What ideas should you consider when building your brand with signage?

Signage is a powerful visual representation of your brand, transcending its functional purpose of displaying your business name. Effective signage for the brand can capture attention, reinforce your identity, and communicate your core messages to potential customers. .

Moreover, signage plays a crucial role in wayfinding and navigation, guiding customers to your location and ensuring a seamless experience. By incorporating clear directional cues and prominent branding, your signage can create a sense of familiarity and trust, ultimately enhancing the overall customer journey.

Understand local rules and regulations

When designing and installing custom architectural signage for a brand, it’s essential to familiarise yourself with the local rules and regulations governing outdoor advertising and signage. 

These regulations often cover various aspects, such as:

• Size limitations: Many municipalities impose restrictions on the maximum size of signage, ensuring it doesn’t overwhelm the surrounding environment.
• Lighting restrictions: Certain areas may have guidelines on the brightness and type of lighting used for illuminated signs to prevent light pollution or distraction.
• Content restrictions: Some locations may prohibit certain types of content or messaging on signage, particularly in residential or historic areas.
• Right of way: Signs placed along public roads or sidewalks may be subject to specific requirements or permits to ensure they don’t obstruct pedestrian or vehicular traffic.

To ensure compliance and avoid potential penalties or legal issues, consider creating a checklist or guide that covers the relevant regulations in your area. This will help you navigate the process smoothly and demonstrate respect for the local community and environment.

Define the purpose of your signage

When crafting your strategy, it’s important to clarify the intended function from the outset. Is your signage primarily meant to provide directions and wayfinding? Or is it designed to inform and educate your audience about your products or services? Perhaps its purpose is to promote a specific offering or persuade potential guests to visit your establishment.

If your primary goal is to attract customers, your business custom signage should be visually striking and prominently display your brand identity, including your logo, brand colours, and messaging. On the other hand, if wayfinding is the main purpose, prioritise clear and concise directional cues, ensuring your signage is easy to read and understand from a distance.

Regardless of the specific function, effective outdoor signage for brand identity should strike a balance between visibility and clarity, while seamlessly integrating with the surrounding environment. By understanding the purpose and tailoring your approach accordingly, you can create signage that resonates with your target audience and enhances the overall experience.

Maintain brand consistency

Maintaining brand consistency is important, and your signage should seamlessly integrate with your overall brand identity. From colour schemes and typography to imagery and messaging, every element of your signage should reinforce your brand’s essence and values.

Start by establishing a comprehensive brand style guide that outlines the specific guidelines for your visual identity, including approved colour palettes, font families, and logo usage. This ensures that all signage elements align with your brand’s visual language, creating a cohesive and recognisable experience for your customers.

Beyond visual consistency, your signage messaging should also reflect your brand’s tone and personality. Whether you aim for a professional and authoritative tone or a more casual and approachable style, maintaining a consistent voice across all signage can help strengthen your brand’s connection with its audience.

Choose the right materials for impact and durability

Apart from practical considerations, the materials you choose can also significantly influence the perception of your brand. For businesses with a strong commitment to sustainability, eco-friendly options like recycled plastic, timber, and metal can effectively reinforce your brand’s values while minimising environmental impact.

For example, sleek and modern materials like acrylic or brushed metal can convey a sense of sophistication and innovation, while natural materials like wood or stone may evoke a more rustic and earthy aesthetic.

By thoughtfully selecting materials that align with your brand’s identity, values, and the intended environment, you can create signage that not only stands the test of time but also resonates deeply with your target audience, leaving a lasting and memorable impression.

Collaborate with professionals

While maintaining brand consistency is crucial, translating your vision into reality often requires the expertise of professional graphic designers or signage specialists. These skilled professionals are well-versed in wayfinding and branding principles, ensuring that your signage effectively communicates your brand’s essence while providing clear and intuitive guidance to your audience.

When selecting a signage partner, it’s advisable to review their portfolios and past projects to ensure their design approach aligns with your brand’s style and values. Look for examples that showcase their ability to create visually stunning yet functional custom signage solutions that seamlessly integrate with your brand identity.

One company that excels in this area is Made by Landmark, a renowned signage expert with a proven track record of delivering exceptional branding and signage planning solutions. Our team of skilled designers and fabricators work closely with clients to understand their unique requirements, translating their vision into captivating signage that enhances the brand experience ensures optimal functionality and usability.

Add personality with creative copy and design

Your signage is more than just a visual representation of your brand; it’s an opportunity to infuse personality and create a lasting impression. Memorable signage often goes beyond aesthetics and incorporates creative copy that resonates with your audience. Consider incorporating clever wordplay, witty phrases, or thought-provoking messages that capture the essence of your brand’s personality.

For instance, the iconic “Think Small” campaign by Volkswagen showcased the power of unexpected and memorable messaging. Similarly, Coca-Cola’s “Open Happiness” slogan invites customers to associate their brand with a positive sentiment. These examples demonstrate how impactful copy can leave a lasting impression and foster a deeper connection with your audience.

Diversify and strategically position your signage

Creative placement can also contribute to a more immersive and engaging brand experience. For example, interactive floor graphics or strategically positioned digital signage can guide customers through your space while reinforcing your brand messaging and aesthetic.

Experiment with different placements to maximise visibility and impact. Ceiling-mounted or floor-standing signs can capture attention from unique angles, while strategically placed wayfinding signage can enhance the user experience and effectively direct foot traffic.

By diversifying your signage and exploring innovative placement strategies, you can create a dynamic and engaging environment that resonates with your target audience and supports your overall branding efforts.

Plan for flexibility and longevity

As your brand evolves and your business directions shift, it’s essential to plan for flexibility and longevity in your signage solutions. Consider implementing modular or replaceable panel designs that allow for easy updates and modifications. This approach future-proofs your signage and enables you to seamlessly adapt to rebranding efforts or changing messaging without the need for complete replacements.

Flexible signage choices provide a cost-effective solution and support sustainability efforts by reducing waste and minimising the need for frequent replacements. Embrace this forward-thinking method and concentrate on signage options that can develop and grow alongside your brand, ensuring a seamless and consistent brand experience moving forward.

Keep your signage fresh and engaging

Simple updates can breathe new life into your signage without requiring a complete overhaul. Conduct periodic audits to identify outdated or underperforming signs that may no longer align with your brand’s current messaging or aesthetic. Consider incorporating new graphics, replacing weathered materials, or rotating designs seasonally to align with promotional campaigns or special events. These small changes can significantly enhance the visual appeal and maintain interest in your brand.

Signage that speaks volumes

Effective signage for a brand serves as a strong mechanism for establishing and enhancing your brand identity. As you start on this journey, tackle signage design with a strategic approach, merging creativity, consistency, and adherence. Adopt adaptability and sustainability, guaranteeing your signage solutions can modify and progress as your brand expands. Consistently renew and enhance your signage to preserve visual interest and captivate your audience, including creative features that encourage a stronger connection.

Keep in mind that your signage represents your brand’s values and character. By carefully developing a unified and effective signage plan, you can leave a memorable mark and foster a deep emotional connection with your clients. Remain authentic to your brand’s core while constantly looking for chances to engage and motivate.

For expertly crafted custom signage solutions for businesses, visit Made by Landmark. Sign up for our newsletter to receive expert insights and updates on the latest signage trends!