GSI Pawn Shop is a family business run by my friend, Kenny. They’ve been in business for nearly 45 years. A few months ago he contacted me about updating the sign. Kenny and I share a love of cool old neon, but city laws wouldn’t allow it. The existing sign is grandfathered in, he can use the existing frame for new signage, and he can make repairs, but that is about it, no new construction, and he can’t add on any elements. The highlights of the brief were: something clean and legible from a car driving at 35 miles per hour, a hint of cool mid-century, but not so much that it looks dated. After some discussion, we came up with a plan for something with a clean, classic font, something bold and simple, and a bit of retro flair to give it a vintage flavor.