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Designing Signs to Attract Business

  

Signs are tools to reach your audience and part of your organization’s brandYour signs are a business investment, so it’s important to maximize their impact. Surrey’s Sign By-Law was amended to make the by-law clearer and to help you effectively use signs to offer information without confusion or distraction.

As the City is now enforcing the by-law, it’s important that we work together to get it right. Signs cost money and we have a series of helpful tips and resources to help you avoid penalties along the way.

Getting Started on Sign Design

Be prepared at the design phase to get your business running sooner with signs your customers can read clearly. Connecting with the City at the design phase is key.

Sign makers need to show responsible due diligence by making customers aware of new regulations. They must be fully informed about the by-law to help their customers avoid breaking the law. Complete information is available when you secure a sign permit.

Processing variance (change) requests will also be quicker, providing flexibility to businesses that have comprehensive sign packages with articulate design plans.

The process will enhance beautification, reduce clutter and help create an inviting climate that makes Surrey an attractive place to do business.

Tips for Designing Great Signs

Avoid common signage pitfalls to make sure your sign is attracting customers:

  • Cramming in too much information. This causes information overload, or ‘visual noise’
  • Spelling and grammatical errors. Check punctuation and spelling to be sure you say what you mean.
  • Too many typefaces (fonts). This says you don’t have a clear message. Using consistent typefaces makes your message clear and tells people you know your business and deliver knowledgeable service.
  • Placing signs close to your neighbours or competitors. Leave enough space to give signs a chance to ‘breathe,’ to avoid confusion about who delivers what service and where.

Signage plays an important role in establishing your brand image and connecting with your patrons. Avoid getting caught in a visual blur by creating signs that are simple and strong.

    Your sign says a lot about what you offer. And always remember: less is more.

    • Be succinct: Stand out by drawing attention with plenty of space. Too much information will overload readers’ senses and turns visitors away.
    • Be consistent. Stick with one (maximum of two) typeface or font on your signs and use the same typeface in your marketing material.
    • Get it right the first time. Avoid costly mistakes (the by-law is enforceable) by taking time to understand the By-law and work within the parameters.
    • Beautification benefits your business. There’s no need for a sign that screams - reflect your expertise through tasteful signage.

    Use these tips and considerations to make your message seen and learn more about Surrey beautification and what beautification grants are available.

    Contact (604) 591-4370 or planningdevelopment@surrey.ca with any questions on Surrey’s sign by-law.