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.

A SURREY-BASED dairy supplier, Freshways Group, has completed the acquisition of Haverfordwest’s Totally Welsh Dairy. This development, which was finalized on September 11, represents a significant expansion for Freshways.

Established in 1990, Totally Welsh Dairy is renowned for its commitment to quality, sourcing its milk exclusively from Welsh farmers within a 40-mile radius of its bottling plant. The company prides itself on sustainable practices, notably its use of reusable glass bottles and its dedication to local packaging solutions.

This acquisition is part of a broader strategy by Freshways, following its earlier purchase of Milk & More from Müller in January 2024. The integration of Milk & More has already enhanced Freshways’ home delivery service and its overall sustainability initiatives.

Bali Nijjar, Managing Director of Freshways, expressed enthusiasm about the acquisition: “We are delighted to incorporate Totally Welsh Dairy into the Freshways family. Their dedication to quality and sustainable practices complements our values perfectly. This acquisition not only broadens our product range but also supports local Welsh agriculture and enhances our delivery capabilities, catering to the increasing consumer demand for convenient, eco-friendly dairy products.”

Mark Hunter, Managing Director and owner of Totally Welsh, commented on the sale: “Joining forces with Freshways ensures a promising future for Totally Welsh. It opens new avenues for growth and opportunities for our committed team.”

In response to the rising demand for eco-friendly packaging, Totally Welsh Dairy has recently upgraded its facilities with a new glass bottling line. This enhancement will benefit the doorstep delivery customers of Milk & More.

MENTRUS DEVELOPMENTS has started work on phase two of ‘Maes y Teirw’, a residential development of 21 eco-friendly homes on the site of a former cattle breeding centre near Carmarthen that has been part-funded by a seven-figure loan from the Development Bank of Wales.

The 2.2-acre brownfield site includes a mix of 17 five- and four-bedroom homes along with 4 three-bedroom affordable properties. All have solar panels and air source heat pumps to ensure maximum energy efficiency.

With good transport links and a range of local amenities, Maes y Teirw is proving popular with families and commuters alike. The first phase of properties is now almost complete with two having sold subject to contract. Work on phase two of the development is underway and internal fixings are expected to be completed during the winter of 2024/25.

Maes y Teirw is the first residential development for Mentrus Developments, a company set-up by Directors Matthew Watkins, Philip Mann and Richard Phillips. Matthew Watkins said: “The literal translation of Maes y Teirw is ‘The Bulls Field’ and our choice of name is important as it reflects the legacy and history of the land.

“As our first residential development, we were looking for a funding partner who knew the local area, took the time to understand our business model and could meet our timescales for development to maximise build time during the summer months. The Development Bank pulled out all the stops to ensure a quick and smooth completion. We’re very grateful for their support.”

Rob Good is a Property Development Executive with the Development Bank. He said: “We work with developers in Wales to provide the funding that they need to progress the development of good quality, sustainable and energy-efficient homes where they are most needed. With high specifications and an excellent finish, Maes y Teirw will offer buyers the opportunity to benefit from modern living surrounded by countryside close to Carmarthen town centre.”

The loan for Mentrus Developments came from the £54.5 million Wales Property Fund II. Financed entirely by Welsh Government, loans from £150,000 to £6 million are available for small and medium-sized developers based in Wales, working on residential, mixed-use and commercial development projects in Wales.

Pictured above: Matthew Watkins, Mentrus; Philip Mann, Mentrus; Rob Good, Development Bank of Wales; Richard Phillips, Mentrus.