Glossary & Definitions
And the subtitle is better
Aesthetics
The visual appeal or artistic merit of an object. When approving a sign permit, authorities may assess its aesthetics, ensuring it harmonizes with its surroundings.
Amortization
In financial terms, this refers to the period over which an asset’s value is reduced. For signage, it denotes the timeframe allowed for replacing or removing a sign that was once compliant but no longer meets updated zoning regulations.
Animated Sign
A sign that incorporates motion, dynamic imagery, changing colors, or lighting effects. Unlike a flashing sign, it relies on visuals and graphics rather than text to convey its message.
Annual Average Daily Traffic (Annual ADT)
A key metric representing the number of vehicles passing a specific point each day. This data, typically provided by state highway agencies, helps determine optimal sign placement when multiple locations are available.
Awning
A sign mounted on a building that extends outward, serving both as an advertisement and a protective covering.
Backlit Letter
A channel letter featuring an open or translucent back, illuminated to cast light onto the surface behind it, creating a glowing halo effect. Also referred to as silhouette or halo lighting.
Ballast
An electrical component in fluorescent lighting that regulates and stabilizes the flow of electricity.
Banner
A lightweight, flexible sign typically used for temporary promotions such as grand openings, sales, or special events.
Bench Sign
A sign affixed to the backrest of a bench, often positioned in high-traffic areas like bus stops along public rights-of-way.
Brand
A company’s distinct mark, symbol, or image that establishes its identity and recognition.
Brand Equity (Branding)
The perceived value and reputation of a product or service, shaped by consumer recognition and trust in the marketplace.
Building Code
A set of government-enforced regulations governing the construction, safety, and maintenance of structures.
Building Fascia
The vertical and horizontal exterior surface of a building, spanning from the ground to the eaves or roofline. Signs can be mounted directly onto this surface.
Building-Mounted Sign
A general category for any sign affixed to a building, encompassing subtypes such as fascia, wall, and roof signs that define their specific placement.
Cabinet Sign
A sign structure consisting of a frame and face(s), which may house electrical components or support structures. However, the term specifically refers to the frame and face itself.
Canopy
A permanent overhead structure, typically made of metal or glass, that is attached to a building. Unlike an awning, its primary function is not to provide shelter.
Canopy Sign
A sign mounted on a canopy or marquee, or a building-attached sign that functions as a marquee.
Changeable Copy Panel
A sign that allows for easy text updates by using individual letters or numbers mounted on a track system. Also called a readerboard.
Channel Letter
A three-dimensional letter, often illuminated from within, commonly used in signage.
Coated Tubing
Glass tubing with an interior phosphorous coating that produces various light colors depending on the combination of powders used.
Cold Cathode
A term for custom interior lighting that utilizes large-diameter tubes. It also refers to lighting that relies on an electrode to release electrons, such as neon lighting.
Colored Tubing
Glass tubing that is inherently tinted with color, usually in primary shades.
Conforming Sign
A sign that fully complies with federal, state, and local signage laws and ordinances.
Conspicuity
The characteristic that makes a sign stand out from its surroundings, increasing its visibility.
Content Neutral
Regulations governing signs based on factors like size, height, and placement, without restrictions related to the sign’s message or content.
Contrast
The difference in color or brightness between elements. Signs with high contrast are easier to read, whereas low-contrast color pairings, such as yellow on white, can reduce readability.
Copy
The text displayed on a sign.
Copy Area
The section of a sign dedicated to displaying text.
Cost Approach (Valuation)
A method of assessing the value of real property by factoring in construction expenses, depreciation, and associated costs like permits and interest. In signage, this also accounts for the sign’s message and replacement costs.
Cost Per Thousand (CPM)
A measurement of advertising efficiency, representing the cost to reach 1,000 viewers or readers. Signs typically offer a lower CPM, making them a cost-effective advertising medium.
Coverage
A marketing metric that reflects the percentage of the population exposed to an advertising message within a given month.
Customer Acquisition Costs
The total expense of gaining a new customer, calculated by weighing advertising costs against potential revenue.
Custom Sign
A sign specifically designed to meet the needs and requirements of a particular location.
Daily Effective Circulation (DEC)
A method used to calculate the cost per thousand (CPM) for a sign by estimating the daily number of potential viewers. This figure is determined by counting only vehicles traveling toward the sign and factoring in the average number of passengers per vehicle.
Deck Cabinet
An electrical housing unit that serves as both a mounting structure and backdrop for a sign.
Dimensional Letter
A letter, logo, or symbol made from materials like metal or plastic that is cut, cast, molded, or fabricated to create a three-dimensional effect.
Directional Sign
A sign that provides guidance for pedestrians or drivers, particularly useful when a business is not immediately visible from an entryway or main road.
Directory Sign
A sign used within office buildings or complexes to list and identify tenants.
Double-Faced Sign
A sign that features two display surfaces positioned back-to-back.
Downsizing
A regulatory change requiring the reduction of a sign’s size or height. If applied to billboards or other outdoor advertising structures, this process may involve compensation as a regulatory taking.
Dynamic Digital Signage
A digital display, often large or composed of multiple screens, used to present messages, images, or rotating visuals.
Electric Sign
Any sign that incorporates electrical wiring for illumination or functionality.
Electronic Message Center
A sign that displays changing messages using computer-controlled technology, often incorporating LEDs, LCDs, lamps, or flipper matrix systems.
Embellishment
Any decorative element, such as images, graphics, or surrounding landscaping, that enhances a sign’s visual appeal and effectiveness.
Eminent Domain
The legal authority of a government to acquire private property for public use, often with compensation to the owner.
Extensions
Design elements that extend beyond the standard rectangular boundary of a sign, adding visual interest and impact.
Exterior Illuminated Sign
A sign lit by an external light source that shines onto its surface, also referred to as direct illumination.
Face
The visible surface of a sign where a company’s message is presented.
Fascia Sign
A sign affixed to the fascia of a building, which is the vertical surface extending from the ground to the roofline and spanning the building’s width.
Flashing Sign
A sign that features a flashing or intermittent light source to repeatedly display a message, often used as an attention-grabbing element, such as highway safety alerts.
Flat Cutout Letter
A one-dimensional letter precisely cut from a solid sheet of material.
Fluorescent Lamp or Tube
A lighting system composed of gas-filled glass tubes available in standard lengths.
Font
A specific typeface, consisting of letters and characters designed in a uniform style.
Freestanding Sign
A sign that stands independently and is not attached to any building.
Frequency
The average number of times a potential customer is exposed to an advertisement over a defined period, typically measured in four-week cycles.
Front Lighted Letter
A type of illuminated letter with a translucent front face, commonly used in channel letter signage.
Full-Service Sign Company
A company that manages every stage of a signage project, including design, site surveys, permitting, engineering, fabrication, installation, and maintenance.
Ground Sign
A freestanding sign that appears to rest directly on the ground with no visible supporting structure.
H Channel Letter
A channel letter featuring internal baffles for structural support, providing space for mounting neon tubes and transformers.
Highway Beautification Act:
A federal law passed in 1965, championed by First Lady Lady Bird Johnson, regulating roadside signage along federal highways and interstates by restricting signs to designated commercial and industrial zones.
High-Rise Sign
A tall, freestanding sign designed for visibility from a significant distance.
Illegal Sign
A sign that does not comply with current codes and regulations at the time of installation. This differs from a non-conforming sign, which was originally legal but became non-compliant due to changes in laws or ordinances.
Impulse Buying
An unplanned purchase made spontaneously by a consumer. Research suggests that up to 55% of retail purchases happen on impulse, highlighting the importance of effective signage in attracting shoppers.
Incandescent Bulb
A light bulb that generates illumination by passing electricity through a wire filament, with energy consumption measured in watts. While still widely used, these bulbs are being increasingly replaced by energy-efficient compact fluorescent alternatives.
Interior Signs
Signs placed inside a building, even if they are visible from the outside.
Internally Illuminated Sign
A sign with a built-in light source that provides illumination from within.
ISA
The International Sign Association, the leading trade organization for the signage industry. Its website, www.signs.org, offers a searchable directory of sign companies and updates on industry news and legal matters.
Joint Tenant Sign
A sign listing multiple tenants within a business complex or shopping center, typically positioned near the property’s entrance for easy visibility.
Just Compensation
The fair market value that must be paid to a property owner when the government acquires property through eminent domain.
Legibility
The ease with which a sign’s text can be read. This depends on the design of letters, numbers, and symbols, ensuring they are distinct and easily recognizable.
Light-Emitting Diode (LED) and Liquid Crystal Display (LCD)
Technologies used in electronic signage to produce dynamic visual displays. LEDs are known for their energy efficiency, while LCDs offer high-definition clarity. Both are increasingly popular for signage applications.
Listed Sign
A sign that meets specific regulatory standards set by a recognized testing organization. Manufacturers of these signs appear on an approved list verifying compliance.
Logo
A graphic mark, emblem, or symbol representing a brand, company, or product.
Logo Program (Federal)
Roadside signs that display business logos for gas stations, restaurants, hotels, and attractions near highway exits. Also known as specific service signs, they guide drivers by offering both branding and directional details. Each interchange is typically limited to six listings.
Luminance
The brightness level of a lit sign as perceived by the human eye. It is measured in candelas per square foot.
Manual on Uniform Traffic Control Devices (MUTCD)
A manual produced by the Federal Highway Administration that addresses three specific types of signs: guide, warning, and directional. The manual includes minimum size, height, and placement standards to achieve readability and prevent traffic accidents. Though intended for public agencies, the research contained can be used by private signage as well.
Mansard
A type of roof that includes two slopes on each of its sides.
Marquee
A permanent canopy often of metal and glass projecting over an entrance.
Marquee Sign
(1) A sign mounted on a permanent canopy.
(2) A traditional industry term for the variable-message section of a canopy sign.
(3) An integral sign and permanent canopy.
Menu Board
A variable-message sign that allows a retailer to list products and prices.
Message Center
An electronically or mechanically variable-message sign in which changes are made from locations other than at the sign.
Mobile Sign
A portable sign mounted on a trailer.
Monument Sign
A ground sign with low overall height. (See freestanding sign.)
NEC (National Electric Code)
A set of electrical safety standards governing all powered devices. While not a law itself, many states and cities incorporate NEC guidelines into their local codes.
Non-Conforming Sign
A sign that was originally installed in compliance with regulations but later became non-compliant due to updated sign laws. In such cases, the governing agency may require its removal—sometimes with compensation—or permit it to remain for a defined period under amortization rules.
Neon Sign or Tube
A sign illuminated by cold-cathode gas-discharge tubes, which can be straight or custom-shaped. Often called “neon” signs, these may contain various inert gases such as argon, helium, krypton, or xenon. Neon lighting is durable and versatile, commonly used for lettering, outlines, and decorative designs. Compared to incandescent bulbs and hot-cathode fluorescent lamps, neon tubes have a longer lifespan.
Off-Premise Sign
A sign placed at a location separate from the business or service it promotes. Also referred to as a third-party sign or outdoor advertisement, it falls under out-of-home media.
On-Premise Sign
A sign situated on the same property as the business it advertises. Unlike off-premise signs, it is not classified as out-of-home media.
Open Channel Letter
A dimensional letter without a solid face, though a transparent cover may be used to protect internal components. When illuminated, the light source remains visible.
Outside Panel
In a multi-panel advertising display, this is the panel positioned closest to the street’s edge.
Overlay (Snipe)
A paper strip or price tag affixed to the face of an existing advertisement to modify or update its content.
Painted Wall Sign
A sign directly painted onto a building’s surface. When used for third-party advertising, it can span multiple stories for maximum visibility. (See building-mounted sign.)
Pan Channel Letter
Lorem ipsum dolor sit amet, at mei dolore tritani repudiandae.
Pan Face
A plastic sign face molded into a three-dimensional design. Also known as a molded face, embossed face, or debossed face.
Parapet Sign
A sign mounted on a building’s parapet, which is the barrier or short wall extending along the edge of a roof.
Permanent Sign
A sign securely attached to a structure or the ground, designed to withstand wind and resist easy removal or relocation.
Point of Purchase
A sign or display placed near a sales transaction area to influence buying decisions. Studies show that effective signage can significantly boost product sales.
Pole or Pylon Cover
A decorative or protective enclosure designed to conceal the structural supports of a ground sign.
Pole Sign
A freestanding sign supported by one or more visible poles.
Portable Sign
A sign designed for easy removal, not permanently secured to a building or the ground, and can be relocated with basic hand tools.
Post and Panel Sign
An unilluminated sign supported by one or more visible posts.
Projecting Sign
A sign mounted on a building’s façade that extends outward at a perpendicular angle.
Push-Through
A lettering or logo technique where the design is cut out from a thick backing material and mounted inside the sign face, either flush or protruding beyond the surface for a dimensional effect.
Pylon Sign
A freestanding sign with visible structural supports, which may or may not be enclosed within a pole cover.
Raceway
An electrical housing unit that also serves as a mounting structure for a sign.
Readability
The clarity of letters, numbers, and symbols that enables viewers to quickly and accurately interpret a message.
Recall
The ability of an audience to remember an advertising message. Vehicle wraps are among the most effective forms of advertising for high recall rates.
Recognition
The ability to associate an advertisement with a specific brand, company, or product.
Regulatory Sign
A sign that communicates legal, safety, or compliance information, such as rules, ordinances, or traffic laws.
Retainer
A frame element that secures a sign face to its cabinet while also providing a decorative trim around the perimeter.
Retroreflective
A surface property that redirects light back toward its original source, enhancing visibility, especially at night.
Return
The side panels of a channel letter, adding depth to the sign.
Reveal
A recessed or indented detail within a sign’s design.
Reverse Channel Letter
A dimensional letter mounted away from the wall, creating a halo lighting effect behind it, typically using neon or LED illumination.
Right of Way (ROW)
The area next to a public roadway. Permanent commercial signs are usually installed on private property near the right of way, with local codes dictating placement distances.
Roof Sign
A sign installed completely above and supported by a building’s roof.
Sandwich Board/Sidewalk Sign
A freestanding, portable sign typically in an A-frame shape, not anchored to the ground or any surface.
Sign
Any visual display—such as a structure, fixture, image, or painting—that uses text, symbols, or graphics to convey information or attract attention.
Sign Band
A designated strip along the upper part of a multi-tenant building that provides space for individual business signs.
Sign Face
The visible portion of a sign where text, images, and graphics are displayed.
Signature Building
A structure designed or decorated to enhance and reinforce a brand message, often integrated into marketing strategies.
Signcentric Design
A building or site layout intentionally created to make on-premise signage the dominant visual element.
Single-Face Sign
A sign designed with content displayed on only one side.
Snipe (Overlay)
A paper strip or price tag affixed to an existing advertisement to update or modify its content.
Solar-Powered
A product powered by sunlight. Solar-powered signs can be an eco-friendly and practical choice in certain locations.
Street Furniture
Advertising structures that also serve a functional purpose, such as bus benches or kiosks. Positioned at pedestrian level and curbside, they are designed for easy visibility by both foot traffic and passing vehicles.
Target Audience
The ideal consumer group for a specific product or service.
Temporary Sign
A sign designed for short-term use rather than permanent installation.
Time-and-Temperature Display
A variable-message sign that alternates between showing the current time and temperature. Some versions also feature brief text messages.
Tourist-Oriented Directional Signs (TODs)
A federal signage program that provides business identification and directional guidance for services and attractions catering to travelers. These signs display only essential business names and directional information, excluding promotional content.
Trade Area
The geographic region where a business draws most of its customers, typically within a three-to-five-mile radius. However, shifting mobility patterns have made defining trade areas more complex.
Trademark (Service Mark)
A legally protected symbol, word, name, or combination thereof that differentiates a business and its offerings from competitors. Trademarks hold financial value and are federally safeguarded.
Transformer
A device that adjusts electrical voltage and current levels to meet the requirements of a specific application, such as signage lighting.
UL (Underwriters Laboratories, Inc.)
A nationally recognized testing organization that certifies products for safety and compliance with industry standards.
Under-Canopy Sign
A sign installed beneath a canopy or overhang, typically used for visibility in pedestrian walkways.
Variable-Message Sign
A sign designed for easy message updates, whether manually, mechanically, or electronically.
Variance
A special exemption granted to bypass specific zoning regulations.
Vehicle Wraps
A custom vinyl graphic applied to a vehicle, turning it into a mobile advertisement.
Vinyl (Flexible Face)
A durable material used as a sign surface, featuring graphics created through digital printing or hand painting.
Visibility
The ability of a sign to be noticed and recognized from a certain distance, based on its size, contrast, and placement.
Wall Mural
A large-scale visual display applied directly to a building’s exterior. While traditionally painted, murals can also be created using printed or painted vinyl.
Wall Sign
A sign mounted on, attached to, or painted on an exterior wall, remaining parallel to the surface and extending no more than 16 inches outward.
Wayfinding
A type of signage designed to guide people along a route by providing clear navigational information.
Window Sign
A sign placed on, behind, or in front of a window or glass door, either painted, adhered, or suspended.
