Dear University of Washington President Ana Mari Cauce, 

At this time, we know you will soon decide between two design options for a new wayfinding system for the University of Washington. 

The design of this system will have a clear and lasting impact on the UW campus—a campus often described as "one of America's most beautiful college campuses." The appeal of the UW campus stems from its unique combination of inspiring architecture, landscaping and surrounds. 

We urge you to select the option that might be called "Quietly Good Design"— a term made popular by design critic Alice Rawsthorn. This option has two plain faces of dark grey steel, with a purple brand stripe along the edge. 

The alternate option (which we do not agree with) is a sign that is completely covered in bright purple—the brand color of the University of Washington. 

We appreciate that branding is an important way to communicate the spirit of the UW community. However, we do not think that creating large purple signs will positively enhance the UW campus. 

Signage is a functional element of a campus. In an ideal scenario, users find and use signs with very little noticeable effort. In effective airports, people do not notice the design of signs—they simply find their destination seamlessly. 

In contrast, banners and other promotional materials can be quite visually assertive. These more temporary vehicles are the appropriate places to celebrate Husky Spirit. 

In addition, the selection of color is not only an aesthetic decision. A color like purple fades in an uneven way, often becoming pink or bluish when corroded by weather, birds and moss, etc. The repainting of purple signs will consume significant funds for upkeep—funds that might be better used to support the main educational mission of the university. 

We ask that you consider our recommendation when making your decision—a decision that will affect the quality of the UW campus for many decades to come.