The fonts play a central role in the new wayfinding system for Southampton. The family comprises of a display style that is contemporary and fresh, and three text weights designed with functionality in mind.

The fonts were designed in close collaboration with Bristol based agency City ID. As typography probably forms the basis of all design, many of the design decisions were informed by the look and feel of the fonts. The font design process started with the display establishing the look and feel. We presented numerous design options, including serif designs. Ultimately, it was felt that the present display represents Southampton’s forward looking and modern attitude. The text weights which will carry the main bulk of information follow the basic look and feel of the display font. Dalton Maag further designed a set of pictograms, again in close collaboration with City ID. The visual language is closely based on the shapes and forms of the fonts.

All fonts were designed to a full Dalton Maag Standard character set allowing Southampton to communicate with their visitors in approximately 50 languages. This is important as Southampton is still one of the UK’s most important port cities welcoming people from all over the world. It further prepares Southampton for the Olympics in 2012 when they may host some of the sailing events.