The drive from El Paso to Marfa, Texas is rather unremarkable. You drive past mountains and flat desert land. You go through some very small, sparsely populated towns. You drive on a few two-lane highways, praying that you don't get a flat tire because you may not see someone for hours. But then you get to this sign for Marfa and you get excited.
You get excited because this sign looks new. This sign looks bold. This sign looks like you might be coming up on a fun city. And you would be correct. Marfa is an eclectic town with contemporary artists setting up shops all over town.
It was this sign that introduced me to Marfa. First, I like the color combination that the designer used. I think the red and light blue is a contemporary combination. In addition, the blue, red and tan speak towards the environment; the sky, ground, and vegetation, respectively. The black background stands out against the bright blue sky.
Second, the images caught my eye. The images are detailed, but not too much where you can't figure out what you're looking at while going 70 mph on the highway. The cowboy and steers represent what the land is used for way out in Far West Texas and the desert grass and mountains depict the terrain. The images are one color which further enhance the simplicity and ease of viewing.
Lastly, the typography grabbed my attention. The heavy, bold typeface is easy to read from a distance. The serif detail gives it a western feel that speaks to the region. Using only capital letters was important for the viewers; it is very easy to read quickly. The use of different font sizes makes the sign interesting, as does the small piece of text that is oriented vertically.
Marfa is a town that I certainly want to visit again. There is a great mix of old history and new art that I would like to explore more. And I know that I won't miss the exit for it because there is a great eye-catching sign along the highway.
