This is a standard sign for all photocopier and allied services in the old business district of Mumbai. You will find numerous of these services in bylanes of this district. We are not sure how this came about, or if one shop started this and others followed. It is most effective as it draws attention to the services they offer and is a no nonsense communication. This font based approach, bold yellow background colour and black text is now practised across graphic posters around the world and hence we think it’s interesting that this came about less as a design expression and more as a business that needed to establish itself.