A
Aesthetics
Aesthetics refers to the visual appeal and overall design quality of a sign. It includes color, proportion, materials, and how well the sign fits the surrounding environment.
Amortization
Amortization is a regulatory process in which a legal but non-conforming sign must be removed after a set period. It allows municipalities to phase out older signs without compensating the owner.
What is an animated sign?
An animated sign uses movement—mechanical motion, flashing lights, or digital effects—to draw attention. These signs often face stricter zoning rules because motion increases visibility and potential distraction.
What is Annual Average Daily Traffic (Annual ADT)?
Annual ADT is the average number of vehicles passing a specific location each day over an entire year. It’s a key metric for evaluating sign visibility and the advertising value of a location.
What is an awning?
An awning is a fabric or metal structure extending from a building façade to provide shade or shelter. When graphics or lettering are applied, it functions as both a practical feature and a sign.
B
What is a backlighted letter?
A backlighted letter (halo-lit letter) is illuminated from behind to create a soft glow around each character. This lighting style provides a refined, architectural look often used for premium branding.
What is a ballast?
A ballast is an electrical device that regulates current to fluorescent or cold-cathode lamps inside a sign. It ensures that lighting operates safely without flickering or overheating.
What is a banner?
A banner is a flexible, temporary sign made from materials like vinyl or fabric. It’s commonly used for promotions and short-term messaging because it’s lightweight, inexpensive, and easy to install.
What is a bench sign?
A bench sign is advertising displayed on the backrest or sides of public benches, often in transit-heavy areas. These signs offer strong visibility for both pedestrians and drivers.
Brand
A brand is the visual identity of a business, including its logo, colors, and typography. Signage plays a core role in expressing and reinforcing that brand in physical spaces.
Brand Equity (Branding)
Brand equity refers to the value a well-recognized and trusted brand adds to a business. In signage, high brand equity increases the impact and memorability of on-premise signs.
Building Code
A building code is a set of regulations governing safe sign construction and installation. It outlines requirements for structural support, electrical standards, wind loads, and more.
What is a building fascia?
A building fascia is the flat vertical surface on the front of a building—often above doors or windows—where signs are mounted. It is one of the most common and visible locations for business identification.
What is a building-mounted sign?
A building-mounted sign is any sign attached directly to a structure rather than freestanding. Examples include wall signs, projecting signs, awning signs, and fascia signs.
C
What is a cabinet sign?
A cabinet sign is a box-shaped sign structure with a face and internal lighting, typically illuminated by LEDs or fluorescent lamps. It’s commonly used for storefronts because the entire face can display graphics or branding.
What is a canopy?
A canopy is a projecting structure—often made of metal or fabric—that extends from a building to provide cover or shelter. When graphics or lettering are added, it also serves as a sign.
What is a canopy sign?
A canopy sign is any signage applied to or mounted on a canopy. This includes printed graphics, dimensional letters, or illuminated components integrated into the canopy structure.
What is a changeable copy panel?
A changeable copy panel is a sign section where messages can be updated manually (using letters) or electronically. Businesses use these panels to display pricing, specials, announcements, or frequently changing information.
What is a channel letter?
A channel letter is a three-dimensional letter—usually metal with an acrylic face and internal lighting—mounted individually on a wall or raceway. They are one of the most common forms of storefront identification.
Coated Tubing
Coated tubing refers to neon tubes with interior phosphor coatings that modify or enhance the color of emitted light. This allows more precise color control than clear neon alone.
Cold Cathode
Cold cathode lighting is a type of gas-discharge illumination similar to neon but designed for architectural and accent lighting. It produces long-lasting, low-heat illumination commonly used in specialty sign applications.
Colored Tubing
Colored tubing refers to neon or similar tubes made with tinted glass that produces color even when the lamp is off. It offers consistent, saturated color for decorative or branding-focused signs.
Conforming Sign
A conforming sign meets all current local, state, and federal regulations, including size, placement, lighting, and zoning requirements. These signs typically require no special variances or exceptions.
Conspicuity
Conspicuity refers to how easily a sign stands out from its surroundings, especially in complex or visually noisy environments. High conspicuity improves visibility, readability, and response time.
Content Neutral
Content-neutral regulations restrict signs based on physical characteristics—such as size or placement—rather than message content. This ensures zoning rules comply with First Amendment protections.
Contrast
Contrast is the difference in color, brightness, or value between sign elements such as text and background. High contrast improves readability, especially from a distance or at high speeds.
Copy
Copy refers to the words, numbers, logos, or graphics that communicate a sign’s message. Good copy is concise, readable, and designed to be understood quickly.
Copy Area
Copy area is the portion of a sign face containing the actual message or graphics,
D
What is Daily Effective Circulation (DEC)?
Daily Effective Circulation is the estimated number of people who actually see a sign each day, based on traffic counts and visibility factors. Unlike raw traffic numbers, DEC accounts for direction of travel, sign orientation, and obstructions.
What is a deck cabinet?
A deck cabinet is a sign cabinet mounted on a platform or structural deck rather than directly on a pole or wall. This elevated base provides stability and a clean, architectural look.
What is a dimensional letter?
A dimensional letter is a three-dimensional, non-illuminated letter or logo made from materials such as metal, acrylic, or PVC. These letters create depth and shadow, offering a polished and professional appearance.
What is a directional sign?
A directional sign guides people to specific destinations—such as parking areas, entrances, or departments—within a property or facility. Clear directional signage improves traffic flow and user experience.
What is a directory sign?
A directory sign lists multiple tenants, floors, or departments within a building or complex. These signs are commonly used in office buildings, medical centers, and retail plazas for navigation.
What is a double-faced sign?
A double-faced sign has two display surfaces, typically mounted back-to-back, so it can be read from two opposing directions. This design maximizes visibility for both traffic flows.
Downsizing
Downsizing refers to reducing the physical size of a sign due to regulatory requirements, design updates, or visibility considerations. It may be required when zoning laws or property conditions change.
What is dynamic digital signage?
Dynamic digital signage uses electronic displays, such as LED or LCD screens, to show changing or animated content. Businesses use it to deliver real-time updates, promotions, and messaging with maximum flexibility.
E
What is an electric sign?
An electric sign is any sign powered by electricity, whether for illumination, digital content, or mechanical movement. These signs must comply with electrical codes and safety standards.
What is an Electronic Message Center (EMC)?
An Electronic Message Center is a programmable LED display that can show changing messages, graphics, or animations. EMCs offer high visibility and allow businesses to update content instantly.
Embellishment
An embellishment is an added design feature—such as decorative trim, shapes, or accent panels—that enhances a sign’s appearance. These elements improve visual impact without changing the core structure.
Eminent Domain
Eminent domain is the government’s power to acquire private property for public use, often affecting sign locations. When signs must be removed, owners may be entitled to compensation unless local laws specify otherwise.
Extensions
Extensions are elements that extend beyond the basic shape or boundary of a sign face, such as cutouts or decorative toppers. They add dimension and visual interest but may be regulated by size restrictions.
What is an exterior illuminated sign?
An exterior illuminated sign is lit by a separate light source positioned outside the sign face, such as gooseneck lights or floodlights. This style provides classic, architectural lighting commonly used in historic districts.
F
What is a face (in signage)?
A sign face is the visible front panel of a sign where graphics, text, and branding appear. It may be made of acrylic, polycarbonate, metal, or flexible materials depending on lighting and design needs.
What is a fascia sign?
A fascia sign is mounted flat against the building’s fascia — the vertical band above doors or windows. It’s one of the most common signage types for storefront identification.
What is a flashing sign?
A flashing sign uses intermittent bursts of light to create attention-grabbing effects. These signs are highly regulated because flashing illumination can affect driver safety and cause visual distraction.
What is a flat cutout letter?
A flat cutout letter is a non-illuminated letter cut from a flat material such as metal, acrylic, or PVC. It provides a clean, dimensional look and is commonly used for interior branding or exterior identification.
Fluorescent Lamp or Tube
A fluorescent lamp is a gas-filled tube used to illuminate many older cabinet signs. Though less common today due to LED retrofits, fluorescent lamps were historically the industry standard for backlighting.
Font
A font refers to the style and design of letters used on a sign. Appropriate font selection is essential for readability, brand consistency, and quick viewer recognition.
What is a freestanding sign?
A freestanding sign is supported by its own foundation or poles rather than a building. These signs are often used along roadways for maximum visibility to vehicle traffic.
Frequency
Frequency refers to how often a viewer is exposed to a sign over a given period. Higher frequency increases message retention and brand recognition.
What is a front-lighted letter?
A front-lighted letter is illuminated from the front using internal lighting that shines through its acrylic face. This is the most common illumination style for channel letters.
Full Service Sign Company
A full-service sign company provides design, fabrication, permitting, installation, and maintenance all under one roof. This end-to-end approach streamlines the entire signage process for clients.
G
What is a ground sign?
A ground sign is a freestanding sign mounted directly at or close to ground level, usually with a solid base or low-profile support structure. These signs are commonly used for entrances, campuses, and multi-tenant properties where pedestrian and driver visibility is important.
H
What is an H-channel letter?
An H-channel letter is a type of channel letter that uses an H-shaped mounting system to secure the letter to a raceway or building surface. This structure provides rigidity and simplifies installation for certain letter styles.
Highway Beautification Act
The Highway Beautification Act is a federal law that regulates signs and billboards along interstate and primary highways. Its goal is to control outdoor advertising, enhance scenic quality, and standardize how signs are placed near major roadways.
What is a high-rise sign?
A high-rise sign is an extremely tall freestanding sign designed to be visible from long distances, major highways, or elevated vantage points. These signs help travelers locate businesses such as hotels, gas stations, and restaurants well before reaching an exit.
I
What is an illegal sign?
An illegal sign is any sign installed or displayed without proper permits or in violation of zoning, size, location, or lighting regulations. These signs may face removal, fines, or enforcement action.
Impulse Buying
Impulse buying refers to unplanned purchases made when customers see something that captures their attention. Well-designed signage can stimulate impulse buying by making products or services more noticeable at the right moment.
Incandescent Bulb
An incandescent bulb is an older style of lighting that uses a heated filament to produce light. Although largely replaced by LEDs in the sign industry, some legacy signs still use incandescent lamps for a warm glow.
Interior Signs
Interior signs are located inside a building and may include wayfinding, room identification, branding displays, and safety signs. They help guide visitors, reinforce branding, and support the overall user experience.
What is an internally illuminated sign?
An internally illuminated sign contains its own light source—typically LEDs—inside the structure or letters. This creates consistent, even illumination for visibility at night or in low-light conditions.
ISA (International Sign Association)
The International Sign Association is a trade organization representing sign, graphics, and visual communications companies. ISA provides education, advocacy, research, and industry standards.
J
What is a joint tenant sign?
A joint tenant sign displays the names or logos of multiple tenants on a shared property, such as a shopping center or office building. These signs help visitors quickly identify which businesses are located within the site.
Just Compensation
Just compensation refers to the financial reimbursement owed when the government acquires private property—including signs—through eminent domain. It ensures property owners receive fair market value for what is taken.
L
Legibility
Legibility refers to how easily individual letters or characters can be distinguished on a sign. Good legibility depends on font choice, spacing, size, color contrast, and viewing distance.
Light-Emitting Diode (LED) and Liquid Crystal Display (LCD)
LEDs and LCDs are modern lighting and display technologies used in illuminated and digital signage. LEDs provide bright, energy-efficient lighting, while LCDs support high-resolution graphics and video.
What is a listed sign?
A listed sign is a sign that has been evaluated and certified by a recognized testing laboratory—most commonly UL—to meet electrical and safety standards. This certification is often required by local codes and inspectors.
Logo
A logo is a graphical mark, icon, or wordmark representing a company or organization. Signs frequently use logos to enhance brand recognition and visual consistency.
Logo Program (Federal)
The Logo Program is a federal initiative that allows qualified businesses—such as gas, food, lodging, or attractions—to display their logos on standardized highway signs. It improves navigation and supports traveler convenience.
Luminance
Luminance refers to the brightness of a sign or illuminated surface as perceived by the human eye. Proper luminance is essential for nighttime readability without causing glare or light pollution.
M
Manual on Uniform Traffic Control Devices (MUTCD)
The Manual on Uniform Traffic Control Devices is a federal document that sets national standards for traffic signs, road markings, and signals. It influences commercial signage near roadways by defining what types of signs and graphics may resemble official traffic controls.
What is a mansard?
A mansard is a sloped façade or roof extension often used as a mounting surface for signs. Businesses sometimes install signage on mansards because they are highly visible and treated similarly to standard building façades.
What is a marquee?
A marquee is a projecting canopy-like structure, usually above an entrance, that often features changeable or illuminated signage. Marquees are common on theaters, hotels, and event venues as a way to promote shows or announcements.
What is a marquee sign?
A marquee sign is the signage incorporated into or mounted on a marquee structure, often featuring changeable letters or digital displays. It allows businesses to highlight rotating messages, events, or performances.
What is a menu board?
A menu board is a sign that displays products, pricing, and ordering options—most commonly found at drive-thrus and quick-service restaurants. Many modern menu boards use digital technology for fast updates and dynamic content.
Message Center
A message center refers to a portion of a sign that displays changing information, often digitally. This term can describe both Electronic Message Centers (EMCs) and simpler programmable or manual systems.
What is a mobile sign?
A mobile sign is a portable sign mounted on wheels or a trailer chassis that can be easily relocated. These signs are typically used for temporary advertising, event announcements, or roadside promotions.
What is a monument sign?
A monument sign is a ground-level, freestanding sign with a solid base that creates a permanent, architectural appearance. These signs are often used at entrances to campuses, businesses, and residential communities due to their durability and professional presence.
N
NEC (National Electric Code)
The National Electric Code is a set of electrical standards governing the safe installation of electrical systems, including illuminated signs. Compliance ensures that signs meet safety requirements for wiring, grounding, and electrical components.
What is a non-conforming sign?
A non-conforming sign was legally installed but no longer meets updated zoning or code requirements. These signs may be allowed to remain under “grandfathered” status unless laws require their removal or amortization.
What is a neon sign?
A neon sign uses sealed glass tubes filled with neon or other gases that emit light when electrified. Known for their vibrant glow and classic look, neon signs are used for both decorative applications and brand-forward storefront displays.
O
What is an off-premise sign?
An off-premise sign advertises a business or activity located somewhere other than the property where the sign stands. Billboards are the most common type, designed to reach large audiences traveling along roadways.
What is an on-premise sign?
An on-premise sign identifies or promotes a business, service, or activity located on the same property where the sign is installed. These signs act as permanent, daily advertising for the business they represent.
What is an open channel letter?
An open channel letter is a type of channel letter where the light source—often exposed neon or LEDs—is visible rather than covered by an acrylic face. This creates a vibrant, classic, or industrial aesthetic depending on the lighting style.
Outside Panel
An outside panel refers to the outermost surface or layer of a sign face, often serving as the primary display area for graphics, text, or branding. It may be made of materials like acrylic, aluminum, or polycarbonate.
Overlay (Snipe)
An overlay, also known as a snipe, is a small vinyl patch or decal applied on top of an existing sign to update information temporarily. This method is commonly used for short-term promotions, pricing changes, or event details.
P
Painted Wall Sign
A painted wall sign is artwork or lettering applied directly onto a building’s exterior surface. This traditional style, often called “ghost signage” when weathered, is used for murals, branding, and large-format identification.
What is a pan channel letter?
A pan channel letter is a channel letter with a molded or recessed metal face that forms the front of the letter’s structure. These letters may be internally illuminated or non-illuminated depending on the design.
Pan Face
A pan face is a molded or embossed sign face that adds depth and texture, making the sign more visually dimensional. It is commonly used in cabinet signs to create a raised surface or highlight certain elements.
What is a parapet sign?
A parapet sign is mounted on a low wall or railing that extends above a roofline. These signs gain extra visibility by using the building’s architecture to elevate the display.
Permanent Sign
A permanent sign is designed for long-term installation and built from durable materials such as metal, aluminum, acrylic, or masonry. It is subject to standard permitting and code requirements.
Point of Purchase (POP)
Point-of-purchase signage is displayed near the checkout or decision-making area inside a store to influence buying behavior. POP signs help promote impulse purchases and highlight featured products.
Pole or Pylon Cover
A pole or pylon cover is a decorative enclosure that hides the support structure of a freestanding sign. These covers improve aesthetics by giving the sign a cleaner, more architectural appearance.
What is a pole sign?
A pole sign is a tall freestanding sign supported by one or more exposed poles. These signs are commonly used along busy roadways for maximum long-distance visibility.
What is a portable sign?
A portable sign is a movable sign not permanently attached to the ground, such as an A-frame, trailer sign, or temporary display. Businesses often use portable signs for promotions, events, or short-term advertising needs.
What is a post and panel sign?
A post and panel sign consists of a flat panel supported between two or more vertical posts. It is frequently used for real estate, wayfinding, and property identification due to its simplicity and versatility.
What is a projecting sign?
A projecting sign extends outward from a building façade, typically mounted perpendicular to the wall. This orientation makes the sign highly visible to pedestrians and drivers approaching from either direction.
What is a push-through letter?
A push-through letter is made by cutting the letter shape out of a sign face and pushing a thick acrylic letter through the opening so it protrudes slightly. These letters produce a premium, backlit glow effect ideal for illuminated signs.
What is a pylon sign?
A pylon sign is a tall freestanding sign supported by one or more substantial structural columns. Unlike monument signs, pylons elevate branding high above ground level to improve visibility from highways or long distances.
R
What is a raceway?
A raceway is an aluminum enclosure that houses the wiring, power supplies, and mounting hardware for channel letters. Using a raceway simplifies installation and reduces the number of wall penetrations.
Readability
Readability refers to how quickly and easily a viewer can interpret the message on a sign. It’s influenced by font choice, spacing, contrast, size, and viewing distance.
Recall
Recall measures how well viewers remember a sign’s message after seeing it. High recall indicates strong impact, clear messaging, and effective design.
Recognition
Recognition refers to how easily a viewer identifies a brand or business based on its signage. Strong recognition comes from consistent branding, clear design, and strategic placement.
Regulatory Sign
A regulatory sign communicates rules, restrictions, or required actions—such as parking limits or safety instructions. These signs must comply with specific standards for color, size, and symbols.
What is a retainer (in signage)?
A retainer is the frame or trim piece that holds a sign face securely in place on a cabinet. It also provides a finished, clean edge that enhances the sign’s appearance.
Retroreflective
Retroreflective materials return light back to its source, improving nighttime visibility. These materials are commonly used on traffic signs, safety signage, and areas needing high visibility.
Return
The return is the sidewall of a channel letter, creating its three-dimensional depth. Returns help define the letter’s structure and hold internal lighting components in place.
Reveal
A reveal is a recessed groove or gap in a sign’s design that adds visual interest and depth. It’s often used in architectural signage to enhance texture or separation between elements.
What is a reverse channel letter?
A reverse channel letter is a metal-faced letter mounted slightly off the wall and illuminated from behind to create a halo glow. This premium style is often used for high-end brands and architectural applications.
Right of Way (ROW)
The right of way is land designated for public use—such as roadsides—where signage placement may be restricted or regulated. Sign codes often dictate how close signs can be to the ROW line.
What is a roof sign?
A roof sign is installed on or above a building’s roof rather than on the wall or ground. These signs require special engineering for wind loads and safety due to their elevated placement.
S
What is a sandwich board sign?
A sandwich board (or sidewalk sign) is a portable, A-frame sign placed on sidewalks to attract pedestrian traffic. It’s commonly used for menus, specials, and daily announcements.
Sign
A sign is any visual display designed to communicate a message or identify a business, service, or location. Signs can be illuminated or non-illuminated, temporary or permanent, and vary widely in form and function.
Sign Band
A sign band is the horizontal area of a building façade specifically designed for tenant signage, often found in shopping centers. It provides a consistent, organized placement zone for storefront signs.
What is a sign face?
A sign face is the surface that displays the sign’s graphics, letters, or imagery. It may be flat or molded and can be illuminated from within or by an external light source.
Signature Building
A signature building is a property recognized for its distinctive architecture or design, often enhanced by custom signage. These buildings use signage strategically to reinforce their identity and prominence.
Signcentric Design
Signcentric design is an approach where the layout of a site or building incorporates signage needs from the beginning. This ensures optimal visibility, code compliance, and brand integration.
Single-Face Sign
A single-face sign has one display surface oriented in a single direction. It’s typically mounted against a wall or positioned where only one viewing angle is needed.
Snipe (Overlay)
A snipe is a temporary vinyl or paper patch applied to update or customize a portion of a sign. It’s commonly used for pricing changes, event dates, or short-term promotions.
Solar-Powered Sign
A solar-powered sign uses solar panels to provide the electricity needed for illumination or operation. This makes it ideal for remote locations or environmentally focused installations.
Street Furniture
Street furniture includes public structures—like bus shelters, benches, and kiosks—that can carry advertising or informational signage. These placements offer consistent visibility in high-traffic pedestrian areas.
T
Target Audience
A target audience is the specific group of people a sign is intended to reach, based on factors like location, traffic patterns, and consumer behavior. Understanding the target audience helps determine sign placement, size, and message strategy.
What is a temporary sign?
A temporary sign is designed for short-term use, often made from lightweight or easily installed materials such as vinyl, corrugated plastic, or banners. Businesses use temporary signs for promotions, grand openings, sales, or events.
What is a time-and-temperature display?
A time-and-temperature display is an electronic sign feature that shows current time and temperature, often alongside branding or other messages. These displays attract attention and offer useful information to the public.
Tourist-Oriented Directional Signs (TODs)
Tourist-oriented directional signs are official state highway signs guiding travelers to attractions like parks, museums, or recreational sites. They follow standardized formats and improve wayfinding for tourism-based destinations.
Trade Area
A trade area is the geographic region from which a business draws the majority of its customers. Sign placement and visibility strategies often center on maximizing impact within this area.
Trademark (Service Mark)
A trademark or service mark is a legally protected word, phrase, symbol, or design representing a business. Signs must use trademarks accurately and consistently to maintain brand integrity and legal protection.
What is a transformer (in signage)?
A transformer is an electrical device used in neon sign systems to convert standard electric current into the high voltage needed to illuminate gas-filled tubes. Proper transformer selection is essential for safe neon operation.
U
UL (Underwriters Laboratories)
UL (Underwriters Laboratories) is a safety certification organization that tests and lists electrical signage components for compliance with industry standards. Many municipalities require illuminated signs to be UL-listed for installation approval.
What is an under-canopy sign?
An under-canopy sign hangs beneath a canopy or overhang, making it highly visible to pedestrians and slower-moving traffic. These signs are frequently used in retail centers, gas stations, and downtown storefronts.
V
What is a variable-message sign?
A variable-message sign is a digital display capable of showing changing messages, graphics, or alerts in real time. These signs are widely used for traffic advisories, parking guidance, and business promotions.
Variance
A variance is special permission granted by a local zoning authority to deviate from standard sign regulations—such as height, size, or placement limits. Variances are typically approved when unique property conditions justify an exception.
What are vehicle wraps?
Vehicle wraps are large printed vinyl graphics applied to cars, trucks, or fleets for advertising or identification. They turn vehicles into mobile billboards and offer high visibility across a city or service area.
Vinyl (Flexible Face)
Vinyl is a durable, flexible material commonly used for sign faces, decals, letter-cut graphics, and wraps. It withstands weather conditions well and supports full-color digital printing.
Visibility
Visibility refers to how easily a sign can be seen from various distances, angles, and lighting conditions. High visibility is crucial for attracting attention and ensuring legibility for quick-moving traffic.
W
What is a wall mural?
A wall mural is a large graphic or artwork applied directly to an interior or exterior wall using paint or vinyl. Murals often serve both artistic and branding purposes, making large spaces visually impactful.
What is a wall sign?
A wall sign is mounted directly to the exterior surface of a building, making it one of the most common forms of on-premise signage. Wall signs provide high visibility for storefronts and building tenants.
Wayfinding
Wayfinding refers to the system of directional, informational, and identification signs that help people navigate a property or environment. Good wayfinding enhances user experience and reduces confusion.
What is a window sign?
A window sign is placed on or inside a window using vinyl graphics, decals, posters, or illuminated components. These signs take advantage of prominent street-level visibility without additional exterior structures.