceae 48
Dipsacales
Rutaceae Morinaceae

Monocots Magnoliids
Core Eudicots Basal Eudicots
Rosids Asterids
Eurosids I Euasterids I
Eurosids II Euasterids II

157 55 157 55

Veg Border 157 56

Student Veg Plots 157 70

Professional Practice: Kew Gardens 11

Provided information:
Branding

Headings to be set in Perpetua

Body copy set in Frutiger
Text for children set in Sassoon
Typography requirements Masterbrand logo guidelines

Primary palette - Kew Mid Green to be the

predominant colour

Secondary palette

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 DISCOVERY TRANSFORMATION MAKING

Imagery definitions and examples found in the branding

guidelines are set into the following groups:

Theatre Concept
Scale and beauty Inspiring, idea based,
surprising

Essay Graphic
Natural, engaing with a Technical, simple, flat colours
human aspect, interaction
discovery and enjoyment

Detail Representative
Close-up, intrigue and Sketchy, artistic, spontaneous
beauty that people
experience - shape,
colours and textures of the
natural world

Natural
Crafty, classical, soft

Botanical
Technical, illustrative, detailed

Professional Practice: Kew Gardens 13

Provided information:
Copy
Little copy has been obtained from Kew at this time; this is
the text provided for the story board used in this project:

Story 2: But peony is not a buttercup

(actually closer to saxifrage)

About peony family (text not provided)

‘The saxifragids, including such plants as the witch hazels,

stonecrops, gooseberries and paeonies, were formerly
thought not to be evolutionarily related at all before DNA
data strongly placed them together. Only recently have they
been recognised as a naturally related group, but it is still not
clear how the saxifragids are related to the caryophyllids and
other groups in the eudicots.’ – The Art of Plant Evolution
(exhibition, 2009)
Peony (Paeonia)
The Art of Plant Evolution, published to accompany an art
exhibition at Kew, is the first book to illustrate the new, DNA-
confirmed APG III classification.

• Peoniaceae beds (2 beds) – not near Ranunculaceae

so could use picture.
• No webpage for peony family.

Poppy (Papaver)

Clematis (Clematis)

Buttercup (Ranunculus)

14 Oliver Tomlinson - Summer term 2010


The following additional information has been found using
wikipedia searches for Peony, Saxifragales and Ranunculales:
• Peony belongs to the genus Paeonia.
• Paeonia is part of the Paeoniaceae family.
• Paeonia, along with the genus Glaucidium, were part
of the Ranunculales Order. But now with Molecular
phylogenetic studies, Paeonia have been found to be
part of the Saxifragales Order.
• Plants in the Ranunculales Order include; Buttercup,
Clematis and Poppies.
• Plants in the Saxifragales Order include Witch Hazel,
Stonecrops and Gooseberries.
Signage elements:
• Story number
• Headline
• Sub heading
• Body text (discovery details and plant details)
• Images (story plant, previous family plants and
current family plants for comparison)
Witch Hazel
(Hamamelis)
Stonecrops (Sedum)
Professional Practice: Kew Gardens
DISCOVERY TRANSFORMATION MAKING
Peony or paeony is a name for plants in the
genus Paeonia, the only genus in the flowering
plant family Paeoniaceae. They are native to
Asia, southern Europe and western North
America. Boundaries between species are not
clear and estimates of the number of species
range from 25 to 40.
Most are herbaceous perennial plants 0.5–1.5
metres tall, but some resemble trees up to 1.5–3
metres tall. They have compound, deeply lobed
leaves, and large, often fragrant flowers, ranging
from red to white or yellow, in late spring and
early summer.
The family name “Paeoniaceae” was first used
by Friedrich K.L. Rudolphi in 1830, following a
suggestion by Friedrich Gottlieb Bartling that
same year. The family had been given other
names a few years earlier. The composition of
the family has varied, but it has always consisted
of Paeonia and one or more genera that are
now placed in Ranunculales. It has been widely
believed that Paeonia is closest to Glaucidium,
and this idea has been followed in some recent
works. Molecular phylogenetic studies, however,
have demonstrated conclusively that Glaucidium
belongs in Ranunculaceae, but that Paeonia
belongs in the unrelated order Saxifragales.
Gooseberry (Ribes uva-crispa)
15
Signage locations

Positioning the signage is an important part of this project.

The area should be accessible by all ages and abilities, so the
following points have been noted:

• Average eye level for an adult is 1500mm (Effective IDEA: Sign placement could be used to engage
wayfinding and signing systems, NHS Estates) the reader with the plants, e.g. lower the sign to
cause the reader to stoop to the plant level for a
• Average eye level for wheelchair users is 1245mm closer look.
(www.accesscode.info)
• Cap height of typography to be 1” per 50’ but this is
dependent on many factors (Signage and Wayfinding
Design, Chris Calori)

Introductory Panel (out of the scope of this Family Panel (out of Family Bed Labels Plant Labels (out of
project - Kew ownership). To give details of the scope of this project placed at the front of project scope) placed
the area and secondary information on plant - Kew ownership) giving each bed. Colour coded with each plant species
classification. Placed at entrance it will set details of a number of to match garden map. in the family beds.
the scene for the Order Beds navigation and plants in a particular Higher family name also Story Panels explain
explanation of the Story Panel system. family group. Colour shown. individual explanations
coded to match map. of interesting plant
relationships.

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 DISCOVERY TRANSFORMATION MAKING

Family Panel (out of

project scope) Family Bed label
(coded)
Story Panel
1500mm
1245mm

2000mm

Story panels to be placed around the Order Individual plant labels

Beds in the vicinity of the mentioned plants. giving Latin name.
If numbered they can be sought out by keen
readers or school groups,

Family panels placed

along the main walkway
to entice visitors into the
beds area. Family bed labels to be
readable from main path

Professional Practice: Kew Gardens 17

Coding the beds

Along with colour coding, the beds and plant families within
them will have a text coding system to allow efficient cross
referencing; divisions are coded here:

• Monocots = Mon
• Magnoliids = Mag
• Core Eudicots = CorE
• Basal Eudicots = BasE
• Rosids = Ros
• Asterids = Ast
• Eurosids I = EurI
• Eurosids II = EurII
• Euasterids I = EuaI
• Euasterids II = EuaII

Orders shall then be numbered, followed by a family number.

Thus the reference for the Paeoniaceae family will be coded
CorE  2.15 as it’s the 15th family within the second order
(Saxifragales) of the Core Eudicots.

CorE Core Eudicotes

2 Saxifragales
15 Paeoniaceae

Numerical coding system should look less like

a scientific mechanism, and more like a Kew
system specifically for the Order Beds.

18 Oliver
Oliver
Tomlinson
Tomlinson
- Summer
- Spring term 2010
 DISCOVERY TRANSFORMATION MAKING

Type size

STORY 2: But peony is not a buttercup

Frutiger 55 roman: 14pt

STORY 2: But peony is not a buttercup

Frutiger 55 roman: 30pt

STORY 2: But peon

Frutiger 55 roman: 60pt

STORY 2: Bu
1 inch

Frutiger 55 roman: 100pt

STORY 2
STORY
Frutiger 55 roman: 150pt
2 inches

Frutiger 55 roman: 200pt

Professional Practice: Kew Gardens 19

Design concepts

Variations of a twisted helix sign for the story panels. It would

be made from one folded piece (plastic or steel), positioned
next to the relevant family bed. Circles represent images,
specifically the plants linked by DNA.

20 Oliver Tomlinson - Summer term 2010

 DISCOVERY TRANSFORMATION MAKING

A more conventional sign panel could be used if the helix

twist is not desired. However, some form of cut or protrusion
from the sign will add interest and attract readers.

Professional Practice: Kew Gardens 21

Initial designs flow from the organic helix shape of the
signage, highlighting DNA links in coloured bands.

Peony is not a buttercup Move title text up to utilise space.

Recent studies have placed the Peony in the
order Saxifragales, relating it to Witch
Hazel, Stonecrops and Gooseberries

The family name “Paeoniaceae” was first used by Friedrich

K.L. Rudolphi in 1830, following a suggestion by Friedrich
Focus shouldn’t be on the Ranunculales plants,
nunculus)
p
(Ra Gottlieb Bartling that same year. The family had been given
other names a few years earlier. The composition of the but instead the Saxifragales that Peony is now
rcu

family has varied, but it has always consisted of Paeonia and

Butte

one or more genera that are now placed in Ranunculales.

It has been widely believed that Paeonia is closest to

related to. Move them up to this area.
1.3

Glaucidium, and this idea has been followed in some recent

eE

works. Molecular phylogenetic studies, however, have

as

B
e d demonstrated conclusively that Glaucidium belongs in
Fin d in b Ranunculaceae, but that Paeonia belongs in the unrelated
order Saxifragales.
Increase body text size from 16pt to 18pt and
Story edit text accordingly to allow proper fit.
2 Decrease size of story number circle. The
number still needs to be prominent as the aim
of the system is to engage school groups by
finding all the stories and their associated plants
within the Order Beds.
Pe
on
y

ae
(P

on
ia)

dum)
(Se
ps
cro
Stone

Move up to main part of the sign as mentioned

in point above; replace with Ranunculales.
amamelis
l (H )
ze
Ha
Witch

Ribes uva-cri
y( s
rr
pa
e
eb

)
Goos

Order Beds
SAXIFRAGALES

Potential Order Beds logo could be placed on

the introduction panel but shouldn’t be used
on the signage within the area. Over-use of
logos could prove distracting to the story signs,
adding an design element with no function. The
user should know they are within Kew gardens.
RANUNCULALES

Text to be smaller and less prominent.

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 DISCOVERY TRANSFORMATION MAKING

NSFORMATION MAKING

Professional Practice: Kew Gardens 23

Final Designs

Whole front and side views

343mm

ze
l (H
amamelis
)
A Peony is not
Ha

a buttercup
Witch

Recent studies have placed the Peony in

the order Saxifragales, relating it to Witch
Hazel and Gooseberries.
va-crispa)
su
be
Ri
(

The composition of the Paeoniaceae family has varied,

rry

but it has always consisted of Paeonia and one or

be
Goose

more genera that are now placed in Ranunculales.

It has been widely believed that Paeonia is closest to

Glaucidium (see bed: BasE 1.02), but recent molecular
phylogenetic studies have demonstrated conclusively
that Glaucidium belongs in Ranunculaceae, and that
Paeonia belongs in the unrelated order Saxifragales.

Story

2
Pe
on
y

ae
(P

on
ia)
SAXIFRAGALES
1260mm

Poppy
ood (G
la
W
e

uc
es

idiu
Japan

m)

nunculus)
(Ra
p
rcu
Butte

atis)
lem
(C
tis
Clema
RANUNCULALES

200mm
CorE Core Eudicotes
80mm

2 SAXIFRAGALES

15 Paeoniaceae

24 Oliver Tomlinson - Summer term 2010

 SAXIFRAGALES
DISCOVERY TRANSFORMATION MAKING

Detailed shots

ze
l (H
amamelis
)
A Peony is not 70pt Frutiger
bold
Ha

a buttercup
Witch

Poppy
ood (G
la
W
e

uc
es

idiu
Japan

Recent studies have placed the Peony in 30pt Frutiger

m)

the order Saxifragales, relating it to Witch roman

Hazel and Gooseberries.
va-crispa)
su
be
Ri
(

The composition of the Paeoniaceae family has varied, 18pt Frutiger

rry

but it has always consisted of Paeonia and one or

be

anunculus) roman
R
Goose

( more genera that are now placed in Ranunculales.

p
rcu

It has been widely believed that Paeonia is closest to

Butte

Glaucidium (see bed: BasE 1.02), but recent molecular

phylogenetic studies have demonstrated conclusively
that Glaucidium belongs in Ranunculaceae, and that
Paeonia belongs in the unrelated order Saxifragales.

atis)
lem
(C
Story
tis

2
Clema
RANUNCULALES

Pe
on
y

ae
(P

on
ia)
SAXIFRAGALES

CorE Core Eudicotes

2 SAXIFRAGALES

15 Paeoniaceae

Professional Practice: Kew Gardens 25

Client feedback

Comments provided 25/05/2010 from Landscape and

Living Collections Interpretation Manager (Department of
Communications and Commercial Activities), Head of Design
and Photography (Department of Content and Learning)
and Alpine and Rock Garden Area Manager (Department of
Horticulture and Public Experience).

General comments (to all students of this brief)

• Reports clear to read, very professional-looking,
individual styles, have really thought about
communicating information content, quick turnaround.
• Good work especially as brief was incomplete (did
not specify which signs to consider, and final text not
supplied).

Comments specific to this project

• Very creative overall design
• Nice description of hierarchy of info signage in area
and rest of Gardens.
• Interesting suggestion for integral panel and stand Reply: Concept tests would need to be made
using correct materials. Issues with mowers etc
design – advantages and disadvantages in landscape
may be faced with other existing signs; best
/ among horticultural operations (wheelbarrow but also practice would be adopted.
mowers, diggers, spades...) / soil splash / sharp edges
/ whether matching replacements could be sourced.
• We have also used sign systems where the main sign is Reply: Development of the product would be
quite slim and upright and the information panel pivots in the next stages of the design process, and
should include Kew experiences and potential
at its top, dropping back into sign post when not used modular signage solutions.
– this might be an expansion of the design? Or easier
to manufacture tall sign like the leg of your sign, a very
tall rectangle with only a couple of twists above and
below the sign text – good that your design provokes
many ideas like these.
• New text coding system suggested for classification Reply: A cross referencing system is important
system introduces extra complexity, whereas visitors in this area of the gardens, with an easy system
allowing users to engage with Order Bed stories.
commonly browse odd signs here and there rather It is not a new scientific classification, but just
than refer to a map or plan – already may be too many a system to be used locally within the area.
However, the hierarchy could be reviewed to
pieces of structuring/coding information, we may leave reduce complexity.
out orders, could consider this or mention possibility.

26 Oliver Tomlinson - Summer term 2010


• Also invented a story numbering system – maybe say
why, such as for a trail.
• Like the illustration of different type sizes early on and
detailing text sizes used later.
• Like depiction of wheelchair-seated area user.
• Explain referents/thinking in design – e.g. I saw peas in
a pod, was this intended? Confusing or useful to show
two orders on same stalk?
• Nice rewrite of text focusing on story, could say you
had to do that.
• Lots of images but each captioned very clearly – are
title-mentioned plants most prominent? Image credits
necessary somewhere on panel.
• No use of Kew logo – used not to be used on plant
labels and interpretation, now is.
• NB. circles not part of order bed layout – I’ll have to be
careful of giving this impression.
• Family bed labels is this using the family colour
although mainly white? It is a brand colour, but did I
specify what colour to be used for this? Height above
ground?
• Ultimately, if you didn’t know what the sign was meant
to show, would you get the meaning? e.g. visitor
walking past for 1 second to decide whether to stop
and read (suggest evaluation questions).
Professional Practice: Kew Gardens
DISCOVERY TRANSFORMATION MAKING
Reply: Numbering the stories is aimed at school
groups, collecting the stories and finding the
plants referred in the signage,
Reply: The deign originates from the double
helix idea, due to the Order Beds focussing
on the relationships of plants both visually and
molecularly. Two orders show the switch from
one to the other after DNA research.
Reply: The title plant is given the most image
space, with interesting comparisons getting the
second largest area. Credits can be added.
Reply: Overbranding in signage can prove
distracting; it is presumed the user knows they
are in Kew gardens!
Reply: Family colours can be exaggerated.
It is an unspecified brand colour from the
Kew palette; the original colours were default
Microsoft Excel. The top of the label is 160mm
above ground level.
Reply: I would hope the user would understand
a connection with DNA and linked plants, but
this would need to be confirmed by user testing.
An introduction to the system on the Order Bed
entry panels would reinforce the meanings.
27