This sign tells me absolutely nothing I don’t already know.

And yet I think it’s doing an important job.

You’ve just got off a flight.

You’re tired.

You’ve queued.

You’ve dragged your suitcase what feels like three miles through an airport.

Then you see:

WELCOME TO THE UNITED KINGDOM

Obviously, I know I’m in the UK.

I booked the flight.

I watched us land.

I’ve probably already complained about the weather.

So why have a huge sign telling me something I already know?

Maybe because not every sign exists to give us information.

Some are there to create a moment.

Think about airports, stadiums, hotels, exhibitions or even the entrance to an office.

There’s often a point where the practical journey ends and the experience begins.

And sometimes all it takes is a few words on a wall to mark it.

Which made me think:

Perhaps the best signage doesn't always tell you where you are.

 Sometimes it makes you feel you've arrived.

That's quite a different job.

And talking of making an entrance...

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