OUGD503 - D&AD - Monotype - James Sutton - 'Signs in action'

Old source from 1965

According to Sutton, as signmaker has two jobs:

• To put the literal message across as directly as possible
• Devise a form which is suitable for the best expression of the message

Signage in the country side is more relaxed compared to those on the roads. This is due to the fact designers consider the function and form for the context that the signage will be displayed.

Examples of DIY typography 

Informal relaxed lettering:

Doesn't inform clearly, however 'one can enjoy the textures produced by these excellent Spanish textures'.

Sutton highlights the range of British street signage type styles used for street signage from a range of locations around the UK. The traditional serif is, for me, recognisable as street signage in small towns and villages.

'Innapropriate on the highway, they are right here.' - The more traditional style is a lot more personal which is appropriate for small villages as they carry unique characteristics. 

Believes in the countryside and motorways there should be few signs compared to towns and cities. 

According to Sutton, the most common fault of type design is 'merely to enlarge a typeface.' 

Realised what looks good on paper is weak and awkward eighteen inches high, carved in stone, cut out of sheet material or plastic, or moulded into solid forms against a concrete wall twenty feet above eye level'. 

'To make a shop front look right is more a question of weight and filling a space than one of style of letterform.'

Vernacular and cursive typography contrasting with structured

Market Signage:

The fact that Sutton has included this in his publication gives me confidence in the subject. Considering the publication was published in 1965, the style of the price tickets is identical to the ones used today. His analysis of the type is strong and true and I aim to use this to inspire development. 

'Pregnant forms, bursting with life and high spirits, they beautifully suggest the generous fruits of the earth.'

After reading the publication, it is clear that Sutton stresses the importance of context and interpretation of the message.