Cerebral Signage: Applying Design Thinking to Signs, Part Four

Right brain creativity plus left brain logic equals cerebral signage.

-Scott Franko

Design thought is the blending of intelligence and imagination with creativity. Smart design wrapped around intellectual data and concepts can expand and extend a brand beyond the standard or traditional uses of branding. When expressed visually through signs and graphics, I describe them as cerebral signage.

A most recent example of my own personal experience comes from a non-profit entity that wanted to re-brand itself, then apply the new brand to their signs and print assets. With the relationship established and a reputation as a brand expert intact, we were invited to work on the entire project from logo to signs.

For a logo, they selected one that was simple, strong, and smart while complimenting the new name; Cancer Resources for Elkhart County. Using the first two letters of the first two words in the name, the word CARE emerges to reflect their primary purpose and mission.

From there, a new tag line was carefully crafted; Caring Through Your Journey. By the way, they paid us for the smart design services first, then again for the upgrades and changes to all their signs.

This is just one example of how we worked with the client proactively and helped provide solutions that involved design thought, not just waiting for the client to tell what sort of sign they wanted.

The world is becoming smarter and more visual by the day. So whatever you want to call it-smart, intelligent, or cerebral-by bringing it into your designs, signs, and graphics, you can grow your business and build impressions.

Scott Franko is a solutions provider for business, brand and image through his firm, Franko Design Concepts and Consulting. He formerly owned and operated a multi-division sign, graphics and custom fabrication business. You can locate and contact him online at

To read Part One of Scott’s “Cerebral Signage” series, click HERE.

To read Part Two of Scott’s “Cerebral Signage” series, click HERE.

To read Part Three of Scott’s “Cerebral Signage” series, click HERE.

tony kindelspire oct21

Tony Kindelspire

Tony Kindelspire is the former digital content editor of Sign & Digital Graphics & WRAPS magazines.

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