Developed signage.

During the progress surgery with lorenzo it was agreed that the previous mock ups of the exterior signage wasn't really working and it needed to emphasize the 'big' idea.
I mocked up the ideas below but I still wasn't really 'sold' on it.

I then went on to produce the following ones, which I think works a lot better. Even though there is quite a lot of negative space on the pencil one, I don't feel that it needs anymore.

I also produced some more signage examples using continuous line arrows - again, I feel they work quite well.