In 2004 Patricia Brown, then chief executive of Central London Partnership, commissioned the now-defunct design consultancy AIG London to undertake a study of wayfinding in central London. Pat’s vision was to create a wayfinding system for London that was so good that visitors would have “the confidence to get lost”, in the knowledge that they would soon be able to find themselves back on track.

https://media.segd.org/s3fs-public/2018-egd-cc-wb-research-london.pdf