How to design and order your shop signage

Your shop sign is the first thing customers see, so it needs to make a great impression. The key is to create a design that is clear, reflects your brand, and, crucially, complies with local council rules. Before you spend any money on production, your first step should always be to check whether you need to apply for advertisement consent from your local council’s planning department.

Designing a Sign That Gets Noticed

A great sign doesn’t need to be complicated. In fact, simpler is often better. It should be instantly recognisable and easy to read from a distance, both for people walking past and for those in cars.

Start with your brand identity:

• Logo and Colours: Use the same logo, colours, and fonts that you have decided on for your brand. Consistency is key.
• Clarity is King: The most important piece of information is your business name. Avoid cluttering the sign with too much text. A simple tagline or a line describing what you do (e.g., "Artisan Bakery") is usually enough.
• Material and Style: Think about what the sign is made of. A painted wooden sign creates a rustic feel, while a sleek metal sign is more modern. You might also consider illumination for visibility in the evenings, but be aware this often has stricter planning rules.

Before You Order: Check the Rules

This is the most important step. You cannot just put up any sign you want. Most external signs require permission from your local council, and there are specific rules about their size, position, and whether they can be lit up. This is especially true if your shop is in a conservation area or is a listed building.

Action Point: You must find out if you need to apply for advertisement consent before you order your sign. Failing to do so could result in a fine and being forced to take the sign down.

Finding a Sign Maker and Placing Your Order

Once you have a design and have checked the legal requirements, it’s time to get it made. You can use a local sign-making company or an online service. A local firm can be very helpful as they can visit your shop to measure up and advise on the best materials and fixings.

The process usually looks like this:

1. Get Quotes: Contact at least two or three companies. Provide them with your design ideas, dimensions, and material preferences to get an accurate quote.
2. Finalise the Design: The sign maker will create a digital mock-up or ‘proof’ of your sign for you to approve. Check it carefully for any spelling mistakes or design errors.
3. Production: Once you approve the proof, the company will manufacture your sign. This can take anywhere from a few days to a few weeks.
4. Installation: Most sign companies will offer an installation service. While it might be tempting to save money by fitting it yourself, a professional installer will ensure it’s secure and looks its best.

Top Tips for Great Signage

• Don't forget windows: Vinyl window graphics are a cost-effective way to add your logo, opening hours, or website address.
• Think long-term: Choose durable, weather-resistant materials that won’t fade or fall apart after one British winter.
• Step back: Before you approve the final design, print it out and look at it from the other side of the street to check it’s readable.