More often than not, signs are designed in isolation from other environmental branding elements, generally based on a logo originally developed to attract investors and prospective purchasers. Most sign designs show little understanding of their purpose or audience.
Graphic design rarely translates effortlessly into the built environment. Matters of scalability, legibility, contrast and illumination need to be understood.
Other branded assets need to be considered so that a coherent look and feel is achieved - architectural features, street furniture, barriers, lighting columns, advertising,