Photo 01: The signage for Larry’s Fine Jewelry Inc. does not convey the image of a fine jewelry shop. In fact, the sign reminds me of an “Arts and Crafts” store I used to have in my neighborhood. (It had the same font.) To me, the font they used seems too casual, informal, and bold. I’d imagine a Jewelry shop to be more elegant, pretty, formal. Therefore, I would suggest a more formal typeface such as a Modern Serif or even a Script serif as long as it’s a simple script that’s easy to read.

Photo 02: Weirdly enough, the first thought that came to mind was a restaurant, but it feels too broad to be a sign for a restaurant. I think this could belong to a small local business because of it’s simplicity (word-wise). Perhaps this is a merchandise or a carpenter shop. (I have to say it is a little weird to read with the cross-hatched shadow behind the letters.)