Branding for local businesses vs. corporate ID
By Mike Jackson
Posted on Tuesday, January 2nd, 2018
Local businesses need easy-to-read signs that are descriptive of the goods and services. In many cases, they can be very creative, but they still need to be easy to read. Think of it like a vo-tech sign class. The instructor might look at a submitted project and give it a “D” for impact and legibility. It might have been well crafted and beautifully lettered, but if the letters are too weak and there isn’t enough contrast, the project essentially fails.
Unfortunately, “failure” signs abound. In almost all communities, they are mixed in with the successful corporate signage and mixed in with some of the top notch local signage. Some of the failure signs are creative. Some are well executed. Some fail because the sign maker used all the “tricks of the trade”, yet forgot the number one requirement—make the main message legible and impactful.
Helping the client get the picture
As I mentioned earlier in my Gunbarrel example, the client can be a major factor in the ineffective signs. Some signs can be perfectly legible, but don’t supply enough information. I like to suggest to the client that they first forget everything they know about their business. Then I ask that they think like a new tourist passing by. If that new tourist viewed their sign, would it get the message across?