Business Signs
-
-

Signs are a vital part of downtown as they are among the most prominent visual elements and are an integral part of doing business. Signs create an individual image, but it is often forgotten that they contribute to an overall image of the downtown as well.

Common problems with many signs downtown are their excessive size and inappropriate placement on buildings. While it is arguable that large, flashy signs may be appropriate for the highway strip, they are out of place in the pedestrian scaled downtown. These signs produce visual clutter and tend to cancel each other out. As a visual element, each business sign should enhance the image of the entire downtown as well as the individual business.

Some existing signs do not respect the area's character. For example, large vacuum formed, internally lit signs pay no attention to local tradition, relate poorly to the character of downtown and detract from its inherent quality and image. These signs, or other types of mass-produced national advertising, also shift the emphasis away from local, personal service and ownership.

A good business sign should express a simple, clear message. Graphic symbols are generally effective means of communication. Lettering styles and sign materials should relate harmoniously to the façade on which the sign is placed. In addition, size, location and the design of the sign are important in effectively communicating to the customer.

 

Fig. 28 – Traditional Sign Position
Fig. 28 – Traditional Sign Position

 
Fig. 2 – Madison Street 2003

General Guidelines:

  1. Stand back and question the purpose of the sign.
    · Is it merely an identification?
    · Will the sign let the personality of your store or office shine through?
    · Is it necessary to provide information about products on a sign?
    · What kind of public is the business trying to attract?

  2. Consider the type of sign that is necessary.
    · word sign -this sign uses words to describe the business
    · symbol sign -many times a recognizable symbol is more expressive than words.
    · object sign -often, objects used in the business can be attractively displayed. These visual signs can be more vivid than words.

  3. A sign should express an easy to read, direct message: Keep is simple.

  4. Consider all the possibilities for using different materials. Each has unique qualities which can be exploited for the type of sign most appropriate to each need. Signs can be made from wood, metal, plastic, stone, neon, canvas, paint on glass or wood, etched or stained glass, and more.

  5. Examine pictures of how the building looked in the past to give ideas about how signs were related to historic architectural details.

  6. Visualize how the sign will appear in relation to the entire facade. The sign should not dominate; its shape and pro-portions should fit the building just as a window or a door fits.


    For example, a sign hung under the cornice complements the architecture and therefore, presents a strong image.

  7. Decide where the sign is to be positioned. There are several options including:
    · Under the lower cornice
    · Painted on glass
    · On an awning flap

  8. Consider this: the entire building presents an image that acts as a sign. The appearance of the building is more subtle than a word sign, but it can be more effective.

  9. Choose a sign maker carefully. Quality of workmanship and construction is as vital as any consideration discussed in this section. Ask where examples of previous work can be seen.

  10. Sign should not advertise specific products or "specials" for the week. This is too much information and adds to streetscape clutter.

  11. Comply with the City Sign Ordinances.