Signs: An Oracle of Good Business

Even as society delves more deeply into conveying information electronically, real-world communication’s importance perseveres. The large sign ordered by Oracle, the prominent, cloud-computing, enterprise-resource-planning (ERP) software firm, provides a strong testament to this.
At its headquarters, located within San Jose, CA’s PriceWaterhouseCoopers building, the company has ordered a 17-story graphic that trumpets Oracle’s status as the “#1 Cloud ERP” provider. And, to demonstrate its dominance, the sign also juxtaposes Oracle’s number of employees, 1,675, against competitor Workday’s 150.
Predictably, residents and city officials are loudly voicing their objections. There’s always the contingent for whom signage is Public Enemy #1.
The timing of the wall wrap’s installation isn’t accidental. Next month, Super Bowl 50 will be played at Levi’s Stadium in nearby Santa Clara, and Oracle wishes to convey its status before a live, televised and virtual audience of millions focused one of the world’s largest sporting events.
San Jose Mercury-News writer Scott Herhold railed against the sign in a January 11 column. He writes: “The question here isn’t free speech, or even a little gentle fun before the Super Bowl. At bottom, the question is one of taste. The Oracle sign is just one more assault on our senses, from advertisers, who have already grabbed street corners, bus exteriors and airwaves. How much value does Oracle derive from thumbing its nose at the sign ordinance and our sense of harmony?”
The Woodland (CA) Daily Democrat took a different view: “Silicon Valley companies stepped up to make the Super Bowl bid successful. It would be terrible to limit their promotional opportunities – and the city’s opportunities. The graphics make downtown memorable, too.”
An editorial in the Mercury-News referenced San Jose mayor Sam Liccardo’s proposal that the city place a moratorium on sign-ordinance regulations for special events. Long-term, he advocates developing less restrictive sign rules; Kim Walesh, San Jose’s economic-development coordinator, echoes this view.
Although the game will be held in Santa Clara, San Jose will enjoy ample exposure. Its downtown Marriott will host the NFC’s Super Bowl representative, and the team will also practice at San Jose State’s Spartan Stadium. And, an Opening Night event at San Jose’s SAP Center will welcome both teams, fans and the media.
Mega-sized signage isn’t appropriate in all places, nor in all occasions. But, when opportunity arises to tout your products and services before a global audience, regulations shouldn’t force those ambitious enough to seize the chance to sit on the sidelines.
And, speaking of taking advantage of an attentive audience, don’t forget to enter the 2016 International Sign Contest! The deadline is just seven days away.