Use signage to position your brand for success

For the master sign-maker, as much as for a real estate agent, three words hold true: location, location, location. Before creating a sign, a master signage craftsperson begins by looking at the structure of the area where the sign will be mounted. This is a space where creativity and practicality meet productivity and profitability.

Uppermost in the sign-maker’s mind are these ideas:

· First impressions count
· One can create drama with signs
· A sign can set the mood and create the theatre to make a space come alive
· Different shapes, colours and ambiences set a scene
· The relationship between the exterior and interior of a setting is crucial
· The architecture and atmosphere of the building should inspire

When creating a sign, elements that might impact on the creativity process are:

· Timelessness
· Originality
· Creating work that is sharp and classic
· Creating work that incorporates many different materials
· Experimentation
· Aesthetics
· Quality
· Sexiness and attitude
· Simplicity
· Clean lines
· Consistency
· Value for money

Some challenges a signage creator might face are these:

· How to create an environment that is ethnic and carefree
· How to establish an ambience that quickly draws the public into its mood, aided by music and video screens or a mosaic insert
· How to ensure that a design is attuned to a specific message
· How to adapt a sign to suit a clients changing needs

Here are some hints and tips for sign-makers to follow:

· If designing signage for a bar or restaurant, the aim is to create an ambience suited to enjoyment and pleasure.
· If a flat suspended ceiling has been tailor-made, or where there is a glazed parapet painted metal frame, an illuminated and elegant border of brushed steel can provide an eye catching feature.
· If one has a shop with an elegant and highly original awning, an idea would be to illuminate the signage over the store front and keep the windows clear, to afford shoppers an unimpeded view of the inside of the shop.
· If an impressive store is housed within a building, the new signage can be brought in line with the other signs on the street
· If a store has superb marble floors with multi-coloured insets, a logo with a highly unusual choice of forms and materials could strike a balance. The colour schemes could match the tone of the floor and the glow of the surface could be enhanced by illuminated and built-in optic fibres or lead lighting.
· Where there are white walls, there is no need to panic as white walls often provide an effective backdrop. A touch of sisal matting on the floor could effectively endorse the intentional homogeneity of the entire space.

When creating a design many ideas come to mind:

· If a client requests a classic look, one could use a combination of warm yellow colours to provide an emotional impact.
· A gorgeous red colour could create an atmosphere in which the results are charmingly restful or even have a striking effect to enhance the interpretation of the creation.
· Cool white simplicity and space is an ultimate luxury for creating fresh and innovative designs, all based on the “less is more” philosophy.
· Other design elements include classic statues cast in modern plastics.
· Patterns on patterns could also create a luxurious atmosphere and a certain type of ambience.

In essence, signage has the ability to give a new meaning to the look of a store. By taking great care to enhance the existing structural features of an establishment, and by finding impressive solutions for space, many things are possible.