Signs of the Times - June 2015 - 74
A Show
of Hands
Sign designers' unique styles
reflect the sign industry's talent
and diversity.
By Steve Aust
I
've often heard the well-worn adage that a sign
produced with a great design by a mediocre craftsman
will yield greater success than a sign generated by a
mediocre designer and a great craftsman. As long as
the first scenario doesn't involve shoddy materials
and slapdash construction, I tend to agree. The result
may last for decades, and an illegible typeface, overcrowded graphics or an ill-considered text/background
color contrast will negate any sign's structural integrity
and impede any business' economic well-being.
If effective sign design could be bottled and sold
as an environmental-graphic panacea, untold riches
would await its progenitor. But, every location, logo,
material and client consideration needs and demands
creativity. If not for designers' creativity, signs would
be relegated to commodity status, provide less economic benefit for their customers and add little to
a city's attractiveness.
Five signshops, whose work varies from 3-D, routed
and handcrafted signage that brands unique shops in
tourist-friendly Colorado cities to comprehensive,
on-premise sign packages for an automotive-superstore chain, offer insights into their processes. Their
successful formulae have established effective branding
- and provided a catalyst for a vigorous bottom line.
When reviewing each signshop's story and gallery,
hold one point paramount: if you don't value your
74 SIGNS OF THE TIMES June 2015
own designs, no one will. With the rare exception of
a truly worthwhile charitable cause, never give your
designs away. If you do this once, the customer will
expect it every time - and, word may spread to other
business owners that they can exploit your talents for
free. And, you leave yourself unprotected against having
your artwork stolen and given to less scrupulous
signshops.
Signs of the Times - June 2015
Table of Contents for the Digital Edition of Signs of the Times - June 2015
Columns & Departments
Signs of the Times - June 2015 - Intro
Signs of the Times - June 2015 - CT1
Signs of the Times - June 2015 - CT2
Signs of the Times - June 2015 - Cover1
Signs of the Times - June 2015 - Cover2
Signs of the Times - June 2015 - 1
Signs of the Times - June 2015 - Columns & Departments
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Signs of the Times - June 2015 - BI3
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Signs of the Times - June 2015 - BI1
Signs of the Times - June 2015 - BI2
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Signs of the Times - June 2015 - Cover3
Signs of the Times - June 2015 - Cover4
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