As Marshall McLuhan expounded, "The medium is the message." For some signs, their very structure constitutes part of their message. No longer is a sign a substrate for words; it becomes the iconic format that shape words. The historical roots for signs with symbolic shape are deep. During the European medieval times, most of the population was illiterate. At this time, pictorial signs proliferated as business identities. Now, however, these signs attract attention because of their unusually large scale and three-dimensionality.
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