Although we have principally discussed interior signage here, the exterior directional and informational signage are equally important, and are most often designed to work with the interior program. The measure of the value of a well-conceived signage program is the enhanced functionality and aesthetic appeal as it translates into a positive economic impact (profit) to the owner.

Office buildings are certainly not immune to competition. Highly trained and skilled property management companies, for the most part, manage such facilities professionally. In order to effectively compete for tenants, they must portray an appearance that potential clients recognize as one which meets their expectations of how their firm should be perceived by their own clients. In other words, does the image of the building match that of the potential client’s firm? If this sounds like snob appeal, it is, but by the same token this demonstrates how sensitive appearance and image is to building owners and managers, their clients, and visitors who are themselves clients. The visual environment is everything, and once again appropriate signage plays a vital role.

The importance of interior signage is firmly established, and respected by both the design and business community for its contribution to the commercial success of a facility. We look forward to newer and greater products in the area of signage, graphics, and electronic media addressing communication, identification, merchandising, and marketing.