A logo signage is an integral element of a brand’s visual identity. What are the key points to consider when designing a logo signage for the brand’s store façade?
1. Visibility is the most important aspect. Having a logo signage that is not visible is like operating a store without a name or brand identity. Great brand awareness building and potential sales opportunities are lost with a logo that is not apparent.
2. A signage on the façade needs to create a strong impact. The goal of the retail designer is to create a Wow momentum that makes customers stop in front of the store.
3. In addition, the signage has to spark interest to attract customers into the store.
4. An often overlooked point is readability: The signage featuring a brand name needs to be designed in big enough, clear letters. What would be the benefit of designing your store signage in a font that customers cannot read?
5. The last important aspect to consider is the alignment with the Brand Identity. A signage has to represents a brand’s identity and be a crucial element of all retail design efforts and the visual identity concept. Colors, forms, materials, typefaces, all serve to express intrinsic brand values.
Ensuring that these five aspects are implemented correctly when designing the logo signage for your stores will maximize brand awareness, sales, and brand loyalty as a result.
Here is a list of the most common mistakes that brands make:
1. There is no signage
2. The logo is too small and cannot be read easily
3. The logo is positioned at a non-strategic location and is therefore not visible
4. Unsuitable materials are used for the signage which e.g. reflect the light or do not contrast with the background – the signage is unreadable
5. A too complex or script style font is used on the signage – the brand name is hard to read
We especially like the design of the GAP signage (these pictures were taken at its store in Beijing Parkview Green). By having their logo placed above and on the two sides of its entrance, customers definitely notice the brand name. The logo is designed in clear, large, white letters on a dark background, making the logo easy to read. A cube version of the logo signage as well as a large format style ensure that the brand name is visible from all sides and very far away.
Gieves & Hawkes has two signages visible from the entrance, one on the store front above the door and another one inside, mirroring the first one. Thanks to the viewing perspective it seems like the interior signage is directly below the exterior logo.
For reading the full article with more pictures of successful and less effective store signages, please visit http://www.5starplusdesign.com/blog.html#Signage-Design