In the world of commerce, where every brand vies for attention, one aspect stands tall in making a lasting impression: custom signs. These visual embodiments of brand identity are not only displays; they are the silent ambassadors that convey a company’s values and personality. Nancy Liang, Managing Partner of the Modulex office in Guangdong, China, gives us insights into the art and science behind crafting these impactful signs.
Understanding the Client’s Brand Identity
“Before diving into custom sign creation,” Nancy explains, “it’s imperative to grasp the essence of the client’s brand identity.” This understanding begins with a thorough examination of the brand guidelines and website. She elaborates, “We jump into the client’s business and brand story to decipher what they want to convey to their audience.”
Nancy outlines several key factors that influence the selection of materials and design elements:
- Function Factor: The sign’s intended application dictates the choice of materials. For instance, highway signs might require reflective vinyl, while those for hospitals demand considerations for lighting and brightness.
- Style Factor: It is paramount to align with the brand’s aesthetic within its industry. Whether a modern, minimalist hotel or a tech-forward establishment, the sign design must mirror the brand’s identity.
- Economy Factor: Budget considerations significantly affect material selection and design complexity.
- Durability Factor: The expected lifespan of the sign influences material choices to ensure longevity.
Nancy emphasizes creativity as the cornerstone of effective custom sign design. “A creative design reflects the brand’s uniqueness and distinguishes the sign maker,” she remarks. However, she notes the challenges in balancing creativity with practicality, especially when dealing with emerging technologies.
Ensuring Visual Appeal and Looking Ahead
Nancy underscores the importance of colour contrast and illumination for custom signs to be visually appealing. “The text or graphics must stand out against the environment, whether day or night,” she explains. Additionally, practicality is ensured through meticulous communication with clients to understand their expectations and the intended installation environment.
Nancy and her team employ a multifaceted approach to staying updated on industry trends and technologies. This includes attending professional associations, visiting fairs and factories, scouring magazines, and leveraging online platforms like Linkedln and Facebook. Internal discussions within the team also play an important role in keeping up with innovations.
As our conversation draws to a close, Nancy reflects on the evolving landscape of custom sign design. “What I’ve shared is just the tip of the iceberg. I’m eager to see how our audience interprets and builds upon these insights.” With a blend of creativity, technology, and a deep understanding of brand identity, the journey of crafting custom signs unfolds, leaving a lasting mark on visual communication.
About Nancy Liang
Nancy Liang is a respected leader and the Managing Partner of the Guandong office at Modulex. With a career spanning over nine years in the signage industry, Nancy brings a wealth of knowledge and expertise to her role, having joined Modulex in April 2023. Her mantra, “Working is the only way to help oneself become smarter,” reflects her dedication to continuous improvement and problem-solving. Nancy finds solace in the collaborative atmosphere of Modulex, where mutual support is paramount.
