The above photograph depicts a sign which appears to be located at a higher level compared to the other signs in the area as it appears to be almost the same height as the street light in the background. This suggests that this sign can possibly be seen clearly from a further distance than other signs which may be located on lower levels. The signage makes use of the colour red, which is a vibrant and attractive colour which easily captures the attention of many viewers. On the sign, verbal and written linguistic elements are used to convey the message that this is the location of a restaurant. The words “The Rusty Lady” indicates simply the name of the shop and may appear vague as to what the main purpose of this shop is, however, we know its specificity due to the use of the word “Restaurant” at the bottom of the sign. The visual cue does not entirely aid in conveying the message of this shop being a restaurant as it is an image of an old fashioned bicycle. The use of this antique artifact may suggest that this shop may possibly be a collectibles shop, however this suggestion is refuted by the use of the word “Restaurant”. In the curve of the bicycle wheel, the telephone number of the shop is written in a red font as compared to the shop name is written in a white font. The use of the word “restaurant” and the telephone number are the written cues which obeys the function of the sign being informative. This information conveys the message to the viewers that the shop is a place to eat, and that communication with the owner is possible and encouraged, perhaps for specific services which may be available to the viewer. This sign is considered to be a bottom up sign, issued by a social actor,most likely being the shop owner. This sign may not entirely be helpful with regards to it’s visual element if we consider the aspect of a sign being informative, however, the sign does deliver the message to its viewers via its written element . Due to the present visual and written cues used on this sign, it is evident that the concept of multi-modality is adhered to.
