The Power of Signage
Signage adds an extra dimension to any space. When it’s done right, it can be a very powerful tool for promoting brands and brand messages. But with big signs come big risks, and the trick is knowing how to do it right.
Here are some top tips on how to make signage work for your business.
Choose your signage
This is really about the focus of the space itself.
In some cases you might want to use a mission statement. In others, a series of quotes which communicate the essence of your product or service. Or it could simply be that you’re displaying your logo in a big way.
In any case, your choice of sign should be influenced by the context in which it will exist.
For example, if you’re having a series of signs installed throughout your office building then you may choose to focus more on images and quotations that are relevant to your company, as opposed to using images of the logo itself.
If, on the other hand, you’re creating an exhibition in an external space, then you may want for your signage to be focused more towards display your logo.
When deciding on signage, think: What’s the context? What’s the focus of the space? What purpose will the signage serve?
Engage with your designer
Make sure that whoever designed your logo designs your signs.
This is important because if you go to a specialist signage company there’s a chance they might ignore your brand. It’s crucial that your company’s principles and values remain consistent across all media (tone of voice, imagery etc).
Engaging with your original designer will guarantee the proper treatment of your brand, regardless of the form it takes. This will maximise its impact in a large physical format.
Sweat the details
Believe it or not, you can make an ‘Out of Order’ sign work for your business, and you should.
All too often a business will sellotape a hand written ‘No Entry’ sign to a door, despite going to great lengths to create a consistent and professional visual tone throughout the rest of their physical space. This risks undermining the aesthetic standard set elsewhere in the space, and gives off a distinctive DIY impression.
This might sound like a redundant point, but in the words of Emily Dickinson:
“…take care of the small things, and the big things take care of themselves.”
Sweat the details, and the perception that others hold of your business as a source of quality will become airtight.
If done well, signage can have an enormously positive impact on your business — it can help to validate and cement your position as confident and quality-oriented; but beware, because signs are big, and a mistake on a sign is a big mistake!
Considering using signage for an upcoming project? Get in touch to see how Red Square can help you own your space!