Head on, from under it — only the fascia is left

Plan: how far it stands off the wall

The blade

One word down the street, the rest across the front

What runs down it

The sign

Blade

Projection

Fascia

Height

How it is lit

Show the brackets and the wall

The projecting sign is the one piece of a building that is addressed to the street rather than to the person in front of it: it is read at an angle, from a long way off, by someone walking past. So it carries one word set as large as the blade allows, and the fascia across the front carries the rest — the full name, the dates, the door. The blade is the only place the mark is allowed to break its own line: one letter to a cell, reading down.