Back in the day when I was a starving actor working part-time jobs as a receptionist in Los Angeles, I sat in my fair share of lobby reception areas. Some were amazing and some were dismal. Let me tell you, lobby signs make a difference!!
Art & Psychology Are Guides to Good Lobby Signage
We all know there is an art and a whole lot of psychology to making a lobby sign. And for good reason.
Here are a few receptionist and lobby sign moments I remember from year’s past (and why they are stuck in my memory):
Equinox Gym (health & wellness)
I worked at the West Hollywood location, which I think was the first location in LA. The branding for Equinox is stellar. Signs were in the right places and they were designed very well. I will say that upon entry, members – and perhaps more importantly, visitors – were always met with a fantastic experience. Signage in the parking garage let you know which way to go to get upstairs, signage on the door welcomed you, and the interior signs were striking and beautiful. I became employee of the month of ALL the Equinox’s (I won a personalized iPod…hello, 2005)….and I like to say that I was able to do a good job because the environment supported my efforts.
Rogers & Cowan PR Firm (entertainment)
At the time, Rogers & Cowan was a swanky PR firm with high-powered clients. The reception was understated and private. There was not a lot of signage, from what I can remember. This was intentional, but the result was that when people came off the elevator, they didn’t really know where to go. This helps when you don’t want every weirdo off the LA streets to come looking for Tom Hanks, but it placed an additional burden on me as receptionist to do a lot of extra finger pointing and explaining where someone needed to go for a meeting with their agent, or even for vendor deliveries and the like.
DISC Sports & Spine Center (medical)
I worked front desk reception at a satellite office that was meant to be a convenient location in Beverly Hills. Not throwing shade, but the location, compared to the rest of the branded locations, felt like a bit of an afterthought. The clinic opened quickly and it took time for the space to feel welcoming and inviting. This was one example where service and function took priority over design and aesthetics. The lobby signage was minimal, as were the wayfinding signs and branding. Again, the brand (and specialized medical service) was strong and signs were not going to make or break the bottom line. As a receptionist, I spent a lot of effort welcoming people and trying to make them feel comfortable in a slightly sterile space. A beautiful lobby sign, wall murals or even floor advertising would have brightened the space tremendously.
So, What Are Our Takeaways?
An empty wall is a wasted opportunity to sell, welcome or comfort patrons. It is a place for a lobby sign to shine and to ASSIST the receptionist to do their job better.
Additionally:
A strong lobby sign helps:
- establish the brand immediately
- make the space feel finished
- reinforce trust with clients, patients, and visitors
- support the overall design, form and function of the business
What’s more, there is art and psychology behind a lobby sign that allows it to do these 4 things:
- Confirm arrival.
- Support the tone of the space.
make the office feel more intentional. - Help visitors, members, or clients to understand where they are and what kind of business they are walking into.
- Ease any friction that may occur due to feelings of uncertainty.
Final Thoughts About This Lobby Sign Case Study: A Walk Down Memory Lane?
I’m really thankful for my experience as a receptionist! It helps me be a better sign concierge today with Collab Sign & Design. I know first-hand that a gorgeous, impactful sign helps your business environment breathe easy, and a weak or absent sign can make your space (and business itself) feel less polished than it actually is.
If you’re looking for a lobby sign (in AZ or LA) reach out to us! We’re here to help. Let’s make a great sign!
