Beware The Temptation to Bow to the Squeaky Wheel

Posted on January 12, 2025 by Arnold Pollak

Good versus Cluttered Signage

The “squeaky wheel gets the grease” is a well-known adage that highlights how the most vocal or noticeable issues tend to receive the most attention. While this principle might apply effectively in some contexts, it becomes a challenge in business, especially when designing and implementing signage strategies.

The question is: should the squeaky wheel dictate your signage decisions? Let’s delve into this theory, its implications for signage, and why it is essential to balance focus and avoid being overly reactive to the loudest demands.

The Role of Signage in Business

Good signage serves as a silent yet impactful ambassador for your business. Good business signage attracts attention, conveys information, and reinforces your brand identity. Whether you’re running a small boutique or a multinational chain, well-designed signage can:

Enhance visibility and draw in potential customers.
Communicate essential details like promotions, directions, and operating hours.
Turn a warehouse feeling space into a warm inviting environment people want to shop in.
Reinforce brand trust and professionalism.

However, if the design, placement, or messaging of your signage is dictated by the squeaky wheel – a vocal customer or employee with immediate, short-term concerns – it can completely derail your long-term strategy.

Why Catering to the Squeaky Wheel Can Backfire

While it’s beneficial, if not essential, to listen to feedback, over-prioritizing the demands of the squeaky wheel can result in poor decision-making. Here are some key reasons:

Short-Term Gratification vs. Long-Term Goals The squeaky wheel often focuses on immediate needs. For example, a vocal customer might demand large, overly bright signage for an ongoing sale. While this could temporarily boost foot traffic, it might clash with your brand’s aesthetic, alienate your regular clientele, or fail to align with your broader marketing objectives.
Distracting from Data-Driven Decisions A single loud opinion should never outweigh comprehensive research. For instance, your business might have analytics proving that subtle, well-placed directional signs increase customer navigation and satisfaction. A squeaky wheel’s demand for overly flashy signage could disrupt this harmony.
Alienating Other Stakeholders If you focus solely on addressing one vocal party’s preferences, you risk alienating your broader audience. Signage should cater to the majority – a collective representation of your target demographic – not a minority’s immediate gratification.

Real-Life Stories of Squeaky Wheels and Signage

Story 1: The Oversized Sale Banner
A boutique store owner had a loyal customer who insisted that an enormous neon-colored banner would drive sales during a holiday promotion. The owner, eager to please, replaced the store’s elegant signage with a garish banner. While the store saw a short-term spike in foot traffic, regular customers commented that the signage clashed with the brand’s upscale identity. The business later had to spend significant resources repairing the damage to its image.

Story 2: Employee-Led Signage Change
In another example, a restaurant manager listened to an employee’s suggestion to add multiple directional signs in the dining area to “help customers.” While well-intentioned, the signs cluttered the space and confused diners, leading to complaints about the overwhelming atmosphere. A professional signage consultation later revealed that one well-placed sign near the entrance was all that was required and worked better than all the other signs together.

Finding the Right Balance

To avoid being overly influenced by squeaky wheels, businesses must adopt a balanced approach to signage decisions:

Data-Driven Insights
Analyze customer behavior, traffic patterns, and sales data to make informed signage decisions. For example, heatmaps of store foot traffic can help determine optimal sign placement.
Consistent Branding
Your signage should consistently reflect your brand’s voice, colors, and values. Even temporary deviations can confuse customers and dilute brand equity.
Broad Feedback
Gather input from multiple stakeholders rather than reacting to one opinion. Consider conducting surveys or focus groups to gain a broader perspective.
Professional Expertise
Consult with signage professionals to ensure your designs align with current industry best practices and long-term goals.

The Bigger Picture

Regardless of your business’s size, allowing the squeaky wheel to dominate your signage strategy can hinder growth and alienate loyal customers. While it’s essential to listen and address concerns, the most effective signage solutions arise from thoughtful planning, alignment with brand values, and a focus on long-term objectives.

Signage as a Strategic Asset

Think of your signage as an investment. It should:

Represent your brand accurately.
Engage a broad audience.
Adapt to changing needs without compromising consistency.

By resisting the urge to overcorrect for the squeaky wheel, you’ll ensure that your signage serves as a cohesive and powerful extension of your business.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

The Science Behind Sign Visibility: Why Letter Height Matters

Posted on January 9, 2025 by Arnold Pollak

Visual depiction of visibility of signs from a distance

The Science Behind Sign Visibility: Why Letter Height Matters

When designing signage, especially for outdoor or high-visibility applications, a critical yet too often overlooked factor is the height of the letters. The graphic above demonstrates the relationship between letter height, viewing distance, and optimal visibility. The graphic provides clear guide lines on how large text should be to ensure readability and maximum impact.

Let’s delve into the key insights this graphic offers and understand why letter height plays such a vital role in effective sign design.

Understanding the Graphic: Letter Height and Visibility

The graphic compares the recommended letter (or cap) height, measured in millimeters, with the distances (in meters) at which the text is both visible and clearly legible. Here are the key points to note:

Letter Height in Millimeters: The bottom axis of the diagram lists cap heights, starting from as small as 75 mm (7.5 cm) and going up to 1,500 mm (1.5 meters). These measurements represent the height of the tallest letters on the sign.
Viewing Distance in Meters: The accompanying lines show two sets of data:
- Distance for Best Impact: This represents the optimal distance for a viewer to easily read and comprehend the sign.
- Maximum Readable Distance: Beyond this point, the text may still be decipherable, but it won’t be as effective or impactful.
Key Observations:
- A 75 mm letter height is best suited for distances up to 9 meters but can be readable up to 35 meters.
- A 450 mm letter height works well for distances of around 55 meters and is legible up to 250 meters.
- For signage meant to be seen from 1 kilometer away, letters need to be at least 1,500 mm high.
- The largest size shown (1,500 mm) ensures visibility for up to 180 meters at its best impact and 830 meters at maximum distance for possible readability.

Why Letter Height Is Crucial

1. Enhancing Readability

The primary goal of any sign is communication. If the text on your sign is too small, it fails to convey its message effectively. As can be seen on the graphic the smaller letters can work for close-range applications but become illegible as the distance increases. For instance, a roadside sign meant for motorists traveling at high speeds requires much larger text than a storefront sign for pedestrians. Looking at the 75 mm cap height on the graphic and comparing it to the other cap heights also gives a great visual comparison showing how cap height impacts visibility.

2. Accommodating Installation Height

The graphic assumes all the sample signs are installed at a height of approximately 3 meters. However, as signs are mounted higher, the angle at which viewers observe them increases. This affects readability, as the perceived size of the letters diminishes. To counteract this, larger text sizes are necessary for elevated installations.

3. Accounting for Viewer Variability

The distances indicated are averages and may vary based on factors such as lighting, the viewer’s eyesight, and environmental conditions. Designing for the “best impact” distance ensures the sign is effective for the majority of viewers.

4. Supporting Brand Recognition

Beyond readability, larger and well-proportioned letters enhance visual impact. Larger and well-proportioned letters on your sign make your brand stand out, especially in crowded or busy environments. A sign with appropriately sized letters commands attention and conveys professionalism.

Design Considerations for High-Impact Signs

To make the most of this information, consider these tips during the design process of your sign:

1. Context Matters

Assess the environment in which the sign will be installed. Is it for a highway, a retail space, or a billboard? Each application requires different letter heights based on average viewing distances and potential exposure times – the larger the viewing distance and the lower the exposure time, the larger the sign needs to be.

2. Lighting and Contrast

High contrast between the text and background, combined with proper lighting, improves legibility even at the outer limits of visibility. Poor illumination will decrease the readability of the sign, especially from further away.

3. Font Choice

Simple, sans-serif fonts are easier to read from a distance than ornate or cursive styles. Pairing the right font with an optimal letter height maximizes clarity.

4. Test Before Finalizing

Before final production installation, simulate the viewing conditions. Stand at the intended viewing distance and ensure the text is easily legible. While this exercise does cost it can save you a fortune, especially if it is found that the intended sign is not visible at the desired distance.

Real-World Implications

For businesses, the implications of letter height extend beyond aesthetics. A poorly designed sign can result in missed opportunities, as potential customers may not notice or comprehend your message. On the other hand, a well-designed sign with appropriate letter heights:

Captures attention,
Communicates your message effectively,
Drives engagement, and
Enhances brand recognition.

Whether you’re designing a directional sign for an event, a highway billboard, or a storefront display, this graphic serves as a valuable reference. By aligning letter height with viewing distance, you ensure your sign achieves its purpose – delivering clear, impactful communication.

Letter height of your sign isn’t just a technical detail; it’s the backbone of effective signage design. With data-backed insights like those in the graphic, designers and businesses can create signs that not only look good but also serve their intended purpose. Remember, a sign that isn’t seen or understood is a missed opportunity and a potentially poor investment.

When planning your next sign, keep this principle in mind: bigger isn’t always better, but it’s often necessary. Ensure your message reaches your audience, no matter where they are, by choosing the right letter height for the job.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

If you would like a PDF of the above graphic please email arnold@signforce.co.za

Psychological Cost Inflation Specifically with regards to Signage

Posted on January 9, 2025 by Arnold Pollak

Inflation and how it impacts Signage

The Psychological Cost of Inflation: A Deep Dive into the Psychological Cost of Inflation focusing on Signage and Marketing

Inflation is more than just an economic term; inflation is a phenomenon that quietly influences every aspect of our daily lives, including how we perceive and make purchasing decisions. For businesses, inflation has significant implications, especially when it comes to large ticket purchases such as marketing and signage.

Our intention in this article is to explore the psychological cost of inflation and its impact on large-ticket items like business signage.

The Rising Costs of Signage

Inflation affects material costs, labor, and shipping – all of which contribute to the price of even the most simple business signage.

High-quality signs, which were already substantial investments, now require even more significant financial commitment. As prices rise, businesses are often forced to face longer decision-making times, tighter budgets, and a more cautious approach to expenditures – even though signage should not be considered as an expense but rather as an investment, the tightness of the budget will still impact the approach to budget allocation.

However, the psychological toll of rising input costs is just as, if not more, impactful as the financial burden. This begins with what’s often called “sticker shock”: when a buyer’s expectations of cost clash or are at odds with with the reality of higher prices.

Sticker shock can delay purchasing decisions, reduce trust in vendors, and even cause buyers to second-guess the necessity of their investment.

Inflation’s Psychological Impact on Decision-Making

Loss Aversion: People tend to fear losses more than they value gains. When inflation increases the cost of signage, customers may perceive the higher price as a loss compared to what they could have paid in the past, even when the investment remains a sound business decision. This perception may lead to delayed decisions and possible even higher prices in a perpetual spiral.
Decision Fatigue: Inflation increases the complexity of purchasing decisions. Buyers are now forced to get a better understanding of materials and all other input costs if they are to accurately compare more options, scrutinize quality, and negotiate harder – leading to decision fatigue. This mental exhaustion can either result in delayed purchases or impulsive decisions that don’t align with long-term business goals.
Paralysis by Analysis – Also known as historical price comparison. The rising cost of large-ticket items like signage exacerbates this phenomenon. Buyers often feel overwhelmed by the need to justify higher expenses, leading to procrastination or complete avoidance of the decision altogether. This can be exacerbated when say a person has purchased the same or similar signage in the past 12 – 24 months and the new price is 20 – 200% (or more) higher than the previous, base line, price that was paid and created expectations of future costs.

The Marketing Psychology of Inflation

For businesses selling signage, understanding the psychological effects of inflation can help tailor marketing strategies to address customer concerns:

Transparency in Pricing: Clearly breaking down the reasons behind price increases – like higher material costs or improved quality – can build trust and mitigate sticker shock. Transparency reassures customers that they are making an informed decision.
Emphasizing Value Over Cost: Highlight the long-term benefits of high-quality signage. For instance, a durable, visually impactful sign can provide years of brand visibility and customer engagement. Positioning signage as an investment rather than an expense shifts focus from the upfront cost to long-term returns.
Flexible Payment Options: Inflation makes large purchases daunting, but offering installment plans or financing options can make them more accessible. Flexible payment terms reduce the immediate financial burden and help customers feel more confident in their decision.
FOMO Marketing: Inflation creates a sense of urgency. Use this to your advantage by emphasizing how further inflation could make current prices the best deal. Messages like “Lock in today’s prices before they rise again” can drive quicker decision-making.

Inflation’s Effect on Business Perceptions of Signage

Inflation also alters how businesses perceive the role of signage in their marketing strategy. A sign isn’t just a physical marker; your sign is an essential tool for visibility, branding, and customer acquisition. As costs rise, businesses are more likely to scrutinize the purchases (signs) ROI.

However, avoiding this investment can be detrimental or fatal. A poorly designed or outdated sign can damage a brand’s reputation and lead to lost opportunities and business losses, making the psychological cost of delaying signage upgrades even greater.

Mitigating the Psychological Costs of Inflation

To reduce the psychological burden on customers:

Education: Provide resources or case studies showing how signage investments drive measurable business growth, even during inflationary periods.
Customization: Offer tailored solutions that align with each customer’s unique budget and business goals.
Empathy: Acknowledge the challenges of inflation and position your business as a supportive partner in helping customers navigate these challenges.

Conclusion

Inflation’s impact goes beyond higher prices; it influences how businesses perceive, value, and invest in critical business tools like signage. By understanding the psychological costs of inflation, both buyers and sellers can make more informed and confident decisions. For businesses providing signage, this means not only addressing price concerns but also communicating the lasting value of their products in a way that resonates with customer emotions and financial realities.

In the face of rising costs, the key to success is empathy, education, and a focus on long-term benefits. By aligning marketing strategies with these principles, businesses can ensure that their customers feel supported, even in challenging economic times.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Sign Success Objectives

Posted on January 1, 2025 by Arnold Pollak

What makes your sign successful

Sign Success Objectives

Seven Objectives of a Successful Sign

SignForce believes that a successful sign should fulfill the following seven objectives:

A successful sign should Attract Attention A sign’s primary purpose is to grab the attention of passersby. Whether it’s through bold colors, creative designs, strategic placement or a combination of all of these, a sign must stand out in its environment if it is to be effective. It is for this reason certain signs should have light versus dark backgrounds as dark backgrounds often tend to naturally be overlooked.
A successful sign should Direct Traffic to Your Business A successful sign must act as a silent salesperson, guiding potential customers to your business and encouraging them to step inside.
A successful sign should Convey Your Brand Image Your sign should reflect the essence of your business. From font choice to colors, every element should align with your brand’s identity, projecting professionalism and very importantly, trustworthiness.
A successful sign should Provide Clear and Relevant Information A good sign communicates essential information quickly and effectively. This includes your business name, contact details, and key offerings, ensuring potential customers know exactly what you provide. The “exactly what you provide” may be more challenging to convey for a new business that people have not heard of, for example a new supermarket. An example of this in Joburg was when FRONTLINE opened to the public. This writers’s first impression was that there was a store to de-tick animals (the largest selling anti tick and flea product I was aware of is named FRONTLINE).
A successful sign should Enhance Visibility and Accessibility Signs should be visible from a distance and legible under various conditions. Factors such as letter height, lighting, placement of lighting and placement of the sign all play crucial roles in ensuring your sign is effective, easily noticed and read.
A successful sign should Create a Memorable Impression A well-designed sign leaves a lasting impression, making your business more memorable to both new and returning customers. This memorability can contribute to repeat visits and word-of-mouth referrals.
A successful sign should Deliver a Strong Return on Investment (ROI) Your sign should be seen as an investment. The cost of your sign, including maintenance, must be justifiable by the additional revenue it generates for your business.

Measuring Success

The success of a sign is often measured indirectly, such as through increased foot traffic, higher sales, or improved brand recognition. While it may not always be possible to isolate a sign’s impact, aligning your signs design with these seven objectives will maximize its effectiveness and ensure it contributes to your business’s success.

Need Assistance with Signage?

If you’re considering investing in a new sign or need advice on optimizing your existing signage, SignForce is here to help. Contact us via email at arnold@signforce.co.za, call +27 (0)11 440 7525, or WhatsApp +27 (0)82 558 6413.

Let’s work together to create signs that drive results for your business.

Find out more about SignForce at http://www.signforce.co.za

What is FAILURE?

Posted on December 31, 2024 by Arnold Pollak

What is failure

Trends – as in history repeating itself – is quite something to study. There are trends in history – one need look no further than the current state of the ‘free’ world – and there are trends in business as in training and many things one can watch on Instagram and almost all other social media.

One of the current trends this writer has been exposed to is the use, need and benefits of FAILURE.

Sadly (in this writers opinion) in the world of mass education, failure is often portrayed as BAD, TERRIBLE, LIFE THREATENING, LIFE ENDING or worse. This writers personal experience with subjective FAILURE was first noticed when I accidently got my partner pregnant. Not a major issue other than the fact we were not married, we came from fairly different backgrounds – her father was a minister of the Church and this writer is Jewish – and when I though back to my relatively conservative education getting a young lady pregnant out of wedlock was equal to going bankrupt, both of which were such bad life choices that suicide was considered an acceptable escape.

Good to see how that trend has changed.

Today there are many trainers, motivators and influencers on social media, as well as business coaches and venture capitalists who will not even look at someone or their business unless they can prove they have failed.

For this writer I find this amusing and negative. If someone asked me if I have ever failed my answer would be no. I have never failed, but I have learned a large number of ways not to do certain things (even if I do still do some of those things).

The reason I do not see myself as having ever failed is because from my perspective failure comes with a number of negative connotations, yet the lessons I have learned from my multiple attempts – sometimes subjectively seen as failures by others – are invaluable.

For example, one thing I have learned is that some ‘failures’ – such as getting my girlfriend pregnant while bankrupt – gifted me with a wonderful child who brings much joy to my life (as do his brothers who were born when I was married). Another lesson learned from the failure of my first attempt at business is that killing oneself would potentially deprive one of all the fun and games that can come from the lessons learned through a business not working and applying those lessons to future endeavors that may work out differently.

To this writer FAILURE, like sexy or love – is in the eye of the beholder. If one looks at subjective failure in the way Thomas Edison reputedly did, then failure does not exist, instead failure teaches one a number of lessons and tests one’s resolve to find better working options.

If however one views the world as a place where perfection is required and where any placement other than being number 1 is a failure, then in the philosophy of this writer, life is very likely going to be more challenging, more destructive and more depressing and less fulfilling than necessary.

At SignForce we are fortunate that the number of signage failures we have had is measurable on one hand (maybe two if I have to jog my memory sufficiently), but we have had great lessons from each of these so called failures, which contribute to the value and quality of the signs we offer to all our customers.

If you want the benefit of the lessons we have learned contact SignForce now on info@signforce.co.za or WhatsApp +27 (0)82 558 6413 or call +27 (0)11 440 7525

Find out more about SignForce at http://www.signforce.co.za

Funny Signs: South Africa’s Subtle (and Not-So-Subtle) Sense of Humor

Posted on December 31, 2024 by Arnold Pollak

Funny and Effective Signs – This is not one of SignForce’s clients

Funny Signs: South Africa’s Subtle (and Not-So-Subtle) Sense of Humor

Business signage is meant to be serious – signage tells us where to go, what to do, and sometimes what not to do. But, in true South African style, even the most mundane instructions often come with a dose of unintentional humor or sharp wit. From the rugby field to the pothole-ridden streets, let’s explore some signs that show even serious business can have a laugh at itself.

Rugby Signs: Tackling Humor Head-On

South Africans love rugby – almost as much as we love a good laugh which seems to be evident in how South African’s handle difficult situations, often with DARK humor. Some rugby stadium signs have become legends themselves.

Take, for instance, a field-side sign that proudly proclaimed, “You tackle like your mother bakes rusks – soft and crumbly!” That’s the kind of motivational signage we can all get behind, whether you’re on the field or cheering from the stands.

Then there’s the classic pub sign seen near match days: “Happy hour during the second half – unless we’re losing!” Because even in rugby, humor is the best way to soothe a bruised ego.

Crime and Pun-ishment

South Africans are nothing if not resourceful, even when poking fun at crime. A car wash in Joburg put up a banner that read, “Your car is safe here. We’ve already stolen the radios!” It’s self-aware marketing at its finest – and effective, possibly not so surprisingly because as the saying goes, there is no such thing as bad publicity.

And who can forget those tongue-in-cheek neighborhood watch signs that state: “Trespassers will be shot. Survivors will be shot again, and if they are still alive, they will be prosecuted!” While the humor is dark, it’s undeniably South African in its blunt delivery.

Political Commentary in Neon and Paint

Politics and humor go hand-in-hand, especially in a country as lively as ours. A local takeaway in Cape Town famously posted a sign reading: “Our chicken is grilled, not flip-flopped!” Clearly a jab at the indecisiveness often associated with politicians and their tendency to change parties – and opinions – in order to fit their own personal agenda’s.

Another gem outside a rural shop: “More reliable than Eskom since 1994.” In a land of load-shedding schedules and backup generators, this kind of honesty not only sells but also resonates deeply and allows potential clients to see that the person behind the sign has a sense of humor while relating to the difficulties the prospect may be going through. These signs create camaraderie.

Business Blooper Signs: Accidental Marketing Masters

Sometimes, the funniest signs are the ones that weren’t meant to be funny.

Like a shop that boldly displayed: “We sell secondhand coffins – hardly used!” It might not have been their intention to raise eyebrows, but they certainly got attention.

Or the iconic petrol station sign that read: “We don’t sell petrol. We sell hope. And a Coke.” Whether you’re running on empty or just tired of life’s potholes, that’s the kind of humor that keeps you going.

The Universal Language of Potholes

Speaking of potholes, South Africans have a unique relationship with road hazards, and the signs prove it. A local municipality once posted a warning: “Caution: Potholes ahead. Adjust suspension, not your speed.”

And then there are the unofficial signs, often put up by frustrated residents: “This is not a pothole. It’s an Olympic swimming pool for frogs.” and my personal favorite “Our municipality is so considerate they helped us create safe pools along the road” (with the picture of a man sipping his drink while being submersed in his pothole). Sometimes a little sarcasm goes a long way when nothing else seems to work.

Serious Business, but Funny Too

Signs may serve an important purpose, but just as a business sign reflects the branding and nature of your business, so to can signs be a reflection of our national spirit. In South Africa, where rugby binds us, crime challenges us, and politics entertains us instead of serving us, even the most serious signage can make us laugh.

So next time you see a sign that makes you chuckle, don’t just read it – take a photo, share it, and remember: life’s too short not to see the humor in our everyday surroundings. As one braai-side sign famously declared: “Vegetarian options available: pork, beef, chicken. You’re welcome.”

For signs that work and reflect a little of you and your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

The Importance of Strategic Planning for Business Signage

Posted on December 27, 2024 by Arnold Pollak

Free Standing Business Sign

For business owners, your business signage is more than just a marker; your business signage is a cornerstone of brand identity, customer engagement, and visibility. Because of it’s importance, especially for a brick-and-mortar business, a lack of planning in creating and implementing signage can have far-reaching consequences for production quality and functionality of your business sign, and ultimately, the success of your business.

This article delves into how insufficient planning for signage impacts many aspects and the long-term effects on your enterprise.

Production Challenges

When businesses fail to plan adequately, the production phase of signage often suffers. Rushed timelines and unclear specifications often lead to errors, unplanned delays and possible reduced quality. For instance, without precise measurements, materials might be improperly sourced or cut, resulting in additional costs and wasted resources. Vendors may also struggle to meet tight deadlines, potentially compromising the quality of workmanship.

Additionally, neglecting to consider environmental factors, such as weather resistance or durability, during the planning stage can lead to premature wear and tear. This lack of foresight often necessitates costly repairs or replacements, unnecessarily further straining budgets.

Quality Compromises

The quality of signage directly reflects the professionalism of a business. Poor planning frequently results poor quality signs with subpar designs, illegible fonts, or inappropriate color schemes. A lack of alignment with brand identity can confuse potential customers or leave a weak impression. For example, a luxury brand with signage that looks cheap or outdated may struggle to attract its target, astute, demographic.

Moreover, failing to engage professional designers or consult signage experts can result in technical flaws. These might include uneven lighting in illuminated signs, peeling paint, or colors which fade or run prematurely – all of which undermine the effectiveness of the signage.

Functionality Issues

Signage must serve a functional purpose, such as guiding customers, providing essential information, or enhancing visibility. Insufficient planning can result in signage that is difficult to read, improperly placed, or non-compliant with corporate identity or local regulations. A sign positioned too high, for example, might go unnoticed, while one installed in a poorly lit area could be ineffective at night.

Neglecting to account for accessibility can also alienate potential customers. Businesses that fail to include braille or ensure regulatory compliance may face legal repercussions together with a tarnished reputation.

Business Impact

The ramifications of poorly planned signage extend beyond production and design of the sign. Low-quality, un-maintained or dysfunctional signage can deter potential customers, reduce foot traffic, and harm brand perception. In competitive markets, businesses cannot afford to lose customers simply because their signage failed to communicate effectively.

Long-term consequences of poor quality signage can include diminished customer trust and loyalty. A business with deteriorating or outdated signage signals neglect, raising doubts about the quality of its products or services. Furthermore, repeated costs for repairs or replacements due to poor planning can drain financial resources that could be better invested elsewhere.

The Solution: Thoughtful Planning

To avoid the pitfalls mentioned above, business owners and marketing teams are well advised to prioritize strategic planning for their signage. Begin by consulting professionals, setting clear objectives, and establishing realistic budgets and timelines. Consider factors such as target audience, environmental conditions, and compliance with local codes. By investing time and effort upfront, businesses can ensure their signage is visually appealing, functional, and durable.

It is essential to remember that effective signage is a critical asset for any business. Neglecting to plan can lead to production hiccups, quality issues, and long-term damage to brand reputation. By approaching signage with the same strategic mindset applied to other aspects of your business, you can create and expect impactful, high-quality signage that drives success to your business for years to come.

For signs and advice on signage contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Why Your Business Sign Could Be Your Greatest Investment – Part 4

Posted on December 21, 2024 by Arnold Pollak

Non-illuminated 3D Building Sign

Why Your Business Sign Could Be Your Greatest Investment: Insights from Steve Jobs’ Marketing Outlook

Steve Jobs, the visionary behind Apple, revolutionized not only the technology industry but also the way businesses think about branding and marketing. His unique approach to marketing, product design, and customer experience has inspired entrepreneurs and businesses worldwide to think outside the box. One of the key elements of Jobs’ strategy was his relentless focus on simplicity, clarity, and brand identity—principles that can be applied to almost every aspect of business, including something as seemingly simple as a well designed, technologically cutting edge business sign – the type of signs SignForce specialize in.

While Jobs was known for his groundbreaking innovations in product design and digital marketing, his overarching marketing philosophy holds valuable lessons for how even the most basic elements of your business, like a sign, can become a powerful tool for success.

Here’s how Jobs’ marketing outlook can help you see why investing in a great business sign might be the smartest move you make for your business.

1. Simplicity Sells

Steve Jobs was a master of simplicity, famously stating, “Simplicity is the ultimate sophistication.” His vision for Apple’s products was to make technology that was elegant and easy to use. This same principle applies to business signage, something SignForce strongly believe in..

In a world full of clutter and distractions, simplicity in design can set your business apart. A sign that is clean, direct, and visually appealing makes an instant impression.

It’s not about overwhelming potential customers with flashy designs or excessive information, but rather about capturing attention in an effortless way.

Your business sign should clearly communicate your business name, logo, and value proposition in a simple, easy-to-read format. Jobs understood that consumers don’t want to spend time deciphering complicated messages – customers want clarity and immediacy.

When applied to your business sign, this means you don’t need a sign with every detail of your business or a long list of services. Focus on making your sign easy to digest in a matter of seconds. A simple and clear message creates a lasting impression that potential customers will easily recall when they need your product or service.

2. Branding Is Everything

Steve Jobs was obsessed with branding. Apple’s iconic logo, sleek product designs, and minimalist approach are all part of a cohesive brand identity that transcends just the product itself. Jobs believed that every touchpoint with a customer was an opportunity to reinforce the brand and build a lasting connection. A business sign is no different – your business sign is a key part of your brand’s overall identity.

Your business sign should reflect the values, mission, and personality of your business. Just as Apple’s clean, modern aesthetic conveys a sense of innovation and sophistication, your sign should communicate what makes your business unique – sometimes referred to as your businesses USP – Unique Selling Proposition. A well-designed sign isn’t just a marker of your location; it’s a visual representation of who you are, what you stand for, and what customers can expect from your business.

When you think about your sign, consider it an opportunity to amplify your brand’s presence. Jobs’ genius lay in his ability to consistently communicate Apple’s identity across every touchpoint, from the product to the retail experience.

Your business sign, when aligned with your brand, becomes an extension of your businesses identity – an ongoing ambassador for your company in the real world.

3. Creating a Memorable Customer Experience

Steve Jobs was deeply focused on customer experience, believing that technology should delight and inspire. Apple’s retail stores are a prime example of how every detail, from the architecture to the product displays, is designed to create a memorable experience for the customer.

Your business sign, though simple in form, plays an important role in the customer experience.

A well-designed sign draws people in and piques their curiosity, setting the tone for their interaction with your business. Just as Apple’s signage is strategically designed to invite customers into their stores, your sign can be a welcoming gesture that makes a positive first impression.

The experience doesn’t end once the customer enters your store – it begins the moment they see your sign and carries through the customers interaction with staff until they have completed their time in the store and leave feeling amazing.

The visual appeal, placement, and messaging of your sign can invoke curiosity and interest, making people more likely to engage with your business. Jobs knew that creating an exceptional experience started long before the customer picked up an Apple product – it started with a well-thought-out introduction.

Your business sign can be that introduction, creating an early connection that leads to a more meaningful relationship.

4. Standing Out in a Crowded Market

Steve Jobs understood the importance of differentiation. Apple was not just selling products; it was selling an experience, a philosophy, and a way of life.

Apple’s products stand out because they offer something different – something that speaks to a particular customer need, desire, or aspiration. In much the same way, your business sign can differentiate you from the competition.

Think about the thousands of businesses that exist in any given city. What makes your business unique? What sets you apart from others in your industry? Your business sign is an opportunity to communicate that uniqueness and catch the eye of potential customers who are overwhelmed by the noise around them.

A compelling, strong sign that stands out – whether through color, design, or clever messaging – can help draw attention away from competitors and bring it to your business. Just as Apple’s marketing campaigns emphasized its products’ distinctiveness, your sign should highlight what makes your business worth visiting. Whether it’s your superior customer service, innovative products, or unbeatable prices, your sign can effectively communicate why your business is the better choice.

5. Leverage Consistency Across Platforms

Jobs was a master of consistency in branding. Every touchpoint a customer had with Apple – from the website to the physical stores – was designed to be uniform and cohesive, reinforcing the brand at every turn. In marketing, consistency helps establish trust and credibility.

Your business sign is no different. Your business sign should align with the rest of your branding materials, whether it’s your website, business cards, or packaging. Consistency across platforms makes your business feel more trustworthy and cohesive, which encourages customers to engage more deeply with your brand. A well-branded sign will reinforce your digital presence and create a seamless connection between your online and offline marketing efforts.

Steve Jobs’ marketing outlook, which focused on simplicity, branding, customer experience, and differentiation, shows how your business sign can be much more than just a physical marker of your location.

Your business sign can be a powerful marketing tool that drives awareness, creates a memorable experience, and differentiates your business from competitors.

By investing in a well-designed sign that reflects your brand’s identity and mission, you can leverage the same principles that helped Apple achieve monumental success. A simple, clear, and strategically placed business sign can ultimately be your greatest marketing investment, helping your business stand out and win in the marketplace.

At SignForce we firmly believe that a GREAT SIGN is a simple sign that stands out in stark contrast to it’s surroundings with the ‘message’ of the sign conveying to potential customers everything about your business.

At SignForce we have over a quarter of a century experience in signs and how they relate to marketing. We use this knowledge to give our client’s signs that are cost effective, with a return on investment (ROI).

SignForce also follow the KISS principle. We operate on the basis that generally, the simpler the sign and the greater the contrast, the more a sign makes the viewer comfortable, the more likely the sign is to be noticed, and thus the more likely the sign will have a positive ROI.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

The Impact of Signage Trends on Businesses

Posted on December 16, 2024 by Arnold Pollak

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Does signage – like life – follows trends, or does signage CREATE trends?

Christmas is a funny time of the year – please don’t get me wrong, I am not talking about funny ha ha, but more in the sense of HOW Christmas changes the general outlook of people across all religious denominations in the western world in the most positive, caring, community way. And this happens EVERY year. This regularity can be counted on – it happens yearly – and apart from being called a cycle, it can be called a TREND.

However, when most people think or talk about a trend, they tend to think of something like clothing, where trends can be tracked over decades, such as the introduction of flared jeans (also known as bell bottoms) which were popular in the 1970’s, disappeared in the 1980’s and are currently making their reappearance now in the 2020’s, some 50 years later.

The Impact of Signage Trends on Businesses Over the Last Three Decades

Signage has evolved significantly over the past three decades, adapting to changes in technology, design preferences, consumer behavior, and environmental factors with more and more businesses moving towards more cost effective and sustainable materials. These trends have not only influenced the way businesses communicate with their customers but also shaped the businesses overall branding, marketing strategies, and customer experiences.

We intend to explore the key signage trends over the past thirty years and how these signage trends have impacted businesses, as well as whether and how they align with or drive other broader trends in design, technology, and consumer behavior.

1. Digital and Interactive Signage

Trend Overview:

Over the past decade, the rise of digital and interactive signage has been one of the most significant developments in the signage industry. Traditional static signs, which once dominated business landscapes, have been replaced or more likely supplemented with digital screens that can display dynamic content. These signs can feature video, animations, real-time data, or even interactive elements where customers can engage with the signage (e.g., touch screens, kiosks, movement and feedback).

Impact on Businesses:

Digital signage (as Netflix transformed satellite television) has assisted with the transformation of the way businesses engage with customers, offering opportunities for dynamic advertising, real-time updates, tracking feedback and success, and personalized content. Retailers, for example, have used digital screens to display promotions, new product launches, and even personalized advertisements based on customer demographics or location, with one of the latest technological developments being that many people can attend the same event and yet they will each only see the message that is directed to the single individual. This dynamic content can increase customer engagement, enhance brand recall and increase sales and brand loyalty.

For example, restaurants use digital menus to change specials or display real-time promotions, while airports or transportation hubs use digital signage to provide real-time information on flight statuses or train schedules. This ability to quickly adapt signage has made it invaluable in industries requiring frequent updates or time-sensitive messaging.

The advent of digital screens has also allowed for cost effective marketing on high visibility routes that has brought down the cost per view because the advertising space can be shared by multiple advertisers and can be controlled remotely.

Broader Trends of Digital and Interactive Signage:

This shift towards digital signage aligns with the broader trend of technological integration in businesses. The adoption of digital signage mirrors the increasing role of technology in marketing and communications, with businesses looking to leverage digital tools for improved customer engagement. The large scale adoption of digital signage also tends to reflect the growing importance of data-driven, result-driven and track-able* marketing, as digital signage can be easily adapted to cater to different consumer segments or respond to live data. [* track-able marketing refers to the modern trend made possible by Google where it is possible to calculate cost per view, cost per click and responses per view as oppoed to marketing 30 years ago where the description this writer has heard (I think it was in the book MAKE THE OTHER HALF WORK TOO) was marketing is like using an automatic machine gun to hunt in the forest. You, the hunter, in order to have a meal, empty the magazine of bullets and then go walking to see what, if anything, you have hit in order to eat.

2. Eco-Friendly and Sustainable Signage

Trend Overview:

As sustainability has become a major concern for both consumers and businesses, the signage industry has adapted by embracing more eco-friendly materials and practices. The use of sustainable, recyclable materials such as biodegradable substrates, LED lighting (which uses less energy and lasts longer than traditional lighting), and low-impact printing processes has increased, although it is worth remembering that this increase is off an extremely LOW base AND many of the materials used, while they can be recycled and repurposed, are unfortunately still considered hazardous to the environment.

Impact on Businesses:

Sustainable signage allows businesses to align with growing consumer demand for environmental responsibility. For companies that market themselves as eco-conscious or want to improve their corporate social responsibility (CSR) profile, using sustainable signage helps demonstrate their commitment to sustainability. Moreover, businesses benefit from cost savings due to energy-efficient lighting (e.g., LED) and the longer lifespan of materials like durable aluminum and acrylic.

Sustainability-focused signage also appeals to conscious consumers who prefer brands that reflect their values. For example, eco-friendly retail environments, eco-tourism businesses, and environmentally conscious restaurants are leveraging sustainable signage to attract customers and differentiate themselves in a competitive marketplace. One such example in South Africa is how large printed billboards are repurposed when taken down by being GIVEN (at no cost but for corporate social responsibility (CSR) points) to local, independent traders who make various products such as hand bags and other long life products.

Broader Trends of Eco-Friendly and Sustainable Signage:

This signage trend is aligned with the larger trend of environmental consciousness and sustainable business practices. Recently consumers have become more environmentally aware, and businesses have been responding by incorporating sustainable materials and practices into their products and services. In particular, this trend follows the rise of green marketing and ethical consumption, where businesses position themselves as environmentally responsible to appeal to an increasingly eco-conscious and price-conscious consumer base.

3. Experiential, General and Wayfinding Signage

Trend Overview:

In the 1990s and early 2000s, signage was primarily functional, providing basic directions or brand identification. However, over the last few decades, there has been a shift towards experiential signage, which enhances the overall customer experience by integrating wayfinding and environmental branding.

This trend includes more immersive designs that are intended to create unique experiences for consumers. Wayfinding signage, which helps customers navigate complex spaces (e.g., airports, shopping malls and hospitals), has evolved to be more intuitive, visually engaging and reflective of the values and desires of businesses.

Impact on Businesses:

For businesses in large, multi-functional spaces such as shopping malls, airports, and corporate offices, investing in clear, well-designed signage improves the customer experience by making navigation easier and more intuitive. In addition, experiential signage that engages consumers emotionally – such as interactive displays, creative installations, or branded environments – has the power to leave lasting impressions, elicit emotions and foster greater brand loyalty.

Retailers are also using experiential signage to create engaging in-store environments that offer more than just products – for example large format screens which display experiential scenes showing the products in use in a manner that create an experience that resonates with customers.

For instance, stores may use signage as part of immersive displays that tie into seasonal promotions or digital interactions, creating a memorable, shareable experience for consumers.

Broader Trends on Experiential, General and Wayfinding Signage:

This signage trend correlates with the rise of customer-centric design and experience-based marketing. As businesses move from transactional relationships with customers to more experiential, emotional connections, signage has become an integral part of the marketing experience. This trend also intersects with the growing importance of user experience (UX) design, as businesses seek to create more intuitive, pleasant, and engaging signage environments.

4. Minimalist and Clean Design Aesthetic

Trend Overview:

Over the past few decades, there has been a notable shift in design trends towards minimalism and clarity of message. In signage, this translates to simpler, cleaner designs with fewer distractions (sometimes referred to as noise or pollution). Brands increasingly prefer typography-driven, unembellished signage that focuses on clear messaging and legibility. This trend has been driven in part by the growing influence of clean modern design and digital platforms, which favor simplicity and clarity.

Impact on Businesses:

Minimalist signage reflects broader shifts in consumer preferences toward simplicity and clarity. Businesses are increasingly adopting minimalist signage because it aligns with a desire to reduce visual clutter and communicate more effectively. Simple, elegant signage is easier to read and more effective in capturing attention, especially in environments that are saturated with information (e.g., shopping malls, airports, busy roads and highways).

For brands, adopting a minimalist design can elevate their image, making them appear more modern, sophisticated, and professional. Retailers and corporate offices, in particular, benefit from the clean lines and straightforward aesthetics of minimalist signage, which helps convey a brand identity of simplicity, clarity and professionalism.

Broader Trends of Minimalist and Clean Design Aesthetic:

This trend follows the digital aesthetic of web design, where minimalist interfaces are favored for their ease of use and clarity. It also ties into the larger decluttered lifestyle trend, where consumers are opting for simpler, more functional experiences across all aspects of life, from technology to shopping and home décor. The desire for minimalism in signage reflects this societal shift towards simplicity, both in terms of visual design and in terms of broader cultural trends toward “less is more.”

5. Smart and Data-Driven Signage

Trend Overview:

The rise of smart signage has become another trend in the last decade, fueled by the integration of data analytics, IoT (Internet of Things) technology, and machine learning (AI). These smart signs can adapt based on real-time data, customer preferences, and environmental conditions. For instance, digital billboards may display content based on time of day, audience demographics, or local weather.

Impact on Businesses:

Data-driven signage enables businesses to deliver more relevant, personalized, and effective content to consumers. For instance, retailers can use smart signage to display targeted offers to customers based on real-time foot traffic or purchasing behavior. This enhances the customer experience by providing timely, personalized information that resonates with individual customers’ needs or interests.

Additionally, smart signage can improve operational efficiency. For instance, in environments such as transportation hubs, real-time information about delays or gate changes can be dynamically displayed. This also creates an opportunity for brands to capitalize on customer data to refine their signage, (visual) marketing and communications strategies.

Broader Trends of Smart and Data-Driven Signage:

Smart signage follows the broader data-driven marketing and personalization trends. As businesses increasingly rely on data to enhance customer experiences and improve decision-making, the integration of smart signage becomes a natural extension of these efforts. This trend to smart and data-driven signage also connects with the rise of AI and machine learning in customer service and marketing, where businesses are harnessing technology to create more adaptive and responsive customer-facing systems, including signs.

Over the last three decades, signage trends have mirrored broader shifts in technology, consumer behavior, and design aesthetics, some positive and some not so positive. Digital and interactive signage, eco-friendly materials, experiential and wayfinding designs, minimalist aesthetics, and smart, data-driven solutions have become more cost effective and all influenced the way businesses communicate with customers.

Signage trends are not isolated; they follow, support, and often drive larger cultural and technological trends, such as the increased reliance on digital marketing, environmental sustainability, and especially customer experience.

As businesses continue to adapt to changing consumer expectations, signage will remain a crucial tool in helping them engage effectively with their audience and stand out in a crowded marketplace. In fact, at this point in time while AI is and will have an impact on signage, it ins not expected to replace too many signage jobs. As mentioned to a client recently, it is very difficult for AI to climb a ladder to trace a fault.

When you are thinking of making your brand visible, SignForce should be the first signage company you approach, whether it be for consulting, design or project management, SignForce has the ability – and capacity – to assist.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

See how Signforce can assist you with your visual communications by visiting http://www.signforce.co.za

Halo Illuminated Partial 3D store front sign

Who is responsible for your Businesses BRAND?

Posted on December 15, 2024 by Arnold Pollak

Cut out sign makes one visible

Who Should Be in Charge of Policing a Business’s Brand Identity and has this changed over the last decade?

A business’s brand identity can and should be one of its most valuable assets, representing the company’s values, personality, and unique selling proposition. The business’s brand identity encompasses everything from visual elements like logos, color schemes, and typography to the tone of voice and customer experience, from signage and stationary to online representation. In order to maintain consistency, integrity, and recognition, it is essential that a company actively polices its brand identity.

Policing a brand identity involves ensuring that every touchpoint (point of contact between a business and it’s customers and prospective customers) – from marketing materials to employee behavior – aligns with the company’s core values and visual identity. In larger business’s the responsibility for policing the brand identity often falls to specific individuals or departments within the organization. In smaller or one man businesses the responsibility for policing the brand identity often falls to the owner, and can sometimes take a back seat as there are generally more pressing issues – such as surviving, growing the business, selling, marketing and production – that take preference with allocation of time. No matter the size of a business, if one wants the brand to be recognized and mean something it is critical that all stakeholders work closely with external partners, such as signage companies, printing companies and other designers and contractors to uphold the brand’s consistency in all physical representations.

The cost of inconsistent branding is seldom easy to measure but from hands on experience, there are times when if the brand is ‘only slightly’ ‘off’, potential patrons feel sufficient subconscious discomfort that they would rather go to alternative suppliers, even when the preferred supplier is a well known brand. A case in point is a previous banking client of SignForce. A while back when the ex client was still a client I happened to be on site in close proximity to one of their branches. This client is a well known international forex bank, and while observing I noticed how many possible client s would walk up to the door, look up at the signage then back away, check the rates and move on to check the other competing banks in the mall. At that time all the banks were located next to each other. Some of the potential patrons came back, but not many. When I looked a little more closely I noticed that the main signage of the bank was transposed – the logo that should have been on the left of the sign was on the right. Something that was almost in-perceivable to the uninformed, but something that made all informed potential customers balk, because the bank seemed to be ‘fake’.

Who Should Be in Charge of Policing Brand Identity?

Brand Managers or Brand Strategists
In most large businesses, a brand manager or brand strategist is the primary individual responsible for policing the brand identity. In small businesses it is either the owner or one other person who will be responsible for policing the business’s brand.

The brand manager person typically oversees the development and enforcement of brand guidelines, which include rules for logo usage, color schemes, fonts, imagery, and messaging. Brand managers ensure that these guidelines are communicated to internal teams and external vendors, such as signage companies. The brand manager plays a central role in maintaining the consistency and cohesion of the brand’s presentation across all channels and touchpoints. This means that the brand manager makes sure that, for example, all signage is consistent in shape, colour and feel.

Brand managers also often collaborate with marketing and communications teams to ensure that the brand’s voice is clear and consistent across advertising, digital presence, customer service, and product packaging. In this way, the brand manager is the first line of defense in ensuring that the brand identity is accurately represented and protected. This applies to ALL aspects of branding, including for example cleaning signs or making sure existing signs are well maintained, as if, for example, the brand stands for clean lines yet the sign is visibly dirty, the lack of integrity of the sign is sure to be almost immediately noticed.
Marketing Teams
In some (larger) organizations, marketing teams also play a key role in policing the brand identity. While brand managers handle the overall strategy and visual identity, marketing teams ensure that brand standards are upheld in all promotional and advertising materials, both online and offline – such as in all signage. This policing the brand includes ensuring that any signage used for events, trade shows, storefronts, advertising boards and other physical spaces remains consistent with the established brand guidelines in every possible respect. It is very easy for a brands logo to be miss-shaped by a graphics designer that loses concentration. If not picked up when getting approved this could result in some embarrassing brand failures.

Marketing teams may also monitor the use of the brand identity externally, ensuring that third-party partners (such as signage companies) or influencers adhere to brand standards when they feature the company’s name, logo, or messaging. These marketing teams help ensure that the brand image is not diluted or misrepresented in any materials.
Creative Directors and Design Teams
Creative directors and in-house design teams are crucial in policing the visual aspects of a large business’s brand’s identity. They ensure that brand guidelines are accurately interpreted and applied to any creative output. From designing advertisements to creating signage or merchandise, design teams play an integral role in maintaining the visual consistency of a brand.

Creative directors have the ultimate responsibility for overseeing the aesthetic integrity of the brand, ensuring that designs, logos, and color palettes align with the brand’s overall positioning and strategic objectives. They work closely with brand managers and marketing teams to ensure that visual elements support the brand’s desired image and message.

For smaller or one man businesses partnering with suppliers (like SignForce who have experience in brand policing as well as project management) in order to (a) outsource the responsibility (at a fee) and (b) free up time and energy for the business owner to focus on the other day to day responsibility of running and growing the business. This partnership can easily be managed by the business owner or marketing person while having a dedicated person or team that is NOT on the full time payroll to ensure that every marketing message is consistent.
Executive Leadership or Chief Marketing Officer (CMO)
Once again for large businesses, at a higher level, executive leadership – particularly the Chief Marketing Officer (CMO) – may also be involved in policing brand identity. The CMO ensures that the entire organization is aligned with the brand vision and values, both internally and externally. This includes overseeing large-scale brand initiatives, managing public perception, and ensuring consistency across all marketing channels.

The CMO ensures that the brand identity remains relevant and adaptable over time, especially in response to market shifts, consumer behavior, or competitive pressures and public perception. As the final decision-maker on major brand strategy changes, the CMO plays a key role in setting the direction for brand management within the organization.
Legal Teams (Trademarks and Copyrights)
While not directly involved in day-to-day policing of brand identity, legal teams are critical in protecting the brand’s intellectual property, including logos, trademarks, and copyrighted materials. They ensure that the brand identity is not infringed upon by competitors or unauthorized third parties (pirate goods). Legal teams help enforce the protection of intellectual and visual assets, monitor the usage of trademarks, and ensure that any violations are dealt with swiftly and effectively.

How a Signage Company Can and Should Assist in Policing Brand Identity

Signage companies play a crucial role in maintaining a company’s brand identity, particularly in the physical spaces where customers, employees, and stakeholders interact with the brand. Because signs are often one of the first and most visible aspects of a brand, the signs need to align with the company’s established brand standards. Signage companies can help ensure that these visual representations are consistent, clear, and professionally executed. This can be equally helpful for small and large businesses.

Below are ways in which signage companies can and should assist with brand policing:

Consultation and Understanding of Brand Guidelines
A signage company should start by consulting with the the owner or brand managers, marketing teams, or design teams to thoroughly understand the brand’s identity and guidelines. This includes getting to know the company’s color palette, typography, logo usage rules (including amongst others placement, white space, sizing), and visual style. The signage company should also inquire about the brand’s tone and the way it wants to be perceived in physical spaces.

By fully understanding these guidelines, signage companies can ensure that they are implementing them correctly in their designs and products. This ensures that the signs they create are in harmony with the overall brand identity of the business.
Design and Customization According to Brand Standards
Signage companies should use their design expertise to create custom signage that aligns perfectly with the brand identity. This means using the right colors, fonts, and logos while keeping the design clean and professional. A well-designed sign can elevate the customer experience and reinforce brand identity through thoughtful and effective design.

Furthermore, signage companies should ensure that signage is consistent across all locations, whether it’s for a physical storefront, office space, or a trade show. This consistency ensures that the brand is represented uniformly no matter where customers encounter it, which helps build recognition and most importantly, TRUST.
Material Quality and Durability
A signage company’s responsibility extends beyond design – the materials used to produce the signs also need to reflect the brand’s quality and professionalism. A brand’s identity can be negatively impacted if signage is made from subpar materials that wear out quickly or look unprofessional. By using high-quality, durable materials, signage companies ensure that the signs remain aligned with the brand’s standard of excellence.

For instance, if a brand’s identity is associated with luxury or sophistication, the signage should reflect this by using premium materials such as high-grade acrylic, brushed metal, or illuminated signs. If the signage company uses cheaper or less durable materials, it can undermine the brand’s perception and result in a lack of trust and disconnect between the brand’s visual identity and its physical presence.
Consistency Across Multiple Locations
For businesses with multiple locations, ensuring brand consistency across all signage is critical. A signage company should work closely with the brand manager or marketing team to ensure that the same standards are applied across every store, office, or facility. Whether a company has a single location or hundreds, the signage company should ensure that the visual identity remains consistent in all places where the brand is represented.

This might involve creating templates or guidelines for signage that can be applied universally. Additionally, signage companies can support the brand in scaling its identity by providing templates for different kinds of signage, whether it’s for outdoor use, indoor wayfinding, or promotional displays.
Installation and Maintenance
Once the signage is designed and produced, the signage company is also responsible for the professional installation of the signs. A poorly installed sign can misrepresent a brand’s professionalism and attention to detail. Signage companies should ensure that signs are installed according to the agreed-upon design specifications, and that they’re placed in a way that maximizes visibility and impact.

Moreover, it is always recommended that offer ongoing maintenance services to keep signs looking fresh and in good condition. Regular upkeep ensures that the brand’s identity isn’t diminished by worn-out signage that’s difficult to read or even worse for your brand, damaged.

Policing a business’s brand identity is a more often than not a collaborative effort that involves multiple stakeholders within and from outside of an organization. Brand managers, marketing teams, design teams (including signage companies), legal departments, and executive leadership all play a role in ensuring that the brand is represented consistently and authentically. Signage companies are integral to this process, as they help create and maintain the visual representation of the brand in physical spaces.

A signage company’s role in policing brand identity involves understanding and applying brand guidelines, ensuring high-quality and consistent signage design, recommending the right materials, and offering installation and maintenance services. By working closely with the brand’s internal teams, a signage company helps uphold the integrity of the brand’s identity and contributes to a consistent, professional image that resonates with customers and stakeholders alike.

At SignForce we have extensive experience in marketing with over 25 years specializing in signage. Why not let SignForce take the hassle out of your signage and all visual communication. SignForce is available to guide your marketing team through the entire signage process, from compiling the brief to suggesting the appropriate supplier and overseeing the final installation.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za