Definition: Any publicly displayed information that's presented in the form of
words, symbols and/or pictures and is designed to advertise your
business. Sign permits provide legal permission to post such
information.
Retailers and restaurateurs alike realize the power of a good
sign. Some companies rely on drive-by or walk-by traffic for
customers, and if that's the case with your company, your sign may
be the most important element of your entire corporate
identity.
A good sign must do more than just attract attention; it also
has to be readable from a good distance. That's why your original
logo is so important--one that looks great on a tiny business card
may not transfer well to a huge sign above your store. Clearly,
going to a professional in the first stages of developing your
image is essential. If you find out your great logo can't be
reproduced on a sign, you'll have to go back to square one and
rethink your logo, which will end up costing you more in the long
run.
In recent years, a whole host of new signage materials has
emerged to provide more variety and individuality. This also means
it's harder to choose among all the possibilities, which include
neon, plastic, metal, wood and more. Do some investigating before
making your final decision; there is a wide range of prices for
various materials. Depending on your location, sign placement can
make a big difference, too. Options include a free-standing sign, a
wall sign, a projecting sign or a roof sign.
Before you head to the manufacturer with your design
specifications, check your local zoning laws. You may find that the
design you've come up with for your fried chicken restaurant--a
30-foot neon number in the shape of a chicken--isn't allowed in
your area. If you're moving into a shopping center, the developer
may have additional regulations governing signage that can be used
in the facility.
Many cities and suburbs have sign ordinances that restrict the
size, location and sometimes the lighting and type of sign used.
Landlords may also impose their own restrictions; these are likely
to be most stringent in a mall. To avoid costly mistakes, be sure
to check regulations and secure the written approval of your
landlord before you invest in a sign.
Most entrepreneurs need professional assistance with signage
since they don't have experience in this area. You probably will
not know how big the letters should be to be visible from down the
block, and you may not know which materials fare best in inclement
weather. For this reason, you should visit a professional--either a
designer or a sign fabricator. A good designer knows when
fabricators are cutting corners and not using the material
requested or doing a shoddy job. A designer will also be present at
the time of installation to make sure the sign is properly
installed.
The cost of a sign varies greatly depending on the materials and
type of sign. Buying directly from a fabricator can cost as little
as $500, but you run the risk of not meeting zoning requirements.
If you hire a designer, you'll pay a design fee in addition to
fabrication costs, but you have a better guarantee that the
finished product will work for you.