Quick Navigate
A beginner-friendly guide to the visual symbols that help us navigate places effortlessly.
Newman’s Pictogram for Collins Boulevard
We are familiar with the icons on our phones, laptops, or even our smart watches, where small images communicate complex actions in a matter of seconds. One glance, one tap, and we understand what to do next. No instructions needed.
That same visual logic exists beyond our screens. In physical spaces, those tiny pictures are also important in signage systems, in the form of pictograms. They guide us through Jakarta’s shopping malls, retail areas, shophouse complexes, and public buildings, helping us navigate space as intuitively as we swipe through an app, without a single word.
Let’s break down what pictograms are, why they matter for signage, and how they improve clarity and navigation.
What is Pictogram?
At its simplest, a pictogram is a small image that visually represents an idea, object, or action — with or without the need for text. Think of a stylized toilet icon or a walking figure on a pedestrian sign. These images work because they rely on resemblance; what you see looks like what it means.
Standardized sets of pictograms exist; for instance, ISO 7001 defines public information symbols used worldwide exactly so that a person in Tokyo, London, or Jakarta recognizes a symbol instantly, without needing translation.
In the world of signage, pictograms become part of the visual language that helps people navigate and understand environments where words alone might slow them down or confuse them.
Newman’s pictogram for Dewa United’s Compound
Source: Newman Documentation
Why Pictograms Matter in Signage
If signage is the language of space, then pictograms are its universal shortcuts. They make navigation faster, clearer, and more inclusive. In diverse cities like Jakarta, where people from different regions and backgrounds share the same environment, this becomes especially important.
Here’s why pictograms are powerful
- Universal Comprehension
A well-designed pictogram works across languages and cultures because it’s visual rather than linguistic. That’s why airports, transit hubs, and international events rely on icons instead of text; no need to worry about getting lost in translation.
- Speed of Understanding
Our brains process images faster than text. A pictogram that signals “stairs”, “elevator”, or “restroom” can be recognized almost instantly, which is especially important in wayfinding contexts like malls, airports, or busy retail areas where people are on the move and don’t want to stop and read.
- Space-Efficient Communication
Pictograms take up minimal space, which means signs stay clean, readable, and uncluttered. They reduce cognitive load, letting people see and know without effort.
- Accessibility and Inclusivity
Not everyone speaks the same language, reads at the same speed, or has full visual literacy. Pictograms make signage more inclusive because they rely on shape and form rather than words. This boosts accessibility for children, tourists, and non-local visitors alike.
Newman’s pictogram for GAIA Shopping Mall.
Source: Newman Documentation.
Design Principles That Make Pictograms Work
A pictogram only works if it’s instantly recognizable, and that’s easier said than done.
Some basic design principles help with this:
- Simplicity
Avoid unnecessary detail, so the core idea is clear at a glance.
- Consistency
Use a unified style across all pictograms in a system, so people learn the visual language quickly.
- Contrast
Make sure the icon stands out against its background for better visibility.
- Locations
Place it where people naturally look at decision points: near entrances, intersections, and high-traffic zones.
- Clarity
Because pictograms are not words, they must make sense on sight alone, and good designers carefully test them in real spaces to ensure comprehension.
Pictograms and Your Space
Newman for GAIA Shopping Mall
Source: Newman Documentation
In retail areas, shopping malls, residential precincts, or hospitality environments in Jakarta, pictograms play a big role in making spaces feel easy and intuitive. This is why pictograms shouldn’t be treated as decoration. They’re part of a larger Environmental Graphic Design system, where branding, signage, and wayfinding work together to shape how a place is understood and remembered.
At Newman, this is how we approach it. We design brand identities, signage systems, pictograms, and wayfinding as one connected experience, across physical and digital touchpoints. From defining how a brand speaks visually, to planning how people move through space, to executing signage on site, we help brands establish their identity clearly, consistently, and everywhere it matters.
Because good branding isn’t just seen, it’s experienced.
