Recently I’ve been noticing really great signs, and finding the ones for small, independent businesses a lot more interesting than ones for big retailers.
I go past this great sign for Charlie Allen (a tailor) on the bus nearly every day, and finally got around to taking a picture of it.
I love it because it’s so simple and honest. What says ‘this is my place’ more personally than a signature. A handwritten signature or ‘sign’ readily identifies its creator, creating a more direct, authentic connection with whoever is trying to reach you. Look at this keycutters and DIY shop in Finsbury Park:
Pretty obvious what they do isn’t it? These signs make you think you’ll be getting a personal, honest and direct service.
In societies where literacy is not widespread, such signs are primarily based on images rather than words. Western approaches to branding have homogenised companies and services to such an extent, that perhaps we are looking back to a more individual way of labeling and navigating our way around the world.
Wolff Olins have some interesting thoughts about branding and identity, and talks about the idea of brands as flexible platforms, and having identities, not being identical:
“This new world of branding isn’t about self-contained citadels, or force-fields that repel other brands.”
What happens now? Will big brands start ‘tailoring’ their identities, signage and interiors to the communities they are situated in? Please comment with any thoughts or examples!
- posted by Emily
