THINK ABOUT IT... SIGNS ARE AN IMPRESSION OF YOUR BRAND. THEY COMMUNICATE WHO YOU ARE AND WHAT YOU DO. WE EXPLORE SOME KEY FACTORS ON WHAT MAKES GREAT SIGNAGE AND WHY IT SHOULDN'T BE OVERLOOKED.
1. BEND THE RULES (WITHIN REASON).
Good signage doesn't have to be bold and in your face. It can be subdued and blend in but it usually always serves a purpose.
The first sign you will see is usually the main signage on the front of a building. Now there's plenty of variables on what restricts your creative boundaries when it comes to building signage, each building or local authority will have different rules. For example some landlords or local authorities won't permit illuminated signage, now this stirs up some creative thinking that will be required on how you can make that sign stand out whilst still abiding to the rules, UV paint allows you to pack a punch without having to physically wire signs up to mains. The most creative signage outcomes usually stem from strict rules where complex problems usually require simple creative solutions.
2. DON'T STAND STILL.
These days static is standard. On the move busy people with limited engagement time and attention spans want to see something different. One way of doing this is to add some movement to your signage. Flickering lights that reveal hidden messages, rotating signs or video signs that can adapt and change, these are all new ways of thinking to add some quirk to your brand.
"The most creative signage outcomes usually stem from strict rules where complex problems usually require simple creative solutions."
3. SIGNS CAN BE ART.
Signage is indeed an art form. You can be so adventurous and experimental
with it both externally and internally. Internal signage suppliments the main brand signage and is an opportunity to add layers of fun and charm.
Take the example on the right, a hand painted mural on a concrete wall with a neon overlay. It's a layering of composition and elevates something that could have been quite generic and bland to something that's fun and intriguing.
4. REFLECTIONS AND VISUAL NOISE.
It's no secret, we love a neon sign and there is good reason to that. Primarily they look ace and can be used in so many different environments. Secondly they bounce light around the space causing visual noise and distorted coloured reflections. We know the whole 'instagram wall' has been well used now, but think about the reason why customers were taking pictures in front of these pieces to begin with.... it's because they look great and create a buzz about the brand.
"...designers have creative brains that look at challenges and problem solving from a different aspect than others may view them."
5. THINK THREE DIMENSIONALLY
Signs don't just have to be flat up against a wall. They can project out, be applied to faces of a cube and communicate different messages on each face. What we try and do as a company is add some character and some tongue in cheek humour into our sign designs. Ultimately designers have creative brains that look at challenges and problem solving from a different aspect than others may view them. Brands should always be striving to do something different and be something different to what else is out there!
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