Signage Brief

---
name: signage-brief
description: "Creates signage and environmental graphics briefs with location specs, materials, messaging, compliance requirements, and vendor specifications. Use when planning physical signage."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Signage Brief

## When to Use This Skill

Use this skill when you need to:
- Brief a designer or vendor on physical signage for a business location
- Plan wayfinding, storefront, or event signage
- Specify materials, dimensions, and installation requirements
- Ensure signage complies with local regulations and landlord requirements

**DO NOT** use this skill for digital signage software, advertising billboard campaigns, or website banner design. This is for physical signage and environmental graphics.

---

## Core Principle

SIGNAGE MUST BE READABLE FROM THE INTENDED DISTANCE IN 3 SECONDS OR LESS — SIZE THE TEXT FOR THE VIEWER, NOT THE DESIGNER'S SCREEN.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Sign type** | "What kind of sign? (storefront, wayfinding, event, vehicle, window)" | Storefront signage |
| **Location** | "Where will it be installed? Describe the space and viewing distance." | Must be provided |
| **Message** | "What text and imagery needs to appear?" | Business name + logo |
| **Brand guidelines** | "Do you have brand colors, fonts, and logo files?" | Must be provided |
| **Budget** | "What is your budget for fabrication and installation?" | Must be provided |
| **Regulations** | "Any HOA, landlord, or city sign ordinances to comply with?" | Unknown — will flag |
| **Timeline** | "When do you need it installed?" | 4-6 weeks |

**GATE: Confirm brief before proceeding.**

---

## Phase 2: Design

### Signage Specification Framework

1. **Dimensions** — width, height, depth based on location and viewing distance
2. **Materials** — substrate, face material, mounting hardware
3. **Illumination** — backlit, front-lit, halo-lit, or non-illuminated
4. **Typography sizing** — minimum letter height based on viewing distance
5. **Color specifications** — Pantone or CMYK for fabrication, consider day and night visibility
6. **Mounting method** — wall-mounted, hanging, freestanding, window-applied

### Viewing Distance Rules

| Viewing Distance | Minimum Letter Height |
|-----------------|----------------------|
| 10 feet | 1 inch |
| 25 feet | 2.5 inches |
| 50 feet | 5 inches |
| 100 feet | 10 inches |
| 200+ feet | 20+ inches |

**GATE: Present the signage concept and specifications before finalizing.**

---

## Phase 3: Build

### Deliverables

**1. Signage Design Brief**
- Complete specifications for every sign needed
- Messaging and layout for each sign face
- Material and finish recommendations
- Illumination requirements
- Installation method and location description

**2. Vendor Specification Sheet**
- Dimensions, materials, quantities
- File format requirements for artwork
- Proofing process (digital proof, physical sample)
- Installation requirements and site access notes

**3. Compliance Checklist**
- [ ] Local sign ordinance reviewed
- [ ] Landlord/property manager approval obtained
- [ ] Permit application submitted (if required)
- [ ] ADA compliance verified (if wayfinding)
- [ ] Electrical permit (if illuminated)

**4. Site Preparation Notes**
- Wall or surface condition requirements
- Electrical access for illuminated signs
- Installation timeline and access scheduling

---

## Phase 4: Polish

### Installation Verification

After installation, check:
- Readable from intended viewing distance
- Level and properly aligned
- Illumination working (if applicable)
- Brand colors accurate in real-world lighting
- No obstruction from trees, other signs, or structural elements

### Maintenance Plan

- Cleaning schedule (quarterly for outdoor, monthly for indoor)
- Bulb or LED replacement timeline
- Weather damage inspection (post-storm checks for outdoor signs)

---

## Example 1: Retail Storefront Sign

**Type:** Channel letters, front-lit LED, mounted on fascia. 24-inch letter height for 100-foot visibility. Aluminum construction, acrylic faces in brand colors.

## Example 2: Office Wayfinding Package

**Type:** Suite of interior signs — reception wall logo (dimensional acrylic), directional signs (brushed aluminum), room identifiers (ADA-compliant with braille). All non-illuminated.

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## Anti-Patterns

- **Designing before measuring** — a sign designed without knowing the wall dimensions or viewing distance will not fit or will not be readable.
- **Ignoring regulations** — a beautiful sign that violates city ordinances gets a removal notice. Check before designing.
- **Typography too small** — what looks great on a computer screen may be invisible at 50 feet. Size for the actual viewer.
- **Forgetting nighttime visibility** — if the business operates after dark, non-illuminated signage is invisible. Plan for all viewing conditions.
- **Skipping the proof** — color on screen looks different than fabricated. Always request a physical color proof.

---

## Recovery

- **Regulations are restrictive:** Work within constraints creatively — window graphics, A-frame signs, or projecting blade signs may be allowed where wall signs are not.
- **Budget too low for fabrication:** Consider vinyl decals, foam board, or printed banners as cost-effective alternatives for V1.
- **Landlord denies approval:** Explore alternatives: window graphics, interior-visible signs, or removable installations.
- **Sign looks different than expected:** If colors or sizing are off, address with the vendor before final payment. Reference the approved proof.