Your company’s sign is the very first thing any potential new customer will see when they arrive at your business premises, meaning it’s the first impression you make and the last thing potential customers are likely to see. It is therefore vital that this impression reflects well on your business and the brand image you want to convey.
You may wonder how a simple sign can tell so much about your business and its values but every detail of the architectural signage shows something about you; the font can show whether you are a fun company or deeply professional. Colour has a lot of meaning, the size and shape can allude to your business size and the material indicate whether you’re here to stay, deeply ecological, new or established.
There are many things to consider when using architectural signage to build your brand and this is just a selection of the most important issues at hand.
The font may seem like an incredibly minor detail that has little bearing on the image of your company but it does actually demonstrate a lot about how you view your business. For instance, using a font like Comic Sans implies that your company is playful and fun loving, in comparison using something more traditional like Times New Roman can show that you are deeply professional and take business seriously.
When selecting a font for your signage you should think about what your company does and how you want to be portrayed. It may be that a new sign is the starting point for a whole new brand identity, and the beginning of a new chapter.
Obviously your signage will prominently feature your company name and potentially the logo but many businesses now use signage that shares a slogan to reflect the brand. Make sure the language reflects your brand. Does it sound fun or is it serious? Should it be playful, as per your brand or is it high end – less is more?
Different cultures interpret colours in many distinct ways, red in the west is often associated with feeling of love but in far eastern cultures it means prosperity and in the middle east it can mean evil. Therefore, the colours you use should reflect the brand identity you want to create and should tie into the prevailing cultural understanding of colour. If you were opening a bank in the UK purple which means wealth would work well but in India, its meaning of sorrow would not create a useful brand identity. Globalisation means that all of these potential conflicts should be considered, especially if you trade overseas, have ambitions to do so or are opening a new office in a new location.
Just like with colour, the materials used for architectural signage will reflect the values of your brand identity. A brushed aluminium finish is exceptionally corporate and professional looking but acrylic letters could be used to create a more fun-loving brand experience. Your company culture and corporate social responsibility make dictate that a certain material such as recycled or recyclable components factor in.
Talking through these concepts with your local sign company can help you create signage that creates a coherent brand identity.