THERE’S A SAYING: “Design is solving other people’s problems. Art is solving your own.” While sign designers strive for self-expression, opportunities are often few. Most projects are bound by established brand assets like logos, colors and fonts. However, when budget and timeline allow for exploration — and designers are backed by bold leadership — a basic sign can become a real showstopper.
I push my team to find ways to bring something “extra” to their designs: unconventional materials, adding a brand easter egg or infusing paint with dust from a building’s original bricks. By identifying these unexpected opportunities, designers add a touch of “zhuzh” to the wayfinding experience, giving your company an edge over the cheaper, faster shop.
Let’s look at three projects where a “dollop of sauce” took a sign to a new level and made the client say, “Damn! You didn’t have to do that.”…