Three Tips for Successful Tenant Signage

Signage can be impactful in an office environment from shaping a visitor’s first impression to reinforcing the company image, culture and interior environment. Signage instantly communicates the brand of a company and should reflect the logo and image accordingly. However, in many cases, signage is an afterthought and, as a result, does not reflect the company appropriately. In approaching a move to new space, tenants should consider three main points during the planning stages as they begin to develop ideas for signage. Determine a line-item budget. This can be an estimated number but it should be included as relocation budgets often run over, and signage is too much of a critical component to not make it a priority. For example, a budget of $0.25-0.75 per square foot will allow for an adequate allowance. The range reflects the level of importance and uniqueness allowed for the signage. This budget can increase $0.25-0.50 per square foot when you also include exterior signage. Confirm opportunities for exterior signage before the lease is signed. Many factors impact the exterior signage, including local zoning, landlord requirements and budgets. It’s critical to understand the conditions early in the process as they will impact what is approved. The best way to avoid problems is to clarify the allowance up front and have it incorporated into the lease. Your sign company or architect can provide guidance as well as a schematic drawing of the sign to be allowed. Signage should be more than just a set of letters on the reception wall. As square footage rises, conference rooms need to be identified and company personnel need to be located. In some instances, the tenant will want to also include the utility signs to provide for consistency with the look of the interior space. Recently, there has been a trend toward large-scale graphics in common areas. As the price for these graphics has come down, companies are using them to liven up particular spaces as well as to promote products and the company vision. Additionally, companies are displaying time lines that depict the history of the company and the evolution of its products. Signage is an important part of the built environment. Although very small in terms of budget dollars, its impact on visitors and employees can be immense and timeless. n Bill McConaghy is president of Advanced Signing LLC, a Medway, Mass.-based designer and supplier of interior and exterior sign systems, focused on corporate, educational, healthcare and residential clients. Visit http://www.advancedsigning. com for more information.