4. Sephora

Sephora’s black and white signage competing with all the bling around

The ubiquitous beauty and cosmetics store Sephora is known for its white sans serif name set on a black background. Even at high end malls like The Mall at Columbus Circle, the store simply illuminates the side walls with its iconic stripes and “S” logo. In Times Square, the Sephora sign is accompanied by a lavish three-dimensional backdrop emphasizing the brand’s S-shape logo with offsetting black and white horizontal lights.