The Anatomy of Great Signage

Imagine that you’re sitting at a red light on your way to work. Beside you, you notice a large, beautiful building, obviously made from high quality materials. It’s on the corner of two busy streets—a prime location in a bustling town. You’re impressed by the overall appearance of the building and the first impression it gives you. Then you notice a small sign in the front parking lot. You squint at it, wondering what it might say… But before you can make out the small lettering, the light turns green. You drive away and forget the whole incident.  ...

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