Designing signage requires both creativity and technical know-how. We explored how our talented designers transform a client’s concept into a final design, as well as the finer points and specific considerations that go into designing signs and graphics.
How do you begin a signage design project? What are the key factors you need to take into consideration from the beginning?
We start any sign project by getting a thorough understanding of the customer’s expectations. Some clients come in with a very specific vision, and some may not know exactly what they need.
After this discovery period, we offer suggestions on size, materials, mounting methods, and hardware. Knowing the materials early on helps us make specific creative decisions, such as the sign’s base color and any additional colors that may be incorporated into the project.
Next, we create a design proof that outlines our plan, which the customer can approve or request changes to, helping them visualize the sign before fabrication. It’s also important to consider size and permitting requirements, and we assist with submitting design proposals and managing any necessary amendments for the sign application process.
In terms of logistics, we use a portal to input all pricing information and determine the sizing and materials to be used. We also collaborate through a platform like Sharepoint, where survey photos are uploaded to inform the design.
What are the challenges you face when designing for signage that might differ from other types of design work, such as print or digital?
Signage design often has an industrial influence, making it feel more like solving an engineering problem. While we’re not engineers, we tackle challenges like hardware, installation, and future durability. This process requires keen attention to detail since we have to think about how the sign will be installed—whether at the top of a building or in another complex setting. Although this might allow for less creative freedom with customer artwork, it streamlines the process by reducing the need for multiple revisions and ensures a faster turnaround.
Another common challenge is logo versatility. Some logos feature fine lines or intricate details that are difficult to translate into a 3D product. In these cases, we have to find alternative ways to create a functional sign without compromising the logo or brand identity. Our approach is driven by practicality and ensuring the best outcome for the customer’s needs.
How does the physical environment influence your design choices?
Understanding the environment of a sign is crucial during the initial design phase. For example, if a wall is black, we wouldn’t design a black sign because it would lack contrast and legibility. Knowing the surroundings in advance allows us to make informed design choices that ensure visibility and effectiveness.
What other technical aspects do you need to consider, such as materials or lighting?
We always use high-quality materials appropriate for the environment in which the sign will be placed. Outdoor signs exposed to weather need extra protection, while indoor signs can be more conservative in material choice.
Lighting is significant in our projects, especially when deciding between internally lit sign letters or monument signs. If a sign is in a well-lit area, additional lighting might not be necessary. Still, for signs that need visibility in dark environments, we explore materials that can incorporate illumination.
Whether or not a sign is lit influences material selection and also determines if a job requires permitting. Most illuminated signs require permits, which means we often need to create a separate design package for city approval.
I think my favorite sign we have worked on was a large, sandblasted wood sign we did for our local City Hall of the San Clemente logo seal. This was a particularly challenging project because of all the various steps we used to complete it. First, the sign had to be prepped for sandblasting by cutting and applying a rubber material that sticks to the wood and erodes away any uncovered sections. The sign then went through our flatbed printer that directly prints the logo onto the wood. After that, it received hand-painted gold on the lettering and border. It made us all very proud to see the sign hang up in our City Hall!
Starfish Designer Matt’s most memorable project
Are there trends in signage? Are there types of signs you’ve worked on lately that have been particularly interesting to you?
Trends in signage often depend on a customer’s branding. Some clients aim to be timeless to avoid frequent rebranding. Newer, smaller businesses sometimes opt for trendier designs. This includes continuous line drawings or modern fonts. These businesses may not always account for the cost of signage when starting out, so they lean towards more budget-friendly, trendy options.
Vinyl wall murals have also become quite popular, especially alongside lobby signage. These murals involve printing large graphics on adhesive-backed vinyl, which can completely transform a space. Local breweries in particular have embraced this trend by covering large walls with imagery from their brand and brewing process, creating a unique atmosphere that changes the feel of the room.
If you design multiple signs for a client (for example, lobby signs, interior directional signs, and outdoor signage), how do you ensure the brand is consistent across those different applications and different materials?
When designing multiple signs across different materials for a client, ensuring color consistency is essential. We achieve this by referencing Pantone swatch colors and verifying that our printed CMYK colors match. Since colors can vary slightly depending on the substrate, we often print several color swatches on the chosen material and select the one that most closely aligns with the specified Pantone. Although this can be a meticulous process, it’s crucial to maintain the brand’s integrity.
Whenever brand guidelines are available, we adhere to them to ensure consistent use of fonts and colors. In cases where guidelines aren’t provided, we apply the same fonts and complementary colors across all signage to maintain a cohesive brand identity.
How do you ensure that a large-scale sign reinforces the brand while remaining readable and recognizable from a distance?
Sometimes a customer’s logo doesn’t scale well for the intended space, resulting in small letters that are hard to read from a distance. In such cases, we suggest reorienting certain logo elements to enhance visibility without compromising the brand’s identity.
Color is also a key factor, especially since many cities have specific guidelines for large building signs. For example, San Clemente City prefers bronze-painted aluminum or sandblasted wood signs, which can lead to brands adjusting their color schemes. Even brands with iconic colors, like Chick-fil-A, have adapted to these requirements. While maintaining the main brand color is ideal, sometimes the font and logo itself need to do most of the visual work to preserve brand recognition.
Being part of the rebranding with Starfish was a very cool experience as I was able to see how a company decides on the imagery, from wall murals to business cards to a whole new logo. I discovered that most companies like a ‘refresh,’ something new but not a wild card, and something that is still reminiscent of their prior logo so they don’t lose their original audience. I also loved this project because I had full creative freedom to design business cards, wall murals, and suite plaques. This made me realize how much I like brand identity design. Often, creativity stems from constriction on what you can design, but sometimes it’s nice to take a breath and let go of any limitations.
Starfish Designer Angelica’s most memorable project
Do you collaborate with other professionals, such as architects, manufacturers, or installers when designing signage?
We collaborate with a variety of professionals to complete signage projects. We partner with specialists for oversized channel letters, illuminated signs, and those who operate the equipment needed for complex building installations. For highly technical building layouts, we sometimes outsource work to a local partner company. Additionally, we work with vinyl installers who handle large decals, vehicle graphics, and wall murals.
In addition to these partners, most of the collaboration happens within our internal departments. Despite the small size of our team, we all pitch in to help each other. Designers work closely with fabricators to ensure the right hardware is selected for each material. While scheduling is primarily managed by sales, our CEO coordinates the ordering of materials.
Scared to start a sign project because you don’t have a final design? Start with us. Our creative and experienced design team can take your vision and turn it into reality. Contact us today to get started!