Transforming Southampton’s Cruise Terminal Signage
A Local Landmark Gets a Fresh Start
If you’ve ever set sail from Southampton, chances are you’ve passed through the Queen Elizabeth II Cruise Terminal. It’s a busy hub - welcoming hundreds of thousands of passengers each year, many of whom are starting their dream holiday. But like many long-serving buildings, it was due for a refresh.
That’s where we came in.
As part of a £5 million investment into the terminal, the team at Associated British Ports (ABP) wanted to elevate the space, not just with bricks and mortar, but with thoughtful, functional signage that would enhance the experience for every traveller who walked through the doors.
Ready to refresh your space? Get in touch today.
The Brief
ABP had a clear goal: to modernise the terminal and make it easier to navigate for everyone, whether you’re a seasoned cruiser or a first-time flyer who’s just realised your suitcase has gone the wrong way!
They needed signage that:
- Made wayfinding simple and stress-free
- Met strict safety and accessibility standards
- Looked the part in a newly refurbished space
Our job was to bring clarity, character and confidence to the environment with signs that worked hard in the background, so passengers didn’t have to think twice about where to go next.
Working Together with Purpose
From the moment we stepped on site, collaboration was the name of the game. We worked closely with ABP’s Southampton-based team to map out the terminal’s customer journey. Everything from the arrival point to the embarkation zones was carefully considered.
Together, we created a suite of signage that included:
- Easy-to-read directional signs that gently guide people along
- Health & Safety notices that are clear but don’t dominate
- Large-format wall graphics and banners that add a vibrant, welcoming touch
And we didn’t just drop in with designs and walk away, our local Southampton team handled everything from production to installation, ensuring a seamless, high-quality finish at every stage.
The Results?
As part of the large-scale refurbishment of the Queen Elizabeth II Cruise Terminal, Signs Express Southampton successfully delivered and installed over 150 bespoke signage elements throughout the facility. This included comprehensive wayfinding systems, updated Health & Safety signage to meet current regulations, and large-format branded graphics to enhance key passenger touchpoints. The end result is a cohesive signage solution that complements the upgraded terminal environment and meets the operational requirements of both ABP and Carnival UK.
Looking Ahead
Southampton is one of the UK’s busiest cruise ports, and it’s only getting busier. We’re proud to have played our part in getting the QEII Terminal ready for the next generation of travellers.
And whether it’s a cruise terminal, a city centre or a small business, we know that the right sign, in the right place, makes all the difference.
Our Testimonial
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"We are experts in our field and are always prepared to go above and beyond what is expected by our clients. For this project we really understood that passengers in the terminal will not only want a clean and bright atmosphere, but they also want their trip to be stress-free, so our wayfinding signage had to be easy to follow and top quality." - Mark Kendall, owner of Signs Express Southampton
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