GOALS AND CRITERIA
Make the signature as brief as possible (fewer lines)
Include only essential information
Best effort to standardize across all users, email clients, apps, and devices
Consistency with brand identity and standards
Signatures should never be attachments
CONTEXT AND BACKGROUND
Communication tools have evolved (e.g., zoom direct phone number)
We have not had good success standardizing signatures (users, devices, platforms)
We have opted for black text because color is unpredictable (quote level, hyperlinks, etc)
Signatures often appear multiple times in close proximity in a thread (benefit to brevity)
COMPANY NAME AND LOGO BASICS
"JENSEN" is approved usage (as a logo or general communications)
"Jensen Architects" is approved usage (in body text or when logo is not used)
"JENSEN Architects" is no longer approved. Please discontinue this usage.
"Jensen Architects Inc." is used for all legal documents and contracts.
“JA” is an approved shorthand abbreviation in project communications.
BRAND IDENTITY COMMENTARY
You will have all noted that we have removed the “logo” from our website and are now using non-branded text for the company name. The design idea there is to downplay branding on the website, and let the work be the visual interest of the site.
For new email signatures, we are taking a similar design approach. The signature is intended to read as part of part of the text of the email, rather than as a separate branded element appended to the end of the text.
We have opted for "Jensen Architects" usage for company name (with a hyperlink to our website)
On other collateral we will continue to use the JENSEN logo and usage in writing. Brian, our graphic designer, has advocated for a “context-based” approach to logo and firm brand identity, rather than using the exact same approach in every circumstance.
SET UP INSTRUCTIONS (GMAIL)
Open Gmail web interface and go to Settings (gear icon)
Select "see all settings", then scroll down to Signatures.
Type in the information in the Signature Settings (rather than cutting and pasting)
Select “San Serif” font and select "Normal" font size.
Put your titles and affiliations on same line as your name.
On the company name, add hyperlink to website.
Next remove the blue color on the hyperlink by highlighting it and selecting black text color.
Then make the company name Bold.
Use your Direct zoom number, not the extension number (and use recommended punctuation)
No need to add general office phone number.
Insert a line return at the top before the signature text (for pre-spacing in email)
Check the box to remove the “double dash” (“Insert signature before quoted text…”)
Save Changes.
EXAMPLE
Jen Redel, LEED AP BD+C, Associate
Jensen Architects
Direct: (628) 600-7560
SET UP INSTRUCTIONS (MAC MAIL)
Select "Preferences" in Mail
Go to "Signatures"
Type (don't cut and paste) signature per instructions above.
Check the box that says "Always match my default message font (Helvetica 12)"
SIGNING-OFF
No double dash or line separator (to avoid the dreaded double-double dash, etc.)
Consider the signature as part of the body text (same font, no separation)
Choose sign off phrases thoughtfully (consider something more personal than "best" or "best regards")
Sign off with your name to make it more personal, or just let your name in the signature be your closing.
NYT article about signatures
NYT article about sign-off phases
OTHER CONSIDERATIONS
Make sure you have set up the "Default text style" in Gmail settings (Sans Serif, Normal, Black)
Make sure your "Vacation responder" also has these same settings.
Your choice whether to set up work signatures on your mobile phone or tablet.