Sign Design | Designing with Purpose
Have you ever seen a sign on a building that just seemed out of place or poorly designed? We see it all the time, and often replace older signs that fit the profile. First and foremost, your sign is a marketing tool. It needs to draw people in. Using the wrong sign can have serious consequences, including lowered foot traffic and the cost to redesign later. Think of the sign as an investment in your company. We provide unique business sign ideas and help businesses invest in proper signage.
What does a sign actually do for a company? In today’s world we are constantly bombarded with visual stimuli meant to attract us toward specific areas, businesses, and products. Before deciding on a design direction, it is important to answer a few questions. Is the purpose to increase brand recognition, to promote products, or to direct people? We have been working closely with the owners of Larken Photography – Dustin Brown & Travis Moore – to find the purpose for their new sign.
Strong brand recognition and readability were priorities for Larken. After an initial consultation, our team collectively decided that the main purpose for Larken’s sign would be to announce their new building and promote their new brand. There is no such thing as a design without challenges, and the case for Larken was no different. The new Larken Photography & Videography building is located on busy North 2nd Street in Lawrence, KS. People need to notice the building within seconds of driving by at 45mph.
At this point in the process, key problems have been identified. Our next step was to determine possible solutions to achieve Larken’s goals. We gathered a site survey to obtain measurements of the area, as well as identify the material the Larken building was constructed out of. They have a beautiful limestone exterior, and we wanted to ensure we didn’t take away from the existing look and feel. We believe in designing around an environment, which requires careful consideration in materials used. A sign should look like it is part of the building. At the very least, it needs to compliment existing features.
This concluded the initial stages of the sign design process that lead into material selection and mock-up designs. The initial consultation and site survey are the most important part of the sign design process. They allow us to establish clear goals for the sign project. This ultimately results in a better end product, cuts back on design time, and accurately meets the needs of the company or individual. Stay tuned for Part 2 where we look at how to choose the right materials!
Before Photo of Larken Photography’s Building
This is the Larken building with no sign. You can see a bracketing system from the previous structure still in place. That is where we envisioned placing the new sign structure. This is where all business sign ideas start, on a blank exterior with limitless possibilities.