Jeffrey Ludlow on writing ‘A Sign Is...,’ a book that spotlights the overlooked significance of signs

While wayfinding often focuses on comprehensive signage systems, what about the value of individual, purpose-built signs? In ‘A Sign Is...,’ a book by Point of Reference Studio, Founder Jeffrey Ludlow combines his hands-on experience with signage design with deep research to explore an often overlooked aspect of the built environment, culminating in a book that examines the significance of standalone signs within the complex language of place. Through twelve essays, he uncovers the historical origins, cultural significance, and hidden meanings of various sign types, ranging from subtle emergency signage to prominent donor plaques in institutions and museums. PT: Hi, Jeffrey. What was the initial spark or inspiration that led to creating this book about signage and wayfinding? Why does this topic speak to you? JL: I’ve designed signage systems for nearly 20 years, but a walk during the pandemic made me question our tendency to overvalue signage systems and undervalue individual signs. Especially when I saw naked signs in the built environment without people. That moment sparked my interest in the origins of signage typologies. I began researching and sharing Instagram story narratives, but the format soon felt limiting, so I started writing and researching more. The more I wrote, the more I wanted to highlight these often-overlooked signs and their cultural significance.