OK, most people agree that the "sign" or maybe design is not doing what it is supposed to be doing. Maybe some clipart of ladders chainsaws tools, etc may help but as it is, it is just a big pretty mass of shapes and colors gone wrong. If the people who read SignCraft would study the articles by Bob Behounek and keep studying closely his pencil renderings they will see what an "advertising sign" is. We all agree that every newbie should study "Mastering Layout" ON THE ART OF EYE APPEAL, and then stilll get carried away on the computer. Mike Stevens was a sign painter and as such when you sit down and lay out lettering and then paint it by hand you have time to feel the spacing and design of lettering and overall design of color importance and importance also of primary and secondry copy.
Computers are too quickly used to notice kerning etc. but hey! don't worry about things like that, because it makes it too slow to make enough profit because we did not put enough money on the job, and besides the customer would never notice anyway...
All I was trying to state is where does a "graphic Design" end and an "advewrtising sign" begin.. Lets go back and look at some real stuff from Bob Behounek, Chester Cunningham, Gary Anderson etc. etc. Even if you want to go further back then Ralph Gregory and L.A. Doust set good standards.
Today, Dan Antonelli and many others too numerous to mention have bought the trade up to the modern millenium, but old standards still apply.