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How to incorporate branding elements into your commercial sign design

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In a world where visual communication carries immense weight, commercial signs play a crucial role in conveying your brand’s identity to potential customers. A well-designed sign can effectively capture attention, leave a lasting impression, and communicate essential information. This guest post aims to offer practical tips on incorporating effective branding elements into commercial sign design.

1. Clearly define your brand identity

Before diving into the commercial signs design process, it’s crucial to have a clear understanding of your brand’s identity. Consider your unique selling proposition (USP) and target audience. By defining these key aspects, you can develop a cohesive visual representation that resonates with your desired customers.

2. Consistency is key

Consistency throughout different touchpoints is essential for building brand recognition and loyalty. Carry over existing branding elements such as logos, typography, colours, and graphics onto your commercial signage. Your sign should be an extension of your overall branding strategy, ensuring consistency across all marketing channels.

3. Choose colours strategically

Colour psychology plays an integral role in influencing emotions and consumer behaviour. Select colours that align with your brand personality while considering their impact on human perception. Experiment with warm or cool colour palettes that evoke specific feelings or associations related to your products or services.

4. Typography matters

Font selection is another critical component of effective signage design. Typeface communicates personality traits such as professionalism, creativity, elegance, or approachability about your business or organisation.

Mix contrasting typefaces subtly to create a hierarchy and emphasise key messages on your sign; however, do exercise caution to avoid overwhelming the viewer with too many competing fonts—one or two complementary typefaces are often sufficient.

5. Simplicity enhances impact

When it comes to designing commercial signs for optimal effectiveness, simplicity reigns supreme.

Keep the text minimal and easy-to-read by using concise phrases instead of lengthy sentences—think “Quality Coffee” rather than “Our Coffee is Crafted with Meticulous Care.” The simpler the message, the greater the impact on viewers.

6. Prioritise readability

Your sign’s primary purpose is to communicate information to passersby effectively. Therefore, visibility and readability should be considered during the design process. Legibility should never be sacrificed for elaborate aesthetics.

Create contrast through font size, weight, and colour to enable easy reading, even from a distance. Additionally, consider placing your signage at key locations where it will attract attention while allowing enough time for passing pedestrians or motorists to read it fully.

7. Highlight unique selling points

Commercial signs are fantastic opportunities to showcase your unique selling points (USPs). Determine what sets you apart from competitors and use your signage as a platform to communicate these differentiators.

Whether it’s personalised customer service, innovation in products/services, affordability, or sustainability practices, accentuate these key attributes creatively within your sign design.

8. Utilise interactive elements

Gone are the days of static signage. Consider incorporating interactive elements into your commercial design strategy. Incorporate features like touch screens or QR codes that engage customers further by offering additional information or rewards, such as discounts or promotions, when scanned on their smartphones.

9. Understand your space restrictions

Consider where you plan to place your sign and understand any limitations regarding size or format. Take into account the environment in which the sign will exist—indoors versus outdoors—and ensure dimensions are suitable for optimal visibility without being obtrusive.

10. Regular maintenance ensures longevity

Commercial signs require regular maintenance to maintain their effectiveness and longevity. Over time, weather conditions can impair visibility due to fading colours or dust accumulation. Conduct routine inspections and cleanings while being prepared for periodic touch-ups or replacements when necessary.

Conclusion

Incorporating branding elements into commercial sign design is key in conveying a memorable impression of your business in split-second interactions with potential customers. By carefully choosing colours, fonts, and messaging and maintaining consistency with your overall brand identity, you can create signage that not only stands out but also communicates your unique value proposition effectively. Remember to prioritise simplicity and readability while considering interactive or digital elements that engage the viewer further. A well-designed commercial sign is a powerful marketing tool that invites customers to discover more about your offerings.

Business

Deposit Return Scheme diversion ‘illogical’ says Pembrokeshire brewery 

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TENBY HARBOUR BREWERY and local Senedd Member Samuel Kurtz have urged the Welsh Government to reconsider its decision to withdraw from a UK-wide Deposit Return Scheme (DRS) due to its insistence on including glass.

Earlier this week, Climate Change Secretary Huw Irranca-Davies announced that the Welsh Government would no longer participate in the development of a UK-wide DRS, citing issues arising from the UK Internal Market Act 2020. This decision is believed to be influenced by the Welsh Government’s plan to include glass in its scheme—a factor that contributed to the collapse of Scotland’s DRS in 2023.

The move has been met with frustration and anger from numerous organisations, who argue that this divergence will increase costs for Welsh producers and consumers.

Commenting on the matter, Samuel Kurtz said: “This decision is deeply frustrating, and to diverge from a UK-wide scheme shows that it is not one made with the best interests of Welsh consumers and producers at its core.

“The UK market is so interlinked that any decision which places Welsh businesses at a competitive disadvantage should not proceed. These calls from a range of industry and business representatives have been ignored by the Welsh Government.

“For the sake of our businesses and consumers, I urge the Welsh Government to reconsider its decision, align itself with the UK-wide scheme, and provide proper support to Welsh businesses.”

Industries, especially the micro-brewery sector, would be especially hit hard in Wales by the Welsh Governments choice.

Speaking following this announcement, Richard Johnson, Head Brewer at Tenby Harbour Brewery said:

“The brewing industry has had to tread a path through covid lockdowns, energy price increases, a cost of living crisis and rising wage and national insurance bills, making it increasingly difficult for brewers get good returns and re-invest in their businesses.

“Wales is a recycling nation, so a blunt ‘one size fits all’ approach creates additional logistical and financial burdens on the smallest producers, when the very largest producers are generating the majority of the recycling demand.

“It also seems illogical to diverge away from a UK wide scheme which will put Welsh brewers and drinks producers at a disadvantage.

“The UK and Wales has a proud brewing heritage, but adding in measures such as DRS to small brewers means that their time and money are directed to these activities, instead of using their time for innovation and R&D, of which the UK brewing scene is known and revered for.” 

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Business

Bluestone crowned ‘Best Small Company for UK Parks and Lodge Holidays’

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BLUESTONE is celebrating a major win after being named the Best Small Company for UK Parks and Lodges Holidays at the prestigious British Travel Awards 2024.

The announcement was made at the prestigious awards ceremony this week, marking yet another significant achievement for the popular West Wales destination.

This award recognises Bluestone’s commitment to providing exceptional family holiday experiences at its 500-acre resort in the stunning Pembrokeshire Coast National Park.

“We are absolutely thrilled to receive this award,” said Bethan Rees, Head of Marketing at Bluestone. “It’s a testament to the hard work and dedication of our entire team, who create magical and memorable experiences for families all year round. We are incredibly grateful to every single one of our guests who voted for us and who choose to visit us year on year.

“When you look at the array of other finalists, the award demonstrates why we’re so proud of winning it. This is due to our continued investment, team, and commitment to environmentally sustainable tourism.”

This award builds on Bluestone’s impressive track record. It has consistently received high praise for its family-friendly facilities, commitment to sustainability, and dedication to providing outstanding customer service. Earlier this year, Bluestone was again recognised by Which? as one of the UK’s top holiday destinations and the best rated in Wales.

The British Travel Awards are the largest consumer-voted awards programme in the UK. Winning this award highlights Bluestone’s position as a leader in the family holiday market and reinforces its reputation as a top choice for unforgettable family getaways.

Bluestone, which employs over 800 people and is one of the largest employers in West Wales, is also committed to investing in its people and local community. It provides extensive training and development through its People Services team and the Bluestone Academy. In addition, it supports a wide range of local projects and initiatives through the Bluestone Foundation.

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Business

Ascona CEO honoured at 2024 Allica Bank Great British Entrepreneur Awards

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ASCONA GROUP, the seventh-largest independent forecourt operator in the UK and one of Wales’ fastest-growing companies for the past three years, has achieved a significant milestone. Darren Briggs, CEO and founder, has been recognised at the 2024 Allica Bank Great British Entrepreneur Awards, securing wins in two prestigious categories: ‘Scale-Up Entrepreneur of the Year – Wales’ and the inaugural ‘Randall Foundation Entrepreneur of the Year – Wales.’

Celebrating its 12th anniversary, the Great British Entrepreneur Awards highlight innovators and trailblazers shaping the UK economy. The newly introduced ‘Randall Foundation Entrepreneur of the Year’ award celebrates business leaders whose ventures align with the foundation’s mission to save lives, improve life chances, and positively impact local communities.

Pembrokeshire-based Ascona’s commitment to community support has been a cornerstone of its success. The company established The Ascona Foundation in 2020 and has since donated over £400,000 to local, national, and community organisations.

Reflecting on the achievement, Darren Briggs said:
“It is a great honour to be recognised with such prestigious awards at this year’s Great British Entrepreneur Awards.

“I am incredibly proud of Ascona and everything we have achieved over the years. This is another milestone for our business and a testament to the hard work, commitment, and ethos of ‘Team Ascona.’

“However, I am most proud of our charitable endeavours and the team’s dedication to giving back. This year, we remain committed to our fundraising efforts, including our partnership with Wales Air Ambulance, as we continue to support the communities we serve.”

Since its founding, Ascona Group has focused on driving innovation in the forecourt sector while fostering community engagement. This dual commitment to growth and giving back has positioned the company as a leader in its field.

Ascona’s charitable initiatives have supported various causes, enhancing lives across Wales and beyond. Through partnerships with organisations such as Wales Air Ambulance, the Group continues to make a tangible difference.

Darren Briggs’ recognition at the awards underscores Ascona’s impact on both the business world and the communities it serves.

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