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Using Imagination to Craft Custom Business Signs

November 15, 2018

Every business needs a logo that people can instantly recognize. Whoever said that art doesn’t sell probably forgot about the artistic qualities of a logo or sign that helps attract customers. A local brick and mortar enterprise particularly needs a sign that stands out from thousands of competing messages. Here are important points for you to consider about custom business signs.

Standard vs Custom Signs

Standard signs are practical when regulations come into play, such as those involving traffic signs that must meet government specifications. Custom signs are more suited for businesses and organizations that have the flexibility to communicate with customers howsoever they choose.

Businesses based on traditional values still need to communicate that identity through captivating signage. Adopting a plain, standard look may work for certain companies with established clientele, but it’s difficult for a startup to attract attention if nothing about the logo or imagery stands out in a crowded marketplace. Organizations promoting themselves at trade shows definitely need to tap into artistic sensibilities to make a memorable mark.

The key to deciding on content for custom business signs partly comes down to how the company interacts with its customers. It’s important to understand that the customer experience plays a major role in what the signage should reflect. Fun and innovative organizations should lean toward customization while more traditional companies may find conventional signs more appropriate. A key factor is to avoid either too little or too much information.

If you are having a difficult time deciding between standardization or customization, it’s helpful to speak with a professional sign maker. Graphic artists who have created visuals for hundreds of clients can advise you on what works best.

Brainstorming for Customization Ideas

Coming up with customized business signs can be an act of teamwork among staff members. The goal of brainstorming is to get as many viable ideas down on paper as possible, then rank them in an order that matches the image of your business. The session should start out open to any ideas and then gradually become more selective.

Keep in mind during the session that signs have many variables, such as the following:

  • width and height of the sign and letters
  • overall weight of the sign (lightweight offers most flexibility)
  • how the sign is mounted or attached to a structure
  • sign materials (usually wood, metal, or plastic)
  • reflective coating for better visibility
  • font type and color
  • sign shape and color
  • message and image characteristics

Unlike regulatory signs that must conform to standards, customized business signs allow you to set your own rules about sign making. Thinking outside-the-box is one of the keys to establishing a new disruptive business that shakes up the existing market. Adding a mascot to a logo is one example of how to capture imagination among a crowd of strangers. Everyone can relate to cute animals or cartoon characters.

Another way that customized business signs can draw attention is with images that people might not readily associate with your business. Sometimes all it takes is clever art to stand out in a complex of similar offices. If you cannot think of an image to go along with your company, consider an abstract design that’s colorful and creates a curious atmosphere.


Even though everyone has seen thousands of signs throughout their lives, it doesn’t mean every possible sign has been conceived. Thanks to multiple variables, there are infinite ways to communicate to patrons and new prospects through inventive signage. For more information about custom business signs, contact Zumar at our Arizona, California, or Washington location.

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