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This document discusses concepts for signage and branding in a grocery store co-op. It summarizes existing signage solutions, proposed concepts using different fonts and colors to distinguish departments, and initial concepts for using pillars to promote brand messages. The design goals are to reduce visual clutter, create a modern and relaxing shopping environment, effectively use color, communicate brand values, and respect cost implications for rolling out new signage solutions across stores. Initial concepts explored fonts, color palettes, example images, and pillar designs to meet these goals.