Design & Price: 4-by-12 storefront sign

In every issue, SignCraft gave a few sign makers an imaginary project. We asked them to do a sketch of the sign they might have produced, and to quote a price for the job. Most of the details were left to the designer’s imagination. The object was to see how different sign makers approach the same project. Here’s the scenario these sign makers were given:

The new owner of a women’s clothing store is hoping to update the shop’s image and attract a younger clientele. The shop is located in a fairly new brick-faced shopping center along a busy four-lane highway. The owner of the shop likes the idea of a colorful dimensional sign but explains that she doesn’t have the budget for something elaborate.

This appeared in the March/April 2012 issue of SignCraft. While the prices have been adjusted for inflation as of 2024, they may not accurately reflect current pricing for such signage.

Ray Grossi
Midwest Signworks, Morris, Illinois

We recommend something with some contrast, so that it doesn’t blend in. The color of the brick background would also affect color selection. If the brick is a soft, neutral shade, Layout A would work. If the brick is a bold color, or busy with several colors, Layout B would work better.

Since there is a limited budget we tried to provide a dimensional look with rounded corners and a small cutout in the top shape of the W, and soft vertical stripes in the background. We would paint a drop shadow behind “Whacky” to give some sense of depth.

The sign would be made of 1/2-in. overlaid plywood. We would also offer an option to make “Whacky” a cutout of 1/2-in. HDU board, which would create a natural shadow without painting one.

Brian Stoddard
NW Signs, Redmond, Washington

I like to start off by conversing with the client in order to learn about their business—their target market, average sale and so forth. That helps us come up with an appropriate design. We do not provide designs without a deposit but make the sale by showing examples of our work and explaining that you get what you pay for when it comes to free designs.

It seems that nearly every customer says they don’t have a lot to spend on a sign, so we offer three-tier pricing. Most customers go with the middle option, and the remaining customers opt for the high-end design. Rarely does anyone go with the bottom option once they see what’s possible. We also offer to connect them with a leasing company to make it easier to purchase a more expensive sign, but that’s usually for large illuminated sign projects.

In some cases it’s clear that the customer really doesn’t have a lot to spend on a sign, and in those cases I’ll offer them one design with different fabrication options, which is what I did in this case. The goal is to get them as much exposure as possible, so simple, layered, painted aluminum composite panels with optional high-density urethane lettering would be one option.

All layers are flat cutouts done on our CNC router and sprayed with Matthews polyurethane paints. We would use aluminum angle and tubing to separate the layers and would install to the wall with a 1.5-in. standoff.

Chris Dobell
Dobell Designs/Phillips Brewing Creative Arts Dept.
Victoria, British Columbia, Canada

After meeting with the client and throwing in the ol’ Aussie charm, I explain that my sign work is all done traditionally and all by hand. No digital prints or vinyl cutout letters, so the process takes a little longer but the product will be custom to their shop.

After discussing the details and needs of the client—it’s important for me to determine what their target market is—I help the client understand what they will be getting for their money. The advantage of being an old school sign writer is having the sketchpad handy. Doing a quick little thumbnail right in front of your client really helps to get the ball rolling.

Once I’ve secured the job I usually do three sketches: one being basic yet legible and punchy; another which would include shading and possible pictorial; and the last being “The Works.” The sketch they choose, of course, will determine the final price.

By doing this I can learn what sort of budget the client has and work with them instead of just dictating my price. A 50% deposit is then taken for purchase of materials, and artwork is signed off on to make sure everything is legit.

All work will be painted onto a piece of marine plywood or aluminum composite panel, sealed and painted on both sides. I use acrylic latex paints, and either Montana or Ironlak spray paint for my blends to speed things up. All work is clear coated at the end for a full gloss finish and UV protection. I try to stay away from installation work, as I am a one-man show, but I’ll do it if required.

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