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If space dosen´t permit a long city name shorten it to something everyone will understand. For example [[Amsterdam]] could be '''A'dam''' and [[Hamburg]] could be '''HH'''.
Signs don't just have to list a place - Much success can be had (in the proper setting) with more off-the-wall signs like "We're Awesome!", "Free Cookies!", "Runaway Bride" or even "Not Far", etc.
Artwork on a sign can also be helpful, particularly if there are simple images that are commonly related to your context. For instance, when hitching out of Austin, [[Texas]] (home of the Longhorns, which are absurdly popular there), adding a Longhorns logo to the sign was a big improvement.