I love signage, vintage, modern, retro; I find that it gives your brand a soul.
There is so much thought that should go into typography. It has to suit the architecture of the building, the design and pulse of the city or neighbourhood, it has to speak to what you are selling, its vibe, colour, and framing have to be just so. There is is nothing as off putting as bad signage. I have walked away from places because the typography of the signage was not inviting. Yes, I have judged a book by its signage, but when you have no recommendations to base your choice on, appearance strongly takes over, well at least in my case.
Beautiful signage, it’s an art that has as much soul as it does character. -tM