Proudly Guid­ing the World to the Pan Am Games

July 20, 2015


From July 10 to August 15, the Province of Ontario is host­ing the Pan Am and Para­pan Am Games. The Games include 32 venues spread across the province with 140 sport­ing events and over 6,000 athletes partic­i­pat­ing.

Entro, in collab­o­ra­tion with IBI, were hired by the Ministry of Trans­porta­tion (MTO) to support the signage strat­egy for public realm wayfind­ing. This includes over 6,500 signs produced for road­ways, tran­sit mobil­ity hubs, and pedes­trian paths for the last mile to the venue. Entro devel­oped the graph­ics for all signage captur­ing the spirit of the Pan Am TO2015 brand and provided a consis­tent and inte­grated system.

The creation of venue codes was a strate­gic solu­tion to address lengthy proper venue names, which required trans­la­tion into three languages – English, French and Span­ish – and which were safely legi­ble from a distance on high­ways. This chal­lenge was coupled with the fact that many of the exist­ing venue names could not be used due to a conflict of venue spon­sor names. The result­ing solu­tion was to brand each venue with a three-letter code that could create an impact­ful and memo­rable graphic for tick­ets, maps, brochures, and signage, in a univer­sal language for spec­ta­tors from all coun­tries. Approach­ing the venue the signs are clearly visi­ble from high­ways, road­ways, pedes­trian walk­ways, and tran­sit stations, to ensure that all spec­ta­tors are guided safely to the events.

The plan­ning, design and imple­men­ta­tion of this compre­hen­sive program took two years to develop along with signif­i­cant collab­o­ra­tion and input from over 25 stake­hold­ers and munic­i­pal part­ners.