Far too often, when reviewing the signage as I drive down any American street, I wonder if the designers of some of the signs realized how long their signs would really last.
The idea that some of these signs ever looked nice is hard to conceive, but it brings up two important points: 1) “Looks” are subjective, and 2) Signs should be updated or refreshed once in awhile.
But, I digress. What does design have to do with anything? A lot.
As the keepers of the modern signmaking craft, we are descedants of the cave drawers and hieroglyphicists (yeah, that’s a word… now). While computer-based graphics and digital signage can be turned off, something as simple as an outdoor aluminum sign can last for decades… or longer.
Helicopters and airplanes in ancient Egypt?
The visual designs we put forth into the world may very well outlast our own lives. Do you want the world to remember you by Comic Sans, Brush Script, and “Cheapest prices in town?”
Has it ever crossed your mind that the free clip art you used as a client’s “logo” may end up immortalized as a bronze sculpture in front of some corporate headquarters one day? Design matters.
How much knowledge would we have gathered from the ancient Mayans if they had been so thoughtless with their calendars? What if the Egyptians had used a bunch of fonts for no reason, and put quotes “where they don’t belong?” You get the idea.
So, all things considered, signmakers are ambassadors to the future. We tell the future about the past. Please consider your responsibility as a designer the next time a client asks for something “creative.” Your primary job is to design a functional sign – not indulge your ego’s artistic flair.
If you need some modern-day hieroglyphs, you can always refer to the newly-updated AIGA Symbol Signs as a starting point.
