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3) Signage can be painted directly onto the facade of a ouiid- ing. This method resembles a signage band of wood or metal but instead of introducing another material, the painting is done directly on the building facade. Careful consider- ation should be given to the need for painting the entire wall surface prior to painting a new sign directly on the building. 4) Applied Lettering: Pre -cast letters (e.g. molded plastic) applied to a building surface also can be an effective sign- ing alternative. 2. window Signs Two types of window signs which are recommended utilize graphics painted on glass and vinyl letters applied to the glass, or a clear acrylic panel behind the windows. Such signage should complement the other signs and the design of the storefront. A) Location: window signs should be applied so that they do not obscure the visibility into a shop for the passer-by. Several techniques can be used. B) Colors: Complementary and suitably contrasting accent colors are O recommended for the painted window signs. Vinyl letter signs should be white or very light in color since windows have a ten- dency to appear dark. Every effort should be made to integrate \ window signs with store window displays. C) Methods of applying window signs: Painted graphics are usually hand painted by a sign painter directly onto the glass. Although expensive, this is the best method for applying a logo design or image onto the window. This is often an effective eye -stopper for passers-by. CO w Vinyl letters can be applied to glass directly or to a clear CO (Sacrylic panel behind the glass. Both of the above alternative window signs can be used to supple- ment information which cannot be accommodated by larger signs on J the building. Short messages on primary building signs gain more advertising impact than an endless jumble of verbiage. -3-