Sign Maker Profile


We classed ourselves, until very recently, as jobbing sign makers. We would do pretty much anything and everything


– Paul Hughes, sign maker and Western Signs co-owner


asking ‘can you make this?’ to which both Paul and Julia answered yes. The photograph on the phone would


later be revealed as the sign and crest of the 16th Earl of Warwick, Richard Neville, also known as Warwick the Kingmaker. The sign was included as part of a large project undertaking to revamp the Kingmaker attraction’s 30th anniversary at Warwick Castle, displaying Warwick the Kingmaker as he prepares his army for the War of the Roses.


way they see the world. Julia said: “We’ll pick ideas from the strangest of places. We would take pictures of everything. It may be that fi ve years down the line you will then look at something again and go ‘oh, we can add this in’.” However, it was not just a fl are for


creativity which followed the pair, but a keen, precise eye as well. Julia described driving down the M6, looking at vans and how they would often ask themselves if the signage on the van was straight. Paul made humorous mention to his


local Co-op, and how it would drive him mad reading the sign ‘Co-op High Street’ knowing every time he read it, he noticed the ‘S’ was upside down. He said: “Most people would never know, would never notice it. I look at it and see it instantly. That is a trait of the sign industry.”


The Kingmaker displayed at Warwick Castle However, it was not just Warwick


Castle which was mesmerised by the impressive grandeur of Rapunzel’s tower. Representatives of a crazy pirate golf course were also entranced by the couple’s statement piece and enquired after their services as a result. The show fi rmly established Paul and Julia not only as knowledgeable sign makers, but as knowledgeable sign makers with a marvellous creative fl are. It’s clear to see why. When talking about their creative


inspiration, Julia said: “We love theatre as well. We’ll go to a show and go ‘how have they done that?’ Or we’ll watch the lighting and go ‘that would work well’, picking up those bits from our theatre background as well, to know the materials that can be used.” Paul added: “It really is the creative side that drives me on.” What was also made clear by the pair,


is that the creative passion never leaves, it is not something which can simply be turned on and off, but is something which becomes embedded within the


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What makes a good sign? In line with acquiring traits from the industry, the two seasoned professionals offered advice on what makes a good sign, to which Paul said: “People tend to try to make things too big and they don’t understand negative space.” Paul’s advice for budding sign makers


was to look toward packaging for inspiration. He stated: “Packaging has prioritised its message really well. It’s all about prioritising the message.” A duty often neglected is a responsibility to manage and organise the space, fundamentally establishing what section of the text becomes the priority. Is it the company’s name, the trade, an image? Interestingly, Paul explained the theory


on Neutral Layout, with the basics being to make a sign which looks like a face. Paul explained that the reason behind this is because: “When we’re speaking, we’re looking at each other’s eyes. We’re naturally programmed to do that. So, if we put the eyes as the priority in the sign, then it all fl ows.” He then stated: “We’ve got so much


visually competing with us for our attention every day and you’ve got to be able to know what a sign is telling you in a split second.”


Western Signs’s co-owner and sign maker Paul Hughes


The pair advised for anybody new to


the industry to research into the basics of graphic design, saying: “It’s too easy just to input something into a computer and let them do it for you.” It should be you leading the computer, not the computer leading the business.


Advice for those breaking into the industry To end, Paul and Julia offered advice for those hoping to break into the industry or those already in the industry who were wanting to evolve as sign makers. Julia’s immediate response was: “Don’t give up. If things seem hard, don’t give up.” Paul added: “There’s days where you


would do nothing else in the world than what it is you do, and there’s days where you could gladly give the keys to the business to the next person who walks through the door.” His sentiment couldn’t have rung truer to Julia’s. I asked Paul and Julia about fi nding a harmonious balance between work and leisure, and about where they saw the future of Western Signs heading, to which the couple responded: “We actually enjoy working, we’ll probably still be working beyond retirement age because we like it that much and neither of us can just sit at home and do nothing.” Overall, their philosophy on sign making


parallels what they state to be their approach to customers: a combination of old fashion craftsmanship and a modern day approach to solve any challenge.


If you would like to feature in our next Sign Maker Profile, please get in touch by emaiing editor@signupdate.co.uk


July/August 2024 |55 |


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