Some signs have got that ‘special something’ that makes them instantly recognisable – here’s why.
Signage is everywhere in our modern world. Everywhere we go, we are liable to encounter signs for shops, eateries, offices, and businesses of all types – not to mention billboards, vehicle graphics, and other forms of advertising.
The question, then, is: how do we stand out? And why is that some examples of signage have become beloved cultural icons that are recognised the world over?
Whether we consider the iconic Welcome to Las Vegas sign that greets visitors to the Nevada city of games and gambling, or the much-imitated London Underground roundel, it’s true that these signs seem to have a ‘special something’ that makes them stick in the mind.
Of course, having a famous and memorable sign can be very good for business. A unique design can grab a customer’s attention and stand any enterprise apart from its competitors. All over the world, hungry tourists will make a beeline for a McDonald’s ‘M’ sign – recognising the iconic logo and knowing what it represents.
So what are some factors that decide whether or not a sign is ‘iconic’? It’s hard to say – there is always a lightning-in-a-bottle quality – but in this post, we’re going to look at some factors that we think can contribute to a sign transcending its normal function and becoming a truly iconic piece of design.
Is the design unique?
Of the factors that can influence whether or not a design becomes culturally iconic, originality surely has to be at the top of the list.
In order to become an icon, the design has to be unlike anything else seen in that context. After all, if there are a dozen other designs that look just like it, why would anybody notice and remember it?
There’s nothing that looks like the Las Vegas sign, the neon signage of the Moulin Rouge, or the Hollywood sign – and while these designs may be often imitated, everybody knows what came first.
Of course, it’s often easier said than done to create a design that is brilliantly unique. However, for many businesses, it may be enough to at least stand out in their specific field or niche – to study the signage choices made by competitors, and to do something completely different.
Boldly wearing a sign that is completely unlike that of neighbouring businesses and competitors is a great way to generate customer attention – and to send a clear message that you’re ‘not like the others’.
Is the sign symbolic?
Many of the world’s most iconic signage designs are so beloved because people have a specific association with the sign – and the sight of it evokes a clear sense of a particular time, place, ethos, social movement, or feeling.
For example, the famous Penny Lane street sign in Liverpool is a popular draw for tourists and visitors, but there is nothing particularly remarkable about the design of this sign (it’s a normal looking road sign). Instead, this sign gets its iconic status purely from its symbolic association with the Beatles.
Signage that can evoke a particular feeling is very powerful when it comes to getting the attention of potential customers. By associating the design with a great moment of history, geographical feature, or something else important, a sign can reflect those positive values on the business itself.
Is the design timeless?
An iconic design is often not too heavily rooted in a particular time period. Many graphic design trends come and go over the years, but some things never go out of style – and a sign is unlikely to become a memorable icon if it already looks dated and cheesy a short time after it was created.
For example, the London Underground roundel has persisted for over 100 years (it originally debuted in 1908). Over that time, it has seen minor cosmetic tweaks, but it is still largely the same concept today – and it still works perfectly well as a piece of modern graphic art.
When designing a new sign, it is always a good idea to look ahead to the future and consider whether your design choices are likely to still seem relevant in five years’ time, ten years, or more. If not, it might be worth revisiting your approach.
Does the design inspire others?
They say that imitation is the most sincere form of flattery, and the fact is that a truly iconic design will spawn imitators, parodies, and copycats.
You’d be forgiven for worrying that this might dilute your brand presence, but in most cases the public and your customers will be well aware who did it first.
Let your competitors embarrass themselves by trying to ape your style – everybody will know they’re just imitating the original and best.
Is the design attractive?
Of course, it doesn’t matter if a design is original and timeless if it doesn’t look very nice – nobody will want to remember it, and it won’t be a good ambassador for your business or your brand.
In addition to using pleasing colour combinations and having good contrast, the sign must be extremely clear and readable. This means it is important to carefully pick the perfect typography for your signage, and to allow enough space between design elements that everything is clearly discernible.
Good design work can really help a sign to stick in the mind – a pleasing combination of shapes, say, or an usual use of colours – and for this reason, it’s a good idea to work with experienced professionals to create the perfect look for your signage.
So, what does make a sign iconic?
A truly iconic sign can elevate a business’ presence in the local area to a whole new level, and become a key branding asset in the process. It’s hard to think about historic businesses such as the Moulin Rouge or the Ritz hotel without envisioning their unique signage – and the same goes for many popular international brands such as Starbucks and KFC.
With a high quality and memorable signage design, your business can be positioned very powerfully in the minds of visitors and potential customers – setting you apart from the competition and making a bold statement that people are sure to notice.