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"Gibson uses the organizing structure of cities as a metaphor for dividing and understanding information in signage. The four urban strategies, here applied to wayfinding, are districts, streets, connectors and landmarks. These strategies are used to inform the appropriate locations and types of signage, and to organize the information within them. Content design is also discussed in terms of branding, placemaking, typography, layout, colour, symbols, maps and media. Numerous examples are provided at every phase."