Pointing the Way
There’s an old marketing joke about signs, involving three men’s clothing stores that are side by side. The one on the left has a sign that reads “Fine European Tailoring.” The one on the right says “Huge Selection.” The store in the middle says “Enter Here.”
It is true that you can over-think a sign. You can try to do too much with a sign. You can under-estimate how big the letters really need to be, but our business — strangely enough — requires a LOT of signage. When you go to a dry cleaning store, there’s a counter and a cash register and a place to pick up your fresh-pressed laundry. People know what to do in a dry cleaning store. They remain confused — with good reason — what they get to do on a living history farm. I haven’t been writing much because this is just a small fraction of the signs I need to design in the next few weeks. We once had a more or less full time artist working for us. In Joe Biden’s America, full employment and a growing economy don’t seem to be priorities, so Jim Riley has to do all the marketing.
Categorised in: News
This post was written by Jim Riley