Creating a Business Sign: What Should Be Included

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| 01 Sep 2020
What should be included while creating a business sign?

The signs that companies create are designed to communicate a message in a few seconds. Whether it is a sign for your storefront, an advertisement or an event, your signs should be well-branded and get the message out quickly.

From the colours you use to the images and the materials to the technology, business signs today come in a wide range of options to suit any budget or purpose. If you are creating a sign for your business, there are a few things you should always include to make it as impactful as possible.

Your Budget

It’s essential to know your budget before your sign design can begin. Some signs cost thousands of dollars and might be out of your reach.

Your budget should consider the sign itself as well as any costs associated with placement. For example, if you are running an ad campaign, how much will your ad costs be? If you need multiple signs, what are your quantities? Understanding all aspects of your budget will ensure you don’t overspend or miss out on opportunities to improve your sign.

Your Logo

Your logo is the first thing people will look for if they find your sign interesting. It should always be consistent in its design, so it becomes recognizable. It should be simple and include your name, or if you are more daring or feel your brand holds some equity, should have a recognizable “emblem” that people will know is yours. It should be positioned prominently, but not interfere with the main message you are trying to send.

If your logo is the sign, consider ways to make it more prominent. Can it be backlit? Can you use materials like metal or wood to better reflect who you are? Is there technology available to make it more exciting such as LED lighting?


An important rule of branding is to always be consistent across all your marketing materials. For today’s businesses, this might be the first sign you’ve produced because most of your marketing is done online.

If that is the case, you might find your logo or even your brand colours don’t quite work. The trick is to adapt your logo to suit several uses from your website to social media to your packaging and signs.

This way, your logo can be used in all media without challenges. Your colours should also be concise and consistent — like McDonald’s golden arches and red background or Starbuck’s distinct deep green logo.

However, consistency is not just for logo use. It applies to every aspect of your marketing materials. On your sign, you should always end with your tagline. Your message should reflect your brand voice, whether it is humorous, playful, serious, informative, etc.

Your images should also be consistent with a certain sense of style and aesthetics, whether it is the type of model you use, the tone of the image such as black and white, Kodachrome or full-on colour, and even the layout.

Colour Counts

Your brand colours are important, but you will usually be combining your colours with images or graphics. Your colour scheme, therefore, should work with your logo and help set the mood and message.

If you are making a public service announcement about drug abuse, your palette would be more sombre than if you were doing an ad for baby clothes. Colour makes an emotional statement and should reflect your message.

Contrasting colours make a bolder statement, while blended colours are more harmonious. Hot colours like orange, yellow and red are more aggressive, while cooler colours like blue, green and creams are more subtle.

Personalize to Speak to Your Audience

The message you send needs to speak to your audience. There are different ways to do this:

1. Location

If your sign is on a billboard above the highway, you can come up with a clever image or message related to traffic. If it is a transit sign, you can relate to people based on their transit experience.

2. Target

If your messaging is less generic, you can use text that speaks to a specific audience, be it gender, age group, demographic such as a student or interest group such as movie lovers.

3. Event

You can also focus on an event such as a sale, a gathering, a conference, etc. The what, where, and when become the most important factors.

4. Branding

If your message is focused on raising brand awareness, your message must reflect who you are and what you offer.

The trick is to personalize your signage to help you meet your goals.


Not all signs need words. Many companies successfully depend on images and their logo to get their message across. Just make sure people will get it. At the same time, posting a quirky image with your logo and a hashtag or website can be very intriguing. It’s all about what your brand wants to be.

Consider Positioning-Location

Where you place your sign is just as important as what your sign says. Is it about a certain product on sale in your store, or is it a sign to send people to your sale? Is it instructional or directional? Is it generic branding trying to reach a specific audience? All these factors determine where you place your sign to reach the right audience and achieve your goals.

Type of Sign

Is your sign for interior or exterior use? Is it going to become an architectural detail or simply send a message? If it is external, does it require lighting? Can it be 3D, or does it have to be one dimensional?

Every detail of your sign needs to be considered so you can choose the right type of sign. Some popular sign types include:

  • Illuminated channel letter signs
  • Pylon signs
  • LED computerized signs
  • Illuminated signs
  • Metal letter signs
  • Directional signs
  • Interior signs
  • Plaques
  • Customized wood signs
  • Digital print signs
  • Vinyl signs

Don’t forget to ask your sign company what technology is available to add more interest or detail to your sign. The technology used in printing can also make signs more affordable.

Sometimes, your best bet is to speak to a professional sign company like New Style, to discuss your options. We can help guide you on what will best meet your needs and get the best results while sticking to your budget.

To learn more about what you should include when creating a business sign, call New Style Signs at +1 866-591-6938 or contact us here.

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New Style Signs produces creative and high quality custom signs for companies throughout Southern Ontario!

6635 Kitimat Road, Unit 35
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