environments splendor, the company commissioned designs from four leading sign makers in Japan, final- Morita’s home movies of the neon lights and billboards of Broadway were the inspiration ly settling on one which would weigh in at 2.5 tons, and measure 32 by 35.5 feet. The lighting behind Sony’s first neon sign. Each was striking in its own way: the famous Camel sign, with ceremony took place on a freezing evening in December 1957. The assembled employees its smoker puffing out perfect smoke rings; Pepsi Cola’s showpiece, with its hundreds of thou- waited, wrapped in blankets, to see the sign illuminated. At 5:01 p.m. Ibuka threw the switch, sands of lights; and Admiral TV’s news flashes, to name a few. Resolving to match these in the neon Sony sign sparkled against the evening sky, and the world of Sony retail came to life. 4.1 p. 77 Sony must build a cohesive visual language retail at retail. As noise levels increase, less is more. The way into the consumer’s mind is through clarity, focus, and simplicity.