Have you planned your signage strategies for 2025?

Effective signage is one of the most critical elements of a business’s branding and marketing strategy. It’s not enough to hang a sign and hope for the best. 

In 2025, businesses must adopt a thoughtful, strategic approach to signage that considers message clarity, design, placement, and regulatory compliance. 

A successful signage strategy can increase brand visibility, attract new customers, and reinforce your company’s value proposition. 

Here are some signage strategies for 2025 that will set you up for success.

Start With a Clear Primary Message

The most successful signage strategies for 2025 start with one essential question: “What is our primary message?” Your sign should communicate one clear and concise message to your target audience. Cluttered signs with multiple messages or too much information can confuse viewers and reduce the impact of your message. Whether “Fresh Coffee, Open 24 Hours” or “Luxury Apartments Available Now,” keep it simple, direct, and memorable.

Your primary message should highlight your business’s unique value proposition. If you’re a restaurant specializing in organic, locally sourced ingredients, this should be immediately clear on your signage. Think about the emotion or action you’re trying to elicit from your audience. Are you encouraging them to walk in, call, or remember your brand later? The more precise your primary message, the more effective your signage will be.

Does Your Business Name Reflect Your Offerings?

Your business’s name is crucial to how well your signage works. If your company’s name doesn’t indicate what you offer, addressing this on your signage is essential. For example, a business named “Golden Leaf” might be a tea shop, a dispensary, or a landscape company—all very different industries. To eliminate confusion, incorporate supporting language or visuals. A tagline like “Tea and Wellness Boutique” can clarify your industry. If you’re unable to change your name, creative design and strategic use of symbols, graphics, and fonts can still explain what you do.

Define Your Brand’s Image and Voice

A successful signage strategy requires a cohesive brand image and voice. Are you presenting a modern, innovative brand or a classic, timeless feel? The design elements of your signage—including colors, fonts, images, and layout—should align with your overall brand identity. For example, a tech startup may want to project a sleek, minimalist aesthetic with clean fonts and futuristic design elements. On the other hand, a rustic bakery may benefit from a warm, vintage style with earthy tones and handwritten fonts.

When selecting design elements, remember that consistency is key. Your signage should match the look and feel of your website, social media profiles, and other marketing materials. Consistency builds brand recognition and establishes trust with your customers. Think of your signage as an ambassador for your brand—it should send a clear, unmistakable message about who you are and what you stand for.

Know Your Target Audience

Before you design and install signage, it’s essential to understand your target audience. Whose attention are you trying to attract? If you’re targeting young, trendy shoppers, you may want to use bold, eye-catching colors and modern designs. A clean, refined look with neutral tones and sophisticated fonts may be more effective if your audience is more traditional or upscale.

Consider the customer journey. Are they walking past your storefront, driving by at 40 mph, or browsing through a mall? The location and context of your signage will affect its readability and design. A bold text with high contrast will be essential for drivers passing by. You can include minor details and intricate designs if your sign is intended for pedestrian traffic.

Determine the Purpose and Placement of Your Sign

Is your sign meant to inform, direct, or inspire action? Signs have different purposes, such as attracting foot traffic, giving directions, or advertising special promotions. Understanding the role of your sign will influence every aspect of its design.

Equally important is location. Where you place your signage directly impacts its effectiveness. Outdoor signs should be visible from a distance and positioned at eye level for drivers or pedestrians. Indoor signs may require a more nuanced placement to guide customers through your space. In 2025, businesses should consider using digital signage for increased flexibility, allowing for quick updates to messaging or promotions. Digital signs can rotate content, grab attention with animations, and be more energy-efficient.

Ensure Size and Visibility Are Sufficient

Size matters when it comes to signage. If your sign is too small, potential customers may overlook it entirely. Ensure your sign is large enough to be seen and read clearly from an appropriate distance. Use the “1-inch-per-10-feet” rule, meaning each inch of letter height allows for readability from 10 feet away. For roadside signs, larger text and bolder fonts are essential to catch the attention of passing motorists.

Visibility also depends on lighting. For outdoor signage, consider adding illumination, especially for 24/7 businesses. LED lights are an energy-efficient way to keep your signage visible at night or in low-light conditions. Backlit signs, halo lighting, and spotlighting can all enhance visibility and aesthetics.

Comply With Local Regulations and Permitting Requirements

Before you design and install your signage, it’s vital to research local regulations and permitting requirements. Many municipalities have rules about sign size, height, placement, lighting, and even the materials you can use. Failing to comply could result in fines or forced removal of your sign—a costly mistake.

Contact your local zoning or planning department to learn about the specific signage laws in your area. Some business improvement districts (BIDs) have guidelines for maintaining aesthetic consistency in commercial areas. Partnering with a signage company familiar with local permitting processes can save you time and hassle.

With Construction Plans – Include Signage and Budget Appropriately

Signage must be incorporated into the overall project plan when planning new construction or renovations. Too often, signage is an afterthought, leading to rushed designs and budget overruns. By including signage in the initial construction plans, you can ensure your branding is integrated into the project’s design.

Work with architects, project managers, and signage professionals to determine the best locations for signs and the type and size required for maximum visibility. Including signage in your construction budget prevents last-minute surprises and ensures sufficient funds are allocated for high-quality materials and installation. Proper planning also allows for integrating necessary electrical components for illuminated or digital signage, which can be far more costly to add later.

Allow Sufficient Time for Design, Production, and Installation

Effective signage requires time—more than you might think. The process can take weeks or months, from brainstorming the design concept to obtaining permits and manufacturing the sign. Start early to avoid delays if you’re planning a grand opening or rebranding. Rushing through the design process often results in mistakes or poor-quality production.

Working with a professional signage company can streamline the process. They can handle everything from design to production and installation. They’ll also ensure that your signage meets local regulations, saving you from unexpected hurdles. By partnering with a signage professional, you invest in quality and peace of mind.

Partner With a Professional Sign Company to Develop Your Signage Strategies for 2025

Finally, one of the best strategies for successful signage in 2025 is to partner with an experienced signage company. While DIY signage may seem like a cost-saving option, the expertise of a professional company can significantly improve the quality, durability, and impact of your signs.

A quality signage company will provide guidance on best practices, help you navigate local regulations, and ensure the sign’s design aligns with your brand identity. They’ll also have access to high-end production materials and advanced digital signage technology. Whether you need storefront signs, wayfinding systems, or promotional displays, working with a signage partner ensures you get expert advice at every step.

Brady Signs is a third-generation family business that has been a premier provider of business signage solutions throughout the North Central Ohio region and beyond for over 50 years. We’re here to discuss how our eye-catching signage can transform your brand into a statement.