OAK LEAF STEAM BATHS

Inside the window of the Oak Leaf Steam Baths is this sign which delivers 3 pieces of information. First we have hours of operation (24hrs). This bold sans-serif slightly oblique font uses both upper and lower case and has a friendly and inviting feel. Next we have a slogan proclaiming this establishment’s superiority and longevity. Here the type is an old-fashioned script that may have been in use at the time of the Bath’s inception in 1939 - use of this type conveys reliability and a sense of tradition. The third piece of information indicates additional services that one might not normally expect from a steam bath (all night rooms). Here the use of an Art Deco typeface with a mix of upper and lower case is casual and friendly, but unlike the first line, there is an attempt at a more modern feel - possibly to appeal to the folks who may not be responsive to the traditional establishment connotation of the second line. The sign sits at eye level and is hard to miss as you are walking by. The signage is targeting three specific types of clientele. The first being those who simply need a place to go (24hrs), those who are looking to have a traditional steam, and those who are looking to hook up with someone. Even though this sign is not terribly “designerly” it succeeds in delivering specific messages to specific patrons.

Angela