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A signage is a symbol or word whose function is to provide: direction, identification, information, orientation, warning, regulation and restriction. 
Let us for a moment consider this question. What would the world be like without signage? Or can you imagine a world without signage? 
Imagine a first-time visitor to Nigeria at the Murtala Mohammed Airport and forced to navigate his way without signs at the Arrival Hall. Nothing to indicate or direct him. He manages to find his way out of the Airport on to the road without signs, buses without destination and directions, no road markings, no street markings, nothing to indicate taxis, trains, etc. 
Imagine no markings on the Aircrafts. You want Bellview to Abuja and you boarded Aero contractor to Benin . I tell you, the world would be a disaster – A Blind World. These scenarios capture the importance of signage. 
According to “Philip Kotler” Marketing Communication can be described as the means by which firms attempt to inform, persuade and remind consumers – directly or indirectly – about the products and brands that they sell. In a sense, marketing communication represents the “voice” of the brand and is a means by which it can establish a dialogue and build relationships with consumers. 
Establishing a dialogue – This is exactly what a “No parking sign”, “No smoking sign”, “Floor directory sign” etc perform. 
Imagine if there are no directional signs on our roads, how difficult do you think it would have been to control traffic? The world would have been in total disarray. Differentiation of one product from another is made possible due to signage. Our Wrist Watches, Television sets, Sound system, Automobile, etc are all signed. 
The biblical three wise men were directed to the Saviour’s birthplace by a sign – The Northern Star. Without the direction of the star, they would have most probably lost their way. It was their guide, their means of communication that led them safely and correctly to their destination. 
One of my early childhood memories is being in the car with my father and siblings and playing the street name game. Basically this involved who was fastest in calling out the name of any street we were on. We got the names of the streets either through the regular street signs or the individual business signs. 
I learnt early in life that signs were an important means of information and direction and that if I paid attention to their detail, I would always find my way. 
LASAA has done a great job in Lagos State with the standardization, beautification and regulation of signs. However, you will agree with me that we have not even scratched the surface when we compare signs in Lagos State - for example, with what we see in places like London, Las Vegas, Tokyo and other cites in that category. 
For us to reach our goal, all concerned i.e., sign Manufacturers, Architects, Engineers, Regulatory Authorities, etc must partner together. Unfortunately, some of the signs for both corporate bodies and government establishment fall short of the international standard for effective signage. 
To correct this, there is need for concerted and unrelented effort on the part of sign owners to ensure that a sign is meant for illumination, illuminates at night. Maintenance of signs should be carried out regularly, replacement of signs when necessary should be carried out too. 
In conclusion, it must be noted that signage is the hallmark and the oldest medium of marketing communication. Nearly 5000 years back, Hieroglyphics appeared on obelisks to direct travelers. 
Sign is a conventional mark or device having a recognized and definite meaning and used in place of words. Man has been using it as a tool of communication since creation. 
By the late 19th century, advertisers began leasing space on wooden boards to place their messages, which were known as “BILLS”. This method of advertising bills on boards was soon referred to as billboard advertising, term still widely used today. 
In the modern times, signs have become inseparable from scientific and economic growth and have acquired a special place and its use has increased tremendously. New technologies in sign making and realization of power of signage have made media planners to take it as an important part of campaigns.