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• Signage is the least expensive, yet most effective, form of advertising for independent and national retail businesses.
• You pay for the sign once and it works for you 24 hours a day, 7 days a week for years. Use of other media requires paying month after month and you never have the benefit of ownership. You also have no assurance that you're reaching potential customers.
• From a business owner's perspective, a sign should not be viewed as an expense, but as a capital investment. When you factor in your return on investment, signs are not expensive. An effective sign will most likely pay for itself many times over.
• The price for signage will vary greatly depending upon the size, design, style, manufacturer, and mounting type

• VALUE OF SIGNAGE

Why do I need a sign for my business?

There are many reasons, the most primary of these being:
• Signs are the most effective, yet least expensive, form of advertising for the small business.
• A sign is your introduction and handshake with those passing by, identifying your business to existing and potential customers.
• Signs are always "on the job" for you, advertising 24 hours a day, 365 days a year.
• People often judge a business by how it looks on the sign.
• Many merchants increase their business measurably just by adding a good sign. Conversely, many have gone out of business because they simply were not identified well, so not enough potential customers knew of their existence. As one sign industry professional put it, "A business without a sign is a sign of no business."
• We live in a mobile society. According to the United States Census Bureau, 18% of households relocate each year. As your customers move, you need to replace them by attracting new customers.

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Understanding the Value of Signage  

The answer here will vary somewhat depending on your business, location, and other factors. In general, following these guidelines will increase the effectiveness of your sign.
• The best sign for your business is a sign that will attract the most customers and project the image you desire.
• Your sign must be visible and easy to read for people who are driving and walking past your business.
• Your sign must be attractive and appropriate for your type of business.
• A sign will serve to remind existing customers of your business and location, and provide new customers with a valuable visual indicator about the products or services you offer.
• Your sign should be as large as allowable for your location.
•  
• Do I need a lighted sign?
  Yes, we no longer live in a 9-to-5 society, and people will drive past your business location 24 hours a day. With a lighted sign, you have an opportunity to communicate with your existing and potential customer, even when your business is closed.

  Large corporations create "top of the mind awareness" when they constantly and consistently present their name, corporate logos, and products until their name becomes a household word and their corporate logos or graphics become synonymous with the corporation's name. With a lighted sign on display 24 hours a day, the small business owner has the opportunity to create a "top of mind awareness" in their local community. (See the related question about 'branding' a location.)

   

  What should my signage say?
  A successful sign will communicate effectively and concisely. Therefore, here are some general guidelines:
  • In as few words as possible, clearly communicate what you are selling.
  • A picture depicting your product or service adds impact and clarity.
  • Present the image you want to project that will attract customers and entice them to stop, shop, and buy.
  • Determine the best sign , size, colors, and placement, keeping in mind what the sign will look like from the street and sidewalk. The proper design of your sign is critical to its effectiveness.
  • Crowding the sign with too many words or lines of text makes it impossible to read from a distance. Use as few words as possible. In general, not more than 5-7 words, with 3-5 being ideal.
  • Don't try to sell your customers with the sign -- save that type of information until they are in your place of business.
  People are looking through a windshield, in traffic, day and night and in all types of weather. Help your customers both see and read your sign easily.

   

  How do I effectively "brand" my business location?
  As a business owner, one of the primary goals of your signage is to create "brand" recognition for your business in the community. National companies use their signage, architecture, and logos in every type of advertising they do, thereby reinforcing their corporate image and creating a "top-of-the-mind awareness" with consumers worldwide.

  To do this, use your company logo or graphic on all of your signs, stationery, uniforms, company property, vehicles, etc. Repeated viewing of your company's logo, especially on your sign, will help "brand" your business and location, and create "top-of-the-mind" awareness for your existing and potential customers.

  SOME FUN INFO ABOUT PHILADELPHIA

PHILLY HISTORY Philadelphia History Foundation and early settlement acquired the province of Pennsylvania in 1681 from King Charles II of England as a place where his fellow Quakers could enjoy freedom of worship and a chance to govern themselves and develop their own way of life. The King made the grant, signed on March 4, 1681, and proclaimed it a few weeks later, on April 2, partly to settle a debt owed to Penn's father, Adm. Sir William Penn, upon his death and also to complete the settlement of the Middle Atlantic region with Englishmen. Penn sent his cousin William Markham to take charge of affairs of government and also to layout the city Penn named Philadelphia, city of "brotherly love," the name symbolizing his idealistic concepts. From England, Penn wrote in 1681 asking that "the Rivers and Creeks be sounded on my side of the Delaware River . . . in order to settle a great Towne, and be sure to make your choice where it is most navigable, high, dry, and healthy." He wanted every house to be placed in the middle of its own plot to provide ground about it "that it may be a greene Country Towne, which will never be burnt, and always be wholesome. "Penn arrived in 1682 but had little chance to enjoy his city. He was forced to travel to England in 1684 and was unable to return until 1699. By then, Philadelphia was a flourishing town with many shops and trading houses, as well as several hundred dwellings and about 10,000 people clustered close to the riverfront. Penn's governor declared the city already was the equal of New York "in trade and riches." Penn's policies throughout the colony of religious toleration and the right of the people to take part in the government, in addition to growing prosperity, soon began to attract thousands of English, German, and Scots-Irish settlers, and most came byway of Philadelphia. Philadelphia by the 1770s had grown to at least 30,000 persons in the central city, and it was the third most important business center in the British Empire, overshadowed only by Liverpool and London. This position was due in large measure to the city's site at the confluence of the Delaware and Schuylkill rivers, which provided the city access to inland farm regions and to the coal and ore resources that supplied the early iron industry. A visitor in 1756 wrote that "Everybody in Philadelphia deals more or less in trade, "a tribute not merely to Philadelphia's location but also to the shrewd business talents of the merchants. A large and profitable system of involved foodstuffs and wood products, such as lumber and barrel staves, that went from Philadelphia to the West Indies and there were exchanged for sugar, rum, and other West Indian products. These were carried to English ports, where they in turn were exchanged for English manufactures to be brought back to Philadelphia. The prosperous farm country of interior Pennsylvania supplied the Philadelphia merchant with goods for the West Indies, and a profitable coastal trade existed with other colonies and directly with England. By the 1750s Philadelphians had invested heavily in the flourishing charcoal-iron industry. Anthracite coal became an important mineral resource of Pennsylvania 100 years later, and the Philadelphia capital played a leading part in this industry as well as in the mining of bituminous coal farther to the west. Philadelphia continued its leadership in foreign commerce until about1810, when New York City, with an even more advantageous location, took over this position. Philadelphia surrendered its position as financial capital of the nation in the1850s.Shipyards had flourished along the Delaware since colonial days. Most of what came to the city was raw material for manufacture, and Philadelphia became a major center of the early Industrial Revolution in the United States. In 1785 invented the first gristmill operated entirely by mechanical power. The city was a pioneer in manufacturing and took the raw iron from inland furnaces and made it into tools and implements, such as saws, huge iron castings for cotton-mill machinery, and the first American-built steam locomotives. By 1860 the value of Philadelphia's manufactures ran into several hundred million dollars, about 30 percent of the national total. Textiles, ships, iron products, leather, refined sugar, and boots and shoes were leaders, giving important aid to the Union in the Civil War

Philadelphia signage codes

CHAPTER 14-1900. SIGNS[471]

§14-1901. Definitions.

§14-1902. Signs Extending Beyond the Building Line.

§14-1903. Permits for Signs Extending Beyond the Building Line.

§14-1904. Signs Within the Building Line.

§14-1905. Administrative Provisions.

§14-1906. Regulations.

CHAPTER 14-1900. SIGNS[471]

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