Signage and Sign Permits

Retailers and restaurateurs alike realize the power of a goodsign. Some companies rely on drive-by or walk-by traffic forcustomers, and if that’s the case with your company, your sign maybe the most important element of your entire corporateidentity.

A good sign must do more than just attract attention; it alsohas to be readable from a good distance. That’s why your originallogo is so important–one that looks great on a tiny business cardmay not transfer well to a huge sign above your store. Clearly,going to a professional in the first stages of developing yourimage is essential. If you find out your great logo can’t bereproduced on a sign, you’ll have to go back to square one andrethink your logo, which will end up costing you more in the longrun.

In recent years, a whole host of new signage materials hasemerged to provide more variety and individuality. This also meansit’s harder to choose among all the possibilities, which includeneon, plastic, metal, wood and more. Do some investigating beforemaking your final decision; there is a wide range of prices forvarious materials. Depending on your location, sign placement canmake a big difference, too. Options include a free-standing sign, awall sign, a projecting sign or a roof sign.

Before you head to the manufacturer with your designspecifications, check your local zoning laws. You may find that thedesign you’ve come up with for your fried chicken restaurant–a30-foot neon number in the shape of a chicken–isn’t allowed inyour area. If you’re moving into a shopping center, the developermay have additional regulations governing signage that can be usedin the facility.

Many cities and suburbs have sign ordinances that restrict thesize, location and sometimes the lighting and type of sign used.Landlords may also impose their own restrictions; these are likelyto be most stringent in a mall. To avoid costly mistakes, be sureto check regulations and secure the written approval of yourlandlord before you invest in a sign.

Most entrepreneurs need professional assistance with signagesince they don’t have experience in this area. You probably willnot know how big the letters should be to be visible from down theblock, and you may not know which materials fare best in inclementweather. For this reason, you should visit a professional–either adesigner or a sign fabricator. A good designer knows whenfabricators are cutting corners and not using the materialrequested or doing a shoddy job. A designer will also be present atthe time of installation to make sure the sign is properlyinstalled.

The cost of a sign varies greatly depending on the materials andtype of sign. Buying directly from a fabricator can cost as littleas $500, but you run the risk of not meeting zoning requirements.If you hire a designer, you’ll pay a design fee in addition tofabrication costs, but you have a better guarantee that thefinished product will work for you.