“A Sign Is…”: Exploring Culture Through the Everyday Sign

In their latest thought-provoking project, “A Sign Is...”, Point of Reference Studio invites readers to reimagine one of the most ubiquitous yet underappreciated elements of our built environment—the sign. Far from being just functional markers or directives, signs, as this book compellingly argues, are rich cultural artifacts that reveal much about the societies that create them.

A Sign Is... is a curated collection of essays that dives into the overlooked world of signage and its deep entanglement with culture, society, and design. Structured around eleven distinct types of signs—from the prohibitive “No” signs to the universally recognizable pharmacy cross—the book is part historical study, part design critique, and part visual taxonomy. Each chapter decodes the visual language of signage and explores the logic, history, and social context behind its form and function.

The project is helmed by Jeffrey Ludlow, a seasoned and award-winning designer specializing in signage and wayfinding. His portfolio includes major projects such as CCTV Headquarters in Beijing, Apple Park in Cupertino, and a range of cultural venues worldwide. Before founding Point of Reference Studio, Ludlow was the Creative Director at Bruce Mau Studio and an Art Director at the design firm 2x4, experiences that continue to inform his nuanced approach to visual communication in the public realm.

Point of Reference Studio, known for its unique position at the intersection of graphic design and architecture, brings its multidisciplinary ethos to the forefront in A Sign Is.... The studio’s work often challenges the boundaries of visual systems within physical space, and this book is a natural extension of that inquiry.

Through compelling visuals and sharp analysis, A Sign Is... positions signage not merely as environmental annotation, but as a mirror reflecting societal values, habits, and hierarchies. It’s a book for designers, architects, urbanists, and cultural observers alike—anyone curious about how everyday objects can hold extraordinary meaning.

“A Sign Is…”: Exploring Culture Through the Everyday Sign

In their latest thought-provoking project, “A Sign Is...”, Point of Reference Studio invites readers to reimagine one of the most ubiquitous yet underappreciated elements of our built environment—the sign. Far from being just functional markers or directives, signs, as this book compellingly argues, are rich cultural artifacts that reveal much about the societies that create them.

A Sign Is... is a curated collection of essays that dives into the overlooked world of signage and its deep entanglement with culture, society, and design. Structured around eleven distinct types of signs—from the prohibitive “No” signs to the universally recognizable pharmacy cross—the book is part historical study, part design critique, and part visual taxonomy. Each chapter decodes the visual language of signage and explores the logic, history, and social context behind its form and function.

The project is helmed by Jeffrey Ludlow, a seasoned and award-winning designer specializing in signage and wayfinding. His portfolio includes major projects such as CCTV Headquarters in Beijing, Apple Park in Cupertino, and a range of cultural venues worldwide. Before founding Point of Reference Studio, Ludlow was the Creative Director at Bruce Mau Studio and an Art Director at the design firm 2x4, experiences that continue to inform his nuanced approach to visual communication in the public realm.

Point of Reference Studio, known for its unique position at the intersection of graphic design and architecture, brings its multidisciplinary ethos to the forefront in A Sign Is.... The studio’s work often challenges the boundaries of visual systems within physical space, and this book is a natural extension of that inquiry.

Through compelling visuals and sharp analysis, A Sign Is... positions signage not merely as environmental annotation, but as a mirror reflecting societal values, habits, and hierarchies. It’s a book for designers, architects, urbanists, and cultural observers alike—anyone curious about how everyday objects can hold extraordinary meaning.