In the world of sign design, innovation, creativity, and technical execution set leading projects apart. Each year, the World Sign Associates Coolness Competition highlights the best in custom signs across North America, recognizing sign companies that push the boundaries of design and engineering.
As a respected Chicago sign company, Parvin-Clauss Sign Company has earned recognition for its contributions to this prestigious competition, showcasing expertise in sign design, sign engineering, and large-scale project execution.
What is the World Sign Associates (WSA) Coolness Competition?
The World Sign Associates Coolness Competition is an annual event that celebrates the most innovative electrical signs produced over the past year. Winners are selected by WSA members and endorsed vendors, representing some of the top talent in the sign industry.
Entries are judged across several categories, including freestanding signs, wall signs, refurbished signs, and potpourri, along with an overall Best in Show award.
The competition evaluates projects based on creativity, complexity, craftsmanship, and the ability to deliver impactful visual experiences through custom signs and advanced sign engineering.
Parvin-Clauss in the 2025 Coolness Competition
In the 2025 competition, Parvin-Clauss continued to demonstrate leadership in sign design with the IMD Gateway Sign project in Chicago.
- This large-scale wayfinding project required a full design and build approach under tight deadlines, as the sign needed to be completed ahead of a major national event.
- The ability to deliver on schedule while maintaining high standards of craftsmanship reflects the strength of Parvin-Clauss as a Chicago sign company.
- The sign features three twelve-foot fabricated aluminum letters with substantial depth and decorative detailing.
- It is mounted on a large illuminated base with routed and push-through acrylic elements, creating both visual impact and functional clarity.
- Customizable LED lighting enhances visibility and allows for adaptable color schemes, demonstrating how modern custom signs can combine branding, flexibility, and performance.
Not the First Time: 2024 Winner in the "Potpourri" Category
Parvin-Clauss Sign Company earned recognition in the 2024 WSA Coolness Competition for its In The Game project, entered in the potpourri category.
Coolness Competition “Potpourri”Category
The Potpourri category is one of the most dynamic segments of the competition, highlighting projects that do not fit into traditional classifications such as wall signs or freestanding signs. Instead, this category celebrates highly creative, hybrid, and experiential sign design that blends architectural elements, branding, lighting, and engineering into a single immersive installation.
Projects in this category are often judged on their ability to push boundaries, integrate multiple design disciplines, and create memorable environments rather than standalone signage.
Parvin-Clauss’ In The Game at Liberty Mall
Our In The Game project exemplifies these qualities. Located in Cincinnati’s Liberty Center, the objective was to design a custom sign that functioned as more than identification. The client wanted a bold, immersive feature that would reflect the energy of the entertainment venue and draw visitors into the space.
The result was a striking portal-style structure that mirrors the shape and angle of the In The Game logo. The geometry required precise alignment and advanced sign engineering to ensure both structural integrity and visual accuracy. The high level of structural work highlights the difference between conventional signage and experiential sign design, where the installation itself becomes part of the overall concept.
Lighting played a central role in the success of the project. The sign incorporated addressable Allanson RGB LED technology, allowing for dynamic color changes and programmable effects. These lighting elements were housed within static cabinets and enhanced by the integration of stackable Stax EMC products, creating a seamless and visually engaging display.
Award-Winning Design
The combination of bold form, advanced lighting, and precise engineering resulted in a custom sign that captures attention and reinforces the brand’s identity. It transforms the entrance into an interactive visual experience, aligning with the entertainment-driven atmosphere of the venue.
Recognition in the potpourri category underscores Parvin-Clauss’ ability to think beyond traditional sign design. By merging creativity with technical execution, the company delivered a project that stands out among some of the most innovative custom signs in the industry.
Key Criteria in Award-Winning Sign Design
Projects recognized in the Coolness Competition share several defining characteristics that align with best practices in sign design and sign engineering.
- Creativity and originality are essential, with designs that stand out visually while aligning with brand identity.
- Technical complexity plays a major role, particularly in projects that require advanced fabrication, structural considerations, or unique installation environments.
- Material selection and durability are critical, ensuring that custom signs maintain their appearance and performance over time.
- Lighting integration is another key factor, with LED and programmable systems enhancing both visibility and visual appeal.
- Execution and installation quality ultimately determine how well the design performs in a real-world setting.
Parvin-Clauss consistently meets these criteria by combining design expertise with engineering precision and reliable installation practices.
Advancing Sign Design Through Innovation
Recognition in the WSA Coolness Competition reflects more than a single project. It highlights a company’s commitment to advancing the field of sign design through innovation and collaboration.
As part of a network that includes more than 150 sign manufacturers and suppliers, WSA members represent the highest standards in craftsmanship and business practices.
Parvin-Clauss leverages this network while continuing to lead with its own capabilities in custom signs, from concept through completion.
Why It Matters for Clients
For businesses and municipalities, working with an award-recognized Chicago sign company provides confidence that projects will meet both creative and technical expectations.
Whether developing large-scale wayfinding systems or branded architectural signage, clients benefit from a partner that understands how to balance aesthetics, engineering, and functionality.
Parvin-Clauss Sign Company brings this expertise to every project, delivering custom signs that not only meet client goals but also stand out within the industry.
Partner with a Proven Chicago Sign Company
Parvin-Clauss continues to set the standard in sign design and sign engineering through award-winning work and consistent performance. Participation and recognition in the WSA Coolness Competition demonstrate the company’s ability to deliver innovative, high-quality custom signs on a national stage.
For organizations seeking a Chicago sign company with proven expertise, Parvin-Clauss offers the experience, creativity, and technical knowledge needed to bring complex signage projects to life.
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