CG created an imaginative system of vehicular and pedestrian wayfinding, informational and brand identity signs for the newly-created “UniversityCenter” neighborhood in the heart of Baltimore. The Center includes the University of Maryland at Baltimore, University of Maryland Medical Center, the VA Hospital and two residential neighborhoods. The unique sign vocabulary is based on the double helix—the building block of life—reflecting a focus on the life sciences and biotechnology.

The program includes banners, sidewalk patterns, parking garages, construction fences and a skyline sign, all working in concert to create a unified identity and a seamless wayfinding experience.

Notable: The UniversityCenter logotype is used as the overbrand or underbrand on the signs.

Download Project Sheet

Project partner
  • Wallace, Roberts and Todd
  • Tom Crane Photography