Design & Price: Overlaid plywood sign

In every issue, SignCraft gave a few sign makers an imaginary project. We ask 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 approached the same project.

Here’s the scenario these sign makers were given:

The owner of a local boarding stable contacts you and explains that her business is growing quickly. In addition to boarding horses and giving riding lessons, she is now opening a tack shop. She needs an overlaid plywood sign to mount next to the tack shop door but says that at some point she’ll need more signs to help visitors use the facility. She says her budget is about $500 and asks to see a sketch.

Make a sketch of the sign you might have designed for this customer and quote a price.

 

David Showalter

David Design, Bryan, Ohio

Design A:

Since the owner is a fast-growing business and will be building a state-of-the-art stable soon, I wanted to produce signage that looked more upscale with some type of graphic to create interest. Because of a $525 budget, all copy and artwork are vinyl. The corners are simple cutouts to give the sign some shape. The background is a deep dark green with standard vinyl colors as shown.

Price: $515

Design B:

For this design I would use a similar color combination. The art is a panel added to the 2-by-4-ft. panel with a cutout shape. I like vertical layouts and feel this format works well with the art panel and text. I’d get out the brushes on this one and try to talk her into spending a little more for the extra eye appeal.

Price: $775

 

John Gross

John Gross Signs, Knoxville, Tennessee

Design A:

Keeping in mind that the owner of the stable is thinking of additional signage, I have given the client a design element—the horse head—that can be used on all subsequent signs. The sign has been shaped to give it a softer look as opposed to the typical, rectangular 2-by-4-ft. panel.

I used 1⁄2-in. overlaid plywood with all edges filled and sanded. The horse head, modified clip art image, is painted and all lettering is computer-cut vinyl.

Price: $450

 

Design B:

The materials are the same as design A, except the graphics are digitally printed on pressure-sensitive vinyl and then applied to the prepared substrate. The lettering is computer-cut vinyl. Again, the horse graphic is modified clip art.

Price: $500
 
 

Tim Peterson

Flat Earth Sign Co.
Spearfish, South Dakota

I sell most of my work by doing thumbnail sketches in front of the customer. They are fascinated by artistic abilities, which helps sell the job. As I step behind my desk to “crunch the numbers,” they will look around the art room—600 sq. ft. of panels, fine art and a photo display of higher-end work. The samples they see make up for the crude thumbnail sketch. I explain that this thumbnail sketch is all I can do unless she wants to put some money down to have me design something more serious.

This customer has a predetermined budget, so that dictates the complexity of this piece. Odds are this “temporary” sign will be up until the building falls down, so I sell her an aluminum composite [ACM] product. I have some cut-offs this size, so it’s a quick matter to notch the corners and slather on some bulletin color.

 

Alan Scott

Rolling Stone Sign Painting & Design, Bisbee, Arizona

The sign would be 2 by 3 feet.

Colors:

Design A: The background is tan with hunter green lettering, and the saddle silhouette, pinstriped border and wood frame are medium brown.

Design B: The background is dark hunter green with tan/butternut lettering; the secondary copy is a light rust, and the wood frame is rust.

Price:

Without frame: $450

With frame: $600

 

Steve Johnson

Johnson Advertising, Manistique, Michigan

I did a relatively quick sketch for this. I suggested that the background of the sign contrast with the building color, and the background of the circle with the horse head contrast with the rest of the sign. I did the horse head as realistic as possible because I know how particular horse people are about horses.

I coated a half sheet of overlaid plywood with two coats of oil-based primer, one after the other, and let it dry overnight. The next day I sanded and rolled on a coat of enamel, front and back, and let dry overnight. I then sanded lightly and rolled on a second coat of enamel.

The next day I made a paper pattern and used 1Shot enamel for the lettering and horse head. I then attached it to the building and touched up the hardware with the background paint.

I would not make more sketches for future signs but would tell her they would match this one and, assuming they were all overlaid plywood signs, the pricing would be in line with this one.

Price:

$500 including installation

 

Kurt Schlaefer

Signs by Kurt, Tucson, Arizona

After discussing this project with the client, I came up with a sketch that reflects a design idea that could be carried throughout her evolving sign needs. I emphasized Lawhon Equestrian Center in my design because I felt that it should be the priority and cohesive element running through the various signs that she would need.

Five hundred dollars isn’t much for a custom 2-by-4-ft. sign, but if I felt this client could appreciate the advantages of a well-designed logo and look for her growing business, I would spend the time on the initial design to win her over and to show her the visual potential her signs could have.

Once a client understands the worth of well-designed and executed signs, they are usually willing to budget the appropriate money to enhance their business. With this in mind, she would be willing to spend $700 to $900 for this sign—and we would develop a good working relationship that would benefit both our businesses.

The design, as shown, is black and Lawhon is a light imitation gold. The background is emerald to medium green, and the oval panel behind the horse and Equestrian Center is purple to lavender. The horse is light beige and everything is outlined with off-white.

This appeared in the May/June 2003 issue of SignCraft. While the prices have been adjusted for inflation as of 2025, they may not accurately reflect current pricing for such signage.