You're driving down a long, monotonous highway, watching birds and bugs dive-bomb your formerly clear windshield. Suddenly a billboard catches your incredulous eye: "Just a few more bug splats until…" followed by the logo for a local casino. Smiling at the synchronicity, you continue your journey in an upbeat frame of mind.

This is signage at its best: creative, compelling, and right on target: anyone driving down a freeway for any length of time becomes a magnet for misguided flying insects. But rarely do you see a large sign echoing this truth.