PICTOGRAM SIGNS - THE PRETENDE^® FUNCTION CODE

A user’s first contact with a building rarely happens through conversation. Far more often, it happens through a sign. If a symbol is ambiguous, too small, or poorly placed — the user starts guessing, which leads to stress and mistakes.
– A pictogram works faster than text and requires no language proficiency
– It removes uncertainty and reduces the user's cognitive load
– It is responsible for the key moment of orientation: "I know where to go"

In office buildings, hotels, and medical facilities, this is the system element that guides a person calmly — without the need for explanation.

Most signs are created "at the end" as an afterthought. PRETENDE works the opposite way — pictograms are an integral part of the wayfinding system. We design them in relation to the architecture, the rhythm of the interiors, and the flow of movement.

We implement, among others:
– Entrance, door-side, and wall-mounted signs (indoor and outdoor)
– Glass, acrylic, and system-based markings for doors and glazing
– Dedicated signage for offices, hotels, shopping malls, and warehouses

We design iconography for long-term use — not for a momentary visual effect.

A pictogram must be read instantly at the decision zone. We base the design on perception parameters: the proportion of the symbol to the background and contrast under various lighting conditions.

Example applications (flat or 3D):
– Main entrance, reception, information, Wi-Fi, cloakroom
– Toilets, bathrooms, stairs, elevators (including for people with disabilities)
– Parking lots, office signage, safety, and evacuation

Personalization only makes sense when it does not break the system logic or introduce chaos.