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When signage can display a brand's attitude as well as information

Where does branding start or stop. Surely the signage that tells me the way is simply information? Can it be branded? What do we mean by branded?

Signage that is branding

This really is simply branding a space

Signage that is ill considered

This is just poor signage design.

Signage that demonstrates character

This is both signage and brand.

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