CSSP Human Sense Symbols Hero Image

CSSP Human Sense Symbols

The Shanghai World Expo 2010 had an estimated 70 million vistiors, the CSSP required a visual symbol system created for this international audience.


Chinese State Shipbuilding Corporation


Ralph Applebaum Associates

Project Type

Print & Signage

Role & Responsabilities

Creative Direction & Design

Programs & Skills


Date Completed

July 26, 2009



This project was proposed by a design professor to create a system of symbols to be applied to company, product or exhibit; real or fake. My experience in China gave me the idea to create a “human senses” symbol system for the Chinese State Shipbuilding Corporate Pavilion (CSSP) I helped design while working for Ralph Appelbaum Associates in China. The exhibit was a pavilion for the Chinese State Shipbuilding Corporation. Please check out this exciting project.

Chinese State Shipbuilding Corporation – Senses Symbol System:

The CSSP Interaction Symbol System was designed and developed for the Chinese State Shipbuilding Pavilion (CSSP), which was sponsored by the Chinese State Shipbuilding Corporation (CSSC) for The Shanghai World Expo 2010. The CSSC was interested in developing a symbol system that could applied to many of the interactive displays, kiosks and other exhibit spaces within their corporate pavilion. They asked for us to develop a family of symbols with each representing one of the five human senses: seeing, hearing, smell, taste, and touch.

The need for the symbol system was obvious because of the diverse demographic of the seventy million estimated visitors that potentially would come to explore the Chinese Shipbuilding Corporate Pavilion over a six month period during the expo.

Above: Three see icons denote visually important information. Touch icon hanging on plaque shows visitors that there is an interactive kiosk.

The touch symbol integrated into the touch screen interface. Symbol denotes that it is screen is interactive

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