In our fast-paced and visually driven world, signage stands out as a powerful communication tool in guiding, informing and creating brand loyalty throughout various audiences. Effective signage has tremendous power in our lives, influencing our buying choices and attitudes towards particular brands. Notably, the presence of highly visible global brand signage provides an innate sense of familiarity and security in loyal customers, no matter which country they might be in.
What work do signage and signwriting specialists undertake?
Signage and signwriting specialists are responsible for creating and installing signs that represent a brand’s identity. This may be as simple as reproducing an existing logo and byline on large-format signage or creating a custom logo design and tagline from scratch to align with the brand’s image and goals, and to attract customers to the brand. These are skilled and creative professionals who can turn an idea into visual art which is appealing to the intended target audience.
What kinds of signs are available?
Signage comes in many forms, such as the more traditional painted signs, neon lights, LED displays, or digital signage with interactive displays and messages that are dynamic and naturally draw the eye. Businesses in all spheres often use billboards, especially along highways, where they stand out independently of other advertising displays. However, traditional signwriters are still in demand, using hand-lettering techniques and artistic creativity to design unique and highly personalised signage. This skilled craftsmanship adds a timeless, artisanal quality to such signage, distinguishing it from mass-produced options.
Signage specialists are multi-faceted
Whether a sign has been envisaged, designed, created and installed by a signage specialist or simply reproduced from an existing logo, the brand identity must remain consistent across all levels. This means that there must be consistent use of logos, colours, and fonts across all signage to strengthen brand identity and create a cohesive visual presence. Signage and signwriting specialists are crucial in creating visual representations that customers respond to and help drive business success. Whether through traditional hand-lettered signs or modern digital displays, their expertise ensures that your brand stands out in a crowded market. Through the careful selection of a signage specialist whose expertise aligns with the specific needs and objectives of your brand, you can develop impactful, enduring signage that serves not only to entice customers but also to reinforce your brand identity.
The Art of Traditional Signwriting
Traditional, hand-lettered signs are still popular and a good fit for smaller businesses that cannot afford the expense of setting up and running digital or electrical signage. One distinct advantage of hand-painted signs is that they are highly customisable, allowing for unique and bespoke designs which help more traditional or smaller businesses create a distinctive brand image. These signs, made from wood, metal or glass, showcase the skills and creativity of traditional signwriters, who are experts in the craft of typography, creativity and precision. Each letter is individually painted and, as such, needs a high degree of consistency and uniformity – not an easy task at the best of times!
Be prepared to maintain your signage in top condition
Signage needs to be able to withstand all kinds of weather conditions, and proper installation is essential. Signs must be installed securely and safely and be highly visible to attract attention. Digital/electronic or electric-powered signs particularly need to be monitored and maintained regularly over time. There is little worse than an interactive sign which is missing parts of its display, as this points to neglect and could negatively influence the perception of the business as a whole.
Signage offers many advantages
Signage has many uses. Whether used to advertise business hours, special promotions, business services, or even simply to convey directions, signage is a means of conveying information to customers and passers-by. Signage in large spaces like shopping complexes helps visitors find their way to the right areas without having to ask others or look for an Information Kiosk, which can be irritating when one is in a hurry. Illuminated and well-designed signage can attract customers from a distance, making it easier for both the business or store and the customers to find one another with the minimum of effort. Well-designed and strategically placed signs can passively and consistently draw foot traffic into a shop or business.
Business and housing complexes use a variety of signage methods, ranging from etched or engraved glass, plastic, metal, and wood. Dimensional letters, in which letters, logos or other symbols have been cut out, cast, fabricated or moulded are also durable choices. Buildings often have a projecting sign mounted on the side of the building for easy identification, whilst a sign band is often used in buildings with multiple tenants, such as in a shopping mall or complex.
Signage is at the core of our lives, offering many advantages from both an informational point or by passively and consistently advertising and promoting our business brands and services. No matter what form of signage you choose or read, it conveys a message, and for that reason, should not be ignored in our busy and time-restricted lives.