Most people don't realize the value of a good sign, or even have a full comprehension of what a truly professional sign company can offer in the way of signage packages.
This post will delve into what constitutes a 'sign', what goes into an outstanding sign, and why it's important to make sure you are presenting yourself in the best light possible.
What is a sign?
Signage is, unfortunately, very misunderstood, even within our own industry. We all know about street signs, awnings, banners, vinyl, pop-up banners for tradeshow events, but what about the things you see in every day life that are a pretty part of the scenery but are often taken for granted, or aren't blatantly signage?
Next time you walk down 5th Avenue, or through Times Square with your Aunt Peggy from Tennessee, take a look around. Anything that has a picture, letter, or number, is illuminated or is dimensional is a sign. Have you ever walked into a hotel lobby, or an office space, and there is a floor to ceiling photo-realistic mural or print on the wall? That is a sign, and something we do quite frequently for our clients!
Look at the window displays on 5th Ave, they will almost always incorporate a photo, vinyl, or dimensional letters to help showcase their wares. Take a look at the gallery below, the Mary Wells neon display is something we spotted walking through SoHo the other day, and it's a truly stunning work of art that was created by a sign company.
A lot of new developments (apartments, condo buildings, offices, etc) are trying to bring a sense of creativity in. You'll see paneled walls that are full of texture and color, and while I can guarantee that the architect probably spec'd those designs, or came up with a faint idea, there was a sign company that did the technical layout and build out of those elements! Even custom lighting elements like neon and LED's.
It's very important to tie a building, office, or home together, and implementing different elements of design is the natural key to aiding in that flow.
Construction companies, architects, interior designers, and even engineers often utilize sign companies to not only bring their ideas to life but help them understand what can truly be done in a space, and how best to lay out their design ideas so that they are well integrated and seem to be a flawless part of the aesthetic.
This is by far and away the best part of our profession. In NYC we are blessed to work with so many talented designers and professionals that already have a great grasp on designs from concept to completion.
That being said a lot of our clients aren't sure what they are after. They know they need to put their best foot forward with a contemporary sign that fits in with not only their current aesthetic but also helps draw in their target audience. We do consultations on a regular basis to take into account the space they are in (are we calling on the history of the building to make a statement, or do we update to something new and fresh?), the flow they are looking for (wayfinding signage does not need to be dull and merely informative, but it can be fun and exciting as well!), and how we can incorporate not just a logo or color but a complete, all-encompassing package that helps to bring their space to life.
We work closely with commercial interior designers when needed to tie in everything from desks, chairs, plants and textural finishes with our signage packages.
We believe in going the extra mile to make sure that you put your best foot forward to draw in your most valuable clients and optimum employees.
Why does signage matter?
Now that you know a little more about what a 'sign' can be it's important to note that there is a time and place for every type of sign.
Boring office spaces aren't going to be utilized to their full potential. We believe in providing comfortable spaces to employees and clients so that they feel not only comfortable but inspired by being in these spaces.
The gallery above highlights some WeWork spaces that are cozy, almost intimate feeling offices that illicit a feeling of ease and productivity from their inhabitants. Everybody knows that a happy employee is a productive employee!
Signs and their derivatives are the first thing a client will see when looking for your place of business at street level. What does your sign say? Is it clean, modern, in good working order? Hung level, spelled correctly, with enough negative space to highlight your name/logo?
So many design factors are taken into consideration when creating a sign, from placement on the building or wall to how it interacts with it's environment.
Your sign needs to stand out, be well designed, and be effective within its surroundings. Is it currently?
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I'm busy working on my blog posts. Watch this space!