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Branding Environmental Signage | Part One

Signage helps people identify, navigate, and understand environments. Communication in the environment provides yet another opportunity to build a brand. From city streets and skylines through museums and airports, signage functions as identification, information, and advertising. There is substantial evidence that effective retail signage increases revenues, and intelligent wayfinding systems support and enhance the experience of a brand, whether it’s a town, a university, or a business district.

Signage expresses the brand, and builds on understanding the needs and habits of users in the environment. Legibility, visibility, durability, and positioning must drive the design process. Signage is a mass communications medium that works 24/7 and can attract new customers, influence purchasing decisions, and increase sales.