Have you ever pulled up to a store, spotted cracked or peeling signage, and driven straight past it? Or walked into a restaurant you’d never heard of simply because the storefront looked so inviting?
Your storefront sign is your hardest worker; it attracts the right kind of customers, it sets the atmosphere, it lets people know if you’re serious, or fun, or innovative. Have a boring sign that blends in, and you may as well take out a second mortgage for your marketing.
But what sets good storefront signs apart from the bad ones? The experts at Landmark Sign have seen it all: the good, the bad, and the low-contrast. That’s why we’ve created this guide covering what you need to know, from visibility and color contrast to materials, lighting, permits, and sign types.
Storefront Signs: It Starts With the Design
Most business owners are familiar with the intense sign-envy that comes when your neighboring competitor gets a flashy attention-getter. A well-designed sign does more than display your name; it represents your brand in a way that captures attention and sets the right tone from the start.
1. Visibility Is the Name of the Game
You might think to start with colors, but the first step should be to ask yourself: can people actually see this sign from where they’ll be standing or driving?
- Letter Height and Viewing Distance: Letter size has a direct relationship with how far away it can be read. Always scale up for signs that will be viewed from a vehicle.
- Simplicity Over Clutter: Lead with your business name or core message. If your sign’s message can’t be absorbed in five seconds, it needs to be simplified.
2. Choose Colors Strategically
In design, color does a lot of the heavy lifting. It reflects your brand, it determines how readable your sign is, and it gets attention.
High contrast between text and background is essential for legibility. White text on a dark background, or dark text on a light background, is very readable.
3. Find Fonts That Are Easy to Read
You might have fun picking out a decorative or script font, but if you can’t read it at a glance or from a distance, then it doesn’t do you any favors.
Choose a font that reflects your brand while remaining clear and legible from afar.
4. Make Sure the Sign Type Matches the Location
Not all storefront signs serve the same purpose. Here’s a look at some of the most common types:
- Channel letter signs: Three-dimensional, wall-mounted letters. Clean, professional, and highly visible, especially when illuminated.
- Cabinet signs: Lighted boxes that display complex logos and designs clearly.
- Window vinyl and door lettering: Ideal for displaying your business hours, contact info, or active promotions.
- Monument signs: Freestanding, ground-level signs perfect for property entrances.
- Pylon signs: Tall, pole-mounted signs designed for maximum visibility from a distance.
Not sure what you need? Take a look at some of our options.
5. Plan Placement and Sizing From the Beginning
A small sign on a large facade gets ignored. An oversized sign can overwhelm the building and may even violate local code. Make sure to plan for the location you have.
Eye-line placement matters too. Pedestrians and drivers have different sightlines—pedestrians look ahead and slightly down, while drivers scan higher and at a wider angle. If your location sees both types of traffic, plan your sign height to your advantage.
Avoid placement near any overhanging awnings, mature trees, neighboring signage, and parking structures that can all block visibility.
6. Get Seen With Illuminated Signs
Want a sign that gets attention even after the sun goes down? Illuminated storefront signs can be seen even in low-light weather conditions.
Common lighting options include:
- Internally lit channel letters
- Halo lighting
- External floodlighting
Some lighting choices may affect the permitting process. Check local regulations before committing to a design.
7. Choose Materials That Last
Wear and tear from sun, wind, rain, and temperature swings can quickly age a sign made from the wrong materials.
Choosing the right materials determines how well your sign holds up—and how much maintenance will cost you in the long-term.
8. Remember to Check Local Sign Codes and Permits
There’s no worse feeling than realizing that you’ll have to completely redo your signage design because it doesn’t align with local sign regulations. Requirements vary significantly by location and can cover sign size, height, illumination, and placement. Fortunately, at Landmark Sign, our experts will take care of the entire permit process.
If your business is in a shopping center or mixed-use building, you’ll likely also need approval from the landlord or property management company before submitting to the city.
9. Align Your Sign With Your Business
Different businesses have different signage priorities.
- Retail stores benefit from bold, eye-catching signage that drives foot traffic and reflects brand identity.
- Restaurants and cafes do well with warm tones and window graphics that hint at the atmosphere inside.
- Professional offices call for clean, refined signage that signals credibility and trust.
- Service businesses should prioritize clarity—making it immediately obvious what the business does.
10. Think of Your Storefront Sign as Part of a System
A complete storefront sign system typically includes:
- Main exterior sign
- Window graphics
- Door lettering and hours of operation
- Directional signage for parking or entrances
- Monument or pylon signs, if the property calls for it
Everything should flow together seamlessly. Each element should be consistent in font, color, and style to create a cohesive brand experience.
FAQs
How big should my storefront sign be?
Sign size depends on viewing distance and your building’s facade. A general rule is 1 inch of letter height per 10 feet of viewing distance, with your sign proportionate to the wall it’s mounted on.
What is the best color combination for sign visibility?
High-contrast pairings are most legible: white text on a dark background, or black text on a light background.
Do I need a permit for a new storefront sign?
Most municipalities require a permit for new exterior signage. Requirements vary by city and sign type. If your business is in a leased space, you’ll also typically need landlord approval.
Should my sign be illuminated?
If your business is open after dark or if your location sees heavy evening foot or vehicle traffic, illuminated storefront signs are absolutely worth the investment.
Make Your Storefront Impossible to Ignore
Landmark Sign’s experienced professionals help you through the entire process. Have your own design you love? We can make it a reality. Need help brainstorming? We’ve got you.
We help design, refine, build, install, and maintain signage in St. Louis, MO. Contact us today to schedule a consultation.
