The 3 L’s for Effective Brand Signage

Drive down the road and you will be bombarded with 100’s if not 1000’s of signs.

But which ones stand out? 

When we work on any items related to a brand, I always ask the question

- what is the purpose of the sign? 

• To mark a building

• To tell someone where to go

• To decorate a space

• To tell people a business is coming soon

• To stand out at night. 

Knowing the purpose of the sign will help to know the type of sign, the material, the cost, and the placement. 

And knowing those specifics will save you a lot of time and money! Besides a website, signage can be one of the most expensive investments for a business that has a physical location. 

You might be thinking what if I don’t have a store or office - does this matter to me?

Yes, understanding the purpose of the sign will always make it more effective. 

Let’s look at types of signage you need

for your brand and business: 

• Temporary

• Banners 

• A-frame signs

• Yard signs

• Permanent

• Exterior

• Freestanding sign at the road

• Attached to a building

• Vinyl Window signage

• Interior

• Lobby signage

• Room # signage

• Way finding 

• Decorative

THE 3 L’s FOR AN EFFECTIVE SIGN

1. LOGO

Many times we see businesses forgetting that their logo is the star of the show for building and advertising signage. Signage is a great brand awareness builder. The more we see a logo, the more we are familiar with a business, and the more we will think of them (over the competition) when we need them. 

I was driving down the road recently and paid attention to a strip mall of stores. All of the stores except one had their logo large above their store. The one that did not have the logo had a sign with their business name and a list of products they sold. No one can read the list of products from the road or parking lot. Their sign would have been more effective with a strong logo and possibly 2-3 words to list the type of store. 

2. LEGIBLE

This might seem silly that we dedicated one of the L’s to this but we see TOO many signs that are not legible. The logo and text is too small to be seen from any distance. There is sometimes too much text on the sign so nothing is noticed or read. And many times the font that is chosen for signage is incorrect. It is either too thin or is a script-like font that is hard to read. The owner or the designer chose what they liked instead of what was effective. They forgot the purpose of the sign.

Remember the purpose of the sign. If are you trying to tell someone to turn here or that you have a sale -  Then make that text large and keep it simple. You don’t have to tell someone everything on the sign. Just enough for them to turn, come inside, call, or ask questions. 

When designing menu signs (print or digital) - make sure the text is large enough to be read from behind the counter. Reduce all the unnecessary text. KEEP IT SIMPLE. More options do not equate to more sales. Just longer ordering and more questions by the customer. 

This applies to billboard signs - we recently designed a series of billboards for a client who was promoting a local event. We knew we had a couple of seconds for each electronic billboard. We added 1 picture, the logo, and the description of the event in 2-3 words. Instead of a description, you can also put a call-to-action phrase. If you add any more than that, it will be cluttered and no know will notice any of it. It will look like all the other noise we experience.

3. LIGHT

Let’s first talk about exterior signs - No matter the design of your exterior sign, you need light.

Either the light can be shining on it (spotlight, overhead light) or the sign itself can be a light. Signs that

have light within will be the most expensive so oftentimes clients will opt for a spotlight or overhead light. 

Light also applies to event and marketing signage. When we helped a client design their booth for a trade show, they incorporated a neon light sign on the back wall to attract and catch people’s attention. Light can be used strategically (white or colored) to emphasize and infuse personality.

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RECOMMENDATIONS ON ORDERING SIGNAGE

Hiring the Right Company

• When searching for a sign company, it is important to consider their experience, reputation, and portfolio of past work. 

• It is valuable to work with someone local so you can see actual examples of their work and they can be available to measure on-site and install the sign. 

Being Realistic About Timelines

• If there is a hard deadline for an event or grand opening, be sure to discuss this on the front end of the project to make sure they can accommodate your needs. 

• Most signage companies take a minimum of 4 weeks to install from the time you place the order and pay the deposit. 

• Add buffer time (2 weeks) to the timeline to prevent any delays or inaccuracies in the project.  

Budgeting and Cost 

• If you are working within a tight budget, be sure to mention this on the front end. 

• Signage ranges in price based on size, materials, and features. 
  

Measurements and Mockups: Have the sign company measure on-site, take pictures, and create a mockup. You can ask for material options to compare pricing. 

Quotes

When requesting a quote, it is important to communicate as much as you know up front:

• Exterior or interior

• Temporary or Permanent 

• Material - metal, plastic, vinyl, etc.

• Size/ Dimensions

• Placement - on a wall, hanging from the ceiling, etc

• Light or no light

• Artwork / Design Vision 

• You also can ask questions if you are unsure of your options:

• Do you need them to install the sign or will you install it? 

• Do you need a lighted sign? Are there additional costs for an electrician?           

Final Order: 

• When placing the final order, make sure the following information is in ONE email so that detail is not forgotten in an email thread or phone call. Final design files, mockups (if applicable), material of sign, dimensions, location of installation, quantity (if applicable), and date needed. 

• Make sure to request a proof before final approval. 

• Be proactive in asking for updates to keep the project on track.

And if all this sounds like too much, consider hiring a professional for design

and project management to save you time and stress! 

If you need help designing signage that is on-brand and on-strategy, we might be able to help! Before we can hop into the design, we will make sure you have a brand and then we will lead you through the process. If you are local to us, we can also connect you with our preferred vendors. 

See our Services here and reach out via our Services Form. 

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