As a fresh-out-of-college Wayfinding Specialist in an architecture firm, I was challenged by my employer to find “the little jewel” that would make the sign system special. I recall countless hours laboring to create a design that was fresh, new, innovative, something that had never been seen before. However, this approach seemed to contradict the best interests of our clients. To communicate effectively, a sign must be direct, visible, legible, and easily comprehended. Why