What’s in a Sign?

Grandfathered Exterior Sign, Arketype

Grandfathered Exterior Sign, Arketype

“And the sign said,
‘Long-haired freaky people
Need not apply.’
So I tucked my hair up under my hat
And I went in to ask him why.
He said, ‘You look like a fine upstandin’ young man.
I think you’ll do.’
So I took off my hat and said, ‘Imagine that.
Ha, me workin’ for you.’ ”

Whoa, sign, sign.
Everywhere a sign.
Blockin’ out the scen’ry.
Breakin’ my mind.
Do this. Don’t do that.
Can’t you read the sign?”

Ah, the words of the Five Man Electrical Band from 1970. Back then, as it is still today, signs are just as important to keep order, as they are to keep “order!” When we purchased the Grace Presbyterian Church and renovated it into our offices, it came with a signpost along Monroe Street. According to Wisconsin DOT, Monroe Avenue’s annual average daily traffic count is well over 10,000 vehicles per day. That’s a lot of look’n! Giving that figure to our controller Kurt Anderson, he promptly worked it out to 416 per hour and 6.9 per minute year around 24/7!

So what do you do with that kind of opportunity? According to President Jim Rivett:

“This little old sign once communicated the preacher’s weekly sermon topic but now is used as a sustainable marketing vehicle, not only to promote the Arketype brand but to illuminate the many partnerships Arketype adopts for investment clients (not-for-profit) partnerships.”

How does that work? We have a sign that should be used to identify Arketype’s offices to clients and suppliers but it does not always do that literally. Our signature building helps; we are one of four main buildings on Jackson Square in downtown Green Bay. The Lutheran and Methodist Church are located on the north and south, the YWCA on the west and we are located on the eastside of the square, easy to find. And being such that our clients and suppliers see our offices as a destination, and that we do not rely on street traffic to maintain our business, the sign lends itself to going beyond the traditional use.

“What a wonderful way to have fun with a brand message and swap it out, changing and morphing it so the daily ‘drive by impressions’ are greeted with something new and informative,” says Rivett. “People get to witness the power of the Arketype brand at street level. What can be better than that?”

So yes we might be “block’n out the scenery” and break’n into minds, but this signpost has been doing that for over 90 years. Let the tradition continue!

Paul Meinke
See what else we’ve been up to at:


~ by Paul James on November 14, 2008.

2 Responses to “What’s in a Sign?”

  1. The website rocks!

  2. Can’t wait to check the inside and celebrate your victory over the Highest Emperor someday !
    Now, the name perfectly aligns with the place.
    Please, make this font bigger!

    Marta – Polish girl in Green Bay,hoping one day to be a part of big A.

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