TABLE OF CONTENTS Although signage is always intended to convey information, its most important, and often forgotten, purpose is to communicate a psychological statement about the person, company, town, or other entity that is represented by the sign. The large sign, the corporate logo, and the business card are all part of the energy and image of an institution, and the energies of these "signs" should be consistent with the desired energy of the business. The size, scale, shape, colors, and placement of signage are critical aspects and should be designed with the intention of contributing to the ease of reading and the clarity of the message that the client wants to convey. Although most of these concepts seem rather obvious, they are issues that we have addressed with every client.
We often deal with either a stand-alone sign or a name on a wall. The size of the sign and the letters of a name communicate a message as to how the entity views itself.
In an office lobby where three corporations are listed on a wall, the name that is in the largest letters or on top will appear to be the most important. In many instances, the size of the lettering is determined by the total amount of space allotted per name, and the longer name has to be in a smaller type to fit in the designated space. In one situation, a corporation jumped at the idea of using the shortened name...
