A type of translucent thermoplastic. Very rigid, and
long lasting, but not highly break resistant.
Advertising Media:
The means by which an advertising message is carried
to potential customers; including Internet, magazine,
newspaper, radio, signs and television.
Aesthetics:
A term dealing with form, design, and/or quality of
construction of a particular sign, building, site or
structure, that presents a judgmental statement
concerning the level of beauty or artistic value.
Amortization:
In accounting terms, this refers to the method in
which an intangible asset is depreciated over a
specified period of time. In terms relevant to
signs and urban planning, it conveys the "grace
period" beginning on the date a sign owner is notified
that removal of a previously conforming sign has been
ordered, and ending on the date removal is required.
This process makes a structure, which was legally
erected with all permits, legally non-conforming for
period of time. After an amortization period, the sign
becomes illegal and non-conforming. Amortization has
often been found to be a form of regulatory taking.
The legality of amortization depends on state law and
numerous other conditions, and is frequently
unenforceable.
Animated Sign:
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.
Annual Average Daily Traffic (Annual ADT):
Measurement representing the total number of vehicles
passing a given location each day. These counts can
usually be obtained from your State Highway
Department.
Awning Sign:
A building mounted sign that provides additional
functionality as shelter.
Back-lighted Letter:
An illuminated reverse channel letter (open or
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.
Back Sprayed:
To paint on the inside of a piece of clear plastic.
Ballast:
An electrical device required to operate fluorescent
lamps.
Banner:
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.
Bench Sign:
A sign located on the seat or back of a bench or seat
placed on or adjacent to a public right-of-way. A type
of street furniture.
Brand Equity (Branding):
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 signs 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.
Building Code:
State and/or local regulations governing public
health, welfare and safety of construction and
maintenance.
Building Fascia:
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.
Building Mounted Sign:
A sign that is applied or attached to a building.
Cabinet Sign:
A sign structure consisting of the frame and face(s),
not including the internal components, embellishments
or support structure.
Canopy:
See marquee.
Canopy Sign:
A building-mounted sign functioning as a marquee.
Also a sign mounted on a marquee or canopy.
Changeable Copy Panel:
A section of a sign that functions like a changeable
copy sign.
Changeable Copy Sign:
A variable message sign composed of individual letters
panel-mounted in or on a track system.
Channel-can Signs:
Fabricated or formed three-dimensional box sign,
matching a channel letter in size, that may
accommodate a light source. Digital graphics or
vinyl lettering decorate the face.
Channel Letter:
Fabricated or formed three-dimensional letter that may
accommodate a light source.
Coated Tubing:
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.
Cold Cathode:
Neon which uses an electrode with a large metal mass
to emit electrons. Neon tubing is large. Also a
generic term employed to specify custom interior
lighting produced through the use of larger diameter
cold cathode tubing.
Colored Tubing:
Transparent glass tubing manufactured with color
pigments, typically color examples include ruby red,
canary yellow, green, and midnight blue.
Conforming Sign:
A sign that is legally installed in accordance with
federal, state, and local laws and ordinances.
Conspicuity:
The characteristics of the sign that enable an
observer to differentiate the sign from its
surrounding environment.
Content Neutral:
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.
Contrast:
The difference or degree of difference between things
having similar or comparable natures, such as light
and dark areas, colors, or typefaces.
Copy:
The words or message displayed on a sign.
Copy Area:
Areas that enclose the actual copy on a sign.
Corrugated Background:
A background that raises and lowers on regular
intervals. Normally used with changeable copy track,
the lowered area allows rain to wash dirt away from
the tracks.
Cost Approach (Valuation):
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.
Cost per Thousand (CPM):
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.)
Coverage:
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.
Customer Acquisition Costs:
Basic value calculation used to measure the cost
versus return from the presence of signs; the cost
of acquiring a customer.
Custom Sign:
A sign designed, manufactured and installed to meet
the requirements of a specific location.
Daily Effective Circulation (DEC):
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.
Deck Cabinet:
Similar in detail and use as a raceway except larger
in cross section to provide a background area.
Dimensional Letter:
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.
Direct Bury:
A pole that is buried in concrete below grade and
extends up to the bottom of a sign. A pole setting on
anchor bolts would not be direct buried.
Directional Sign:
Signs designed to provide direction to pedestrian and
vehicular traffic.
Directory Sign:
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.
Double-Faced Sign:
A sign with two parallel opposing (back-to-back)
faces.
Double-embossed:
One layer, such as a plaque is embossed on top of the
mold, then a second layer, such as letters, are
embossed on top of the first layer.
Double-masking:
Some colors can not be painted over other colors, If
you spayed yellow letters over a blue background you
would get a green background. So the face is masked
twice. The first color is sprayed and then masked
again before the second color is spayed.
Draw:
Pan Depth; usually 1 1/2" deep
Electric Sign:
Any sign containing or using electrical wiring.
Electric Sign Authority (ESA):
The Electric Sign
Authority (ESA) supervises the design, marketing appeal,
appearance, and longevity of signs.
Electronic Message Center:
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.
To raise above. Embossed letters are raised above the
background.
Exterior Illuminated Sign:
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.
Extrusion:
A process in which material is heated to a molten form
and pushed thru a die to make a shape
Fair Market Approach:
One of three appraisal approaches. The highest price
at which a property could be sold given a reasonable
exposure period in the market. The price is arrived at
by a willing seller and willing buyer, neither being
under duress to act.
Fascia Sign:
A building mounted sign.
Flange:
The outer flat area of a pan face that slides into the
retainer.
Flashing 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.
Flat Cutout Letter:
A dimensional letter cut from sheet or plate stock.
Flat-face:
The outer flat area of a pan face that slides into the
retainer.
Fluorescent Lamp or Tube:
Electric-discharge lighting utilizing glass tubing
manufactured to standard lengths.
Font:
A set of letters, numerals, and shapes, which conform
to a specific set of design criteria.
Formed:
To take shape. See vacuum formed.
Freestanding Sign:
A sign that is not attached to a building.
Frequency:
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.
Front Lighted Letter:
An illuminated channel letter with translucent face.
Full Service Sign Companies:
Sign companies that complete the entire signs
project, including surveying, designing, engineering,
permitting, manufacturing, installing, and maintaining
signs.
Ground Sign:
A freestanding sign with no visible support structure.
Gussets:
A Reinforcing plate used in a sign. A plate welded to
a pole may have gussets welded to both to insure that
the plate can't break away from the pole.
H Channel Letter:
A dimensional letter with baffles at the center of the
cross-sectional shape for support of neon tubing and
mounting of transformers.
Hanging-bar:
A piece of plastic or metal attached to the flange of
a sign face in order to keep it from coming out of the
retainer. Normally used on the top center. Most
extruded aluminum cabinets are designed to allow a
hanger bar on the face.
High-Rise Sign:
A tall freestanding sign.
Impulse Buying:
An unplanned or shifted purchase.
Incandescent Bulb:
A lamp that produces light through the application of
electrical energy to a wire filament, which glows as
it is heated.
Interior Signs:
Signs that are located inside a building or other
facility.
Internally Illuminated Sign:
A sign that is illuminated by a light source that is
contained inside the sign.
ISA:
International Sign Association.
Just Compensation:
The full monetary value to be paid for property taken
by the government in accordance with the Fifth
Amendment of the U.S. Constitution. Just compensation
is generally determined by obtaining an appraisal.
Legibility:
The characteristics of letters, numbers, graphics, or
symbols that make it possible to differentiate one
from the other. See Conspicuity.
Lexan:
General Electrics brand name for their Polycarbonate
plastic. UV protected.
Listed Sign:
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.
Logo:
A design that represents goods, identity or service.
Lux:
A measurement of the amount of light transmitted to a one-square-meter of
surface.
A low level free standing sign. Normally all evidence
of poles are covered or hidden.
Off-Premise Sign:
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.
On-Premise Sign:
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.
Opaque:
To not allow any light to transmit thru. The opposite
of translucent.
Open Channel Letter:
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.
Painted Wall Sign:
See building mounted sign.
Pan Channel Letter:
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.
Pan Face:
A plastic sign face molded into a three dimensional
shape. Also called molded face, molded and embossed
face, molded and debossed face.
Parapet Sign:
A sign mounted on top of the parapet of a building.
(See building mounted sign.)
Permanent 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.
Photo-cell:
A switch that turns on when dark and off in daylight.
Plexiglas:
Rohm & Haas brand name for their acrylic plastic
sheet.
Point-of-Purchase Sign:
signs that advertises a product at its point of
sale, or "point of purchase" location.
Pole or Pylon Cover:
An enclosure for concealing and/or for decorating
poles or other structural supports of a ground sign.
Polycarbonate:
The most break resistant and high impact type of
plastic, but susceptible to yellowing and dulling with
age. Not as rigid as acrylics.
POP (Point of Purchase):
signs that advertises a product at it's point of
purchase.
Portable Sign:
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.
Post and Panel Sign:
An unlighted sign fabricated by using one or more
visible posts to support the sign body.
Projecting Sign:
A building mounted sign with the faces of the sign
perpendicular to the building fascia.
Push-Through:
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.
Pylon Sign:
A freestanding sign with visible support structure or
with the support structure enclosed with a pole cover.
Raceway:
An electrical enclosure that may also serve as a
mounting structure for the sign.
Readability (Also conspicuity.):
The quality that enables the observer to correctly
perceive the message. In transportation engineering,
this word is being replaced by conspicuity.
Recall:
In signs, this refers to the ability of a viewer to
remember the message even when they are not viewing
it.
Recognition:
Refers to the ability of a viewer to identify the
message.
Regulatory Sign:
A sign having the primary purpose of conveying
information concerning rules, ordinances or laws.
Retainer:
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.
Return:
The sides of a channel letter.
Reveal:
An indented detail on a sign.
Reverse Channel Letter:
A fabricated dimensional letter with opaque face and
side walls.
Roof Sign:
A building mounted sign erected on the roof of a
building.
Section Modulus:
The shear strength for steel poles and I-Beams can be
measured in section modulus. Wind loads for signs can
be mathematically calculated to show the section
modulus needed.
Sidewalk/Sandwich Sign:
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.
Sign:
Any visual display with words or symbols designed to
convey information or attract attention.
Sign Band:
A horizontal area above a multi-tenants' building's
entrances, architecturally designed to accommodate
signs.
Sign Face:
The area of a sign on which copy is intended to be
placed.
signs:
A system of signs.
Signature Building:
Architectural design of a building or structure that
reinforces signs.
Signcentric Design:
Building architectural design which makes the signs
the prominent visual feature.
Single-Face Sign:
A sign with only one face plane.
Skin:
The outer surface of an angle iron steel sign frame,
normally a aluminum sheet, formed to fit
Stationary Sign:
A sign with a power-cord for attachment to a source of
electrical power that is not readily moveable or
portable.
Street Furniture:
Advertising displays, many which provide a public
amenity, positioned at close proximity to pedestrians
for eye-level viewing or at a curbside to reach
vehicular traffic. An example is a bench sign.
Target Audience:
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.
Temporary Sign:
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.
Time and Temperature Display:
A variable message sign which displays current time
and temperature in a stationary or alternating manner.
Some also display simple messages.
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.
Trade Area:
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.
Trademark:
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.
Traffic Count:
The recording of the vehicles and pedestrians passing
a given point, usually in a day.
Transformer:
Electrical equipment that converts input voltage and
current to a different output voltage and current.
Translucent:
To allow light to transmit thru.
UL:
An abbreviation for Underwriters Laboratories, Inc., a
Nationally Recognized Testing Laboratory.
UL 48:
Underwriters Laboratories approximately 100 page book
of sign standards that U.L. listed signs must meet.
UL Listed:
Underwriters Laboratory, A private Listing company
that inspects Electrical Devices and their
construction. Many cities require signs to be listed
(inspected and approved by UL.).
Under-Canopy Sign:
A sign designed to be mounted underneath a canopy.
USSC:
United States Sign Council.
UV:
Ultraviolet light from the sun. It affects acrylic
cast-in colors and causes yellowing of polycarbonate
plastics.
UV Inhibitors:
A material added to GE Lexan (above), and applied in
Solargard and Optigard to reduce the effects of
Ultraviolet rays from the sun
Vacuum-formed:
Plastic is heated until pliable and then placed over a
die, vacuum is applied. When cooled the plastic holds
the shape of the die.
Variable Message Sign:
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.
Variance:
Special administrative procedure by which one may
obtain an exception to zoning rules such as height,
setback and type of use.
Visibility:
The quality of a letter, number, graphic, or symbol,
which enables the observer to distinguish it from its
surrounds or background.
Wall Sign:
A building mounted sign. (See also Fascia sign.)
Way finding:
Enabling a person to find his or her way to a given
destination thru the use of effective signs.
Window Sign:
A sign that is displayed in a window.
Wind-load:
A term for describing the design strength of a sign.
Standard wind load is 30 PSF (pounds pr square foot)
in Northeast Texas, which can withstand winds up to
100 MPH. Florida signs are designed for 140 MPH winds.
