Item - 2025.TTC9.5

The TTC Board

1. Approved the TTC Wayfinding Strategy, including:

a. Whole system approach extending wayfinding standards beyond signs and maps to all customer navigation points throughout the customer journey.
b. Continued use and expanded development of TTC Signage and Wayfinding Standards.
c. Integrated standards with Metrolinx in interchange stations.
d. Increase of traditional wayfinding and immediate commencement of digital tools.

2. Supported Year One Implementation Plan including integration of the Wayfinding Strategy into TTC’s capital and operational budget frameworks for future years.

3. Directed staff to Develop a 10-year roadmap, including,

a. Formal estimates for inclusion in Capital Investment Plan.
b. Expanded role for partnerships.
c. Explore the opportunity to build a Centre of Excellence/consulting services for other transit systems following the significant deployment of the strategy modelling integrated wayfinding in a growing multicultural environment.

4. Received the estimate for French wayfinding in Attachment 4 for information.

5. Authorized that the information in Confidential Attachment 1 remain confidential until the completion of negotiations.

Nancy Ortenburg, Head - Marketing and Customer Experience, and Laura Lehming, Manager - Design and Wayfinding, delivered a presentation titled TTC Wayfinding Strategy - A roadmap for effortless journeys.

The TTC’s Wayfinding Strategy redefines how customers navigate Toronto’s transit system by transforming wayfinding from a static signage approach into a dynamic, multi-sensory, and integrated experience. Rooted in customer-centric design, the strategy aims to eliminate barriers to navigation – ensuring that every rider, regardless of familiarity or ability, can travel with confidence and ease.

The broadened scope was endorsed by the TTC Board through the Interim Wayfinding Strategy Report in January 2025. The Wayfinding Strategy can be found in Attachment 1.

Key pillars include:

1. Customer Experience: Deliver seamless, intuitive navigation from trip planning through to final destination, ensuring clarity and confidence at every step.

2. Universal Iconography: Apply a consistent, fully integrated system of universal-language icons across the TTC, leveraging established Wayfinding design standards.

3. System Integration: Harmonize wayfinding across all TTC modes and align with regional partners such as Metrolinx to ensure a unified transit experience.

4. Enhanced Station Visibility: Improve station lighting and illumination of suspended signs to support visibility and safety.

5. Digital Transformation: Expand and enhance digital tools, real-time information systems, and user-friendly interfaces to support modern navigation needs.

6. Inclusive Accessibility: Engage in ongoing consultation with diverse user groups to embed accessibility into the development of wayfinding standards.

7. Cross-Agency Coordination: Align wayfinding initiatives across TTC departments, the City of Toronto, and regional partners to ensure cohesive implementation.

8. Strategic Implementation Priorities: Focus upgrades at high-impact stations, while laying the groundwork for future digital capabilities.

Delivering the Wayfinding Strategy in full will require an additional $173–$210 million to be incorporated in the TTC Capital Improvement Plan. Year One Implementation plan is preplanned including initiatives in all pillars and submitted for consideration in the TTC’s 2026 budget process.