First, there was nature. Reading water, a crescent moon, tree growth patterns, and bird migrations, constellations that point to the North Star. Then, there was signage. ‘You are here.’ ‘Go this way to get to your destination.’ ‘This is the name of this business and these are the goods and services they provide.’ Next, digital signage. Interactive kiosks. Mobile accessibility. Real-time updates and customization. Time-sensitive emergency messaging. So, that’s it, right? From natural to analog to digital, the evolution of signage and wayfinding is now complete, right? Well, not quite so fast.