Signs That Define a Building, and Sometimes a City
YESCO Featured in the New York Times

Building signs have grown into a $37.5 billion industry. Some have become so iconic they are permanent parts of the landscape, often standing in for their hometowns.

The sign business began with painters wielding brushes and daubing letters on storefront windows and over building entrances. It has evolved into a $37.5 billion industry with companies capable of erecting signs that incorporate live news streams, interactive abilities and artificial intelligence.

But the goal has always remained the same: Combine words and imagery to conjure an identity for a building and market it as a piece of real estate.

Read more at nytimes.com