The Art of Signage – Making Your Business Stand Out

Signs are important to your business.  Good signage gives your customers subtle cues that increase brand awareness and in the end, can help you make a sale.

Signs are often the first contact a potential customer has with your business.  Clear communicative signage can let the customer know you are there.  It can advertise a sale or special, or promote some other aspect of your business.

What are the different types of signs, and how can you use them to benefit your business?


How are signs used in business?  Effective signs:

  • Increase brand visibility
  • Attract potential customers
  • Provide information
  • Enhance overall customer experience
  • Sets your business apart

Outdoor Signs

Billboards are large outdoor signs that capture the attention of motorists and pedestrians.  They are excellent at reaching a broad audience in high-traffic areas.  Billboards are effective for promoting special offers and creating brand awareness.

Pylon signs are tall free-standing structures found near roadways and entrances to commercial properties.  They provide visibility from a distance and can highlight the entrance to your parking lot.  They also let potential customers know your location.

Channel letter signs are three-dimensional signs often seen on storefronts.  They are highly customizable and can be lit from within.  Icon Signs makes excellent 3-D signs which can really make your business stand out.

Indoor Signs

Reception area signs make a good first impression on visitors.  They can display your company name or logo and a welcoming message.  They can be lit with indirect lighting to provide more impact.

Wall murals can transform indoor spaces.  They can promote your brand identity and create an artistic atmosphere.

Directional Signs help customers navigate your business.  They are widely used in large facilities like hospitals, airports and shopping malls.

Illuminated Signs

Neon signs create a vibrant eye-catching glow.  They can give your business a classic nostalgic feel.


Signs are a part of your overall marketing strategy.  You want to make them visible and effective. A sign has to be aesthetically pleasing and visible to achieve its purpose.

The size of your signage should be proportional to its surroundings and designed to be understandable from the intended viewing distance.  If your sign is too small it gets lost and if it’s too large it can overwhelm the passer-by.  For example, a pylon sign has to be large enough and easy enough to understand that a motorist going 50 miles per hour can understand it in seconds.

Your sign should be placed in a prominent location where it can catch the attention of your target audience.

Your sign has to have proper lighting.  It should be readable day or night.  You can use illuminated lettering or spotlighting, but the right lighting can increase your sign’s effectiveness.


You need to make sure your business is in compliance with any local zoning or safety regulations.  These will often limit the size and placement of your signage.

Exit and other safety signs are often required for certain types of businesses.

High-quality signs can work wonders for any type of business.

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