Tag Archives: business signage

The Science Behind Sign Visibility: Why Letter Height Matters

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Visual depiction of visibility of signs from a distance

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:

  1. 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.

  2. 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.

  3. 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

The Importance of Strategic Planning for Business Signage

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Free Standing Business Sign

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

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Non-illuminated 3D sign

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

Why Your Business Sign Could Be Your Greatest Investment – Part 3

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SignForce 'invisible' sign

Partially Invisible Sign (Special effects are built into the sign)

Why Your Business Sign Could Be Your Greatest Investment: Insights from Warren Buffett’s Marketing Outlook

When investing in marketing do you immediately consider your business sign to be a major player in your overall strategy?

Warren Buffett, one of the most successful investors in history, has always emphasized the importance of long-term value, strategic investments, and brand recognition. According to Buffett’s principles, a well-designed and strategically placed business sign could, in fact, be one of your most valuable and cost-effective investments.

Warren Buffett’s Marketing Philosophy

Warren Buffett’s approach to investing is rooted in a few fundamental principles:

  1. Long-Term Value: Buffett believes in investing in assets that will generate value over time. Rather than chasing short-term profits, he focuses on making investments that will appreciate and create sustainable returns.

  2. Brand Strength: A key part of Buffett’s strategy is investing in companies with strong, recognizable brands. He famously acquired businesses like Coca-Cola and See’s Candies because they had established brand power. A strong brand is not just about the products – a strong brand is about the visibility, reputation, and loyalty that the brand builds.

  3. Simplicity and Clarity: Buffett values simplicity, which can be seen in his straightforward approach to business. He believes that a strong business needs a clear value proposition that resonates with customers and is easy to understand.

  4. Leveraging Resources: Buffett is also known for leveraging the resources at his disposal – whether that’s his network, his existing businesses, or tangible assets – to generate greater returns.

Using these principles, we can understand how a well-crafted business sign can align perfectly with Buffett’s marketing outlook, turning it into a powerful asset that brings long-term returns.

The Business Sign as a Strategic Asset

1. An Investment in Long-Term Visibility

Warren Buffett believes in the power of long-term investments that continue to provide value. When it comes to a business sign, this principle is incredibly relevant. A business sign is a one-time investment that, when done right, can continue to deliver value for years or even decades.

Just as Buffett invests in companies that continue to generate profits year after year, your business sign works as a perpetual marketing tool. Your business sign doesn’t require constant updates or ongoing costs like paid advertising, but it keeps working for you around the clock, drawing attention to your business and keeping you top of mind for potential customers. While your business signs do not need constant updating, it Is important that your business signs are maintained and possibly replaced or removed after the sign starts to deteriorate (around 3 years in the African sun) in order to maintain your business’s image.

Unlike digital ads or other forms of advertising that only appear for a short time, your sign has ongoing, consistent visibility. Whether it’s day or night, rain or shine, your business sign is always visible to potential customers, making it a long-term asset that can pay dividends for years to come. The more people see your sign, the more they recognize your brand, which leads to greater customer loyalty, a sense of familiarity and trust that often results in repeat business – values that Warren Buffett highly champions in his investment philosophy.

2. Building a Strong Brand Presence

Buffett understands that brand recognition is a powerful force in the marketplace.

A business sign isn’t just about indicating where you are – your business sign is about communicating who you are and what your business represents. A professional, well-designed sign can create an immediate impression of credibility, professionalism, and reliability. In the same way that Buffett has acquired companies with strong brands (like Apple or GEICO), your business sign contributes to building your brand’s reputation.

The power of a strong, recognizable brand is essential for long-term success. A business sign, when aligned with your company’s values, mission, and personality, can amplify your brand presence and make your business memorable to customers. A sign that clearly conveys your message, whether through design, colors, or a catchy slogan, can serve as a powerful tool for establishing your identity in the local community. This not only attracts new customers but also builds loyalty and trust – key elements of Buffett’s long-term value investing strategy.

3. Simplicity and Clarity in Messaging

Warren Buffett is known for his appreciation of simplicity.

Buffett has often said that he prefers businesses with clear, understandable value propositions. Similarly, your business sign should reflect that simplicity and clarity. A well-crafted sign does not overwhelm or confuse potential customers but instead communicates a straightforward message about your business.

A simple, clean designed sign with clear text can make it easier for customers to understand who you are and what you offer. By reducing clutter and focusing on the essentials, your sign becomes more effective in conveying your brand message. Buffett’s philosophy teaches us that simplicity works, and when your sign is clear and direct, it resonates with customers, builds trust, and makes it easier for them to decide to visit your business.

4. Leveraging Local Visibility for Maximum Impact

Buffett’s investment strategy is all about leveraging resources to maximize returns, and this can be applied to the local visibility your business sign provides. By strategically placing your sign in a high-traffic area, you are leveraging the foot and vehicle traffic and attention of local passersby. For businesses, this means creating a constant stream of potential customers who are in close proximity and more likely to stop in or take action.

A physical sign serves as a cost-effective form of local advertising, drawing attention from people who might never have heard of your business otherwise. Similar to how Buffett might leverage a network or a strong brand to capture attention in a crowded market, your business sign gives you a chance to stand out in your local community, driving more foot traffic to your store or office.

5. An Opportunity for Differentiation

In line with Buffett’s principle of investing in companies that stand out from the competition, a business sign is a powerful tool for differentiation.

A distinctive, well-designed and implemented sign can set your business apart from others in your area, especially in a crowded market. By creating a sign that is unique, memorable, and aligned with your brand, you can differentiate your business from competitors and make a lasting impression on potential customers.

Whether through an innovative design, a clever tagline, or a bold visual identity, your sign can serve as a reflection of what makes your business special. This differentiation builds brand loyalty and attracts customers who align with your values – two key aspects of long-term business success that Warren Buffett consistently looks for in his investments.

Warren Buffett’s marketing outlook highlights the importance of long-term value, brand strength, simplicity, and leveraging resources effectively. When applied to your business sign, these principles reveal just how valuable a simple sign can be. Your simple business sign is more than just a tool for directing customers to your door – your business sign is a strategic investment that can enhance visibility, reinforce brand identity, and provide a consistent marketing presence for years to come.

By following Buffett’s approach to investing in assets that deliver ongoing returns, a well-crafted business sign can become one of your most cost-effective and valuable marketing tools.

Just like the companies Buffett invests in, your business sign has the potential to build brand recognition, foster customer loyalty, and generate long-term success. Your business sign is a small investment that can lead to big returns, and when done correctly, it could very well be your business’s greatest asset.

At SignForce we believe that any GREAT SIGN is a sign that stands out in stark contrast to it’s surroundings with the ‘message’ of the sign speaking volumes about your business with minimal words and achieves the signs job of getting eyeballs that result in feet through your door.

At SignForce we have decades of experience in signs and how they relate to marketing, knowledge which we are happy to use to ensure our client’s signs are cost effective, giving a maximum possible return on investment (ROI).

Like Buffett, SignForce’s philosophy is an extension of 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 uncomfortable, 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

Who is responsible for your Businesses BRAND?

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Cut Out Signage

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?

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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:

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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

Quality versus Cost

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Signage that LASTS

Signs outliving their expected life by +100%

 

Quality vs cost

In finance there is a standard trade off between RISK and RETURN.

This trade off is a standard for almost every business, In signage, as with ,many businesses, the trade off is quality versus cost.

Generally speaking, the more one pays, the better the product, because better parts cost more, better labour costs more ad people who are looking for quality are prepared to pay more. There is a sad caveat in signage, as we have seen in the past that some of our clients have paid premium prices and still received inferior quality.

The photo’s above would be extremely embarrassing if they were of a new SIGN that SignForce had produced, especially as we are in the business of designing. manufacturing and installing signs. The pictures of the signs are one of SignForce’s experiments. They are of a south facing sign (at the entrance to our premises) that was printed on THREE year vinyl using original ROLAND inks.

What makes this sign interesting is that this sign is already over SEVEN years old. The cracking of the vinyl will generally appear after anywhere from 24 – 30 months, and after 36 months the print is generally no longer legible. The fact that this sign is south facing may be partially responsible for the slower fade and longer life of the vinyl, but we doo believe a greater factor in the continued legibility of the print is that fact that SignForce ONLY use ORIGINAL ROLAND INKS.

Experience has shown that the original ROLAND inks are longer lasting and seldom need laminating (although we do laminate for other reasons). The cost of the original inks is 100% – yes two times – the cost of the available generic inks, but the benefits to clients who require better quality are immense. There are also the benefits to SignForce of not needing special ventilation for the printer (which we did years back when we tested generic inks for 5 or 6 months).

If you are in the market for a sign and want to feel secure that the sign will last, talk to us at SignForce.

Contact SignForce now on +27 (0)11 440 78525 or WhatsApp +27 (0)82 558 6413 or email info@signforce.co.za

You can find out more about SignForce at http://www.signforce.co.za

When is a REFUND appropriate

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REFUNDS

The question of a REFUND was recently brought up

One of the reasons SignForce will only start production after payment (either a 70% deposit or full payment depending on the value of the job) is because people change their minds.

There are the rare times when SignForce is unable to fulfill the mandate of the client, in which case a refund is fair and necessary. This has happened less than five times in 25 years, so extremely rare.

There are however also times when SignForce is asked to make a refund after we have invested time and material into the job, and / or the job is completed or specific materials have been ordered and cut at the time of the requested refund. This is not to say there is anything pointedly WRONG with the sign or signs, just that a refund has been requested.

In the event there is a problem with a sign, it is SignForce’s policy to make good, and only if making good is not possible will any refund be considered.

When a client asks for a refund SignForce will first determine what, if any refund is appropriate, based on client expectations, quality of the sign or how far in the production process the sign is, how much work was involved in getting the sign to the current state – there is often a LOT of work that has to go into getting a sign produced, sometimes even when the client has provided professionally designed artwork, as not all professionally designed artwork is signage ready. Depending on the circumstances, should a refund be appropriate, said refund will only be to the value of any excess funds that are left after covering the cost of any specifically cut materials and labour.

One of the reasons SignForce will only start production AFTER a deposit has been received is because the signage SignForce make is CUSTOM made, so material cut for a client is extremely unlikely – read that as one in a trillion – to be usable for anyone else. The same applies to artwork that is client specific. As such, artwork and production can only begin once there is certainty that the job is going ahead and will be paid (as in the deposit has been received).

At SignForce we have a reputation that has been built over more than a quarter of a century, and we would be insane to throw that away in order to do a client in. That said, if you search hard enough you are sure to find people we have peeved off over the last 25 years.

If you are in the market for signage, SignForce is available to assist.

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

How can one measure the SUCCESS of your sign or signs?

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How can one measure the SUCCESS of your sign or signs?

One of the greatest challenges of any marketing is to ensure that your COST is lower than your RETURN.

In the late 1985 Roger Sinclair published the book titled MAKE THE OTHER HALF WORK TOO. The main point he made was that about 50% of all ad spend (at that time) was wasted. He emphasized that it was exceptionally difficult to measure the return on a business’s advertising spend, mostly because of the marketing equivalent of trawl fishing with long nets. While the net MAY get you a decent haul of the fish you are looking for, the nets are notorious (and should be banned) because of the number of other species they unintentionally catch and kill.

In the modern world marketing (here we are referring to online marketing) is far easier to measure. This is partly because the business can track their spend on clicks or calls, but even more so because the largest player, #Google, has extremely powerful and in depth tracking tools that can almost pinpoint your return if used correctly.

Online is somewhat different to signage, in large part because signage is very much ‘old school’ and requires substantial investment that is not always clear or easy to measure.

In order to measure the ‘success’ of one’s sign or signs one needs to first have a clear ideas of what their sign or signs NEED to ACHIEVE in order to be successful. This can range from ‘feet through the door’ to ‘improved turnover’ or ‘better brand recognition’ – with the latter once again being extremely difficult to measure.

There was a case where SignForce and our client – STAX stores – could measure the success of one specific sign.

STAX were relocating one store. The thing is the new store was still being built and the existing store was no longer profitable, so the decision was made to close the loss making store and re-open when the new store was built in approximately 18 months.

In order to implement this strategy STAX ran a special store clearance sale. Part of the advertising spend was to do a low cost refurbishing of the existing external sore signage as it was very tired. In fact one sign was so tired that one letter was broken and birds had made a nest in the letter.

The sign was restored and reinstalled and the special ran. And ran, and ran. It ran for so long that the new store was ready to open before the old store closed.

One of the largest contributing factors was that the refurbished signage looked new and fresh. When one analyzed the difference it was evident that the old sign gave the impression that the store has closed and or moved as the signs were broken and in disrepair. The fresh refurbished sign let possible patrons know the store was open for business, and they came and kept coming into the store.

Not all signage will necessarily achieve one’s intended objective, especially when the desired outcome is either unknown or if know is not shared at the design stage.

When you are looking for signs that will help you achieve your desired outcome contact SignForce. Our years of experience in marketing and signage help make your signs stand out and work as intended.

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

How important is communication in signage

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The Importance of Communication in Signage

At first glance, it may seem contradictory to discuss communication in relation to signage since signs are inherently designed to communicate messages — albeit silently. However, the real value of communication often emerges during the process of developing signage that effectively conveys its intended message and achieves desired outcomes.

Key Events Highlighting the Need for Communication

Two recent experiences at SignForce underscore the critical role of communication in signage creation.

1. Color Accuracy Challenge
In one instance, SignForce mixed paint based on a client’s specified color. However, discrepancies arose when comparing the color on (1) the computer monitor, (2) the provided swatch, and (3) the actual paint. The monitor displayed what appeared to be black, while the swatch seemed a dark off-green, and the paint looked distinctly green.

Effective communication with our client — located outside South Africa — prevented a potential installation disaster. By communicating and clarifying these differences before proceeding, we avoided unnecessary costs and ensured the client was satisfied with a correctly colored sign installed on time.

2. Banner Design Enhancement
In another case, SignForce was tasked with printing a banner. Upon receiving the initial artwork, we felt it did not optimally serve the client’s goals. Through a series of discussions (communication) with the client, the design was refined, resulting in updated artwork that was more likely to capture attention and act as the intended, effective silent salesperson.

The Subtle Nature of Sign Communication

While signage communicates messages, it often does so subtly. For instance, a dirty or damaged sign can send a negative message that detracts from your brand’s image. The impact of these subtle cues can be profound, affecting customer perception and engagement.

Partner with SignForce for Effective Signage

If you’re seeking signage that truly works and delivers your desired outcomes, look no further than SignForce. We prioritize clear communication throughout the design and production process, ensuring your signs communicate effectively.

Contact Us:
Email: info@signforce.co.za
Phone: +27 (0)11 440 7525
WhatsApp: +27 (0)82 558 6413

Learn More:
Visit us at SignForce for all your signage needs. Let us help you create impactful signs that resonate with your audience!

Should We Always Give the Customer What They Ask For?

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Should We Always Give the Customer What They Ask For?

Or asked differently, when the prospect TELLS you what to do, what materials to use and how to do it, do they actually know what they are talking about?

I am sure everyone reading this can relate to the situation where a prospect contacts you and tells you what they want. Once they have told you what they want, they proceed to tell you what materials you should use, how long it should take to make the sign, how to make the sign, etcetera’s.

This is when we should start asking questions to establish what the client wants the signage to achieve and how they know the materials they are talking about.

The reference to materials is especially pertinent in the current world of signage manufacture. I say this because there have been MASSIVE changes in the building and SIGNAGE industry over the past 5 – 10 years, so while ‘traditional’ signage materials may still be appropriate and get the job done, they may not be the best materials from a life expectancy or cost or results perspective.

One such material is NEON. Traditional ‘glass’ neon – in South Africa because that is where we are based – is extremely costly, is not great when exposed to rain and even worse in HAIL! Traditional glass neon is also not the best for the environment as it uses fairly toxic gasses to get the neon to burn and can also pose a danger when the glass breaks. This says nothing about the HT cable that is used for traditional glass neon, cable that has a tendency to short and ignite the neon, which is one of a few reasons neon has not been a favorite in shopping centers, or I would imagine, for insurers.

Today in South Africa the use of traditional neon is extremely limited, because there is a new, LED based neon called NEONFLEX, and while neonflex may not be able to achieve 100% of the effect of traditional glass neon, the advances in neonflex makes it easy to use, about 85 – 95% as aesthetically pleasing as traditional glass neon, more cost effective and way less likely to ignite.

Another signage material that is no longer always the most cost effective option is Chromadek.

Chromadek is a treated metal that holds signage well. It is normally a thin (think 0.3 – 0.8 mm thick) metal sheet so it is fairly flexible and as such if used without a frame can look flimsy and possibly even cheap.

Thicker Chromadek is less flexible and still a favorite for road signs, however the cost of steel has risen substantially in South Africa over the past decade making any metal way more expensive than it was in previous decades. Fortunately for sign manufacturers and clients alike there are modern materials that can often be used to replace the expensive metal of signs. The most commonly used ‘new’ material is ACM – a composite Aluminium sandwich – and compressed plastic which has wonderful properties for outdoor use, one of which is that unlike Chromadek, because ACM is thicker (ranges from 2 to 5 mm) the material can be used FLAT against walls and does not look wobbly.

The main point I am trying to make is that there are new materials that may well do a better job and perform better and be more cost effective for a client than the material(s) the client is are aware of.

It is the humble opinion of this writer that many people try to elevate themselves by using the limited knowledge they have of the product (in this case signage) in order to prevent being ripped off or to show they have some knowledge of the subject. However by using the materials they know they either expose their limited knowledge and / or they focus the signage supplier so they end up getting what they asked for which may not be the best VALUE they can get.

It makes more sense to TRUST the (hopefully) professional person you have contacted to get you the quote, answer their questions, ask questions and then decide what you as the buyer believe will best suite your needs from the new information you have gathered.

It is also important for a decent sales person to ask enough directed questions to establish what is best in order to achieve the stipulated goals of their signage that the prospect or client has expressed, because the sales person – or the people in the office doing the estimates – should have better knowledge than the prospective client of available materials with their pro’s and con’s and how they can benefit the client better .

If you are in the market for signs that you want to achieve a specific objective, SignForce is here to assist.

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