In an age with high speed Internet, text messaging, online dating, and social networks, rapid information sharing is the forefront of our culture. We've grown accustomed to gathering a lot of filtered information in a short amount of time. Highlights and bios are all we have time for. With a click of a button and at a blink of an eye, our questions are answered.
This trend is also apparent in architecture. More and more neighborhoods are made up of simple box buildings dressed with signage showcasing: names, logos, advertisements, uses, and messages, among others. Each business with multiple signs bigger and brighter than the last all compete for our attention.
The signage is simply added to the buildings after construction at the user’s discretion, many times without regard to the architectural design intent. The design industry’s general consensus on the current “rapid information sharing” movement and need for branding has been to tastefully integrate signage into the building systems and materials. One such example is the application for Fargo’s agricultural center. It showcases 24 feet letters “Fargrow” spanning the length and height of the building, in a fritted glass pattern of the curtain wall system. The signage is informative, functional, and becomes the architectural aesthetic.