My theory about signage and typography has been proven true countless times. It predicts that no matter how perfect a new business is set-up, if they use a questionable font for their signage, the business will suffer and eventually close within six months. Okay, maybe it can take up to a year, but inevitably it comes true, I swear. Unfortunately, in most cases signage has become a thoughtless second to other branding materials. But artful, hand-painted, hand-crafted signage was once the shining star.