Blog : Print

Now, this is a sign!

Now, this is a sign!

The house over the road from me is being renovated. It’s happening everywhere at the moment, so there are site boards up and down our street. But none of them are like this one.

This one is beautiful – and I think it demonstrates that Stevens + Waters (whoever they may be!) know what they’re doing.

First, the design. The simplicity is what strikes you. It’s so pared back that it has twice as much presence as it otherwise would.

The font is beautiful: very straightforward, but not “off the shelf”…nicely spaced. Futura? Neutra? Not sure.

The logo is perfect.

The “air” around it makes it look so confident.

….and the detail; my photograph probably doesn’t show it, but the letters and the logo aren’t just printed, they’re die cut, with a backing board to hold those elements (“counters”) that need it.

All of which suggests an appreciation of design and quality that are – no coincidence – relevant to their industry.

But there’s something more going on here, I think.

The simplicity that makes the design work so well is achieved by the fact that there are no contact details: no phone number, no web address. Interesting.

This suggests two things to me: one possibility is that Stevens + Waters have realistic expectations for the amount of work they’ll attract from a site board. It could be that all of their work comes from relationships with architects.

(Something similar happens in my business: we get emails every week from SEO “experts” advising us that our website doesn’t rank on Google. If it’s a polite note, I’ll reply that we actually do a lot of SEO work for our clients. A lot. Our business, though, doesn’t benefit from a “page one ranking”. Marketers don’t look for advertising agencies that way. Ours certainly don’t. All of our new clients come from prior relationships or recommendations.)

The other possibility is that someone at Stevens + Waters – or at their design agency – understands how search works these days. We don’t type urls into search bars any more, we just type in the name. Simple.

Whatever the reasoning, it’s a great result, and hopefully a sign (sorry) of things to come.

Bravo Stevens + Waters!