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Ronald Shakespear is Founder and Principal of Argentinian
environmental graphic design firm Diseno
Shakespear. Diseno Shakespear's projects in urban
public spaces include the Buenos Aires Underground,
the City Hall Public Hospitals, Temaiken Zoo and Buenos
Aires Signage and Transportation wayfinding. His work
has been exhibited at the Centre Georges Pompidou, the
Triennale da Milano and Icograda Helsinski. He recently
spoke at the 2006 conference of the Society for Environmental
Graphic Design (SEGD) and has been a visiting professor
at the University of Alberta and Simon Fraser University.
In his presentation, “Signs are a Promise,”
Ronald discusses how sensible and intuitive signage
systems are created by designers who understand the
complexities of public spaces, the particular environment
of the project in question and the expected performance
and functions of the signs. Designers of signage systems
are, in effect, deciphering the audience's codes.
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