Signage Brief
When to Use This Skill
Use this skill when you need to:
- Brief a designer or vendor on physical signage for a business location
- Plan wayfinding, storefront, or event signage
- Specify materials, dimensions, and installation requirements
- Ensure signage complies with local regulations and landlord requirements
DO NOT use this skill for digital signage software, advertising billboard campaigns, or website banner design. This is for physical signage and environmental graphics.
Core Principle
SIGNAGE MUST BE READABLE FROM THE INTENDED DISTANCE IN 3 SECONDS OR LESS — SIZE THE TEXT FOR THE VIEWER, NOT THE DESIGNER'S SCREEN.
Phase 1: Brief
Required Inputs
| Input |
What to Ask |
Default |
| Sign type |
"What kind of sign? (storefront, wayfinding, event, vehicle, window)" |
Storefront signage |
| Location |
"Where will it be installed? Describe the space and viewing distance." |
Must be provided |
| Message |
"What text and imagery needs to appear?" |
Business name + logo |
| Brand guidelines |
"Do you have brand colors, fonts, and logo files?" |
Must be provided |
| Budget |
"What is your budget for fabrication and installation?" |
Must be provided |
| Regulations |
"Any HOA, landlord, or city sign ordinances to comply with?" |
Unknown — will flag |
| Timeline |
"When do you need it installed?" |
4-6 weeks |
GATE: Confirm brief before proceeding.
Phase 2: Design
Signage Specification Framework
- Dimensions — width, height, depth based on location and viewing distance
- Materials — substrate, face material, mounting hardware
- Illumination — backlit, front-lit, halo-lit, or non-illuminated
- Typography sizing — minimum letter height based on viewing distance
- Color specifications — Pantone or CMYK for fabrication, consider day and night visibility
- Mounting method — wall-mounted, hanging, freestanding, window-applied
Viewing Distance Rules
| Viewing Distance |
Minimum Letter Height |
| 10 feet |
1 inch |
| 25 feet |
2.5 inches |
| 50 feet |
5 inches |
| 100 feet |
10 inches |
| 200+ feet |
20+ inches |
GATE: Present the signage concept and specifications before finalizing.
Phase 3: Build
Deliverables
1. Signage Design Brief
- Complete specifications for every sign needed
- Messaging and layout for each sign face
- Material and finish recommendations
- Illumination requirements
- Installation method and location description
2. Vendor Specification Sheet
- Dimensions, materials, quantities
- File format requirements for artwork
- Proofing process (digital proof, physical sample)
- Installation requirements and site access notes
3. Compliance Checklist
4. Site Preparation Notes
- Wall or surface condition requirements
- Electrical access for illuminated signs
- Installation timeline and access scheduling
Phase 4: Polish
Installation Verification
After installation, check:
- Readable from intended viewing distance
- Level and properly aligned
- Illumination working (if applicable)
- Brand colors accurate in real-world lighting
- No obstruction from trees, other signs, or structural elements
Maintenance Plan
- Cleaning schedule (quarterly for outdoor, monthly for indoor)
- Bulb or LED replacement timeline
- Weather damage inspection (post-storm checks for outdoor signs)
Example 1: Retail Storefront Sign
Type: Channel letters, front-lit LED, mounted on fascia. 24-inch letter height for 100-foot visibility. Aluminum construction, acrylic faces in brand colors.
Example 2: Office Wayfinding Package
Type: Suite of interior signs — reception wall logo (dimensional acrylic), directional signs (brushed aluminum), room identifiers (ADA-compliant with braille). All non-illuminated.
Anti-Patterns
- Designing before measuring — a sign designed without knowing the wall dimensions or viewing distance will not fit or will not be readable.
- Ignoring regulations — a beautiful sign that violates city ordinances gets a removal notice. Check before designing.
- Typography too small — what looks great on a computer screen may be invisible at 50 feet. Size for the actual viewer.
- Forgetting nighttime visibility — if the business operates after dark, non-illuminated signage is invisible. Plan for all viewing conditions.
- Skipping the proof — color on screen looks different than fabricated. Always request a physical color proof.
Recovery
- Regulations are restrictive: Work within constraints creatively — window graphics, A-frame signs, or projecting blade signs may be allowed where wall signs are not.
- Budget too low for fabrication: Consider vinyl decals, foam board, or printed banners as cost-effective alternatives for V1.
- Landlord denies approval: Explore alternatives: window graphics, interior-visible signs, or removable installations.
- Sign looks different than expected: If colors or sizing are off, address with the vendor before final payment. Reference the approved proof.
1---2name: signage-brief3description: Creates signage and environmental graphics briefs with location specs, materials, messaging, compliance requirements, and vendor specifications. Use when planning physical signage.4---56# Signage Brief78## When to Use This Skill910Use this skill when you need to:11- Brief a designer or vendor on physical signage for a business location12- Plan wayfinding, storefront, or event signage13- Specify materials, dimensions, and installation requirements14- Ensure signage complies with local regulations and landlord requirements1516**DO NOT** use this skill for digital signage software, advertising billboard campaigns, or website banner design. This is for physical signage and environmental graphics.1718---1920## Core Principle2122SIGNAGE MUST BE READABLE FROM THE INTENDED DISTANCE IN 3 SECONDS OR LESS — SIZE THE TEXT FOR THE VIEWER, NOT THE DESIGNER'S SCREEN.2324---2526## Phase 1: Brief2728### Required Inputs2930| Input | What to Ask | Default |31|-------|------------|---------|32| **Sign type** | "What kind of sign? (storefront, wayfinding, event, vehicle, window)" | Storefront signage |33| **Location** | "Where will it be installed? Describe the space and viewing distance." | Must be provided |34| **Message** | "What text and imagery needs to appear?" | Business name + logo |35| **Brand guidelines** | "Do you have brand colors, fonts, and logo files?" | Must be provided |36| **Budget** | "What is your budget for fabrication and installation?" | Must be provided |37| **Regulations** | "Any HOA, landlord, or city sign ordinances to comply with?" | Unknown — will flag |38| **Timeline** | "When do you need it installed?" | 4-6 weeks |3940**GATE: Confirm brief before proceeding.**4142---4344## Phase 2: Design4546### Signage Specification Framework47481. **Dimensions** — width, height, depth based on location and viewing distance492. **Materials** — substrate, face material, mounting hardware503. **Illumination** — backlit, front-lit, halo-lit, or non-illuminated514. **Typography sizing** — minimum letter height based on viewing distance525. **Color specifications** — Pantone or CMYK for fabrication, consider day and night visibility536. **Mounting method** — wall-mounted, hanging, freestanding, window-applied5455### Viewing Distance Rules5657| Viewing Distance | Minimum Letter Height |58|-----------------|----------------------|59| 10 feet | 1 inch |60| 25 feet | 2.5 inches |61| 50 feet | 5 inches |62| 100 feet | 10 inches |63| 200+ feet | 20+ inches |6465**GATE: Present the signage concept and specifications before finalizing.**6667---6869## Phase 3: Build7071### Deliverables7273**1. Signage Design Brief**74- Complete specifications for every sign needed75- Messaging and layout for each sign face76- Material and finish recommendations77- Illumination requirements78- Installation method and location description7980**2. Vendor Specification Sheet**81- Dimensions, materials, quantities82- File format requirements for artwork83- Proofing process (digital proof, physical sample)84- Installation requirements and site access notes8586**3. Compliance Checklist**87- [ ] Local sign ordinance reviewed88- [ ] Landlord/property manager approval obtained89- [ ] Permit application submitted (if required)90- [ ] ADA compliance verified (if wayfinding)91- [ ] Electrical permit (if illuminated)9293**4. Site Preparation Notes**94- Wall or surface condition requirements95- Electrical access for illuminated signs96- Installation timeline and access scheduling9798---99100## Phase 4: Polish101102### Installation Verification103104After installation, check:105- Readable from intended viewing distance106- Level and properly aligned107- Illumination working (if applicable)108- Brand colors accurate in real-world lighting109- No obstruction from trees, other signs, or structural elements110111### Maintenance Plan112113- Cleaning schedule (quarterly for outdoor, monthly for indoor)114- Bulb or LED replacement timeline115- Weather damage inspection (post-storm checks for outdoor signs)116117---118119## Example 1: Retail Storefront Sign120121**Type:** Channel letters, front-lit LED, mounted on fascia. 24-inch letter height for 100-foot visibility. Aluminum construction, acrylic faces in brand colors.122123## Example 2: Office Wayfinding Package124125**Type:** Suite of interior signs — reception wall logo (dimensional acrylic), directional signs (brushed aluminum), room identifiers (ADA-compliant with braille). All non-illuminated.126127---128129## Anti-Patterns130131- **Designing before measuring** — a sign designed without knowing the wall dimensions or viewing distance will not fit or will not be readable.132- **Ignoring regulations** — a beautiful sign that violates city ordinances gets a removal notice. Check before designing.133- **Typography too small** — what looks great on a computer screen may be invisible at 50 feet. Size for the actual viewer.134- **Forgetting nighttime visibility** — if the business operates after dark, non-illuminated signage is invisible. Plan for all viewing conditions.135- **Skipping the proof** — color on screen looks different than fabricated. Always request a physical color proof.136137---138139## Recovery140141- **Regulations are restrictive:** Work within constraints creatively — window graphics, A-frame signs, or projecting blade signs may be allowed where wall signs are not.142- **Budget too low for fabrication:** Consider vinyl decals, foam board, or printed banners as cost-effective alternatives for V1.143- **Landlord denies approval:** Explore alternatives: window graphics, interior-visible signs, or removable installations.144- **Sign looks different than expected:** If colors or sizing are off, address with the vendor before final payment. Reference the approved proof.
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