EC Phase 0 Signage — Design Workspace

Design System Foundations

The rules every sign inherits. Override any of these — they're sensible defaults, not commandments.

Color Palette

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Navy primary · warm white background · accent orange used sparingly · gray hairlines · black for door decals

Typography · Avenir

Welcome.

CAFE →

Check in below · Find your way

Three weights:
• Avenir Heavy (800) — hero headlines & punchlines only
• Avenir Medium (500) — workhorse: pill text, directional content, body
• Avenir Light (300) — supporting copy, donor names, sub-info

Two-tier hierarchy: headline + one supporting line. Resist a third.

Principles to Hold

Hairline dividers, not boxes. Group destinations going the same direction. One arrow per group. (See Inspiration Asset 1 + Asset 5.)
Generous white space. Signs should never look crowded. Negative space carries half the weight.
Warmth before utility. "Welcome" outnumbers "STOP." Tone matters as much as content.
High contrast, never harsh. Light type on dark, dark type on light. Avoid mid-tones.
Reversible thinking. Phase 0 is temporary by design — good enough to launch, not permanent forever.

Inspiration Library

Five reference images. Each one maps to a specific design pattern we're borrowing for the EC signs.

Lecture Hall / Auxilary Room / Baby Care / Elevator / WC directional

Asset 1 · The Hairline + Group Pattern

Grouped destinations · One arrow per group · Thin rule dividers

Soft gray serif on light surface. Two destination groups separated by hairlines. Single arrow precedes each group. Refined, warm, deeply legible.

Applies to: A2 (Overhead directional) · A3 (Secondary directional)

Events Theatre / Lifts & Stairs pill-shaped directional

Asset 2 · Pill Container Pattern · DOMINANT MOTIF

Pill enclosures with arrow at the destination-side end

Pills are now the unifying visual element across the entire sign family. Text reads first, arrow at the end where the destination lies — eye flows naturally.

Applies to: A2 · A3 (vertical directionals on the glass wall) · C-series (floor decals) · F1 (black doors) · F2 (cafe ramp) — basically every directional sign

Pedestal sign with directional arrows including diagonals and you-are-here marker

Asset 3 · Multi-Direction Hub

Diagonals are valid · "You are here" inline · Two-tier hierarchy

Translucent acrylic pedestal. Mixes ↑↓→← AND diagonals. "You are here" embedded in the list, not separate. Secondary info ("Lobby entrance") below primary destination.

Applies to: E1 (Two-sided poster stands) — wayfinding side

Charles Gilman Auditorium dimensional letters and small framed room plaques

Asset 4 · Dimensional Hero / Mini Plaques

Architectural type for major spaces · Small framed plaques for rooms

Left: dimensional cut letters cast shadow on stone — feels architectural, not printed. Right: tiny white framed plaques with room numbers + names. Two scales, one logic.

Applies to: A1 (Welcome pedestal) · B1 (Patterson wordmark) — aspirational, dimensional if budget allows

Floor directory with large numbers, destination groups, and right-aligned arrows

Asset 5 · Anchor + List + Right-Aligned Arrow

Visual anchor on the left · Destinations stacked · Arrows in their own column on the right

Large serif floor numbers (2 / 1 / B) anchor each group. Sans-serif destinations stacked vertically. Hairlines above and below each group. One ↑→↓ arrow per group, right-aligned for column clarity. The cleanest directory pattern of the five.

Applies to: A4 (Meeting Room Directory) — directly. The anchor character for the EC could be a building zone letter, a small icon, or simply omitted.

Updates from June 11 Meeting · Rob + Annie

Recent changes, open items, and ideas surfaced during the working session.

Hard Deadline

Install target: Thursday, June 18. EC closed Friday, June 19 for Juneteenth. Phase 0 effectively live Monday, June 22.

Key Design Changes

A1 Pedestal is now two-sided — Member Check-In on one face · "Here to See Someone, Start Here" on the other. Pedestal moves aside during 50+ person events so attendees follow room signage.
A2 / A3 directionals add two destinations: Stairs and Staff (the latter clearly secondary — staff-facing direction, not visitor-facing).
Three distinct QR codes needed (not one general check-in QR): member check-in, visitor check-in, parking validation.

Phase 0.5 Ideas (not yet in scope, captured for later)

Easter egg affirmations on floors and walls: "you're not alone," "build together," etc. — small moments of warmth that aren't directional.
Nashville / Music City visual elements to break up the text-heavy signs and locate the EC in its city.

Beyond Signage · Digital Pre-Arrival Layer

Entry monitor schedule (Airtame + Google Slides): show org name, event room, and parking validation code 30 min before/after each event start.
Unique Metropolis validation codes per event — attendees self-serve parking validation.
Dedicated webpage: "So you've rented from the EC" — fills the pre-arrival info gap for event hosts.

Open Items · Wording

"Capital concierge" language — Rob needs to clarify with Amy (Director of Engagement) before any signage uses it.
"Welcome back." vs. "Welcome." on the Member side of A1 — easy swap, just need a call.

Action Items from the Meeting

Rob: Detail and finalize the full sign list; get vendor quotes from Big Visual Group.
Rob: Audit all three QR codes for accuracy (member, visitor, parking).
Rob: Reach out to Amy re: "capital concierge" wording.
Annie: Door access audit — who can enter and when. Findings inform signage implications.
Annie: Experience the member QR check-in flow firsthand.

Category A · The Showpieces

The hero pieces. Fabrication quality matters most here.

A1 Two-Sided Pedestal Sign Hero 22 × 28 · two sides

Format

Standing/pedestal sign, EC-branded, freestanding, two-sided. Side A faces members coming in; Side B faces visitors. Pedestal is moved aside during events so attendees follow room signage only.

Wording · Side A (Members)

Welcome back.
—
MEMBER CHECK-IN
Scan to check in. [QR]

Wording · Side B (Visitors)

Here to see someone?
—
START HERE.
Scan to check in. [QR]

Quantity

1 pedestal · 2 printed sides

Design Direction

Both sides share the system — Avenir Heavy headline + Avenir Light supporting + Medium label band. The pill-band middle row ("MEMBER CHECK-IN" / "START HERE.") visually ties to the rest of the sign family. Two QRs total — one per side, each linked to its correct destination.

QR audit

Side A QR → member check-in flow. Side B QR → visitor check-in flow. Confirm both work before printing (Rob action from meeting).

Mockup · Side A (Member) and Side B (Visitor)

Inspired by

Asset 4 — substantial typographic weight for hero pieces. Two-sided design splits members and visitors at the moment of arrival — neither has to interpret which path is theirs.

Updated June 11 from Rob + Annie meeting: two-sided design replaces the original one-side "Welcome." pedestal. Pedestal moves aside during 50+ person events so attendees follow room signage only. Open question: is "Welcome back." the right tone for the member side, or do we want "Welcome." for both? Easy to swap.

A2 Main Directional · Big Glass Wall Message 22 × 28 vertical

Format

Lives on the big glass wall (no overhead sign at the EC). 22×28 vertical orientation.

Wording — one pill per destination

Cafe →
Meeting Rooms →
Learning Center →
Restrooms →
Stairs →
Member Area ←
Staff ←

Updated Jun 11 — added Stairs + Staff per Rob + Annie meeting.

Design Direction

Pill pattern from Asset 2 — each destination in its own pill, text + arrow at destination-side end. Stacked vertically. Sans-serif, medium-bold weight, consistent pill height.

Arrow directions — confirm on walkthrough

Placeholders above. Pills going right point right; pills going left have the arrow on the LEFT side of the pill.

Mockup · 22×28 vertical · pill pattern on glass

Inspired by

Asset 2 pill pattern. Each destination = one pill. Arrow at the destination-side end of each pill. Whole sign feels like a unified family of containers, not a list.

A3 Mid-Corridor Directional Simple Vertical · matches existing sign

Format

Vertical orientation based on the existing sign that's already there. Reassures guests mid-corridor.

Wording

Same pill set as A2 — Cafe / Meeting Rooms / Restrooms / Learning Center / Member Area

Design Direction

Visual sibling of A2. Same pill pattern, same sans-serif weight, same arrow placement. Just sized for the existing mounting location.

Mockup · vertical · A2 pattern at corridor scale

Inspired by

Pill pattern repeated — visual sibling of A2.

A4 Meeting Room Directory · On Glass Message ~18 × 24 or larger

Format

Lives on a glass surface. Lists every bookable space.

Wording — with weight hierarchy on named spaces

MEETING ROOMS

Patterson LEARNING CENTER
Advisory Meeting Rooms
Cisco · 8-person
Pinnacle Point · upstairs above the cafe
Chase Studio
Google Room
Ingram BOARD ROOM

Design Direction — weight hierarchy on donor-named rooms

People say "go to the Learning Center" — not "go to the Patterson." Same for "Board Room" vs. "Ingram." Set the everyday use-name in heavier weight; set the donor name in lighter weight. Reads naturally for first-time visitors who only know the use-name AND honors the donor.

Asset 5 pattern — hairline-separated entries, right-aligned arrows where direction matters. Pinnacle Point gets ↑ for "upstairs."

Mockup · weight hierarchy on Patterson + Ingram

Inspired by

Asset 5 directory pattern + weight hierarchy. Honors the donors (Patterson, Ingram) while leading with how people actually refer to the spaces (Learning Center, Board Room).

The weight-hierarchy move: donor name in light weight + use-name in heavy weight reads as "Patterson's Learning Center" without making first-time visitors decode that. Visitors scan the heavier word; donors see their name treated with respect. Best of both.

Category B · Patterson Learning Center Window Decals

The interior windows OUTSIDE Patterson, viewed from the main corridor.

B1 Patterson Wordmark Decal Hero 29 W × 60 H (per panel)

Format

Vinyl window decal — branded, frosted or color. Sized to read from 15+ feet down the corridor.

Wording

Patterson
Learning Center

Design Direction

Treat this as a brand identity moment for the EC's flagship event space — not a label. Hierarchical wordmark with "Patterson" larger / "Learning Center" smaller. Vertically centered on the window panel. Serif treatment ties it to A1.

Mockup · 29×60 frosted vinyl · sans weight hierarchy

Inspired by

Asset 4 — substantial typographic weight for a flagship space. Translated to sans with weight hierarchy: light "Patterson" + heavy "LEARNING CENTER" — same logic as the A4 directory.

B2 Supporting Window Decals Simple Sized to complement B1

Format

Vinyl window decals on the panels adjacent to B1.

Wording — pick one or combine

PROGRAMMING & EVENT SPACE
—
OR: → Meeting Rooms ← Restrooms (directional cues)
—
OR: "Where Nashville's founders learn." (identity statement)

Design Direction

Lighter weight than B1. Sans-serif, generous letter-spacing, secondary visual hierarchy. Should feel like supporting cast to B1's lead role.

Mockup · supporting decal option

Category C · Floor Decals

Slip-resistant vinyl floor stickers. People look down when they're uncertain.

C1–C5 Floor Decals · All five together ~12–24" each

Wording

C1 · Welcome → (entrance, ~24")
C2 · Cafe → with cup icon (~18")
C3 · Restrooms → with icon (~18")
C4 · Events / Patterson Learning Center → (~18")
C5 · ↑ arrow only, at iPad kiosk (~12–18")

Design Direction

Visually unified family — same type, same arrow style, same proportions. Circular or rounded-rectangle treatment works. Slip-resistant material per local code.

C5 pairs with D4

The arrow on the floor points UP at the iPad. The sign above the iPad (D4) points DOWN. Together they make the kiosk unmissable.

Mockup · floor decal · pill with text then arrow (C2 Cafe sample)

All five floor decals use this same pill pattern. Text reads first, arrow at the destination-side end. C5 (kiosk) has just the arrow ↑.

Category D · Framed / Printed Signs

The everyday signs that answer the questions a person at the desk used to answer.

D4 "Check in Here" Sign · Beside iPad Message 22 × 28 vertical

Format

Lives BESIDE the iPad (not above). 22×28 vertical. Arrow points sideways (→ or ← depending on which side of the iPad the sign sits).

Wording

Here to see someone?
Start here. →

Design Direction

All sans-serif. Heavier weight on the question, medium on "Start here." Arrow points horizontally toward the iPad — confirm direction based on which side the sign is mounted.

Mockup · 22×28 vertical · beside iPad

Arrow direction: if the sign sits to the LEFT of the iPad, the arrow points → (right toward iPad). If sign sits RIGHT of iPad, arrow points ← (left toward iPad). Confirm during install.

D1 "You're in the right place" Reassurance Message 8.5 × 11 or 11 × 17

Wording

Looking for an event, a meeting, or a tour?
You're in the right place.

Design Direction

Warm, conversational. Two-line treatment: question on top, reassurance below. The point is to defuse "did I come to the right building?" in the first 5 seconds.

Mockup · sans with weight hierarchy

D2 "Need Help?" QR / Text Line Message 8.5 × 11

Wording

Need help?
Scan to text us.
[QR CODE]

Design Direction

Calm, friendly. Not "EMERGENCY" energy — "we've got you" energy. QR should be prominent enough to scan easily from arm's length, but not dominate the layout.

Mockup · 8.5×11

D7 Walk-in Tour QR Message 8.5 × 11

Wording

Curious about membership or a tour?
Scan to schedule.
[QR CODE]

Design Direction

Tone matters — invitation, not brush-off. The QR replaces the "wait until someone is available" awkwardness Trea ruled out. Friendlier than D2.

Mockup · 8.5×11

D3, D5, D6, D8, D9 Smaller framed/printed signs — wording reference Simple varies

D3 · Hours of Operation (~6×4 glass-door decal)

Open M–Th 8am–5pm · F 8am–4pm

D5 · Parking Validation QR (5×7 or 8.5×11)

Validate your parking
Scan here. [QR]

D6 · Guest Wi-Fi (5×7)

Guest Wi-Fi
Network: [name]
Password: [pwd]

D8 · Mail / Delivery Drop (8.5×11)

Deliveries
Please leave mail and packages on the shelf.
Signature required? Text [number].

D9 · Cafe-Entrance Redirect (window decal or wall sign)

Welcome — members & guests please check in via the main entrance ←

All inherit the system above

Each one is a smaller variant of the same type/color system. Headline in Avenir Heavy at the top, Avenir Light for utility content below. Single accent color on QR or arrows.

Category E · Two-Sided Poster Stands

Two 22×28 two-sided posters in floor stands. Fixed content, not swappable.

E1 Two-Sided Poster Stands (×2) Message 22 × 28 per side

Quantity

2 stands · 2 posters · each poster printed on both sides = 4 design surfaces total

Suggested layout per stand

Side A — Welcome + EC Logo (hero side):

[EC LOGO]
NASHVILLE ENTREPRENEUR CENTER

Welcome home, entrepreneurs.

Find your way around →

Side B — Wayfinding pills:

YOU ARE HERE

CAFE →
MEETING ROOMS →
LEARNING CENTER ↑
RESTROOMS →
← MEMBER AREA

Open question for Rob

Both stands identical (same Side A + same Side B), OR stand #1 = welcome-leaning and stand #2 = wayfinding-leaning? Depends on placement.

Type system

All sans-serif (Inter). Weight contrast carries the hierarchy. EC logo lives on Side A only — Side B is pure wayfinding.

Mockup · Side A (Welcome + EC Logo) and Side B (Wayfinding pills)

Inspired by

Asset 3 — pedestal sign with mixed-direction arrows including diagonals, "you are here" embedded inline. Adapted to poster format with a clean welcome side.

Category F · Black-Door Decals + Ramp Sign

The two large black doors at the corner past the front desk + one sign at the end of the hallway.

F1 Black Door Decals Message 4 × 12×18 (2 per door)

Format

Cut vinyl decals or magnets — white or EC light brand color for high contrast on black. Doors can accommodate four 12×18 signs total (two per door).

Wording (per door)

Restrooms →
Patterson Learning Center →
Ingram Boardroom →

Design Direction

Asset 2 pattern: pill-shaped enclosures with arrow at the destination-side end. White hairline outlines on black. Stacked vertically per door. Three pills per door, OR composite layout.

Confirm on walkthrough

Arrow directions per destination per door — depends on which way each door faces.

Mockup · one black door, Asset 2 pill pattern

Inspired by

Direct translation of Asset 2 — pill enclosures, arrow at the destination-side end. Inverted for white-on-black on the door surface.

F2 Cafe Directional Sign on Ramp Wall Simple 12 × 18

Format

Wall-mounted sign or vinyl decal at the end of the hallway on the ramp wall.

Wording

Cafe →

Design Direction

Same type family and arrow style as A2/A3 for visual consistency. Final wayfinding cue before guests reach the cafe.

Mockup · 12×18 · pill pattern (consistent with rest of family)

Inspired by

Pill pattern — same family as A2, A3, C-series, F1. Visual consistency across the whole sign system.

Recommended Design Order

Status tracking lives in the Google Sheet (Phase 0 Signage Tracker). This is just the recommended sequence.

A1 (Welcome Pedestal) — sets the type and color system for everything else
A2 (Main Directional · Glass Wall) — establishes the pill pattern
B1 (Patterson Wordmark) — second hero piece, paired with A1's type treatment
F1 (Black Door Decals) — Asset 2 pill pattern in white-on-black
A3 (Mid-Corridor Directional) — direct sibling of A2, fast once A2 is locked
A4 (Meeting Room Directory) — Asset 5 pattern with weight hierarchy on donor names
D-series (smaller framed signs) — all inherit A1's system; batch them
C-series (floor decals) — simple, fast, after the system is locked
F2 (Cafe ramp sign) — quick win
E1 (Two-sided poster stands) — last, since placement decisions inform content