Signs can tell a powerful story
In theme signage—and often in commercial signage—signs help create a story
By Dan Sawatzky
Posted on Wednesday, December 18th, 2019
At our shop we consider ourselves, above all else, visual storytellers. When a new client approaches us for a sign we listen carefully and if possible do a site visit to gather as many facts and details as we can. Then we write a story for every project. It doesn’t have to be a long or drawn-out narrative.
Most likely, this tale will never be read— except by our client and sometimes not even by them. But this story guides our designs from start to finish. Once we are happy with the story we get down to the business of telling the story visually. Most often we seek to tell it in an entertaining, upbeat and epic manner.
Every element of the design needs to be in service of this story—key elements, color, lettering styles, building design, landscaping and a whole lot more. While there may be words on the signs we design, we prefer to incorporate as few as necessary and if possible, none. The fact is people best process information visually and don’t often take the time to read signs.
Dan Sawatzky's shop, Sawatzky's Imagination Corporation, is in Chilliwack, British Columbia, Canada. Dan shares his experience in his Sign Magic Workshops on 3-D sign making, and his Sculpting Workshop.
