Identification of competencies for sign designers in Jordan

The aim of this research is to propose ways in which graphic designers can improve the design of commercial signage in Amman, Jordan. A survey of the effectiveness of recent signage regulation in the type and placement of commercial signage has led to the conclusion that regulations alone will not lead to improved quality in the production and siting of commercial signage without multi-stakeholder involvement and the dedicated training of those working in this field. There is a need for practitioners to develop specialised skills and knowledge in sign design, as opposed to applying only generalised graphic design techniques to sign production. Such skills include problem-solving, visual communication methods and competency in the application of the latest multi-media technology. It is proposed that by developing and incorporating sign-design competencies within the graphic design curriculum, practitioners will be better able to work effectively in this field. Following the investigation of the situation in Amman with respect to commercial signage, four related investigations were undertaken in order to formulate a list of recommendations which could be incorporated into an improved curriculum for teaching sign design. The first study investigated the problems caused by poorly designed and situated commercial signage in Amman. The second and third studies investigated urban signage solutions adopted by companies in other parts of the world, namely the global marketing of the McDonald’s brand and the corporate signage of Coventry University UK. The final study was a comparative investigation of graphic design education (with respect to sign design) in Jordan and the UK. Following these investigations, the Delphi technique was employed to elicit a set of 25 competencies for sign design learners, recommended by an expert panel of sign industry professionals and design academics. It is anticipated that the incorporation of such competencies will contribute to the improvements within the sign industry, as designers become better equipped for the task of sign design. Therefore it is anticipated that this research will contribute to the furthering of design practice by identifying the additional knowledge and competencies that graphic designers need to create appropriate commercial signs.