A new electronic traffic message sign was up, warning me of a delay ahead. Bare orange, very functional design, basically just whatever was needed to hold up the big black sign with its electronic orange characters to give the message.

Sort of surprising. I thought with all the naming/advertising frenzy going on, with companies buying the rights to naming stadiums and other facilities, buying the rights to name a construction sign or advertise on it would be a no-brainer. “You deserve a break today. Stop at McDonald’s after you’re through this mess.” Then Micky D can add two golden arches to the sign.

More inventive and creative types will go the old Burma Shave route.

“You’re trapped in a car. Surrounded by tar. Fortunately for you, Starbucks isn’t far.”

What names would you expect to see advertising on or naming electronic traffic message signs?

“Orange cones put you in mind of anything? Dairy Queen is ready.”