Glossary of Sign Terms

A sign depicting action, motion, light or color changes through electrical or mechanical means. Although technologically similar to flashing signs, the animated sign emphasizes graphics and artistic display. See and Example in our Gallery

Measurement representing the total number of vehicles passing a given location each day. These counts can usually be obtained from your State Highway Department.

A building mounted sign that provides additional functionality as shelter. Often, sign logos and sign lettering are applied with “paint stencil” in the sign application. Sign of this nature, in the Houston City Limits, require engineering for guaranteed structural integrity.

An illuminated reverse channel letter (translucent back) so light from the letter is directed against the surface behind the letter producing a halo lighting effect around the letter. Also referred to as Silhouette lighted or halo lighted channel letters.

An electrical device required to operate fluorescent lamps.

A sign composed of lightweight material. Promotional banners include those used to announce open houses and grand openings, make special announcements, or communicate events. Ornamental banners use images or colors of a decorative nature. Often, graphics are applied using UV Coated Ink or cut/applied vinyl.

The intangible, but real, value of words, graphics or symbols that are associated with the products or services offered by a business. Developing branding of a site includes the presentation of signage and architecture to create a unique awareness and memory by the potential customer of the products or services offered at that site. Brand equity for a particular business is similar to the goodwill of an enterprise.

State and/or local regulations governing public health, welfare and safety of construction and maintenance. Sign codes vary greatly based on ETJ and geographical location.

That portion of any elevation of a building extending vertically from the grade to the top parapet wall or eaves, and horizontally across the entire width of the building elevation, including slanted wall surfaces sometimes referred to as a mansard. Fascia Signage is the most common sign type.

A sign that is applied or attached to a building. In this application, it imperative that all holes/penetrations are sealed well to prevent water damage.

A sign structure consisting of the frame and face(s), not including the internal components, embellishments or support structure. Cabinet signs can be mounted to a pole, braced onto a concrete/stone pad or foundation, or braced onto a building.

1) A building-mounted sign functioning as a marquee. 2) A sign mounted on a marquee or canopy.

A section of a sign that functions like a changeable copy sign. This requires a rigid track for letters to slide in and out of easily. Many signs in houston have this functionality.

A variable message sign composed of individual letters panel-mounted in or on a track system.

Fabricated or formed three-dimensional letter that may accommodate a light source. LED channel letters are becoming increasing popular, as they use low voltage and save on energy costs.

Clear glass tubing, coated on the interior surface with phosphorus powder. Coated tubing produces a variety of different light colors, dependent upon the specific mixture of phosphorus powders utilized.

1.) Electric discharge lighting, which uses an electrode with a large metal mass to emit electrons. Neon tubing is a cold cathode type. 2.) Generic term employed to specify custom interior lighting produced through the use of larger diameter cold cathode tubing.

Transparent glass tubing manufactured with color pigments, typically color examples include ruby red, canary yellow, green, and midnight blue.

A sign that is legally installed in accordance with federal, state, and local laws and ordinances. Houston Sign ordinances and the permit process is facilitated in-house by 4D Signworx, with a full-time permit manager on duty at all times.

The characteristics of the sign that enable an observer to differentiate the sign from its surrounding environment.

TIME, PLACE and MANNER REGULATIONS: Consistently applicable non-discriminatory sign regulations that specify, without reference to the content of the message, when, how and where a sign can be displayed, with physical standards, such as but not limited to height, size and location, that allow the sign to be readable.

The difference or degree of difference between things having similar or comparable natures, such as light and dark areas, colors, or typefaces.

The words or message displayed on a sign.

Areas that enclose the actual copy on a sign.

An approach to estimating the value of real property whereby the appraiser determines the production cost of the property, minus any accrued depreciation. This approach does not merely include the hard costs of construction, but includes all soft costs such as interest, permits, and fees. In sign appraisal this concept includes the cost of replacing the message delivered to viewers.

Refers to the cost for an advertiser to send a message to 1000 receivers. The measure is calculated by dividing the amount of money spent for a given advertisement by the number of people exposed to it. (Based on this measure, signs are usually considered to be the least expensive form of advertising.)

A marketing term that refers to the percentage of the total market population reached by an advertising message displayed in a given medium; measured at least once a month.

Basic value calculation used to measure the cost versus return from the presence of signage; the cost of acquiring a customer.

A sign designed, manufactured and installed to meet the requirements of a specific location. Most signs are custom due to variations in fascia sizes, city/municipal codes, and availability of power (or power source variations).

The average number of daily potential exposures to a display or group of signs determined by counting only those vehicles traveling toward the face of the sign, and then multiplying that number by the average number of people per car during the hours the sign is visible. Pedestrian and mass transit circulations are not included. This is the basic measure in establishing cost per thousand exposures on signs. The basic traffic numbers can usually be obtained from your State Department of Transportation.

Similar in detail and use as a raceway except larger in cross section to provide a background area.

A specification description of a letter, logo or symbol, either cut out, cast, molded or fabricated in material such as metal or plastic to create a raised condition.

Signs designed to provide direction to pedestrian and vehicular traffic.

A sign that identifies the names and locations of tenants in a multi-tenant building or in a development made up of a group of buildings.

A sign with two parallel opposing (back-to-back) faces.

Any sign containing or using electrical wiring. See and Example in our Gallery

A variable message sign that utilizes computer-generated messages or some other electronic means of changing copy. These signs include displays using incandescent lamps, LEDs, LCDs or a flipper matrix.

A sign that is illuminated by a light source that is directed towards, and shines on the face of a sign. Also called direct illumination.

The surface area on a sign where advertising copy is displayed.

A building mounted sign.

A sign with an intermittent or flashing light source. Generally, the sign’s message is constantly repeated, and the sign is most often used as a primary attention-getting device. Government highway departments frequently use flashing signs to improve highway safety.

A dimensional letter cut from sheet or plate stock.

Electric-discharge lighting utilizing glass tubing manufactured to standard lengths.

A set of letters, numerals, and shapes, which conform to a specific set of design criteria.

A sign that is not attached to a building.

The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Typically measured over a four-week period.

An illuminated channel letter with translucent face.

Sign companies that complete the entire signage project, including surveying, designing, engineering, permitting, manufacturing, installing, and maintaining signs.

A freestanding sign with no visible support structure, other than a concrete pad or foundation.

A dimensional letter with baffles at the center of the cross-sectional shape for support of neon tubing and mounting of transformers.

A tall freestanding sign.

A lamp that produces light through the application of electrical energy to a wire filament, which glows as it is heated.

Signs that are located inside a building or other facility. ADA signs, Corporate Logos, tenant plaques, and directional signs are good examples of this sign type.

A sign that is illuminated by a light source that is contained inside the sign. This sign type lights throug a translucent face, which are often acrylic, flex face material or Lexan.

International Sign Association.

The characteristics of letters, numbers, graphics, or symbols that make it possible to differentiate one from the other. See Conspicuity.

A sign labeled to indicate that the manufacturer of the sign is identified in a list published by a National Recognized Testing Laboratory as producing signs in conformance with the applicable American National Standard.

A design that represents goods, identity or service.

A wide variety of typical on-premise sign types located within the interior of a multi-tenant building or mall.

This manual establishes minimum standards of placement that a sign must achieve to accomplish readability and conspicuity. The manual covers a range of traffic control devices; specifically signs, which it breaks into three categories-guide signs, warning signs, and directional signs. It is based on the principle that signage deficiencies cause traffic accidents.

A permanent canopy often of metal and glass projecting over an entrance.

1) a sign mounted on a permanent canopy, 2) a traditional industry term for the variable message section of a canopy sign, 3) an integral sign and permanent canopy.

A variable message sign that allows a retailer to list products and prices. For example, the bill of fare for a fast food restaurant.

The area within the sign panel describing the limits of the message.

An electronically or mechanically variable message sign enabling changes to be made from locations other than at the sign. (See also variable message sign.)

A ground sign with low overall height. (See freestanding sign.) See and Example in our Gallery

National Electric Code

A sign manufactured utilizing neon tubing, which is visible to the viewer.

Electric discharge, cold cathode tubing manufactured into shapes that form letters, parts of letters, skeleton tubing, outline lighting, and other decorative elements or art forms, in various colors and diameters and filled with inert gases.

National Electric Sign Association, the previous name of the International Sign Association (ISA).

Any sign that is not appurtenant to the use of the property, a product sold, or the sale or lease of the property on which it is displayed, and that does not identify the place of business as purveyor of the merchandise, services, etc., advertised upon the sign. Also known as Outdoor Advertising.

A communication device whose message and design relates to a business, an event, goods, profession or service being conducted, sold or offered on the same property as there the sign is erected.

A dimensional letter that has no face and, if illuminated with the light source visible. A clear face for physical protection of internal components may be used.

A paint stenciled graphic, text, logo or copy used to advertise or display one’s business, painted directly onto the building.

A dimensional letter that is constructed with side walls, back and a face making the letter a solid integral unit with the side walls and back having a pan-shaped cross section.

A plastic sign face molded into a three dimensional shape. Also called molded face, molded and embossed face, molded and debossed face.

A sign mounted on top of the parapet of a building. (See building mounted sign.)

A sign attached to a building, structure, or the ground in a manner that enables the sign to resist environmental loads, such as wind, and precludes ready removal or movement of the sign.

Signage that advertises a product at its point of sale, or “point of purchase” location.

An enclosure for concealing and/or for decorating poles or other structural supports of a ground sign.

A freestanding sign with visible support structure.

Signage that advertises a product at it’s point of purchase.

A sign not permanently attached to the ground or building, with a power-cord for connection to an electrical source, and readily removable using ordinary hand tools.

An unlighted sign fabricated by using one or more visible posts to support the sign body.

A building mounted sign with the faces of the sign perpendicular to the building fascia.

A letter or logo cut out of a backing material that is as thick or thicker than the sign face material, and mounted on the inside of the sign face so that the backing material’s thickness extends flush with or through and beyond the front plane of the sign face.

A freestanding sign with visible support structure or with the support structure enclosed with a pole cover.

An electrical enclosure that may also serve as a mounting structure for the sign.

(Also conspicuity.) The quality that enables the observer to correctly perceive the message. In transportation engineering, this word is being replaced by conspicuity.

In signage, this refers to the ability of a viewer to remember the message even when they are not viewing it.

Refers to the ability of a viewer to identify the message.

A sign having the primary purpose of conveying information concerning rules, ordinances or laws.

A framing member mounted around the perimeter of a sign face, and attached to the sign cabinet structure. It is designed to attach the face to the cabinet and/or intended to provide a decorating trim piece.

The sides of a channel letter

An indented detail on a sign.

A fabricated dimensional letter with opaque face and side walls. These can be lighted with Neon Tubing, LED or even high-output fluorescent bulbs, depending on size and location.

A building mounted sign erected on the roof of a building.

A moveable sign not secured or attached to the ground or surface upon which it is located, but supported by its own frame and most often forming the cross-sectional shape of an A.

Any visual display with words or symbols designed to convey information or attract attention.

A horizontal area above a multi-tenants’ building’s entrances, architecturally designed to accommodate signage in a signcentric manner.

The area of a sign on which copy is intended to be placed.

A system of signs.

Architectural design of a building or structure that reinforces signage.

Building architectural design which makes the signage the prominent visual feature.

A sign with only one face plane.

A sign with a power-cord for attachment to a source of electrical power that is not readily moveable or portable.

The profile of the most desired consumer prospects for a product or service, listed by characteristics such as demography, lifestyle, brand or media consumption, purchase behavior, etc. This is common to all media.

Any sign not intended for permanent installation, such as banners and signs at construction sites. They may be incidental or miscellaneous in nature, such as political and real estate signs.

A variable message sign which displays current time and temperature in a stationary or alternating manner. Some also display simple messages.

Spoiler content

Consistently applicable non-discriminatory sign regulations that specify, without reference to the content of the message, when, how and where a sign can be displayed, with physical standards, such as but not limited to height, size and location, that allow the sign to be readable.

Most retail businesses have a relatively fixed area that customers come from to do business at their store In general; the trade area is either the living or work locale for the customer. The selling zone of place-based retail business will be dynamic for two reasons; the customer is moving residences or jobs or the customer is passing through on a trip that intersects the trade area. The trade area for most small businesses is 3 to 5 miles.

Used by a business to distinguish itself and its products from the competition. A trademark may include a name, symbol, word or combination of those. Protected by the federal government and considered to have financial value. The circled “R” or “Reg. T.M.” printed with the mark indicates that it is a registered trademark. See United States Trademark Act 15 U.S.C. Section 1127 (1988).

The recording of the vehicles and pedestrians passing a given point, usually in a day.

Electrical equipment that converts input voltage and current to a different output voltage and current. In Houston, signs must contain GFI type transformers which act as a surge protector for the sign.

An abbreviation for Underwriters Laboratories, Inc., a Nationally Recognized Testing Laboratory.

A sign designed to be mounted underneath a canopy.

A sign that includes provisions for message changes. Also called changeable copy panel, changeable copy sign, time and temperature sign, electronic message center, menu board.

Special administrative procedure by which one may obtain an exception to zoning rules such as height, setback and type of use. (See the “Legal Considerations” section.)

The quality of a letter, number, graphic, or symbol, which enables the observer to distinguish it from its surrounds or background.

A building mounted sign. (See also Fascia sign.)

Enabling a person to find his or her way to a given destination thru the use of effective signage.

A sign that is displayed in a window.