Signs: Working with a Sign Company

Getting a sign for your business is not difficult; however, getting an effective sign - a sign that will have a positive impact on your business' income and success - means that you need to be aware of the many types of signs and basic sign design, and understand the various types of sign companies, and sign construction.

Just as there are many kinds of signs, there are many kinds of sign companies. There are also many services - and levels of service - offered by sign companies.

Full service companies offer complete assistance with your business signs. They will come to your location and survey your needs. They'll perform traffic or readership surveys to assist in understanding and predicting the return you'll realize on your signs investment. They'll analyze your building, they'll know your city's ordinances and codes, and they'll obtain the necessary building or other permits. They will also help you select the type of sign that will work best for your business, while working within your budget. They'll design, build and install your sign, and provide ongoing maintenance and service.

There may not be a full service sign company in your area, however, or you may not choose full service for various reasons. Whatever the case, you will want to know - and perhaps perform - some of the individual services yourself, or hire the appropriate professionals to assist you.

Many sign companies also specialize in specific types of signs, therefore if you're not working with a full service company that knows what signs are allowed at your business location, be certain to research the city ordinances to determine what types of signs are allowed before choosing a sign company that might not be able to assist you.

What does a Sign company do?
Your signs is your first - and one of your best - opportunities to communicate with the public. signs must be effectively designed, well manufactured and correctly installed to optimize your message.

From a business perspective, a sign is not best viewed as an expense, but as an investment. You pay for the sign once, yet with proper maintenance it will last for years and return your investment many times over.

With this investment approach in mind, select a sign company that can meet your needs.

There are five primary functions most sign companies will be able to perform:

1. Sign Design
   Good design begins with a survey of your location and building, or an analysis of the architectural design, done ideally prior to construction starting. Traffic volumes and patterns are noted. Visibility is considered. The bottom line is that your sign company must be able to assure your signs's visibility and readability (and conspicuity) under standard conditions.

   This information is blended with your name and logo, the architectural design of your building and your marketing plans to develop a street presentation unique and effective for your business. If you don't have a logo or unique type style, your sign company's professional designers can usually help develop one that you can use throughout your business and other advertising media to reinforce or "brand" your business.

   The sign must be large enough so the customer can read, react, and stop safely. A signs package with low readability becomes little more than a street address. Make sure your signs will be designed to their maximum potential to keep your site "branded" and capable of influencing a purchase, as well as complimenting site architecture.

2. Permitting
   Except for unique local governmental conditions, your sign company may obtain the necessary sign and electrical permits required. If variances are required, then you and your sign company will work together to present your needs to the appropriate officials and obtain the approvals.

   Many communities will require that your sign company be a licensed contractor before they'll issue the permit. It is recommended that you only work with licensed contractors.

3. Manufacturing
   Proper construction of your signs (that which conforms to the local and national codes and standards) is essential for a long lasting asset. Good workmanship is a must.

   Visit your sign company. Look at the condition of their factory and the quality of the product they build. Ask for references, then take a critical look at other signs they've built in your community, and talk to the business owners about their signs. You should also drive around your area looking for attractive signs. If you find one you like, ask the business owner where they purchased the sign and contact the sign company directly. If you are purchasing an electrical sign, ask if the contractor is UL listed.

   Design, production and installation of signs does not happen overnight. It may require 6-8 weeks to complete the process, depending on the size and type of signs you choose. You should begin your company and sign selection very early in your business setup process.

4. Installation
   This is a major component to selecting a sign company, as you probably don't want to be responsible for installing the sign yourself, or for hiring an appropriate professional to do so.

   As mentioned in "Permitting", communities often require that a sign company be licensed before they will issue an installation permit. Sign installation often requires specialized equipment, and safety is essential. These are additional reasons to work only with licensed contractors whenever possible. The sign company will be working on your property, too, so ask for their certificate of insurance; you don't want to be assuming liability for their crews' safety practices.

5. Sign Maintenance
   signs is a visual device, and customers must be able to clearly read your signs. Will your sign company be able to keep the sign in good condition? Did they engineer the signs for economical maintenance? Do they have the equipment necessary to perform this service? Make sure you get these answers.

   Don't focus primarily on price. If you do, you're likely to purchase a lower quality product with limited life expectancy - a product that will present a poor image to your customers. signs is an investment worthy of your time and careful consideration. Keep all aspects of the signs in mind (including the above five functions) when you are analyzing your choices of sign companies.

   Designing, permitting, manufacturing, installing and maintaining a sign is a complex job. If not done properly, you could not only lose your communication effectiveness, but also lose your customers.

Here is a sample questionnaire of items you will want to know from sign companies you might work with.