KSL City Mall Design Manual

Proposed Environmental Graphic Design
System for KSL City Mall

Design Manual – Version 1.1 - April 2021

Proposed and Designed by Ra es Graphic Designer
Destiny Aghatise

Contents 6. Graphic System and Standards 10. Signage Display
Appendix
1. About the Manual 6.1 Design Concept
6.2.1 Pictograms
1.1 What is Environmental Graphic Design? 6.2.2 Pictogram Grid System
1.2 The purpose of this manual 6.3 Colour System
6.4.1 Typeface
2. Introduction to the Site 6.4.2 Typeface Principles
6.5.1.1 Internal Signage
2. Introduction to KSL City Mall 6.5.1.2 Internal Signage
2.2 Exterior look 6.5.2 External Signage
2.3 About KSL City Mall 6.6 Signage Variations and Grid System
6.6.1 - 6.6.10 Signage Variations
3. Site Research and Analysis
and Grid System
3.1 Research method and process
3.2 Existing EGD Conditions 7. Materials
3.2.2 Existing EGD Conditions
3.3 Design Objective and Solution 7.1-7.5 Materials

4. User Profile 8. Parking

4.1 User Profile 8.1 Parking
4.2 Survey 8.2 Parking and Grid System

5. Information Strategy 9. Measurements

5.1 Circulation Pathway Analysis 9.1 Internal and External Signage
5.2 Floor plan and Information 9.2 Parking

Placement Strategy
5.3 Types of Signs to Design

What is Environmental Graphic Design?

Environmental Graphic Design uses colour, typography, imagery, and texture to create a
story that engages users to a specific space.
Wayfinding is an information system that guides people through space and it enhances their
understanding and experience of the physical environment.

The Purpose of this Manual

The purpose of this guideline is to:
• To provide a consistent solution to developing KSL City Mall’s wayfinding system.
• To enhance the identity of KSL City Mall for a captivating experience for visitors.
• To give information about the wayfinding development and strategies for KSL City Mall.
• To provide a display on how the EGD system is implemented at KSL City Mall.

Introduction to KSL City Mall

Address:

33, Jalan Seladang, Taman Abad, 80250 Johor Bahru, Johor

KSL City Mall - Exterior Look

Water Theme Park

Organize event, expo and so on. Food Hot Spot

About KSL City Mall The shopping mall consists of 500 retail
outlets, a theater, and a water theme park,
KSL City Mall is a landmark in Johor Bahru, while the two towers consist of 904 hotel
opened in on December 12, 2010. It has rooms, 602 condominium, both include
been successful ever since by attracting 3,000 car parks.
locals and foreigners as it is only 5 minutes
driving distance from Singapore customs KSL City Mall is owned by the property
checkpoint. developers KSL Holdings Bhd, which
compromises mixed development and
It’s Slogan ‘Happening Always’ reflects on residential properties.
its liveliness and aspirations on creativity,
innovation, lifestyle and functionality.

Research Method and Process

Online Research Site Visits Survey

I also conducted online I went to KSL City Mall I conducted a survey to
research on The Dubai and Toppen Shopping those who have visited
Mall and Bluewater Centre to conduct a KSL in order to gain an
Shopping Centre. thorough research on the insight on what visitors
Analysed their wayfinding wayfinding system. I took think of the wayfinding
system, materials of pictures, I analaysed the system, the brand image
signage, the pictograms interior, exterior, car park, of KSL and it’s functions.
and designs. This was the materials and also In addition, I was to
done as reference to what type of shops are understand what people
improve KSL’s wayfinding there, the attraction and would want for KSL to
system. what type of people visit improve on.
the mall.

Existing EGD conditions

Information cluster Lack of informative signage Not consistent
Lack of maintainance
Grey and dull parking

Existing EGD conditions

• There is no consistent concept.
• Missing signs at specific areas of the mall (Taxi and Delivery).
• There are no welcome signs.
• Outdoor parking signs are crowded with information.
• The signs are wearing o , there is no recent maintenance.
• Some of the signs look empty which is a waste of material.
• Most of the signs are at hard to notice locations.
• The parking uses a lot of grey which does not captivate customer experience.

Design objective and solution

• To enhance KSL’s image through the wayfinding system.
• To develop consistent and user-centric design for all pictograms and signs in KSL.
• To simplify the car park wayfinding to be more welcoming and vibrant.

User Profile 28% Age

30% 15-24 25-39 40-59

42% Malaysian visitors - RM3,500 Month
Singaporean visitors - SGD 4,980 Month

82% in workforce
18% Students

(MRCA. KSL Properties SDN BHD Business Presentation,
Venue.myceb.com.my)

Survery Questions

Why do you go to KSL City Mall?
Is the mall's environment welcoming to new visitors?
Do the wayfinding signs in the mall help to locate shops?
How do you go about locating a shop in the mall when the signs are not useful?
What do you think about the mall's exterior and interior? in terms of aesthetics.
KSL's slogan is 'Happening Always', does the mall reflect on this?
What changes would you make to improve the mall's wayfinding system?

Summary way to navigate through the mall on
their own or by seeking secondary
The survey conducted allowed a solution such as finding the shop
greater understanding to visitors location online. The response to
perspective on KSL City Mall after the mall not reflecting on the slogan
the responses of 9 people of ‘Happening Always’ raked in at
di erent age and genders. How the 55%. This is solemnly due to the
mall is viewed and in what way does aesthetics because the mall is active
it engage to the general public. This through the sta and visitors but
survey proved that KSL City Mall’s not through the imagery.
brand image is not expressing its
agenda and mission. Its wayfinding Find full survey in the appendix.
system does not ease shop finding,
visitors will have to find their own

Information Strategy 5

5Circulation Pathway Analysis
Side Entrance

Floor Plan and Digital Board
Information Placement Strategy

Directional signage
Directional signage
Toilet Sign

Car park exit sign

Car park entry sign Toilet Sign From numerous site visits, analysing the
needs from the survey and user profile, the
solution to design a consistent wayfinding
system that enhances the visitor experience
and the brand image of KSL City Mall.

Welcome to KSL sign

Types of signs to design

Placemaking Wayfinding Interpretive

Placemaking design allows Wayfinding helps the visitors Interpretive provides a
visitors to identify a place. navigate throughout a place. positive experience for
The brand image needs to The readability of the fonts the visitors. In order for
be unique and have a and the identification of the visitors to understand the
strong presence to stand pictograms help in this place, the background,
out in that environment. aspect to help visitors find history and mission of the
their way easily. brand gives a clearer
image for visitors.

• Wall Mounted
• Projecting
• Suspended
• Free Standing

Graphic System and Standards

Taking inspiration from the building, it has sharp striking edges that stands out from the
environment. To express it’s slogan ‘Happening Always’, the building give as active

6look of constant movement. The colours blue, purple and yellow which can be found

in the KSL logo is vibrant and with the mixture of the colours and the concept, this will
allow a modern design approach to KSL City Mall wayfinding system. Most commonly
to enhance the brand image of happening always.

6Pictograms The pictograms represent a visual
.2.1 format that is understandable to all
visitors without labeling in a Malaysian,
Chinese or Indian language.

Pictogram Grid System

The grid system used is formed of
diagonal and vertical lines resembling
active movements.

The concept inspiration which is the
building of KSL City Mall’s sharp and
striking edges can be demonstrated in
the pictogram designs through the grid.

The pictograms are thick and striking,
in addition they contribute to its
modern look.

Colour System

Primary Colours

C - 12% C - 2% C - 100% The primary colours can be found
M - 100% M - 15% M - 0% in the KSL City Mall. To make the
Y - 53% Y - 98% Y - 0% designs match the brand image,
K - 1% K - 100% K - 0% the colours will be recognizable to
visitors in the environment.
Secondary Colours
The secondary colours support the
C - 0% C - 65% C - 100% C - 0% C - 0% primary colours to deliver the
M - 0% M - 0% M - 98% M - 49% M - 0% message of ‘Happening Always’.
Y - 0% Y - 100% Y - 0% Y - 100% Y - 100% Contrasting colours that will
K - 100% K - 0% K - 1% K - 0% K - 100% compliment each other in order to
create an aesthetically pleasing set
of wayfinding designs.

Atkinson Hyperlegible was developed specifically to increase legibility
for readers with low vision and to improver comprehension. It mixes
serif, san serif and slab serif all within one typeface.

Typeface

Atkinson Hyperlegible Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz

Atkinson Hyperlegible Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz

HSxhpoppingY-height Acender line
Mean line
Centre Reference

Baseline

Decender line
6 XXL XXLXLLC MXS S
A X-height A Alignment guide which is used
B on all signs for pictograms
LG XTESCO X B C and wordings.

DAISO X The horizontal lines help guide
the spacing to make sure it is
POPULAR readable for visitors.

+ The signs need to be as clear as
possible and the font size needs
47.4972 pt 291.8114 pt 602.9303 pt 671.9451 pt to be considered for people at a
distance, those with weak vision
and the disabled.

XXL++
906.5076 pt

87.6165 pt 218.4012 pt .4.2368.1347 pt (Material Design. “Understanding Typography”,
material.io/design/typography)

Internal Signage

TESCO SDS LG EXIT LEVEL 4
DAISO GUARDIAN
CARING
BOOST JUICE LEVIS

LG

LG

Subway

Guardian
Sushi King

Tesco The Chicken Rice Shop LG
KFC
Baby
Side Entrance Changing Room

LG Tesco

Subway G FLOOR

Guardian Information Desk
Sports Direct
Sushi King ATM
Watsons

Tesco The Chicken Rice Shop

KFC
Side Entrance

External Signage TAXI

LEVEL WELCOME

3-6 TO KSL

Signage Variations
and Grid System

406mm A Hierarchy for wordings and pictogram is

TESCO SDS LG 6also arranged in the grid system.
DAISO GUARDIAN
CARING B
BOOST JUICE LEVIS
L1
1000mm A Suspending sign to ease navigation
throughout the mall. The sign

measuring at 406mm (H) and

1000mm (W).

MBO CINEMA SDS G POPULAR ARASHI B Di erent color variations for each
DAISO PIZZA HUT MINOSHE HOTEL LOBBY floor level.
KFC MR DIY
POPULAR OLD TOWN WHITE COFEE
KSL MANAGEMENT OFFICE

C The grid system which is inspired by the
KSL City Mall structure is used to

develop the sign.

THAI ODESSEY EYEPLAY OPTIC L2 MBO CINEMA HOUSE OF LEATHER L3
ADONIS BLACKBALL MAC CITY CONVERSE
MBO CINEMA SASA
VIVI BRIDE K BOX THE FACE SHOP SMART MASTER
RCS HAIR SALON

TESCO SDS LG C
DAISO GUARDIAN
CARING
BOOST JUICE LEVIS

6EXEITXILTEVEL 4LEVEL 4177mm A

1000mm

B A Suspending sign specially designed for
the car park. The sign measuring at

177mm (H) and 1000mm (W).

B The grid system which is inspired by the
KSL City Mall structure is used to

develop the sign.

Hierarchy for wordings and pictogram is

also arranged in the grid system.

.6.2

A

600mm

660mm

B A Projecting sign which will only have
a singular pictogram on them to

showcase the importance o the

location. The size is measured at

600mm (H) and 600mm (W).

B Within the hexagon shape a spacing
rule has been developed so that the

pictograms are equal on each side.

This adds to better understand the

visual element for visitors.

A LG C 6B

500mm G 1B A Wall mountain sign that will be
placed where the lift is located. The
6LG500mm 23
.6.4 size of the sign is 500mm (H) by

500mm (W).

Di erent color variations for each
floor level.

C Within the hexagon shape a spacing
rule has been developed so that the

pictograms are equal on each side.

This adds to better understand the

visual element for visitors.

LG711mm 6A
6762mm A

Subway C

Guardian

Sushi King

Tesco The Chicken Rice Shop LG
KFC

Side Entrance

B G L1

Subway Subway Wall mountain directory wayfinding
system that will be placed where
Guardian Guardian
Sushi King Sushi King

Tesco The Chicken Rice Shop Tesco The Chicken Rice Shop the lift is located. The size of the
KFC KFC
sign is 711mm (H) by 762mm (W).
Side Entrance Side Entrance

L2 L3 B Di erent color variations for each
floor level.
Subway Subway

Guardian Guardian
Sushi King Sushi King

Tesco The Chicken Rice Shop Tesco The Chicken Rice Shop C The grid system has been used to
KFC KFC develop the shape of the signage, in

Side Entrance Side Entrance

.6.5 addition to the spacing of the

primary information.

61100mmA C L2 L3Thai Odessey

BabyLG2500mm LG Free standing wayfinding signage.Adonis
Changing Room VIVI Bride
Baby A The size of the sign is 2500mm (H)RCS Hair Salon
Tesco Changing Room
Tesco by 1100mm (W).LEVEL 3
G FLOOR
LEVEL 1 Di erent color variations for eachHouse of Leather
Information Desk Converse
Sports Direct Information Desk B floor level.Mac City
ATM Sports Direct
Watsons ATM The grid system has been used to6TheFaceShop
Watsons
C develop the shape of the signage, in

addition to the spacing of the
primary and secondary information.

BG L1 MBO Cinema
Mac City
MBO Cinema Popular The Face Shop
KFC Mindshe Water Park
Pizza Hut Hotel Lobby
SDS MR DIY House of Leather
Converse
LEVEL 1 LEVEL 2 SASA
Smart Master
Popular Thai Odessey
MR DIY Adonis
Arashi K Box
Mindshe

.6.6

A LG2000mm C
1250mm
LG A Free standing digital board which
B LGSubway will showcase the map and shop

Subway Guardian locations. The size of the sign is

Guardian6SushiKing 2000mm (H) by 1250mm (W).
Sushi King

Tesco The Chicken Rice Shop B Di erent color variations for each
floor level.
KFC
Side Entrance

C The grid system has been used to
develop the shape of the digital

board inspired by the buildings. The

logo and floor level placement also

uses the spacing principles.

G L1 L2 L3

Subway Subway Subway Subway

Guardian Guardian Guardian Guardian
Sushi King Sushi King Sushi King Sushi King

Tesco The Chicken Rice Shop Tesco The Chicken Rice Shop Tesco The Chicken Rice Shop Tesco The Chicken Rice Shop Tesco The Chicken Rice Shop

KFC KFC KFC KFC KFC
Side Entrance Side Entrance Side Entrance Side Entrance
Side Entrance

.6.7

WELCOME A

TO KSL635mm

2000mm

B A Wall mounted welcome sign for the side
entrance. The sign measuring at 635mm

WELCOME (H) and 2000mm (W).

TO KSL B The grid system which is inspired by the
KSL City Mall structure is used to

develop the sign.

The spacing principles was followed to
ensure readability.

A

3098mm LEVEL B

3-6 LEVEL

3-6 A Free standing parking sign with
measurements at 3098mm (H)

by1958mm (W).

1958mm B The grid system which is inspired by the
KSL City Mall structure is used to

develop the sign.

The spacing principles is used for the
logo placement and information which
are in bold for readability.

A

TAXI

2867mm B

TAXI

A Free standing outdoor signage with
measurements at 2867mm (H)

1433mm by1433mm (W).

B The grid system which is inspired by the
KSL City Mall structure is used to

develop the sign.

The spacing principles is used for the
pictogram and the bold typeface.

Materials

7A BA

TESCO SDS LG
DAISO GUARDIAN
CARING D
BOOST JUICE LEVIS A Aluminium rod

CB B Aluminium sheet and spray

C paint finish.

C Ilumminated pictograms

and text.

D Aluminium plate

EXIT LEVEL 4

.1

A A Aluminium rod
B Aluminium sheet, spray paint
C
B finish and vinyl for sticker.

B C Ilumminated pictogram and

7LG C text.
.2
D Aluminium plate

LGSubway E

Guardian

Sushi King
FD
Tesco The Chicken Rice Shop
KFC7C
B
Side Entrance

LG

Baby B Aluminium sheet and spray
Changing Room
paint finish.
Tesco
C Ilumminated pictogram
G FLOOR E Painted text
F Acrylic plate
Information Desk
Sports Direct
ATM
Watsons

.3

LGSubway7WELCOMEB C B Aluminium sheet and spray
D
Guardian G paint finish.
B
Sushi King C Ilumminated text
C D Aluminium plate
Tesco The Chicken Rice Shop G LED Screen

KFC
Side Entrance

TO KSL
.4

B

LEVEL C TAXI

3-6 B Aluminium sheet and spray

paint finish.

C Ilumminated pictograms

and text.

B

Parking

F6 Di erent colors for each parking level.

Parking F6 J10 D12

LEVEL

3,4,5,6

Free Pass Through
15 Minutes

Parking pillers

A B

F6 F6

A The parking numbers will be in green
with a white background to ensure that

it stands out from the Gray walls. Use of

diagonal graphic to continue the concept

of active and sharp in order to remain

consistent.

B The grid system and the spatial
principles ensure that the alignments of

the primary information, secondary

information and the pictograms are

readable to the visitors.

Measurments

5000mm TESCO SDS LG
4500mm DAISO GUARDIAN
4000mm CARING
3500mm BOOST JUICE LEVIS
3000mm
2500mm DELIVERY
2000mm
1500mm 15° LG LG LG LEVEL
1000mm 30° 3-6
500mm Subway Baby
Changing Room
Guardian
Sushi King Tesco

Tesco The Chicken Rice Shop LEVEL 1
KFC
Information Desk
Side Entrance Sports Direct
ATM
Watsons

F6 EXIT 35%
30%
20% 35%

J10 J11 EXIT LEVEL 4 B33cm

20% LEVEL 30%

1800mm 3,4,5,6

Free Pass Through
15 Minutes