I’ll be the first to admit it: I’ve been dragging my feet on a specific project for quite some time. In the grand scheme of running a newspaper, I never gave much thought to what a sign in front of an office really means. To me, they were always just functional — simple markers to tell passers-by what a business is and where the front door is located.
I took them for granted until I was tasked with actually making one happen.
The journey started with a suggestion from Patrick Graham. What I thought would be a quick “order and hang” task turned into a deep dive into the world of signage. I spent hours researching materials — balancing durability against aesthetics — and calling around for quotes. It turns out, there’s a lot more strategy to a sign than meets the eye.
I shopped those quotes around, comparing everything from frame size to weather resistance, because if we were going to put our name on the building, I wanted it to last.
The design phase was where things got personal. I knew from the start that our mountain sunrise logo had to be the centerpiece, accompanied by our phone number. But I found myself experimenting with various iterations. I even went as far as designing versions that incorporated the U.S. flag and the Gadsden flag. For many of us on the team, those symbols represent the very spirit of the work we are doing — fighting for transparency and independence. Ultimately, though, I decided on a clean, classic look: our logo and contact info framed by a bold, thick black border. It felt professional, permanent, and ready for work.
Friday, it was finally time for the “heavy lifting.” I opted for a self-install and convinced one of my sons to help me out. To be fair, he did about 90% of the actual work while I took my job as “chief ladder safety officer” very seriously.
When the last screw was tightened and we stepped back to look at it, I wasn’t expecting the sudden flood of pride and satisfaction that hit me. I snapped a few photos and sent them to our office group text, and the digital cheers from the team were immediate.
To me, Patrick, and the rest of our staff, this sign is more than just a landmark for the GPS. It’s a flag planted in the ground. It’s a symbol of our commitment to restoring the kind of local journalism this community has been missing — the kind that shows up, asks the hard questions, and celebrates our neighbors.
We’re already making plans for a ribbon cutting and an open house once we finish a few more office updates. I’m even looking into getting some Leader gear made for the team and our loyal readers so you can represent the home team, too.
They say if you’re looking for a reason to finally take the plunge on something, you should “wait for a sign.” Well, here it is — literally — and it’s telling you it’s time to follow The Leader.
We truly can’t do any of this without you. Thank you for keeping the spirit of local news alive. If you see news happening in our community, give us a call at 256-907-0077. (Our voicemail system is pretty slick — it dictates your message into an email and sends it to us immediately.)
You can also reach us at [email protected].
For subscriptions or advertising inquiries, feel free to reach out to me directly.
Jonathan Bottomlee is the advertising director of The Sand Mountain Leader. Contact him with advertising or circulation inquiries at jonathan@ thesandmountainleader.com.
The Sand Mountain Leader put up its sign outside the office on Highland Avenue, just a block off U.S. 431 North. Look for more ways to interact with the newspaper in the coming months. Photo by JONATHAN BOTTOMLEE l The Leader
