Signage

Signage is the design or use of signs and symbols to communicate a message to a specific group, usually for the purpose of marketing or a kind of advocacy. A signage also means signs collectively or being considered as a group. The term signage is documented to have been popularized in 1975 to 1980.Four Times Night painting by William Hogarth depicting a retail sign c. 1738Four Times of the Day: Noon by William Hogarth, painting depicting retail signage, 18th centuryFour Times of the Day: Noon by William Hogarth, (detail), 18th centuryPainting by William Hogarth, depicting large, overhanging retail sign, 18th centuryEugène Atget, Shop Sign, rue Saint-Louis-en-l'Île, c. 1908Inn sign above historic crossroads, Sutton, Surrey, Greater LondonDisplay sign outside an ice cream parlor, Burgos, SpainA bilingual sign (Spanish - English) that indicates a flood hazard zone in Iquique, ChileSign of the Town Hall Pharmacy in Tallinn, EstoniaA trilingual (Arabic, English, Urdu) signboard in the UAE.Braille on a sign in TaipeiA neon sign Signage is the design or use of signs and symbols to communicate a message to a specific group, usually for the purpose of marketing or a kind of advocacy. A signage also means signs collectively or being considered as a group. The term signage is documented to have been popularized in 1975 to 1980. Signs are any kind of visual graphics created to display information to a particular audience. This is typically manifested in the form of wayfinding information in places such as streets or on the inside and outside buildings. Signs vary in form and size based on location and intent, from more expansive banners, billboards, and murals, to smaller street signs, street name signs, sandwich boards and lawn signs. Newer signs may also use digital or electronic displays. The main purpose of signs is to communicate, to convey information designed to assist the receiver with decision-making based on the information provided. Alternatively, promotional signage may be designed to persuade receivers of the merits of a given product or service. Signage is distinct from labeling, which conveys information about a particular product or service. The term, 'sign' comes from the old French signe (noun), signer (verb), meaning a gesture or a motion of the hand. This, in turn, stems from Latin 'signum' indicating an'identifying mark, token, indication, symbol; proof; military standard, ensign; a signal, an omen; sign in the heavens, constellation.' In the English, the term is also associated with a flag or ensign. In France, a banner not infrequently took the place of signs or sign boards in the Middle Ages. Signs, however, are best known in the form of painted or carved advertisements for shops, inns, cinemas, etc. They are one of various emblematic methods for publicly calling attention to the place to which they refer. The term, 'signage' appears to have come into use in the 20th century as a collective noun used to describe a class of signs, especially advertising and promotional signs which came to prominence in the first decades of the twentieth century. The Oxford Dictionary defines the term, signage, as 'Signs collectively, especially commercial or public display signs.' Some of the earliest signs were used informally to denote the membership of specific groups. Early Christians used the sign or a cross or the Ichthys (i.e. fish) to denote their religious affiliations, whereas the sign of the sun or the moon would serve the same purpose for pagans. The use of commercial signage has a very ancient history. Retail signage and promotional signs appear to have developed independently in the East and the West. In antiquity, the ancient Egyptians, Romans and Greeks were known to use signage. In ancient Rome, signboards were used for shop fronts as well as to announce public events. Roman signboards were usually made from stone or terracotta. Alternatively, they were whitened areas, known as albums on the outer walls of shops, forums and marketplaces. Many Roman examples have been preserved; among them the widely recognized bush to indicate a tavern, from which is derived the proverb, 'A good wine needs no bush'. Apart from the bush, certain identifiable trade signs that survive into modern times include the three balls of pawnbrokers and the red and white barber's pole. Of the signs identified with specific trades, some of these later evolved into trademarks. This suggests that the early history of commercial signage is intimately tied up with the history of branding and labelling. Recent research suggests that China exhibited a rich history of early retail signage systems. One well-documented early, example of a highly developed brand associated with retail signage is that of the White Rabbit brand of sewing needles, from China's Song Dynasty period (960- 1127 CE). A copper printing plate used to print posters contained message, which roughly translates as: “Jinan Liu’s Fine Needle Shop: We buy high quality steel rods and make fine quality needles, to be ready for use at home in no time.” The plate also includes a trademark in the form of a 'White Rabbit' which signified good luck and was particularly relevant to the primary purchasers, women with limited literacy. Details in the image show a white rabbit crushing herbs, and included advice to shoppers to look for the stone white rabbit in front of the maker's shop. Thus, the image served as an early form of brand recognition. Eckhart and Bengtsson have argued that during the Song Dynasty, Chinese society developed a consumerist culture, where a high level of consumption was attainable for a wide variety of ordinary consumers rather than just the elite. The rise of a consumer culture prompted the commercial investment in carefully managed company image, retail signage, symbolic brands, trademark protection and sophisticated brand concepts. During the Medieval period, the use of signboards was generally optional for traders. However, publicans were on a different footing. As early as the 14th century, English law compelled innkeepers and landlords to exhibit signs from the late 14th-century. In 1389, King Richard II of England compelled landlords to erect signs outside their premises. The legislation stated 'Whosoever shall brew ale in the town with intention of selling it must hang out a sign, otherwise he shall forfeit his ale.' Legislation was intended to make public houses easily visible to passing inspectors of the quality of the ale they provided (during this period, drinking water was not always good to drink and ale was the usual replacement). In 1393 a publican was prosecuted for failing to display signs. The practice of using signs spread to other types of commercial establishments throughout the Middle Ages. Similar legislation was enacted in Europe. For instance, in France edicts were issued 1567 and 1577, compelling innkeepers and tavern-keepers to erect signs.