Logo Design article4

Jenny has a great service and wants people to find her. Voila, Jenny purchases a giant, blinking sign which is clearly visible from the highway. The sign declares "Jenny's Computer Repair" is in the strip shopping center from which it flashes intermittently.
This sign will be seen by whatever portion of the 1.7 trillion people who travel by automobile each year - that is the portion who drive by Jenny's place. Whatever the math, that's a lot of people. This blinking sign will help reach a significant number of potential customers as they drive by.
A sign can help you attract some part of those 1.7 trillion people, make it easier for your current customers to find you and present your business image to the general public. It can also inform potential customers what goods and services you offer, prices and hours. Illumination of your sign immediately draws attention to it, and does so twenty-four hours a day. Electronic message centers provide the capability to change your message.
But before you buy that sign, check the code regulations of your area. What type of signs has your city council or county commissioners deemed proper? There are usually local zoning ordinances which regulate the type, size, the height, the configuration, the color, the aesthetics, etc. of signage. The types of signs include freestanding, high-rise, low profile, wall, projecting, roof, marque, backlit awning and awning. Any of which may be illuminated as in our opening example.
As long as you purchase or lease your sign from a reputable company, you should have no problems. The company should be familiar with the UBC and local zoning requirements of your area - and do make sure that your contract with the sign company includes a clause that they are and that your sign meets requirement; and make sure the clause makes the company liable should any adjustment in your sign be necessary due to zoning regulations or other city or county codes. The company should also obtain the necessary construction and installation permits.
A well conceived sign can be an excellent marketing tool. It should not only be reflective of the image you wish to project, but communicate important information about your business. What goods and services do you offer? Put it on your sign. What type of prices/ merchandise do you have - discounted, collectible, exquisite, etc.? Put it on the sign. Signs communicate important information to potential customers. The sign should say something to draw in the customers in your immediate area - your natural marketing vicinity. A sign can be an investment which pays off handsomely, if it is done so that it clearly represents what you are selling and what your company is about. It can be an inexpensive way to maximize your return. It is cheaper than radio, newspaper, television, or direct mail, since it gives you 24 hour exposure. This is especially appealing with a limited advertising budget.
Signage should be an important part of the promotional strategy in your business plan. And it is important that small businesses include the cost of signage (including maintenance) in loan packages. The sign is an investment and should be treated as such.
There are other ways in which a sign can help both you and the community:
" It reinforces other advertisement vehicles by repeating the message of your business. Your logo design and your sign should be similar if not exact. There are not many large, multinational corporations who do not understand and benefit from a recognizable logo. Instead of basing your sign on a business card or letterhead design, take a tip from the large corporations and start with designs suitable for an integrated business marketing plan. Your customers remember your logo design, so choose it carefully.
" A sign that is clearly visible a mile or more away gives motorists ample time to exit safely, reducing possible traffic accidents.
" The ambient lighting from signs can be a major crime deterrent and make the surrounding area more well lit, which makes people feel safer.
" A sign cultivates cumulative, long-term awareness of your business, stimulating repeat or "brand-loyal" buying.
" A visible, readable sign, can make the difference between profit and loss for your business. Many businesses attribute a large percentage of their business to their signs.
Once you have invested in a sign, it is to your advantage to keep it in good repair. If you lease through a reputable sign company, the maintenance of the sign can be made part of the contract. A dilapidated sign does not send the right message for a successful business. So, factor in maintenance to your costs if you will buy instead of lease.

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