When was the last time a speed limit sign made an impression on you?

Note that I didn’t ask about the last time you noted a speed limit sign; anybody who drives a car has to take note of the speed limit. But when was the last time you really thought about the speed limit?

For me it was when I passed this sign. It’s located on a quiet street near my office, and the first time I passed it I did a double-take.

Why 18 mph? Why not the more typical 15 or 20 mph? I’m sure the traffic engineers who work for the city could provide a whole host of reasons why the sign should conform to traditional standards. But really, why? Is it just because that’s the way it has always been done?

I was not only taken aback by this sign, I thought it was charming. And it made me think about why the speed limit is 18 mph (it’s Bicycle Boulevard, that’s why). In other words, because it was different it was engaging. Because it was engaging, it encouraged me to complete the mental picture. And because I completed the mental picture, Mountain Road will be that much safer for bicyclists (and everyone else, for that matter). Mission accomplished.

I never thought I’d call a speed limit sign–with all its inherent limitations–a great ad, but I think this one is. And I think it can be an inspiration not only for ad guys like me, but for anyone in business.

I say we go and do likewise.