Establishing Corporate Identity with Signage

by Justin Mitchell, Associate AIA

Establishing your corporate identity is the most effective way for you to get your customers to associate certain traits with your company, products, and services. One of the best ways to put your corporate entity at the front of their minds is by incorporating your brand on the outside of your business. Everything from your architectural signage and ADA signage to window graphics can allow customers to think about your companies traits, and portray the business’ image to those passing by. This allows you to greet and entice customers before they ever open the door.

Architectural Signage
Your building sign doesn’t have to be a plain acrylic square on the wall. Consider the style and ideas you would like to portray to your customers. Once you have a design idea, carry the same thought throughout your signs to give the entire building a seamless feeling and enhance the architectural design.

An example for a spa or resort is to look for muted colors with natural inspired details to give the signs a feeling of pure, natural and relaxing. They could be made from glass and be suspended between log posts, or it could be back-lit metal letters mounted on a large slab of stone. For an IT professional, architectural signage could be made from encasing modern, sharp-lined logo and lettering with a metal frame keeping the entire thing looking ultra high-tech and sharp.

ADA Signage
All signs required by the American with Disabilities Act have to comply with the federal guidelines, but that doesn’t mean you can’t also incorporate the company’s image. You can change the colors, the way they are mounted, and even add framing and your logo to the design. For example, a law firm or business that wants to portray a professional and a formal message, ADA signage made of frosted glass with colored, etched lettering and a raised metal Braille insert would work well.

Window Graphics
Fast food chains are a great example of the power and success of this type of image. New products are constantly advertised in their windows with large printed paper advertisements. This same idea can be leveraged to power your business’ image. Adding your logo and company name through etching, acrylic appliqués or silk screening can offer an effective touch.

A graphic design company for example, may like full window graphics printed with bright geometrical shapes and patterns to bring attention to the company brand. You can choose to have them in all the windows or just on the door. You can also have a series of individual graphics, or have a series of full sized images that carry from one window to the next.

In, conclusion, emphasizing the company brand can be done in an unlimited number of ways. Advertising pieces such as window graphics, architectural signage, ADA signage, and even directional signage will not only be functional, but also will consciously and sub-consciously relay the important image; traits and concepts consumers need to associate with your business in order to be successful.

Signage: A Way to Enhance your Business’ Image