The Man Behind Madison’s Iconic Signs

You’ve most likely noticed Dan Yoder’s handy work when driving through Madison. His company, Sign Art Studio, is responsible for the city’s most iconic signs: the huge new Orpheum marquee on State Street, the classic restored Badger Liquor sign a block away, the elegant, retro cool-looking Harvey House sign, and hundreds more. Bianca Martin sits down with Dan Yoder and finds out just how one becomes a “sign guy”, how many light bulbs it took to make the new Orpheum theater sign and why good design endures.

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