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To easily navigate through this Glossary, either click on the letter below that the word you are wanting to find begins with, or use your browser’s “Edit, Find” tool to search for a specific word.

A - B - C - D - E - F - G - H - I - J - L - M - N - O - P - R - S - T - U - V - W

A

ADVERTISING MEDIA: The means by which an advertising message is carried to potential customers; including Internet, magazine, newspaper, radio, signage and television.Return to Previous Location

AESTHETICS: A term dealing with form, design, and/or quality of construction of a particular sign, building, site or structure, that presents a judgmental statement concerning the level of beauty or artistic value.Return to Previous Location

AMORTIZATION: 1) In accounting terms, this refers to the method in which an intangible asset is depreciated over a specified period of time. 2) In terms relevant to signage and urban planning, it conveys the "grace period" beginning on the date a sign owner is notified that removal of a previously conforming sign has been ordered, and ending on the date removal is required. This process makes a structure, which was legally erected with all permits, legally non-conforming for period of time. After an amortization period, the sign becomes illegal and non-conforming. Amortization has often been found to be a form of regulatory taking. The legality of amortization depends on state law and numerous other conditions, and is frequently unenforceable.Return to Previous Location

ANIMATED SIGN: A sign depicting action, motion, light or color changes through electrical or mechanical means. Although technologically similar to flashing signs, the animated sign emphasizes graphics and artistic display.Return to Previous Location

ANNUAL AVERAGE DAILY TRAFFIC (ANNUAL ADT): Measurement representing the total number of vehicles passing a given location each day. These counts can usually be obtained from your State Highway Department.Return to Previous Location

AWNING SIGN: A building mounted sign that provides additional functionality as shelter.Return to Previous Location

B

BACKLIGHTED LETTER: An illuminated reverse channel letter (open or translucent back) so light from the letter is directed against the surface behind the letter producing a halo lighting effect around the letter. Also referred to as Silhouette lighted or halo lighted.Return to Previous Location

BALLAST: An electrical device required to operate fluorescent lamps.Return to Previous Location

BANNER: A sign composed of lightweight material. Promotional banners include those used to announce open houses and grand openings, make special announcements, or communicate events. Ornamental banners use images or colors of a decorative nature.Return to Previous Location

BENCH SIGN: A sign located on the seat or back of a bench or seat placed on or adjacent to a public right-of-way. A type of street furniture.Return to Previous Location

BRAND EQUITY (Branding): The intangible, but real, value of words, graphics or symbols that are associated with the products or services offered by a business. Developing branding of a site includes the presentation of signage and architecture to create a unique awareness and memory by the potential customer of the products or services offered at that site. Brand equity for a particular business is similar to the goodwill of an enterprise.Return to Previous Location

BUILDING CODE: State and/or local regulations governing public health, welfare and safety of construction and maintenance.Return to Previous Location

BUILDING FASCIA: That portion of any elevation of a building extending vertically from the grade to the top parapet wall or eaves, and horizontally across the entire width of the building elevation, including slanted wall surfaces sometimes referred to as a mansard.Return to Previous Location

BUILDING MOUNTED SIGN: A sign that is applied or attached to a building.Return to Previous Location

C

CABINET SIGN: A sign structure consisting of the frame and face(s), not including the internal components, embellishments or support structure.Return to Previous Location

CANOPY: See marquee.Return to Previous Location

CANOPY SIGN: 1) A building-mounted sign functioning as a marquee. 2) A sign mounted on a marquee or canopy.Return to Previous Location

CHANGEABLE COPY PANEL: A section of a sign that functions like a changeable copy sign.Return to Previous Location

CHANGEABLE COPY SIGN: A variable message sign composed of individual letters panel-mounted in or on a track system.Return to Previous Location

CHANNEL LETTER: Fabricated or formed three-dimensional letter that may accommodate a light source.Return to Previous Location

COATED TUBING: Clear glass tubing, coated on the interior surface with phosphorus powder. Coated tubing produces a variety of different light colors, dependent upon the specific mixture of phosphorus powders utilized.Return to Previous Location

COLD CATHODE: 1.) Electric discharge lighting, which uses an electrode with a large metal mass to emit electrons. Neon tubing is a cold cathode type. 2.) Generic term employed to specify custom interior lighting produced through the use of larger diameter cold cathode tubing.Return to Previous Location

COLORED TUBING: Transparent glass tubing manufactured with color pigments, typically color examples include ruby red, canary yellow, green, and midnight blue.Return to Previous Location

CONFORMING SIGN: A sign that is legally installed in accordance with federal, state, and local laws and ordinances.Return to Previous Location

CONSPICUITY: The characteristics of the sign that enable an observer to differentiate the sign from its surrounding environment.Return to Previous Location

CONTENT NEUTRAL: TIME, PLACE and MANNER REGULATIONS: Consistently applicable non-discriminatory sign regulations that specify, without reference to the content of the message, when, how and where a sign can be displayed, with physical standards, such as but not limited to height, size and location, that allow the sign to be readable.Return to Previous Location

CONTRAST: The difference or degree of difference between things having similar or comparable natures, such as light and dark areas, colors, or typefaces.Return to Previous Location

COPY: The words or message displayed on a sign.Return to Previous Location

COPY AREA: Areas that enclose the actual copy on a sign.Return to Previous Location

COST APPROACH (Valuation): An approach to estimating the value of real property whereby the appraiser determines the production cost of the property, minus any accrued depreciation. This approach does not merely include the hard costs of construction, but includes all soft costs such as interest, permits, and fees. In sign appraisal this concept includes the cost of replacing the message delivered to viewers.Return to Previous Location

COST PER THOUSAND (CPM): Refers to the cost for an advertiser to send a message to 1000 receivers. The measure is calculated by dividing the amount of money spent for a given advertisement by the number of people exposed to it. (Based on this measure, signs are usually considered to be the least expensive form of advertising.)Return to Previous Location

COVERAGE: A marketing term that refers to the percentage of the total market population reached by an advertising message displayed in a given medium; measured at least once a month.Return to Previous Location

CUSTOMER ACQUISITION COSTS: Basic value calculation used to measure the cost versus return from the presence of signage; the cost of acquiring a customer.Return to Previous Location

CUSTOM SIGN: A sign designed, manufactured and installed to meet the requirements of a specific location.Return to Previous Location

D

DAILY EFFECTIVE CIRCULATION (DEC): The average number of daily potential exposures to a display or group of signs determined by counting only those vehicles traveling toward the face of the sign, and then multiplying that number by the average number of people per car during the hours the sign is visible. Pedestrian and mass transit circulations are not included. This is the basic measure in establishing cost per thousand exposures on signs. The basic traffic numbers can usually be obtained from your State Department of Transportation.Return to Previous Location

DECK CABINET: Similar in detail and use as a raceway except larger in cross section to provide a background area.Return to Previous Location

DIMENSIONAL LETTER: A specification description of a letter, logo or symbol, either cut out, cast, molded or fabricated in material such as metal or plastic to create a raised condition.Return to Previous Location

DIRECTIONAL SIGN: Signs designed to provide direction to pedestrian and vehicular traffic.Return to Previous Location

DIRECTORY SIGN: A sign that identifies the names and locations of tenants in a multi-tenant building or in a development made up of a group of buildings.Return to Previous Location

DOUBLE-FACED SIGN: A sign with two parallel opposing (back-to-back) faces.Return to Previous Location

E

ELECTRIC SIGN: Any sign containing or using electrical wiring.Return to Previous Location

ELECTRONIC MESSAGE CENTER: A variable message sign that utilizes computer-generated messages or some other electronic means of changing copy. These signs include displays using incandescent lamps, LEDs, LCDs or a flipper matrix.Return to Previous Location

EXTERIOR ILLUMINATED SIGN: A sign that is illuminated by a light source that is directed towards, and shines on the face of a sign. Also called direct illumination.Return to Previous Location

F

FACE: The surface area on a sign where advertising copy is displayed.Return to Previous Location

FAIR MARKET APPROACH: One of three appraisal approaches. The highest price at which a property could be sold given a reasonable exposure period in the market. The price is arrived at by a willing seller and willing buyer, neither being under duress to act.Return to Previous Location

FASCIA SIGN: A building mounted sign.Return to Previous Location

FLASHING SIGN: A sign with an intermittent or flashing light source. Generally, the sign's message is constantly repeated, and the sign is most often used as a primary attention-getting device. Government highway departments frequently use flashing signs to improve highway safety.Return to Previous Location

FLAT CUTOUT LETTER: A dimensional letter cut from sheet or plate stock.Return to Previous Location

FLUORESCENT LAMP OR TUBE: Electric-discharge lighting utilizing glass tubing manufactured to standard lengths.Return to Previous Location

FONT: A set of letters, numerals, and shapes, which conform to a specific set of design criteria.Return to Previous Location

FREESTANDING SIGN: A sign that is not attached to a building.Return to Previous Location

FREQUENCY: The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Typically measured over a four-week period.Return to Previous Location

FRONT LIGHTED LETTER: An illuminated channel letter with translucent face.Return to Previous Location

FULL SERVICE SIGN COMPANIES: Sign companies that complete the entire signage project, including surveying, designing, engineering, permitting, manufacturing, installing, and maintaining signs.Return to Previous Location

G

GROUND SIGN: A freestanding sign with no visible support structure.Return to Previous Location

H

H CHANNEL LETTER: A dimensional letter with baffles at the center of the cross-sectional shape for support of neon tubing and mounting of transformers.Return to Previous Location

HIGH-RISE SIGN: A tall freestanding sign.Return to Previous Location

I

IMPULSE BUYING: An unplanned or shifted purchase.Return to Previous Location

INCANDESCENT BULB: A lamp that produces light through the application of electrical energy to a wire filament, which glows as it is heated.Return to Previous Location

INTERIOR SIGNS: Signs that are located inside a building or other facility.Return to Previous Location

INTERNALLY ILLUMINATED SIGN: A sign that is illuminated by a light source that is contained inside the sign.Return to Previous Location

ISA: International Sign Association.Return to Previous Location

J

JUST COMPENSATION: The full monetary value to be paid for property taken by the government in accordance with the Fifth Amendment of the U.S. Constitution. Just compensation is generally determined by obtaining an appraisal.Return to Previous Location

L

LEGIBILITY: The characteristics of letters, numbers, graphics, or symbols that make it possible to differentiate one from the other. See Conspicuity.Return to Previous Location

LISTED SIGN: A sign labeled to indicate that the manufacturer of the sign is identified in a list published by a National Recognized Testing Laboratory as producing signs in conformance with the applicable American National Standard.Return to Previous Location

LOGO: A design that represents goods, identity or service.Return to Previous Location

M

MALL SIGNAGE: A wide variety of typical on-premise sign types located within the interior of a multi-tenant building or mall.Return to Previous Location

MANUAL ON UNIFORM TRAFFIC CONTROL DEVICES (MUTCD): This manual establishes minimum standards of placement that a sign must achieve to accomplish readability and conspicuity. The manual covers a range of traffic control devices; specifically signs, which it breaks into three categories-guide signs, warning signs, and directional signs. It is based on the principle that signage deficiencies cause traffic accidents.Return to Previous Location

MARQUEE: A permanent canopy often of metal and glass projecting over an entrance.Return to Previous Location

MARQUEE SIGN: 1) a sign mounted on a permanent canopy, 2) a traditional industry term for the variable message section of a canopy sign, 3) an integral sign and permanent canopy.Return to Previous Location

MENU BOARD: A variable message sign that allows a retailer to list products and prices. For example, the bill of fare for a fast food restaurant.Return to Previous Location

MESSAGE AREA: The area within the sign panel describing the limits of the message.Return to Previous Location

MESSAGE CENTER: An electronically or mechanically variable message sign enabling changes to be made from locations other than at the sign. (See also variable message sign.)Return to Previous Location

MOBILE SIGN: A portable sign mounted on a trailer.Return to Previous Location

MONUMENT SIGN: A ground sign with low overall height. (See freestanding sign.)Return to Previous Location

N

NEC: National Electric Code

NEON SIGN: A sign manufactured utilizing neon tubing, which is visible to the viewer.Return to Previous Location

NEON TUBING: Electric discharge, cold cathode tubing manufactured into shapes that form letters, parts of letters, skeleton tubing, outline lighting, and other decorative elements or art forms, in various colors and diameters and filled with inert gases.Return to Previous Location

NESA: National Electric Sign Association, the previous name of the International Sign Association (ISA).Return to Previous Location

O

OFF-PREMISE SIGN: Any sign that is not appurtenant to the use of the property, a product sold, or the sale or lease of the property on which it is displayed, and that does not identify the place of business as purveyor of the merchandise, services, etc., advertised upon the sign. Also known as Outdoor Advertising.Return to Previous Location

ON-PREMISE SIGN: A communication device whose message and design relates to a business, an event, goods, profession or service being conducted, sold or offered on the same property as there the sign is erected.Return to Previous Location

OPEN CHANNEL LETTER: A dimensional letter that has no face and, if illuminated with the light source visible. A clear face for physical protection of internal components may be used.Return to Previous Location

P

PAINTED WALL SIGN: See building mounted sign.Return to Previous Location

PAN CHANNEL LETTER: A dimensional letter that is constructed with side walls, back and a face making the letter a solid integral unit with the side walls and back having a pan-shaped cross section.Return to Previous Location

PAN FACE: A plastic sign face molded into a three dimensional shape. Also called molded face, molded and embossed face, molded and debossed face.Return to Previous Location

PARAPET SIGN: A sign mounted on top of the parapet of a building. (See building mounted sign.)Return to Previous Location

PERMANENT SIGN: A sign attached to a building, structure, or the ground in a manner that enables the sign to resist environmental loads, such as wind, and precludes ready removal or movement of the sign.Return to Previous Location

POINT-OF-PURCHASE SIGN: Signage that advertises a product at its point of sale, or "point of purchase" location.Return to Previous Location

POLE OR PYLON COVER: An enclosure for concealing and/or for decorating poles or other structural supports of a ground sign.Return to Previous Location

POLE SIGN: A freestanding sign with visible support structure.Return to Previous Location

POP (Point of Purchase): Signage that advertises a product at it's point of purchase.Return to Previous Location

PORTABLE SIGN: A sign not permanently attached to the ground or building, with a power-cord for connection to an electrical source, and readily removable using ordinary hand tools.Return to Previous Location

POST AND PANEL SIGN: An unlighted sign fabricated by using one or more visible posts to support the sign body.Return to Previous Location

PROJECTING SIGN: A building mounted sign with the faces of the sign perpendicular to the building fascia.Return to Previous Location

PUSH-THROUGH: A letter or logo cut out of a backing material that is as thick or thicker than the sign face material, and mounted on the inside of the sign face so that the backing material’s thickness extends flush with or through and beyond the front plane of the sign face.Return to Previous Location

PYLON SIGN: A freestanding sign with visible support structure or with the support structure enclosed with a pole cover.Return to Previous Location

R

RACEWAY: An electrical enclosure that may also serve as a mounting structure for the sign.Return to Previous Location

READABILITY: (Also conspicuity.) The quality that enables the observer to correctly perceive the message. In transportation engineering, this word is being replaced by conspicuity.Return to Previous Location

RECALL: In signage, this refers to the ability of a viewer to remember the message even when they are not viewing it.Return to Previous Location

RECOGNITION: Refers to the ability of a viewer to identify the message.Return to Previous Location

REGULATORY SIGN: A sign having the primary purpose of conveying information concerning rules, ordinances or laws.Return to Previous Location

RETAINER: A framing member mounted around the perimeter of a sign face, and attached to the sign cabinet structure. It is designed to attach the face to the cabinet and/or intended to provide a decorating trim piece.Return to Previous Location

RETURN: The sides of a channel letter.Return to Previous Location

REVEAL: An indented detail on a sign.Return to Previous Location

REVERSE CHANNEL LETTER: A fabricated dimensional letter with opaque face and side walls.Return to Previous Location

ROOF SIGN: A building mounted sign erected on the roof of a building.Return to Previous Location

S

SIDEWALK/SANDWICH SIGN: A moveable sign not secured or attached to the ground or surface upon which it is located, but supported by its own frame and most often forming the cross-sectional shape of an A.Return to Previous Location

SIGN: Any visual display with words or symbols designed to convey information or attract attention.Return to Previous Location

SIGN BAND: A horizontal area above a multi-tenants’ building’s entrances, architecturally designed to accommodate signage in a signcentric manner.Return to Previous Location

SIGN FACE: The area of a sign on which copy is intended to be placed.Return to Previous Location

SIGNAGE: A system of signs.Return to Previous Location

SIGNATURE BUILDING: Architectural design of a building or structure that reinforces signage.Return to Previous Location

SIGNCENTRIC DESIGN: Building architectural design which makes the signage the prominent visual feature.Return to Previous Location

SINGLE-FACE SIGN: A sign with only one face plane.Return to Previous Location

STATIONARY SIGN: A sign with a power-cord for attachment to a source of electrical power that is not readily moveable or portable.Return to Previous Location

STREET FURNITURE: Advertising displays, many which provide a public amenity, positioned at close proximity to pedestrians for eye-level viewing or at a curbside to reach vehicular traffic. An example is a bench sign.
Return to Previous Location

T

TARGET AUDIENCE: The profile of the most desired consumer prospects for a product or service, listed by characteristics such as demography, lifestyle, brand or media consumption, purchase behavior, etc. This is common to all media.Return to Previous Location

TEMPORARY SIGN: Any sign not intended for permanent installation, such as banners and signs at construction sites. They may be incidental or miscellaneous in nature, such as political and real estate signs.Return to Previous Location

TIME AND TEMPERATURE DISPLAY: A variable message sign which displays current time and temperature in a stationary or alternating manner. Some also display simple messages.Return to Previous Location

TIME, PLACE and MANNER REGULATIONS: Consistently applicable non-discriminatory sign regulations that specify, without reference to the content of the message, when, how and where a sign can be displayed, with physical standards, such as but not limited to height, size and location, that allow the sign to be readable.Return to Previous Location

TRADE AREA: Most retail businesses have a relatively fixed area that customers come from to do business at their store In general; the trade area is either the living or work locale for the customer. The selling zone of place-based retail business will be dynamic for two reasons; the customer is moving residences or jobs or the customer is passing through on a trip that intersects the trade area. The trade area for most small businesses is 3 to 5 miles.Return to Previous Location

TRADEMARK: Used by a business to distinguish itself and its products from the competition. A trademark may include a name, symbol, word or combination of those. Protected by the federal government and considered to have financial value. The circled "R" or "Reg. T.M." printed with the mark indicates that it is a registered trademark. See United States Trademark Act 15 U.S.C. Section 1127 (1988). Return to Previous Location

TRAFFIC COUNT: The recording of the vehicles and pedestrians passing a given point, usually in a day.Return to Previous Location

TRANSFORMER: Electrical equipment that converts input voltage and current to a different output voltage and current.Return to Previous Location

U

UL: An abbreviation for Underwriters Laboratories, Inc., a Nationally Recognized Testing Laboratory.Return to Previous Location

UNDER-CANOPY SIGN: A sign designed to be mounted underneath a canopy.Return to Previous Location

V

VARIABLE MESSAGE SIGN: A sign that includes provisions for message changes. Also called changeable copy panel, changeable copy sign, time and temperature sign, electronic message center, menu board.Return to Previous Location

VARIANCE: Special administrative procedure by which one may obtain an exception to zoning rules such as height, setback and type of use. (See the “Legal Considerations” section.)Return to Previous Location

VISIBILITY: The quality of a letter, number, graphic, or symbol, which enables the observer to distinguish it from its surrounds or background.Return to Previous Location

W

WALL SIGN: A building mounted sign. (See also Fascia sign.)Return to Previous Location

WAYFINDING: Enabling a person to find his or her way to a given destination thru the use of effective signage.Return to Previous Location

WINDOW SIGN: A sign that is displayed in a window.Return to Previous Location

Back to Signage Home

Source:
http://www.sba.gov/starting/signage/glossary.html

Design Tips

Tips for effective signage design:

1. Keep it visible and legible.
Remember that people of all ages are looking through a windshield, in traffic, day and night. They must be able to see and read your sign easily.

2. Save the details for the sale.
Don't attempt to sell them with information on the sign - save that information until they are in your business.

3. Keep it simple.
The proper design of your sign is critical to its effectiveness. Crowding the sign with too many words or lines of text makes it impossible to read from a distance.

* Use as few words as possible so your signage is legible. Fewer words are better, and three to five words are optimal for quick readability.

4. Grab attention.
There should be something about the sign that will reach out and command attention.

* Ideally, the first read should be a large pictorial graphic or your company logo, but it can also be large dominating text.

5. Your sign is your handshake.
Your sign is your handshake with the buying public, and first impressions are lasting impressions. Your sign must project the image you want the public to have of you.

* People will judge the inside of your business by how it looks on the outside.

6. Use new technologies.
The addition of a Time and Temperature display or an Electronic Variable Message Center can make your business a landmark in your community. With today's technology, signs are becoming more effective at delivering their owner's messages while also becoming more cost effective.

* The new electronic message centers allow you to change the message on your sign as easily as you change your mind.

7. Appeal to impulse buyers.
Many owners mistakenly think of a sign as merely a device that identifies the business. What they fail to realize is that 55% of all retail sales are a result of impulse buys.

* People see, shop and buy. If a sign is ineffective, it can actually cost the business owner more in lost sales than the entire cost of a good sign.

8. Aesthetics and suitability.
Your sign must be attractive and appropriate for your type of business.

9. Keep it near the viewer.
Put the sign as close to the street as allowable.

10. Make sure your sign is conspicuous.
Your message competes in a complex environment. A passerby must be able to differentiate your sign from its surrounding environment.

11. Avoid obstructions.
Make certain the sign can be viewed without obstruction from any source.

* Drive past your business from all directions to help determine the most visible location for your sign.

12. Use pictures or graphics.
It should have an attractive pictorial graphic or company logo that clearly grabs a viewer's attention first.

13. Make it memorable.
It should make your products or services, and your location, easy to remember.

14. Make it enticing.
Your sign should make a potential customer want to stop and see what's inside the business.

15. Consider colors carefully.
Too many colors take away from the quick readability of the sign. Again, stay simple.

* Make sure colors are contrasting. Yellow on white is not readable, whereas black on white is very readable. (Refer to a color chart or wheel for best contrasting colors.)
* If you have several colors in a graphic, stay away from multi-colored lines of text or words (they will compete with the colors in your graphic). Black text is better.

16. Consistent visual image.
Ideally, the design and the colors of your building should reinforce the design and colors of your sign (or vice versa). Color is probably the easiest and most cost-effective device for this coordination of design for business identification.

17. Avoid clutter.
"White-space" is the surface area of a sign's face that is left uncovered by either text or graphics. The proper amount of white space is just as important for quick readability as are graphics, text and colors.

* 30% to 40% of the sign's face area should be left as white space for optimal readability.

18. Place it to be seen.
An attractive and well-designed sign will only be effective if it is placed in a location that optimizes its visibility to passers-by. Your goal should be to make the sign unavoidable to the passing viewer.

In summary...
Your sign will do many things for your business, from creating the initial impression to providing the message to new and potential customers about your products and services. A sign does this through a combination of light, size, text, construction, placement and more. Keep these design tips in mind as you design an effective sign for your business.

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Source:
http://www.sba.gov/starting/signage/designtips.html

Lighting and Illumination

The primary purpose of signage is to communicate to your targeted audience in a legible, readable and conspicuous manner while remaining pleasing to the eye. To accomplish this task during all hours, your signs must be illuminated. For the follow reasons, give careful thought to your choice of signage lighting or source of illumination:

* A sign that is easily detected and read, no matter the time or weather, will pay for itself many times over during the course of your business.

* Electric signs are energy efficient, using light sources that are similar to the energy efficient lamps utilized inside your store. Cabinet signs are most often illuminated with fluorescent lamps. Lighted letters and logos are normally illuminated with neon tubing. Both of these forms of electric discharge lighting are highly energy efficient.

* Lighted signs consume electric energy at night when there is excess generating capacity and therefore do not contribute to the power shortages that have occured in some areas of the country.

* During the 1973 energy crisis, it was proven that illuminated signs are important to the safety of a community. The communities that passed ordinances to turn off signs quickly reversed their position when crime increased and business volume dropped.

* Illuminated signs can be readily maintained by your sign company. Many sign companies offer maintenance contracts so you can average your costs and avoid occasional large expenses, which you might be tempted to defer during a slow month, while assuring that your signs, will be properly illuminated to maximize the benefit to your business.

In summary. . .
Lighting and illuminating your signage adds a cost component, however it can also maximize your signage investment. There are many facts to consider; for answers to your specific questions, please consult your signage supplier who can provide professional insight.

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Evaluating Your Business Location’s Signage Needs

Before a business owner puts up a sign, it is extremely important for that owner to evaluate the business and its location in terms of its signage needs.

Carefully review and consider these criteria before designing your sign:

The type of business you operate
The type of street
Approximate speed of traffic
Obstructions
Business setback off of the street
Topography of your business relative to the street

1. The type of business you operate.
The very first thing you should do before buying a sign is evaluate the signage needs of your business in terms of the goals to be accomplished through signage. In other words, is your business:

* The type that needs to "brand" its site in the community, as with a doctor's office or auto repair shop, so that potential customers are aware of your business and think of it first when the need arises?
* A business that frequently advertises price or product specials, such as a grocery or liquor store?
* Rely more upon "impulse" stops and/or purchases, such as a freeway gas station, or a discount motel?

These factors are very important in determining the number of messages (or lines of text) you'll need, whether or not a reader-board or an electronic message center is necessary or desirable for your business, and help you determine the overall size of your sign.

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2. The type of street (e.g. two lane, four lane, one-way, etc.).

Traffic masking can obscure your message.
Traffic masking can obscure your message.

* With more lanes of traffic, any given sign may become less noticeable because of the traffic obstacles, or masking.

* As a rule, the sign owner should try to compensate for this loss through better sign mounting and/or an increase in the height of the mounted sign.

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3. Approximate speed of traffic.

* The faster the traffic, the larger your sign and its text must be to be readable.
* It is critical that the text is legible from a sufficient distance to allow drivers to read the sign and safely maneuver through traffic.

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4. Obstructions (e.g., trees, poles, neighboring buildings, other signs, etc.)

* For any sign to be effective, it must be clearly visible to potential customers.
* Obstacles should be overcome through mounting style choice, sign placement and the height of the sign as mounted.
* Before installing your sign, drive by your business from all directions to check for potential obstacles.

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5. Business setback of the street.

Image illustrating 25degree cone of vision

* A normal driver has about a 25-degree cone-of-vision through the windshield as they are driving.

* It is important that any sign be placed within this cone-of-vision along the roadway in order to be plainly noticeable to passing drivers.

* As a guideline, try to keep the sign as close to the roadway as possible and the text size large.

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6. Topography of the business relative to the street.

image illustrating topography

* Adjust the height of your sign's mounting (or select another mounting style) to compensate for any differences in the height of your business site relative to the street.

* Again, the goal is to make your sign the most visible it can be to passing traffic.

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In Summary:
There is important criteria to review and consider before designing your sign. Be aware of not only the sign, but also how it relates to your business, to your street and approach to your business, and how the structures and street all relate.

Many of the words and designs depicted on this site are trademarks and/or servicemarks of their respective owners. The use of these marks on this site is not in connection with the sale, offering for sale, distribution or advertising of any goods or services and the use of the marks does not, and is not intended to, indicate ownership or rights in those marks by the Small Business Administration or any party other than the owner of such marks.

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What Does a Sign Company Do?

Your signage is your first - and one of your best -- opportunities to communicate with the public. Signage must be effectively designed, well manufactured and correctly installed to optimize your message.

From a business perspective, a sign is not best viewed as an expense, but as an investment. You pay for the sign once, yet with proper maintenance it will last for years and return your investment many times over.

With this investment approach in mind, select a sign company that can meet your needs.

What Does A Sign Company Do?

There are five primary functions most sign companies will be able to perform: (each a link to greater detail on this page):

1. Sign Design
2. Permitting
3. Manufacturing
4. Installation
5. Sign Maintenance

1. Sign Design

Good design begins with a survey of your location and building, or an analysis of the architectural design, done ideally prior to construction starting. Traffic volumes and patterns are noted. Visibility is considered. The bottom line is that your sign company must be able to assure your signage’s visibility and readability (and conspicuity) under standard conditions. (More about "Evaluating Your Business’s Location Signage Needs" in the "Designing a Sign" section.)

This information is blended with your name and logo, the architectural design of your building and your marketing plans to develop a street presentation unique and effective for your business. If you don’t have a logo or unique type style, your sign company’s professional designers can usually help develop one that you can use throughout your business and other advertising media to reinforce or "brand" your business.

The sign must be large enough so the customer can read, react, and stop safely. A signage package with low readability becomes little more than a street address. Make sure your signs will be designed to their maximum potential to keep your site "branded" and capable of influencing a purchase, as well as complimenting site architecture.

2. Permitting

Except for unique local governmental conditions, your sign company may obtain the necessary sign and electrical permits required. If variances are required, then you and your sign company will work together to present your needs to the appropriate officials and obtain the approvals. (Additional information about legal rights, regulations and codes is available in the "Legal Considerations" section.)

Many communities will require that your sign company be a licensed contractor before they’ll issue the permit. It is recommended that you only work with licensed contractors.

3. Manufacturing

Proper construction of your signage (that which conforms to the local and national codes and standards) is essential for a long lasting asset. Good workmanship is a must.

Visit your sign company. Look at the condition of their factory and the quality of the product they build. Ask for references, then take a critical look at other signs they’ve built in your community, and talk to the business owners about their signs. You should also drive around your area looking for attractive signs. If you find one you like, ask the business owner where they purchased the sign and contact the sign company directly. If you are purchasing an electrical sign, ask if the contractor is UL listed.

Design, production and installation of signage does not happen overnight. It may require 6-8 weeks to complete the process, depending on the size and type of signage you choose. You should begin your company and sign selection very early in your business setup process.

4. Installation

This is a major component to selecting a sign company, as you probably don’t want to be responsible for installing the sign yourself, or for hiring an appropriate professional to do so.

As mentioned above in "Permitting", communities often require that a sign company be licensed before they will issue an installation permit. Sign installation often requires specialized equipment, and safety is essential. These are additional reasons to work only with licensed contractors whenever possible. The sign company will be working on your property, too, so ask for their certificate of insurance; you don’t want to be assuming liability for their crews’ safety practices.

5. Sign Maintenance

Signage is a visual device, and customers must be able to clearly read your signs. Will your sign company be able to keep the sign in good condition? Did they engineer the signs for economical maintenance? Do they have the equipment necessary to perform this service? Make sure you get these answers (see the tool link below).

Remember: Don’t focus primarily on price. If you do, you’re likely to purchase a lower quality product with limited life expectancy -- a product that will present a poor image to your customers. Signage is an investment worthy of your time and careful consideration. Keep all aspects of the signage in mind (including the above five functions) when you are analyzing your choices of sign companies.

In summary . . .

Designing, permitting, manufacturing, installing and maintaining a sign is a complex job. If not done properly, you could not only lose your communication effectiveness, but also lose your customers.

This link will display a printable tool to help you research and choose a sign company (PDF file.)

Source:
http://www.sba.gov/starting/signage/what.html

Understanding the Value of Signage

Introduction

There is an old axiom that the 3 keys to successfully selecting real estate are "location, location and location". The 3 keys that guide the successful selection and development of commercial properties are Visibility, Accessibility and Parking.

An effective on-premise sign is critical component of visibility, and the sign should receive the same careful attention as these other components. Without a properly designed and placed on-premise business sign, a commercial site cannot function at its full economic potential.

This section presents information about:

* understanding the value of signage
* determining what an effective sign will mean for your business' success
* working with and possibly correcting problems with existing signage, and
* using signage to change customer behaviors.

Topics on this page include:

The Functions of the On-Premise Sign
Branding a Site
Developing and Measuring Readership
Acquiring New Customers
Modifying Customary Purchase Habits
The Signage Appraisal Process

Visit the Signage Case Studies

The Functions of the On-Premise Sign

An effective on-premise sign is critical component of visibility, and the sign should receive the same careful attention as these other components.

1. It develops a memory for a location and the products or services available at the location.

2. It reinforces a memory and extends recall of other advertising efforts.

3. It attracts new customers by prompting first-time or impulse visits or purchases.

4. It modifies customary purchase decisions or habits. Changeable copy and temporary window signs are especially effective in encouraging variation from accustomed consumption patterns. (For more about modifying customary purchase habits, see the section that follows.)

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Branding a Site

One measure of how effective or valuable an on-premise sign is to its site is demonstrated by how well it helps to brand the site. A sign "brands" a location, just as a product label brands the product. If an attractive image is not communicated by the business' sign, the business will rarely convey its true message, or get the clientele it seeks.

Every site development and sign program strategy will benefit if the on-premise sign is made the focal point of the site. If a site is "signcentric", it means that the sign catches the customer's attention and leads him to the target business. A measurable positive effect on gross revenues should immediately result from signcentric site development.

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Developing and Measuring Readership

How do you know if your sign is (or is not) branding your site for future reference by potential customers? You determine readership.

Readership advertising effectiveness tests whether a message is effectively speaking to the intended audience. Two of the most commonly used research techniques are the recognition and recall tests discussed above. Rating services conduct the tests and tabulate the results for all major-media advertisers (i.e., television and newspaper advertisers rely on Nielsen Ratings Services). Small business owners not engaged in franchised or chain business operations, however, usually do not have access to national rating service readership tabulations; these independent small business owners may require the services of a local market researcher to obtain readership measures. Often, on-premise sign companies and trade associations will assist in compiling data.

Why do you want to measure readership? Without knowing the effectiveness of your signage, you won't know how well you are doing, or what you might want to change. For your greatest success - with a sign and therefore with your business - measuring readership is a diagnostic tool so you can fix whatever is not working, and increase what is working.

The importance of signage to mobile consumers is underlined by the fact that many are in a hurry. By way of example, Burger King Corporation conducted a survey over several weeks. The survey results were part of evidence submitted in a legal action brought by Burger King (among others) against Agoura Hills, California, to prevent the removal of its freeway-oriented, high rise on-premise sign as required under a new sign code. The Burger King sign was visible to the Ventura Freeway; the building was not.

Surveys were conducted at Quick Service Food (QSF), family and atmosphere restaurants. The participants were asked how they first became aware of the restaurant. Here are the results.

How did you first become aware of this restaurant?

Participants' Responses Quick Service Food
(% of responses) Family
Restaurant
(% of responses) Atmosphere
Restaurant
(% of responses)
Saw it (the sign) while passing 35% 26% 13%
Always knew 29% 27% 19%
Word of mouth 14% 30% 54%
Advertising 10% 6% 4%
All other 6% 7% 7%
Don't know 6% 4% 3%

The spontaneous nature of the QSF visits at 35% has implications for most business strategies, particularly advertising in the form of on-premise signage. Burger King and its co-plaintiffs won the lawsuit, and the City was permanently enjoined from enforcing its high-rise pole sign ban against them. (See, Denny's Inc., et.al. v. City of Agoura Hills, 56 Cal.App. 4th 1312, 66 Cal. Rptr 2d 382 (1997)).

In another example, The Institute of Transportation Engineers (ITE) has trip generation rates that are derived from counts taken at the driveway of various land uses. While typical trip generation rates are derived from counts taken at the driveways of various land uses, not all trips generated at the driveway represent new trips made for the express purpose of entering the site; instead some are made by motorists who did not set out for the site, but who enter it as an intermediate stop on the way to or from another destination. This type of stop is referred to by the Institute of Transportation Engineers (ITE) as a "pass-by trip"; for our purposes, it is defined as an "impulse" stop.

The percentage of pass-by trips or impulse stops varies by land use. The following table sets out ITE estimates regarding the percentage of stops attributable to motorists for whom the site is not a scheduled destination. The table demonstrates that impulse trade is very important to many businesses. Effective on-premise communication can help persuade passersby to stop and shop.

Type of Land Use Impulse-Stop
Percentages
Shopping Centers:
Larger than 400,000 sf Gross Area 20%
Between 100,000 to 400,000 sf Gross Area 25%
Smaller than 100,000 sf Gross Area 35%
Convenience Market 40%
Discount Club/Warehouse Store 20%
Fast Food Restaurant 40%
Sit Down Restaurant 15%
Service Station 45%
Supermarket 20%

In the modern marketplace, the right place-based advertising will effectively and economically permit the local shopkeeper to compete, even with the mass merchandiser or large retailer.

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Acquiring New Customers

In 1995, the California Electric Sign Association (CESA) and the International Sign Association (ISA) commissioned a major study of on-premise signage performance by the University of San Diego. This study had two parts.

Part I of the study involved analysis of a group of variables, including signage, location, hours of operation, population demographics and geographic characteristics on sales at 162 southern California locations of a major fast-food chain. These variables were tested at each location to predict the impact of on-premise signage upon:

1.

annual sales revenues
2.

annual number of transactions
3.

the average dollar amount spent per transaction.

The results of the study indicated that the number of signs at a particular site has a significant and positive impact on both the annual sales revenues and number of annual customer transactions. For example, from the results of the study, the researchers were able to predict:

1.

On average, one additional on-premise sign resulted in an increase in annual sales revenues of 4.75%. This translates to a $23,750 increase in average sales revenues for a typical store in the study group with annual sales of $500,000.
2.

On average, one additional on-premise sign increased the annual number of transactions by 3.93%. This translates into more than 3,900 additional transactions for a store with an annual average of 100,000 transactions.
3.

On average, one additional 36-square-foot wall sign added $0.06 per transaction, while one additional 144-square-foot pole sign added $0.78 per transaction.

Part II of the study involved analyzing seven years of weekly sales data for "Pier 1 Imports" to measure the effects of modifications, additions, or removal of on-premise signage on sales performance. The results showed that "on-premise signage has a statistically significant and financially substantive impact on the revenues of a site [and]... is a significant constituent of the factors causing the success of a retail endeavor." In brief:

1.

The addition of new signage to previously unsigned buildings, and the replacement of existing signage (generally, with larger signs) resulted in an average revenue increase of 5%.
2.

The addition of a pole sign, or a plaza identity sign including the store's name, resulted in an average increase in weekly sales of 5-10%. The increase was attributed by the researchers to the new signs' enhancement of site visibility to passing traffic.
3.

The addition of small directional signs indicating entrance and exit routes resulted in weekly sales increases ranging from 4-12%. The increases were attributed to the signs' ability to guide a site-bound shopper more than any specific advertising effect.

These increases in revenues, as a result of signage, demonstrate the positive effect on profitability at a specific site, especially given that normal profits in the retail industry are approximately 1-2%.

The California Electric Sign Association (CESA), the International Sign Association (ISA), the Sign User Council of California, and the Business Identity Council of America sponsored the study. A summary of the findings appears in The Economic Value of On-Premise Signage, a compendium of signage-related research results and articles (e.g., sign amortization; copyright and trademark protection.) The booklet was published jointly in 1997 by CESA and ISA.

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Modifying Customary Purchase Habits

One of the primary goals of advertising is to change purchase behaviors. Effective advertising can increase purchases within discrete segments of the market by introducing "intervening opportunities" along customary travel paths. This is especially so in highly discretionary areas, such as quick service foods and economy lodging, yet it holds true, also, for the business with more specialized products or services to offer.

Generally, a business' fixed and variable costs should be covered from a stable consumer pool, with profits coming in from unexpected sources. The right sign often prompts an unplanned stop, or changes the customer's mind once he is on the premises. Changeable copy and temporary window signs are especially effective in encouraging variation from accustomed consumption patterns. Because temporary or variable message signage is relatively inexpensive, the dollars generated by such signage usually represent pure profit.

It is estimated that 35-50 percent of the consumer population today shops outside their local area. Legible, conspicuous on-premise signage will assist in attracting a large percentage of these non-local and newcomer consumers. Further, an effective on-premise sign provides 24-hour exposure of its message to a large pool of potential customers at a fraction of the cost (when depreciated over several years) of other media. The lower the cost to obtain customer memory or top-of-mind awareness, the higher the return on advertising dollars.

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The Signage Appraisal Process

Like real estate, signage has a value that can actually be measured or appraised. The visibility component to a real estate site typically encompasses more than the traditional sign out front. How is an appraisal of a sign done? The three traditional approaches are:

1.

Cost of Replacement (or Substitution). The signage appraisal method applies a cost replacement approach to determine the cost of replacing a sign's commercial communication or advertising value with other forms of advertising, such as newspaper, television, and radio advertisements. It is not used to measure the cost of replacing the physical structure of the sign, as is the common measure of value in building or home appraisals.
2.

Market Comparison.Generally speaking, the market recognizes premium prices for those commercial properties with the best visibility. Outdoor advertising structures such as billboards or bus shelters have recognized buying, selling, and leasing markets. The market sales comparison approach as applied to the visual communication component of signage in its many forms may measure the differentials of rents in the market. Customer surveys also may be developed, tested and analyzed. The sales per square foot of similarly situated sites with varying levels of signage or varying ability to be seen via the passing traffic may also be analyzed.
3.

Income Flow or Capitalization. This approach is used to ascertain the present value of the anticipated future income to be generated by a property over its remaining useful life. For the purposes of signage appraisal, this method focuses on income generated by customers who are prompted to stop solely by the sign. The retailer's gross retail margins are analyzed and then capitalized.

This analysis is complicated by alternative signage forms such as business form or product franchising or chains where the system is integrated into networks of retail sites supported by national advertising (media) programs. The fundamentals of valuation and evaluation start with understanding that signs are commercial speech. Additionally signs are relied upon and used by consumers to make and influence their shopping and purchasing decisions.

Highest and Best Use Analysis
Prior to the above described three-part appraisal process, a highest and best use analysis of the site is undertaken. This analysis establishes the most profitable use of a site in light of any legal, physical or financial constraints. Highest and best use (as applied to signage) means that the on-premise sign is viewable by the intended audience (i.e., passing motorists, pedestrians), and that its copy can communicate as it's meant to (i.e., is clearly visible, legible and understandable by the intended audience).

Back to the top of this "Understanding the Value of Signage" page.

Go to the Signage Case Studies that illustrate the value of effective signage.

Back to Signage Home

Source:
http://www.sba.gov/starting/signage/understand.html

Legal Rights Question:

How do the First and Fourteenth Amendments affect regulation of my business sign?

To answer this question, we'll briefly review the protections provided by the Amendments:

The First Amendment - see next
The Fourteenth Amendment

The First Amendment:

The First Amendment contains guarantees for some of our most basic freedoms, including freedom of speech and assembly, freedom of the press, and freedom of religious expression.

The U.S. Supreme Court has ruled that the Fourteenth Amendment to the Constitution (see below) makes the First Amendment's federal constitutional guarantees enforceable against actions of state and local government. Thus, a local government's sign code must comply with the First Amendment's guarantee of freedom of expression because signs, including a business sign that does nothing more than identify a business or advertise a product, are a constitutionally protected form of expression.

The most critical legal issue raised by a sign code is whether it regulates signs based on their content. While it is not unconstitutional per se for a sign code to regulate signs based on their content, courts evaluate "content-based" regulations under a demanding test known as "strict scrutiny." Under the strict scrutiny test, a content-based sign regulation will be upheld only if it is justified by a compelling governmental interest, and is "narrowly-tailored" to achieve that interest.

The Problem with Content-Based Regulations

All sign codes contain "content-neutral" provisions that define signs by their structure or location, e.g., wall-sign, pole-sign, roof-sign, and then impose regulations on the signs that meet those definitions. Some sign codes, however, also contain regulatory provisions that define signs by their use, e.g. "identification sign," "information sign." Since the only way to determine whether a particular sign falls within the definition is to analyze the content of the message on the sign, these "use definitions" are "content-based" regulations. In other words, the content of a business sign then determines whether it is allowable for display.
The problem with "use definitions" in a sign code is that such codes often contain regulations that limit the content of the message on a business sign. For example, in a recent federal case that struck down a code with these kinds of provisions, the court noted that a "directional sign" in front of a business could contain words such as "Enter Here" or "Entrance," but could not display the McDonald's "Golden Arches" logo or the words "Honda Service." The court also cited the fact that the local government had interpreted another "content-based" provision of the code to prohibit a Dodge dealership from displaying on its sign a corporate logo that designated it met the manufacturer's "Five-Star" quality standard for repair service. (See the case North Olmsted Chamber of Commerce, et al v. City of North Olmsted, 86 F.Supp.2d 755 (N.D. Ohio 2000), in the Legal Resources section.)

The bottom line: While sign codes may lawfully regulate the size, height, location, and other "physical" characteristics of business signs, regulations that define business signs by reference to their content - the message they display -- are legally suspect and may be unlawful intrusions on the business owner's constitutional rights.

The Fourteenth Amendment:

As stated above, the U.S. Supreme Court has ruled that the Fourteenth Amendment to the Constitution makes the federal constitutional guarantees contained therein enforceable against actions of state and local government. In regards on-premise signage regulation, the protection provided by the Fourteenth Amendment commonly enters the picture at the sign permit application counter.

In order to pass constitutional muster, the permitting, licensing, conditional use or variance request procedure must, at minimum, be structured to assure easy understanding of objectively based requirements. In addition, reasonable application fees, speedy decision on the application by the permitting authority, and recourse to automatic and swift appeal of any denial must be provided. A failure to provide any one of these minimum procedural requirements can give rise to a claim that the process violates the due process clause of the Fourteenth Amendment.

Because a sign is essential to communicating a business's presence and effectively competing in the marketplace, in some circumstances, a failure to provide minimum due process can raise a "prior restraint" issue. A prior restraint occurs when the right to communicate is subject to the prior discretionary approval of a government official that may be exercised to censor speech.

To the degree that government regulatory decisions affecting signs are not based solely on objective, quantitative criteria, the prior restraint issue is always potentially present in the sign permitting process. This potential makes it incumbent upon the official to act pursuant to clearly defined standards that:

1. strictly limit the official's discretion, and
2. guarantee resolution of application issues within a short period of time.

Failure to provide these standards may render the code unenforceable.

Additional summary level information is provided in the "U.S. Constitutional Amendments Pertinent to Signage?" section.

For more information on the legal rights enjoyed by owners of business signs, visit The Signage Foundation.

Source:
http://www.sba.gov/starting/signage/signamendments.html