The large "3" cut out, along with the bright orange color and the large square light fixtures in the ceiling catches people's attention and conveys necessary information. At the Barbican Center in London and designed by Cartlidge Levine.:
http://thrivenowforyourfuture.com/ I love this. Look how they use nature as a canvas with the negative shapes in the subject matter. Very creative. You have to look at the billboards. I would of added a bit more direct response to it, but it is beautiful branding.