(Part 1 of our series Planes, Trains, & Parking Garages: A Guide to Signage and Transit)
Airports are some of the busiest places in the world with thousands of passengers, and in the case of airports like Atlanta hundreds of thousands of passengers, arriving and departing through their gates each day. This isn’t even including all the employees who make these airports run, including everyone from the flight crew, to the TSSA safety attendants, to the staff who keep the airport property and all its services running. It’s no surprise then that signage plays an essential role in how an airport functions, from the essential wayfinding signage that gets travelers where they need to go, to the electronic signs and kiosks that many interact with to check-in and to find their flights, to the graphics and murals that provide a sense of place and often a welcoming message to the city where passengers are arriving and departing. In this part 1 of three of “Planes, Trains, & Parking Garages: A Guide to Signage and Transit” we breakdown signs’ importance in the airport industry.
Art, Graphics, & Murals
Travel can be disorienting for many, whether you’re a first time flyer or a seasoned business pro, and one of the ways airports can make you feel at home when you’re miles away is to show you a sense of place.
Airports often achieve this through signage promoting the locale you’re in, and also through signs with messages specifically welcoming you to the airport, the city, and perhaps the country for international airports, that you’ve arrived in.
Perhaps one of the most essential signs at airports for passengers are the digital displays that are setup at each gate, at check-in, and at luggage pick-up, highlighting the progress of flights. “On Time”, “Delayed”, and “Canceled” are some of the most important words and phrases one needs to check for when flying, and to be able to see this quickly and easily is crucial.
Thankfully the development of electronic technology, through TVs and display screens, has made this a significantly easier process than in the past to implement. This is why these displays are pretty much ubiquitous at nearly every airport throughout the world.
Before touchless technology really started taking off, such as QR codes and mobile apps, kiosks and self-service stations became the go to mode for people to more quickly, and ideally with less lines, accomplish what they needed.
At airports, kiosks are often sources of quick information, whether it’s a kiosk with a visual map or guide, or the kiosks setup at check-in which allow for boarding passes to be printed. Even as boarding passes go mobile, kiosks can still be set up to scan QR codes on apps, should passengers prefer a printed boarding pass for their flight.
4. Directional and Informational Signage
Aside from the digital displays, the only signage perhaps matching in importance in airports is the directional and informational signs that guide you to where you need to go along with the signs identifying where you’ve arrived at. In particular, wayfinding systems that help passengers find their gates are especially crucial. Whether you have time to leisurely stroll, or you’re rushing to catch your flight, these signs are what get you to where you need to go.
Long gone are the days of the one room schoolhouse, where students of all ages sat in one space to learn. Now even smaller schools, and especially colleges and universities, are becoming sprawling campuses, where finding your way around is becoming more and more of a necessity and a struggle simultaneously.
Signage is therefore crucial for visitors, students, teachers, and staff alike, to know where they are, where they need to go, and in some cases where they shouldn’t be. In this blog post we breakdown the different ways schools, colleges, and universities use signs, and the different types of signage that helps schools satisfy their wayfinding needs.
Wayfinding Signage in Elementary School, Middle School, and High School
When you think of schools most often you’re thinking of primary and secondary schools. Though there’s often a level of routine, especially for elementary and middle schools, as to what students, faculty, and staff do each day, wayfinding systems can help new students, staff, and faculty members orient themselves faster and more easily.
Likewise should visitors arrive, be it for an open house, a family visitation day, or other special events, these signs will help direct visitors where to go and not to go.
In the case of an emergency too, these signs will be relied upon to help faculty and staff lead their students through any protocols that may be in place.
Signs for Colleges and Universities
Colleges and Universities often have the same needs as elementary, middle, and high schools, but on a grander scale. Students are also often freer to roam without permission, or a guide, and thus rely increasingly on wayfinding systems.
Even with a comprehensive tour, no doubt most students on their first day feel a sense of disorientation, and with the help of these directional and wayfinding signs they will find their classes and overtime get the hang of their new surroundings.
Dorms and Residence Halls
Aside from a small selection of secondary schools, dorms and residence halls are often unique to colleges and universities. These require signage similar, if not precisely like, other apartment and residential complexes, and these can include everything from visiting hour signs, to room #’s, to rules in public spaces like laundry rooms or other common areas.
Likewise the average primary and secondary school does not have a food court, and while some colleges and universities only have cafeterias serving their own food, many also include franchises be it Taco Bell, Starbucks, or other known food and beverage businesses.
These are not always regulated in the same way as a franchise; however, these businesses do often have their own rules for signage, and they will need to be taken into account too for school management and the sign companies who work on these projects.
Electronic Message Centers
Thus far we’ve discussed primarily wayfinding signage; however, monument signs, pylon signs, and other exterior signs play an important role as well in both welcoming people and marketing news, events, or the school’s values to the public.
One tool that’s become increasingly essential for delivering these messages is the use of electronic message centers. These can be placed either on a monument sign or a pylon sign, depending on the school’s preference and permit allowability through the local municipality.
Campus Curb Appeal
Though many primary and secondary schools students are zoned to these schools, even they, along with private schools, colleges and universities, must consider how signage can help with the overall ‘curb appeal’ of the school.
Curb appeal quite simply is the look and feel of a place as it appears when walking or driving by said place, and for schools that especially have to recruit students this can be a major component of a student’s first impression of a school and especially its campus.
Signs play an integral component here, and Electronic Message Centers can help, but also road banners around the campus, or on main drives through the campus, along with vinyl signage on exterior windows that help brand the school.
ADA Signage is a crucial component with all wayfinding signage in all schools, as it is required in any public building or institution. Schools more and more are ensuring that they are fully accessible places, and even without government mandates they turn to ADA signage specs to ensure they fulfill their own mission to be fully inviting and open.
ADA signage isn’t simply just about putting braille on a sign as well, so it’s important to work with a sign company who understands what goes into ADA and can fabricate ADA signs for your needs.
Though each franchise business is unique and has its own guidelines and procedures determined by their parent company, what is common between them all is a sense of uniformity with branding across the branches owned by the franchisees. That way no matter whether you’re in a franchise in Miami, Florida, or Juneau, Alaska, you recognize what establishment you are in and you get a similar sense of place. If you are a first-time franchise owner you’ll be given a lot of information from your corporate headquarters to let you know what you can and cannot do with your business. Today we wanted to break down what those guidelines could look like as it relates to branding, exterior signage, and interior signage.
Though the physical location of a business can vary drastically, especially in rural places compared to metro cities, the exterior signage will usually be incredibly consistent. One example of this can be found with Starbucks. Starbucks may have stand alone properties in suburban areas, and sometimes they’ll take up a tenant space in a larger commercial property. While the larger, suburban business space may have more signs and a drive-thru (not typical for all Starbucks), there will usually be one or more signs on the building itself that you can find at every Starbucks in the world.
Starbucks as well is a great example as they over the last few decades have increasingly franchised into other businesses, such as Target, Food City, hospitals, and colleges and universities. This means they are not the dominant business in the property; however, they still need to brand their space and traditionally do so with exterior signage to let visitors know they are present.
The world of interior signs is often far more vast than people realize, and it can include everything from ADA signs, to menu boards, vinyl graphics, electronic message centers, electronic kiosks, environmental graphics (i.e. wall art or mural art), and interior neon and LED signs.
While the interior of a business allows opportunities for franchises to customize their space to match their community, it’s also a space to use familiar branding and signs to create a familiar sense of place.
Panda Express is one such business that due to the layout and interior colors and graphics presents very quickly to customers a sense of who Panda Express is and a familiarity with all other Panda Express locations. Even in universities with Panda Express, where there is often less physical space and perhaps competing restaurants in a food court environment, once you approach the cashier you’ll see familiar colors, designs, vinyl/graphics, and menu colors.
This isn’t just true with fast food establishments though, as franchises include everything from hotels to escape rooms to travel and gas centers and more. Hotels especially are often licensing the branding from a major company, be it Marriott or Hilton, but the hotel itself is run by a franchisee and not the corporation itself.
No matter how small the business or how large the property is, the use of interior signs and branding can help visitors immediately feel at home in these businesses.
Exceptions to the Rule
Again each franchise has their own rules, but there have been a few notable exceptions to the rule that “all must match”, as some corporations have now started to allow for increased personalization to promote community ties.
In 2021 for instance, 7-Eleven reached out to local artists to commission murals for their stores exteriors and interiors.
“We kicked off our mural program with a local artist at a new 7-Eleven Evolution Store, an experiential testing ground where we test new concepts, products and services before we scale them across the 7-Eleven system,” said 7-Eleven Senior Vice President and Chief Marketing Officer Marissa Jarratt. “It’s been a hit so far and I’ve seen my fair share of excited customers stop what they’re doing to take Instagram-worthy photos in front of the larger-than-life mural. This positive customer behavior and feedback has encouraged us to expand the concept to more stores in 2021.””
Covid also meant individual franchisees had to adapt especially to any local restrictions imposed by their municipalities. Though this hasn’t changed permanent signs as much as it has temporary, it still means that you can walk into one Taco Bell and see an touchscreen menu board off to one side, while the next may simply have antimicrobial screens at the counter.
“Commercial Property Insurance covers your business against everything from a minor hiccup to a major loss.
A fire could destroy your building and the contents inside
A burst water pipe could damage valuable documents
A storm could damage your outdoor sign”
Weather in particular is a common reason for signs to be damaged. Wind, hail, snow, earthquakes, and tornadoes are all reasons why a sign may incur damage.
Is Commercial Property Insurance different from General Liability Insurance?
TheHartford.com defines General Liability Insurance as insurance that “helps protect you from claims that your business caused bodily injury or property damage. It can also protect you if someone sues you for advertising injury.”
This is different from Commercial Property Insurance, which “covers your business’ physical location and equipment, whether you own or lease it.”
These insurances may often be paired together in a package by your insurance company; however, you should double check with them to be sure.
Who provides Commercial Property Insurance?
Commercial property insurance is covered by many large and small insurance companies alike.
Does insurance differ for on-premise signs and off-premise signs?
Depending on your lease agreement, you may need to acquire insurance that covers your on-premise signage.
If you have a roadside sign like an Electronic Message Center then you should consider insurance for your sign. These signs are often more costly than on-premise signs, and their positioning can sometimes make them easier targets for weather, accidents, and vandalism.
I’m leasing a tenant space in a commercial property development. Do I cover my sign’s insurance or does my landlord?
While lease agreements may vary, you as a tenant are generally required to purchase the signs for your business. Therefore you are also the ones required to secure commercial property development insurance to cover said signage.
Does my sign company need to engage with my insurance company when my sign is damaged?
In the case of a damaged sign, if it needs to be fully replaced then your insurance company may reach out to the fabricators of the sign to determine the original cost. If it needs to be repaired then they may reach out to a local sign company to get a quote for the potential repair costs.
How much will my sign coverage cost?
According to Obierisk.com, costs will be determined largely by “the size and location of the sign.” Also under consideration will be if the sign is “in an area prone to extreme weather, such as wind, which could damage the sign.”
Project Managers are the backbone of our team at Ortwein Sign. They oversee the project from the time it’s sold to the time we drive our crew off your lot after successfully installing your signage. To get even more detailed, they handle permitting, work day to day with our fabrication team, and hand off all the needed notes to our installers, while ensuring they have the needed information to do their job. Simply put, our Project Managers make things go smoothly. So in this blog we thought we’d not only give a shoutout to our great team, but we would also break down what makes an effective project management team. So you can see not only how our team works, but also we hope you can take away some pointers for your business.
What is Project Management?
Project Management in many ways is just what it sounds like: managing a specific, or multiple, projects from start to finish. Project Management is used for projects of all sizes, scopes, and industries. For companies without a Project Manager or Project Management team, having an expert project manager on your team can be a revelation to really see how effective and essential a Project Manager can be.
What is a Project Manager’s Role?
While the nuances of a Project Manager’s day-to-day work varies based on the work itself, essentially they oversee the completion of a project from start to finish. This includes creating a timetable for the completion of said project, scheduling and delegating tasks to the team, checking-in on the progress and completion of said tasks, assessing what needs aren’t being met and where needed pulling in additional resources, and all of that while reporting routinely to their supervisors, the relevant parties involved, or both, the overall status of said project.
What is the Project Management Triangle?
The Project Management Triangle is how a project manager manges the quality of the job. The three lines making up the triangle are: scope, time, and cost. You may have heard the old adage “you can have it cheap, you can have it fast, or you can have it done well” This speaks to the very push and pull that makes up the triangle and the struggles of a Project Manager’s role in balancing these demands.
Do Project Managers Need Expertise in the Industry They’re Managing?
While it certainly helps, there could be an argument that the industry elements may be less required than general know-how on simply effectively managing the many elements of a project from start to finish.
At Ortwein Sign, we’ve had Project Managers enter with little experience in the sign industry, but with training we were able to work together to get them up to speed with the nuances of the sign industry.
At the same time, we’ve had Project Managers with experience in our field, and while that’s certainly sped up the onboarding process, what we relied on from them most was their ability to organize, delegate, and manage all aspects of the projects they were given.
What Skills Do Project Managers Need?
Project Managers need a variety of skills, including:
Projects can vary in scope, but as is so often said “the devil’s in the details”. It’s these details where an excellent Project Manager shines, because by overseeing all the smaller elements of a project they help the full project come together.
Though many projects may have deadlines coming from leadership, or some external deadline, a Project Manager may need to set these deadlines, and certainly they’ll need to work within deadlines given to them. Project Managers therefore often rely on timelines and progress charts to keep up with where the completion of the project is and also the status of each individual contribution to the greater project.
Communication Skills may seem obvious as a need for any employee; however, for Project Managers its essential. Not only do Project Managers need to communicate to employees up and down the chain of leadership, but they also need to really listen and grasp the information they’re being given by everyone involved. Oftentimes they’ll have to take the information from the top of the chain and relay it down and vice versa.
Ability to Run Meetings
Though essentially a component of communication skills, one aspect we’d like to single out is the ability to run meetings. Now a smaller project may not require many people to be in a room at one time; however, whether the meeting is small or large, this is another time where the Project Manager will have to field questions, listen closely to all that’s being said, transcribe these notes and often relay them after, and more.
These almost needn’t be said; however, sometimes the obvious needs to be stated and that is to say that Project Managers absolutely require organizational skills. Organizational skills are essential at every level, as it’s needed when constructing a timeline, when coordinating notes, when preparing for meetings, etc.
Do Project Managers Need to Be Certified?
Some companies may require certifications, while others may not, but if a Project Manager is looking to get ahead then there are certifications out there established specifically for Project Managers.
One such certification is the Project Management Professional (PMP)®. The PMP is offered by the Project Management Institute.
For more details on the Project Management Institute, visit their website: www.pmi.org
What Pushbacks Do Project Managers Hear Most Often?
Project Managers are an essential tool for many companies; however, that doesn’t mean that the inclusion of Project Managers on a team isn’t sometimes met with doubt and skepticism. Many employees may feel they’re already “handling” their projects just fine, and while that may be true, Project Managers often allow managers, sales team members, and others more time to do the job they were hired for.
Likewise, Project Managers are like a safety net for any missed moments in a project. While it’s ultimately up to the employees working on the project to complete their portion of the job, Project Managers act as a guide and safety line. They make sure nothing falls through the cracks.
What’s the Biggest Struggle for Project Managers?
Project Managers in many ways are the unsung heroes of an office. They usually do not have direct authority over those working on the project, but ultimately their job is ensuring the projects success. Therefore they are incredibly reliant on the work of their team. They often lack “sticks” to ensure success, but they can and should use “carrots” to encourage and support workers up and down the line who help bring the project together. Project Managers can be asked to relay difficult messages to higher-ups, and line workers; however, they also have plenty of opportunity to pass along praise. It’s a difficult balancing act for sure, but an excellent Project Manager rises to these challenges every time.
Our Project Managers are sign permit experts. Let us share with you all we know about sign permits.
The industry of self-storage continues to thrive, and more and more entrants are coming into the industry to set up their own self-storage businesses. At Ortwein Sign, we’ve had the opportunity to support many self-storage businesses with their signage, and in that time we’ve been able to use our expertise to establish some tips we recommend for owners purchasing signage for self-storage units. In this blog, we breakdown what you need to know about signage if you’re considering starting, acquiring, or growing your self-storage business.
Why is Signage Important for Self-Storage?
Storage Pug, an industry leader providing websites and marketing support for self-storage companies, recently emphasized that proximity is one of the key factors self-storage customers consider when looking for self-storage options online. They go on to say that for self-storage owners a strong Google My Business profile is essential as online queries will pop-up the nearest businesses on Google. A business with a strong GMB presence therefore will capture would be customer’s attention more successfully than a poorly managed GMB.
Much can be said that signage is important for essentially the same reason. A good looking, working sign will attract local passersby, especially if the signage stands out like a pylon sign. Whereby an unlit sign or a sign that doesn’t stand out means the would-be customer may drive right on by for a self-storage option just a little further.
What kind of Signage helps self-storage companies stand apart?
Though every municipality is different, and thus may allow or not allow certain signs, for our clients the bulk of our orders have been for a combo of pylon signs (or monument if pylons are not allowed) and channel letters.
Pylon signs are freestanding business sign structures with a custom single or multi-tenant illuminated sign box supported by one or multiple steel poles. The sign base and pole surroundings can be constructed of various materials. Pylon sign bases can be constructed of high-density urethane with a stucco finish, brick or block structures, or welded aluminum base primed and painted. Single or double sided, custom paint colors are available to complement your architecture or corporate identity. Most sign companies can incorporate a full color LED digital message board if desired. A digital message board can be programmed in a matter of seconds from a remote location.
Pylon signs are an incredibly effectively way to bring attention to your property or business. If you have a complex with many tenants, then pylon signage featuring business names and logos are an effective way to provide advance notice for the location of your tenants’ businesses. Often, the first impression of your business is a pylon signs. Pylon signs therefore offer high impact and low maintenance exposure for only a few dollars a day.
Custom pylon signs can help direct traffic to your business location, and they can help communicate the message of a single business or multi-tenant complex. Customized pylon signs are very popular when it comes to identifying shopping plazas and industrial complexes, car dealerships, gas stations, restaurants, mini-malls, hotels, and retail locations. By implementing a pylon sign into your project’s design scheme you can take your brand to new levels.
Monument signs vary in size; however, they are often the approximate height of a person. They can be made of a variety of materials including bricks, sign foam or aluminum.
Though pylon signs are often taller than monument signs, there are occasions where a monument sign can actually be a pylon sign. The signage used to highlight all occupants of a strip mall calls for the services of a monument design with the height of a pylon marker. It is the best of both worlds and helps to give each merchant a chance at attracting customers, which of course benefits the other businesses as well.
Property owners usually favor a tall design that gives each occupant a signage spot of similar size. With a smaller marker, only top-billers get good-sized signage whereas the smaller businesses might have to make do with a crammed display of their name or logo.
A typical channel letter is a three-dimensional graphic sign element. Its channel is fabricated from sheet metal, most often aluminum since it will not rust. A flat sheet of aluminum is typically cut on a table by a computer-controlled router. This creates the back of the channel and is the basis for the letter shape. The letter can is painted and fitted with any lighting components necessary such as neon gas tubes or light-emitting diode (LED) modules. When illuminated at night, channel letters draw the eye of passers-by.
Channel letters are a prime choice among for those looking for exterior business signs. The shape, size, and illumination of each letter ensures that your sign will stand out among other businesses, especially at night. The construction of these letters allows you endless options for custom signs. The letters are available in nearly any font, color, and size. As each letter is individually crafted, you can also incorporate your business logo in the design.
What kind of Signage is essential for the day-to-day operations of a Self-Storage company?
Once you’ve captured their attention with strong exterior signage, you also need to ensure the signage around your complex can help present and future customers navigate your storage units. This is where wayfinding signage especially comes into play.
Wayfinding signage systems consists of signs that let you know where you are, where you want to go, where you need to be, and sometimes even where you aren’t allowed. When used in tandem, these signs should help direct customers and visitors alike right to their destination.
Directional Signage is a valuable tool for self-storage units to help direct customers to their units. These signs often include arrows to help point more precisely in the direction of the destination.
Identifying Signs at storage units consist of signage that helps label the key buildings, including the main office or offices, as well as the as names or numbers of the units themselves. If a self-storage unit has a group of units called Complex A and Complex A consists of Units 100-120, then identifying signs would be placed at the start of each complex and on the door or facade of each unit.
What will the sign company need from me as a Self-Storage Owner?
To be the most effective partner for your sign needs, Sign Companies will generally need three things:
Logo and Branding (Vector Format)
If your signage includes your logo at all, and it most likely should, then your sign company partner will need your logo art to help them design and fabricate your sign. Vector format is the preferred type of file sign companies will need as it allows them to scale the art to fit signs of various sizes.
Survey of Your Site/Conversations During Pre-Planning
Sign companies can help build a plan for your signage needs and how best to satisfy them. By providing your sign company early information on the site, both and you and the sign company will be better served as they help understand what signs will need to be fabricated and where they’ll need to be installed. This will also help the sign company permit the signs, which is a requirement in many municipalities.
By contacting your sign partner early, you’ll also help alleviate potential unknown headaches along the way that may crop up if you haven’t already built-in signage to your business plan.
Access for the Installation
Bringing a sign company in early is the best way to prevent access issues; however, whatever time you begin to work with your sign partner you should consider what access they will need to installing signs.
Cranes in particular are heavy and take up a fair amount of space. Therefore the surface on which they stand, and the space allotment, is important to consider. Storage companies also often have retention ponds too, and these can be often overlooked when considering access until the sign company is brought into the conversation. Be sure to mention to your sign company if and where you have a retention pond as early as possible, so the sign company can use this in their planning.
How to choose the right sign company for the job?
When considering which sign company to partner with, you want a company with a strong record of customer service, project management skills, as well as the know-how and equipment to develop, fabricate, and install your sign package.
We at Ortwein Sign pride ourselves on our fabrication, customer service, and project management skills, and we believe our 99 years in business can be put to great use to help develop and execute the best sign plan possible for your self-storage business.
Signage and branding can be used to enhance the work environment, from the entrance, to the foyers, the hallways, and the offices themselves. This can be used as part of an overall strategy to help boost productivity, employee retention, and to promote a strong positive work culture. Signage is also key for promoting a strong sense of place with visitors and can be effectively used to guide visitors to where they are needing to go. In this guide, we breakdown the types of interior signage, along with how each can be used to effectively enhance your office space.
Second Surface Door or Window Vinyl
Whether you have a large complex, or a small office space, second surface vinyl is often the first interior signage that visitors and your employees will see. If you only have one entry door then this is the perfect space to brand your door with your logo, and it’s also a key location to add business hours to help indicate your open hours. If you have a complex with many doors, then interior door vinyl can help indicate which doors are publicly accessible, and which are not, and with further branding you can promote a sense of place as your logo could appear on all the doors of your facility.
Wall Logo / Lobby Signs
If you enter an office for the first time, you’ll likely see the logo on a side or back wall opposite the door so that when anyone enters the room it’s one of the first things they see. This can be done in a simple fashion or in a more ornate artistic style. Either way, by including this feature this sign not only helps highlight your office’s brand but it also helps assure any office visitors that they have indeed arrived at the location they’re seeking.
Directories are essential for new visitors in particular to find their way around your office space. By providing a directory upon entry, visitors will find who they’re looking for quickly and see what room they’re located in.
Pair a directory with additional wayfinding signage to help get visitors on the right foot. Wayfinding signage systems can be a perfect way to help direct traffic where you want it to be, and it can also be an opportunity for branding as brand colors and fonts can be included. Wayfinding signage can include everything from statuatory signs, built to display rules and regulations, to identificational signs, which indicate the name and purpose of a place or space.
Title signs are perhaps the most omnipresent example of identificational signs. Each office space will undoubtedly have an occupant, or more, and by putting the name and title of the teacher, professor, office worker, etc. in a small sign on the door visitors know that they’re at the office space of said person. These can be fabricated in such a way as to slide in a frame , should they need to be replaced as office workers come and go. Digital LED screens can even be used in this manner as well, which will help increase the longevity of the sign though at a perhaps greater initial cost.
Branded ADA Signs
ADA signs are a requirement for most any office, and while there are specific requirements for ADA signs there still exists the opportunity to brand ADA signs with colors or logos.
Environmental Graphics, Murals, and Wall Art
Wall art and mural art are perhaps the greatest assets for adding creative uses of branding in an interior space. Even if the logo isn’t included you can use brand colors in the art to signify your brand in a more subtle fashion.
Oftentimes too wall art is an opportunity to tie an office closer to the community they serve, whether that be photos of the city from which they operate or perhaps photos or graphics of their customers. Employees can also be represented through wall art as well.
Neon signs have historically been considered primarily as exterior signage, except for perhaps the many neon bar signs one finds. More and more though neon signs are used as accent pieces to brighten, metaphorically and literally, office spaces. These can be fun ways for offices to emphasize a motto, the brand name and logo, or to simply create a pleasant vibe in the office space.
Our team fabricates Neon signs for Interior and Exterior uses:
Download our FREE guide to learn all about neon signs today!
Signs are considered such an integral part of a business; however, that strangely means they’re often overlooked when developing a business plan. It’s often assumed that signage is an easy final step, so less thought is put into the budget needed and time to procure said sign. We’ve covered in great length the pitfalls of this kind of thinking, and why you should prepare early for your signage, but here we want to truly emphasize how signage can have direct benefits to your business and what it takes for signage to be effective.
Signage that can’t be read easily is quite simply signage that isn’t working for your business. Business owners when surveyed indicated for them that “helping customers find their location was the most important purpose” for signage. At their core businesses provide a service or need customers want, and the more time a customer spends trying to understand your business, or finding your business, is simply more time they’ll consider another business. Therefore sign readability and legibility is a key component when ensuring your signage provides the best ROI possible.
Direct and Indirect Benefits of Electronic Message Centers
In a case study on the dealership Chuck Anderson Ford, the researchers looked at the implementation of a new electronic message sign on a pylon and its effect on the revenue. The study showed the dealership’s revenue was up 10% compared to the previous year. Additionally “an estimated 30 percent of the new sign’s message time is focused on community announcements and public service messages”, which according to Anderson, the store owner, has impacted their perception in the community in meaningful, positive ways.
In this publication, the SRF report emphasizes the importance of “architectural integration” as one of their measures of successful signage. Architectural Integration in this case is considered effective when the signage matches the design and look of the environment where it’ll be placed. One case study in the report highlighted Valley Green Bank and specifically showcased how the firm “Metcalfe Architecture and Design utilized the graphic palette when designing new banks inside of renovated existing buildings, with each of the three community banks reflecting the unique neighborhood character.” This meant Green Bank reflected the community’s looks and values and thus helped them integrate more easily into the community space. This was beneficial for the business, as “return on Equity (2014) [for] Valley Green was 8th in ROE of 4,000 U.S. Community Banks.”
Perhaps a more familiar example of this in practice that you may have seen is the restaurant chain Buffalo Wild Wings, which successfully and ably adapts to fit community spaces. Buffalo Wild Wings, according to the SRF report, “boasts a strong internal design team of in-house designers and architects with a holistic approach to building design that touches every aspect of the exterior and interior.” This allows them to adapt the exterior of the building, and even the building design itself, to the community look and standards, while also keeping a strong familiar presence in the interior look and feel of each restaurant.
Management and Effective Signage ROI
The SRF report also emphasizes that the success of signage ROI is best when linked to store or business management.
In the report, they showcase four “Leading Management Practices for Increasing ROI:
Making Sign Excellence a Strategy to Reward
Integrating Signs into ROI Metrics
Experience Designers Making Signs Central to an Integrated Brand Strategy“
In particular, the last point is key. As the Buffalo Wild Wings example shows, design can be adapted to match a community while still maintaining overall brand integrity. Business managers often have the power to oversee these design changes, so it’s up to them and their design team to ensure the best integration of signage into a winning brand strategy.
Though signage itself varies from business to business and jurisdiction to jurisdiction, a strong, winning strategy for signage design and implementation can be an incredibly effective draw to bring in customers and clients. Simply adding a sign as an afterthought is not enough if you want your business to succeed though. Your business must think strategically about the look, location, and design of your signage and branding.
Aligning yourself with a sign company at the onset can prove effective, as we can take your business to the next level and ensure your signage is working for you. Call Ortwein Sign at (423) 867-9208 to see how we can help maximize your signage ROI.
Sign Removals Aren’t Just for Business Closures
Download our FREE guide showing 5 reasons you may one day need a sign removal service.
Branding has been an established concept now in business and marketing for sometime; however, to many laypersons they may see branding as little more than creating and using a logo. That is only one facet however of building a successful brand identity, whereas the full result of successful branding is to bring about a positive view of a company and its products and services. Here are a few of the key steps to developing a brand for your business.
Find What Makes You “You”
Each company is unique in their own way, otherwise why would you have set about to build your business in the first place? Figure out what it is that sets you apart, your unique value proposition, and use that to help identify your business and what you offer to your customers.
Identify Your Values
What does your company stand for? You may have values you represent externally, and then values you hold internally, but whichever values you have they need to be something you stand for and something that helps how you communicate to your clients and employees. At Ortwein Sign for instance, we value craftsmanship and pride of work, and this means that not only are we focused on fabricating the best signs for our clients, but when we do a great job it’s not only its own reward but it’s also rewarded internally.
Develop Your Visual Identity
This is the component of branding that is most familiar, as a “brand” is often represented through the visual medium of logos, signs, ads, and other marketing assets. Even here though there’s more to it than just designing a logo, as you’ll want to consider the colors you use, the style of font, and of course consider not only what your logo should look like but how well you can represent your logo across all mediums. You’ll want a logo for instance that can look good on a sign, a business card, and a social media profile photo.
Speak with One Voice
One concept that companies often struggle with is the concept of a company “voice”. Especially with the continued growth of social media as a business platform, companies now more than ever need to find their voice and try to use it for their communications internally and externally. Companies like Moon Pie are now known for their humorous, almost sardonic voice, especially on Twitter. However, for some companies, such as a bank, they may want to go for a more serious, yet friendly tone. Though it may take you sometime to find the right voice, once you do it’ll benefit your brand, and therefore your business, incredibly.
Your Brand at Work
Branding isn’t always the end all be all to your business problems; however, the lack of a cohesive brand could be the cause of many problems. Therefore it’s important to use what we highlighted above, an established identity, strong company values, visual assets, and a singular company voice, and with those in place you can use it to guide your business for years to come.
We’ve already discussed and highlighted the 6 benefits of wayfinding signs as well as the various types of wayfinding signs. Now let’s talk about what you need to do to ensure your wayfinding system is successful. Here are 5 best practices to ensure you achieve success with your wayfinding systems.
Identify a Naming Convention
If you have a particularly large complex, then you may need signs numbering in the dozens and even hundreds. When developing signage to that scale you need to keep in mind that a sign in one building representing an office or break room for instance should look the same, and read the same, as a sign representing an office or break room in another part of the building.
Wayfinding signage is at its best when it’s recognizable even for just a quick glance, and maintaining a naming convention for your spaces will help with this.
Setup Wayfinding Signage For Easy Maintenance and Change
Wayfinding signage’s lifespan can vary depending on the needs of the business and the static or dynamic nature of the physical space itself. Construction of an additional building on a campus for instance, college or corporate, would mean there would be a need for additional signage. This signage should match the existing signs, and that can mean the need for additional investment. Additional digital signage therefore can be quite an investment. However, if an entire department changes
Not everyone can purchase a wayfinding system with digital signage throughout, and even when you do you need to ensure you have employees at your office, or a partner, who can input messages and serve as a contact or source for any repair needs.
Future-proof and Value Add
Though digital signage requires a greater initial investment, you may also find additional value in your sign system as you find or develop new uses for your signage. Digital signage can add potential marketing abilities, internally or externally, and if the latter you might be able to charge for commercial use or advertisement. Overtime these ads can help the return on investment of your digital wayfinding signage.
If you’re considering using physical wayfinding signage though, then future-proofing signage may look a little different. In this case, you’ll need to consider developing a partnership with a sign company that can routinely provide updated signage to your wayfinding systems.
Clear and Concise Messaging.
Wayfinding signage needs to be read at varying speeds. You’ll want to consider this when developing your wayfinding system, and while most may be able to read at a slower pacec you have to keep in mind especially those folks hurriedly trying to find their destination. Simple and clean sign design can help convey the message you want the receiver to understand. Convoluted messaging, smaller text sizes, and ornate fonts would muddle the message.
Standard Positioning and Placement
Probably one of the most crucial aspects of an effective wayfinding system is the physical locations of the wayfinding signage itself. ADA signs are required by law to be positioned in specific locations; however, for those that aren’t required to be ADA compliant, there’s more leeway. Even so, you should still design the system so that if you entered any room in the complex a visitor would know where to expect the signage to be.
If you consider an airport with an effective wayfinding system, you know after spending just a little time inside that all the Gate #’s are positioned in the same space. This is so passengers do not have to spend an exorbitant amount of time looking for their gate. You may also be thinking of an airport with a poor wayfinding system that you have visited, and if so you may be thinking now of how this poorly affects passengers’ moods, the time it takes to go through the airport extends, and this could ultimately lead to missing one’s flight.
As you’ve seen, Wayfinding is used across various industries, from health care, aviation, schools, businesses, and so many more industries we have not yet touched on. Though there are unique challenges and needs for each, developing a comprehensive wayfinding system with these best practices in mind will help your wayfinding system achieve the success you want.
To help further the success of your wayfinding system, consider partnering with a sign company like Ortwein Sign. We have the knowledge and know-how to fabricate, install, and service your wayfinding system and signs. Call us today at (423) 867-9208 or contact us online to see how we can help solve your wayfinding problems!