This Air Canada Club sign is a good example of a good sign.
The principle is:
Say what you do, not what you won’t do.
So, here we’re saying, “We welcome you from 5am to 8:45pm.”
It isn’t, “We’re not welcoming you after those times”, or “We’re closed after these times”, but “These are the times that we are welcoming you”.
Principle: Say what you do, not what you won’t do.