Brand identity is more than just logos. Everything must stay consistent and clean, to project professionalism and show people exactly who they are dealing with. This means that bags, business cards, street signage, and advertisements must all have a clear message, obviously, but it must also carry on to the wall signs of a shop.

People are used to seeing certain universal signage types and will expect blue for accessible bathrooms, and yellow caution stands for wet floors, so keep that consistent with whatever is common and accepted practice. Obviously, follow any laws regarding signage as well.

However, don’t miss out on other opportunities to subtly maintain brand identity throughout the establishment by following brand-specific color and font choices. There are plenty of small businesses that purchase generic signs from the hardware store and toss them up on a wall. Imagine how that looks, or remember what that looks like; using consistent fonts, colors, and other applicable design choices looks more professional.

Some ways to maintain branding without being obtrusive are to add a white outline of the business’s logo to a sign requesting customers return dishes or trays to a certain place. Businesses should also use the same font on the “Thank You For Your Business!” sign as the font used in any extra wording that appears beneath the official logo. the signs should all be the specific main color of the brand as well. Ensure that the font remains consistent on all signage.

Remember that signs are meant to be helpful: they direct customers through the store so that they keep shopping without getting confused. no one likes feeling confused. Customers will quickly learn to look for certain colors and designs to guide them in their customer journey, and consistent signage helps them identify these guides. When someone is searching for something and looks up at the wall to see a well-placed, legible sign in the same font and colors as the business’s identifying signage, they feel relief. They will build positive feelings about the business and feel confident visiting.

Rather than stock up on a collection of signs from the hardware store with dissimilar fonts and colors, aim to stay consistent whenever possible. It boosts customer confidence and looks professional.