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News & Insight

3 Seconds of Sign Gold

Public perceptions of signs clearly illustrate the 3 seconds of sign gold available to savvy sign buyers.  The approximately 3 seconds a driver or pedestrian spends noticing a sign can direct attention to your site.  It also tells a consumer about your…

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Signs of Signage Deficiency

A recent article spurred me to reconsider signage deficiency.  A NYC group is attempting to post signage to help subway passengers chose the best boarding locations to make transfers.  What better description of wayfinding is there?  The Subway Authority is stating…

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The Four Functions of Signs

Did you know that every sign serves four functions? In this blog I will articulate the four functions of signs in order to help you check for benefits you may not have considered. 1.  IDENTITY A sign’s primary function is…

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Maximizing Signage Value

Frequently, sign buyers or specifiers invest a major portion of their time searching for the best price, trying to save another 2% or 5% on the cost of their signs without maximizing signage value. Many organizations would better meet their…

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Finding Gold – The Value of Signs

The first step in finding gold in your sign is to clarify your expectations. The value of signs is substantially higher than you may have originally anticipated. If a particular piece of retail property has the potential to produce $100,000 in…

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How To Buy Signage – Introduction

The sign buyer makes a vital contribution in communicating an organization’s image, site location and advertising messages to potential customers. Accomplishing these objectives effectively has a dramatic effect on sales volume and profits. Understanding how to buy signage helps to…

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Logo Design & Signs

A logo can have amazing value, especially when properly designed.  A logo is a symbol or emblem used by organizations to promote instant public brand recognition. Whether it incorporates a name or is just a symbol is often a matter…

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Innovation in Signage

Innovation is quickly rising to cult status.  While today it seems nearly ubiquitous, the demand for more seems insatiable.  All entrepreneurs work with it in one way or another.  As Phil Newbold points out in his book Wake Up and Smell…

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Great Sign Design and Brand Impressions

Great sign design means elegantly executing a client’s brand image within the confines of our physical environment. The custom design of pylons, monument signs and other brand impressions is not separate from other great design basics such as artistic, practical…

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