How many of us, before walking into a shop, stop to look up at the sign?

There are two kinds of people: those who focus on the window instead of on the menu, and those who look a little higher, because if the eyes are the mirror of the soul, the store sign reflects the image of the premises, like a business card.

A sign tells you what neither a garment nor a dessert can communicate. It was produced after careful study in terms of marketing, communication and sales strategy. The sign sets the shop apart, giving it an identity, a unique, irreproducible brand.

Don’t think it is only there, above the window, in a space that’s an end in itself. Sometimes it has such impact it is one of the main things we remember about the place, because if we want to recommend it or criticise it to other people, we have to remember its name, don’t we?