Wednesday, September 27, 2017
Since 2002, Mike Loftus has served as president and owner of MLE Merchandising & Sign Solutions in Elk Grove Village, Illinois. Mike Loftus has built MLE into a nationally recognized producer of brand signage.
Effectively designed signage must be clear, informative, and engaging. The first thing that it must do is catch the attention of the person passing by, and color plays a key role in this process. Studies have shown that 80 percent of a logo's memorability stems directly from its use of a recognizable color scheme, ideally one that is perennial enough to appeal to viewers even as trends come and go.
Color schemes also allow for visual contrast, which helps the sign to be readable. Dark text on a very light background, or vice versa, can help the viewer to read key information. Similarly, by contrasting the background of the sign with the color of its surroundings, a designer can call attention to the sign itself.
Variation is helpful in font sizing as well, since it helps to direct the viewer's eye to important information. Multiple words of the same size can make it difficult for the person passing by to take away the key message, such as the business' name or web address. By making that important information larger, the designer can create emphasis.
Designers must take care not to use too many words on signage. Businesses with several services or products may wish to showcase just one, and the same is true for modes of contact. Rather than list the business' mailing address, email, and phone, showcase a memorable phone number or website that the viewer can remember without much effort.
Tuesday, September 5, 2017
Mike Loftus serves as president of MLE Merchandising & Sign Solutions, an Illinois-based marketing and branding enterprise. Beyond his responsibilities with MLE, Mike Loftus is an avid fan of the Notre Dame Fighting Irish football team.
For the past two seasons, Notre Dame has been led by quarterback DeShone Kizer, but the team will have a fresh face under center in 2017. Kizer was selected by the Cleveland Browns in the second round of the 2017 NFL Draft. Through 25 games with Notre Dame, the 6-foot-4-inch-tall quarterback completed over 60 percent of his passes, accumulated 5,809 passing yards and recorded 47 touchdowns through the air. He also rushed for 992 yards and scored 18 rushing touchdowns.
Kizer is one of the best quarterbacks to ever play for the Fighting Irish. He is second in both the single-game rushing yards by a quarterback record and the single-game touchdown pass record. His 10 rushing touchdowns in 2015 are also the most among Notre Dame quarterbacks. Kizer recently emerged out of a training camp battle with veterans Cody Kessler and Brock Osweiler to earn the Browns' starting quarterback position.