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The Forest and The Trees

The massive, rough-hewn Sequoia National Park sign.

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This massive, rough-hewn Sequoia National Park sign pays homage to the towering trees that populate California’s Sierra Nevada mountains, originally home to the Monache, or Western Mono, indigenous people.

rough-hewn Sequoia National Park sign

Another look at the rough-hewn Sequoia National Park sign.

Jeff Russ is a content studio manager for SmartWork Media and was the senior art director of Signs of the Times from 1996-2021. A graphic designer and illustrator with an interest in sign design and sign history, Jeff documents important, interesting and notable design trends in the sign industry as a contributor to Signs of the Times. He has written dozens of features for Signs, and his column, Design Matters, was published for more than a decade.

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