The 4 Rules of a Good Sign

What is a sign and why does it matter?

A sign is the advertising and wayfinding surface that makes a business name and activity readable from outside. A passer-by looks at your sign for only a few seconds, and in that time must understand your name, what you do and where you are. The four rules below are the basic principles we consider when designing a sign.

1. Readability from a distance

Letter height and thickness are set according to the distance from which the sign will be read. On a sign meant to be seen from the road the letters must be clearly larger than on a sign at pedestrian level. Overly ornate or very thin typefaces blur at a distance; simple, bold typefaces give safer results.

2. Simple design

A sign should carry at most the business name, a short description of the activity and, if needed, a phone number. Too many colours, too much text and a scattered layout weaken the message. White space is part of the design; letting the text breathe improves readability.

3. Strong lighting

Many signs are seen mostly in the evening and at night. With LEDs placed inside channel letters, a light box or an LED panel, the sign stays readable in the dark. The lighting should be even and must not create hot spots or shaded areas.

4. Clear contrast

The contrast between lettering and background is one of the main factors in readability. Light text on a dark background or dark text on a light background works well; when similar tones sit side by side the text disappears. If your brand colour does not contrast enough with the background, an outline or a separate background plate can be added.

Ask yourself before ordering a sign

Does your sign explain your name and business in a few seconds? Can it be read from the opposite pavement? Is it visible at night? Do the background and lettering colours separate clearly? If the answer to all four is yes, your sign is working for you.

Frequently asked questions

How is sign lettering size determined?

Lettering size is set by the distance from which the sign will be read; the longer the distance, the greater the letter height and thickness. For the right size, share a photo of the sign location and the viewing distance.

What is the most important rule for a good sign?

The four rules work together, but without readability the others do not help. A sign must first explain your name and business quickly.