Whether the big guys are talking about branding, logos, viewership, readership, legibility, frequency or even of the other catch phrases. Remember to keep it simple, keep it steady, keep it honest, keep it fresh and keep it clean. Don't muckie up your designs with swirls, doodads, double drop shadows, ogees, or all upper case Old English lettering (my pet peeve). Above all; keep it readable and offer something for the reader. The sign is for their benefit, not yours. What's in it for them? Do this and they'll read your sign. - Tomm