Notice the fragments of white space within the current layout. The new layout consolidates that space and uses some of it to make the primary copy larger and more powerful.

Design Clinic: Fascia sign makeover

Consolidate space to make more room for the primary message

By Bob Behounek

Posted on Monday, December 16th, 2019

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When someone who is a consultant by profession comes in for a sign, I’m always concerned if they will be on the alert for counter-consulting regarding their specific needs and wants. It can get interesting, because folks like those in this example often have opinions, knowledge and facts from their own line of work to back them up.

I can see how they have graphically used type, illustration and layout to express what they are and what their services are to our local environment. It’s all good in my book— simple and clean with nice crisp lettering. But something must not be quite working as well as they had hoped, though, since they have contacted us about a new sign. Talking through what is presented and what it would take to smooth out an easier message for this fascia signage became the issue.

As with other outdoor signage, much more is at stake when there is graphic competition surrounding the sign’s immediate area. Visual exposure plays a major role here. Our street speed limit is a challenge as well. At 30 mph, there’s not much time to understand and absorb this message of 10 words as pictured here.

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Bob Behounek has spent over 40 years as a sign artist and pinstriper in the Chicago, Illinois, area.

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