Exterior Location Branding

Summary

With a large number of exterior signage options choosing the right ways to brand your location can be difficult. Having the right expert to help you through the process will ensure that the final product works best for your company.

Location signage is an essential part of branding your business. But where do you start? With the large number of signage options there are often a lot of questions to be answered. There are a lot of factors to consider, and as with many things, the best options depend on the specific location, available space on the building, company branding guidelines, town regulations, and landlord requirements.

The Basics of Location Branding

The most basic way of explaining location branding is simply to state that a sign is used to indicate the occupant of the building. However, how your location is branded is a direct representation of how your clients will view your company. Choosing the right signage will help to ensure the first impression your company makes will be a positive one.

There are many variations of exterior signage but there are a few key types that are utilized by most companies. These are: building signs, free standing signs, and directional signs. We’ll go into more detail about each of these later. The important thing to remember is that these signs should work together to create a unified look that promotes your business.

It’s also worth noting that there is not one type of sign that is the best in all situations. There are a lot of factors to consider when choosing exterior signs.

Dimensional Letters

Planning Your Location Signage Project

Signs are often overlooked when it comes to buildouts. However, it is important to plan ahead for your signage. Apart from fabrication times, there is almost always an approval and permitting process associated with exterior signs. It’s essential to check the local zoning regulations to ensure that the signage meets the current standards and does not exceed any restrictions, also it often takes a month, and in some cases several months, to receive permit approval from the town or city zoning department. Zoning regulations are often dictated by which zoning district the address is located, the size of the building, distance from the road, number of street entrances, and length of storefront.

Apart from the local zoning department, there may be landlord specific requirements that will need to be met. It is prudent to check with building management to ensure that the proposed signs meet the proper signage requirements. It is not uncommon for locations with multiple tenants to have a unified signage type or style defined for the entire building or campus. This could be a requirement for illuminated channel letters or a greater restriction like a specific font and letter height.

In any case, landlord and zoning requirements should be considered when planning for exterior signage.

Content for Exterior Signs

One of the most common questions we get asked is: “What content should I include on my sign?” Signs are often viewed at a distance while moving quickly. For this reason most often the best practice is to simply have the company logo. Street signs will commonly include a street number. Typically any more information will be unnecessary and will distract from the logo. It is also important to allow for proper negative space when designing signage so they are both aesthetically pleasing and easier to read.

Free Standing Signs

Post & Panel Sign

There are two main types of free standing signs: Post & Panel signs, and Monument Signs, Both offer a wealth of options to consider but serve the same purpose: to add street side branding for your location. This type of sign is typically located close to the street entrance branding it and making it easy to identify what the entrance is for.

In both cases, Monument signs and Post & Panel signs offer a nearly endless number of style and material options. These can be minimalistic or decorative and come in at a variety of price points. This is something that can be tailored to the company’s personality and allow them to better represent their brand through the options they are choosing. For example, an industrial manufacturing company could create a monument sign using fabricated

Monument Signs

aluminum and dimensional letters to showcase the precision their company prides themselves on, while an environmental resource company could use materials that present elegant stonework to emphasize the natural feel their company is looking for.

As with anything, budget is often a major determining factor for signage choices. Simpler signs are typically less expensive, but also have limited options. It’s good to have a realistic budget in mind to help determine what the best option is early on in the process, but it can’t hurt to have an open mind. Something you like better might only be a little higher than your intended budget. Having a discussion with your signage professional about what’s most important for your project can make the process faster and ensure the final product is what you are looking for.

Building Signs

Dimensional LettersThere are 4 main types of building signs: panel signs, lightboxes, dimensional letters, and illuminated channel letters. The former two two options are for those where budget is the biggest concern, where the latter two are for those companies that are trying to make the biggest statement they can with their signage.

Building signage is usually dictated by available space on the building and zoning regulations. For the best visual impact with the most value in regards to first and lasting impressions your company should opt for either dimensional letters or illuminated channel letters. Individual letters create a look that can’t be achieved with a light box or panel sign. With individual letters your company looks well established and reliable. Allowing the letters to maximize the space for signage and create a high contrast look there is no other type of sign that will rival the statement individual letters will make for your company. The only decision you need to make is whether or not you would like to have your letters illuminated.

Illuminated Channel Letters

Illumination is important for visibility in all lighting conditions. Some locations choose to use accent lighting to light signs that are not self illuminating. This can be due to an aesthetic choice, but is sometimes due to a restriction from the landlord or zoning department. Many companies choose illuminated channel letter signs due to their versatility and appearance. With illuminated channel letters your company can choose to have your sign front lit, or back lit. Both signs have pros and cons for the lighting options, but ultimately it’s a personal preference.

In any case, both dimensional letters and illuminated channel letters can utilize custom shapes and fonts. This allows for your company to display your logo as it should be prominently on the building.

Directional Post & Panel Sign

Directional Signs

Often overlooked, directional signage is another place that your company branding can be incorporated into signage at your location. Even without presenting your company logo, your directional signage can incorporate fonts, colors, design elements, and material choices that correspond with your branding and other existing signage to create a uniform look at your location.

It’s worth nothing that as with any exterior signs there are often zoning rules in place for directional signage. Many towns don’t allow a company logo on signage, and there is usually a size restriction in place.

Finding The Right Sign to Fit Your Needs

With so many options, how do you decide what sign is best for your company and situation? One of the best ways is to discuss with a signage professional. They can discuss what your company goals are and help determine what type of signage will best meet your goals.

At G-Force Signs & Graphics we collaborate with our customers to help them find the best way to represent their company. Contact us today to see how we can help your business stand out.