The best wayfinding signage is concise and straightforward yet subtle. They do all the things they’re meant to do without much fanfare—because their job is not to talk about or draw attention to themselves.

Ray Berberich designs like that because he is like that. He started focusing on wayfinding and communication design in the 1990s; since then his scope of work has ranged from logo design and brand-identity communications, to the implementation of large signage programs—for medical facilities, sports venues, retail, hospitality, entertainment and mixed-use facilities.