I saw this billboard when I was rushing to class at Parkland one day and thought it was pretty clever. I had no idea it was actually a billboard for Parkland College until I went back today to take a picture of it. The design is contemporary but references some of the typographic work that Herb Lubalin did in the 60's and 70's. He was able to mess around with type in ways never dreamed of until the development of phototypesetting in the 50's allowed designers to use type in more creative, interesting ways.
It's a little difficult to see in this picture (cell phone quality!) but there are two font colors. "You" and "matter" are in black and the rest is in green. Kind of clever, huh? You do.....matter. Really.