Architectural Signage Survey Results

What We Learned From Our Survey

Earlier this year, we conducted a survey of architectural sign companies as part of an ongoing effort to compile information about the workings of our industry. Our survey focused on the process by which architects design and specify sign programs. Before we share the results, I think it would be helpful to layout some background information.

Everyone in the industry is familiar with sign programs that are designed by EGD firms and architectural signage specialists. While you may quibble with the design of a given program, these sign programs are normally well documented, and they almost always are the result of a serious design effort. We put these projects into Bucket 1.

Those of us who work for architectural sign companies are also familiar with a very different kind of sign program: one which is specified by an architect and incorporated into the general construction documents of a building project, but one which lacks the basic information that is necessary for pricing and fabrication. Sign drawings, message schedules, and location plans are all missing, and the only available information is typically found in a vague and confusing section 10-14-00 specification. This kind of sign program is not the result of a serious design process, and we put jobs of this type into Bucket 2.

The primary purpose of our survey was to try and figure out how often architectural sign companies encounter projects that belong in Bucket 2, and to understand how they handle them.

Here is a quick summary of the survey results:

• There were a total of 140 respondents.
• There were 109 respondents who do mostly architectural work, interact with architects, prepare bids, and receive deficient specs.
• Of these, 55% receive deficient specs more than 50% of the time. 12% reported that they received deficient specs on almost every project that they bid.
• 86% reported that for the poor specs, that the sign company was responsible for untangling the signage requirements and extracting the necessary information for fabrication and installation.
• The biggest negative consequence of the poor signage specifications is that comparing bids was made very difficult.

The survey questions and results can be seen in detail here.

Why Is This Important?

We found an overwhelming number (96%) of architectural sign companies have had experience with sign specifications that are vague, contradictory, or incomplete. We have also discovered this is not an isolated or unusual event: 57% of the survey respondents say that they encounter this type of documentation on more than 50% of the projects they try to bid.

More Thoughts about Signs and Design-Build

We have spent considerable time over the last several months investigating how architectural sign programs are designed and implemented, and it has become increasingly clear that the Design-Build model has a significant role to play in this process. That part of the big picture is in pretty sharp focus, but it’s so easy to get caught up in the nitty-gritty details, you can lose track of exactly why this is a good thing for architectural sign companies. Here are the 3 most important reasons we think you ought to be excited about Design-Build, and why it should be in the mix as you plan for the future.

Conversion rates. I'm not talking about dollars to euros here. I am talking about the number of proposals that are converted into real revenue generating projects. For our small firm in the Boston area, we have converted more than 70% of the Design-Build proposals we submitted over the last 2 years into actual jobs. This compares with a success rate of less than 20% on traditional "Design-Bid-Build" projects that we have pursued. It is true that writing a successful proposal is time-consuming, but the return is nothing short of remarkable. I will go out on a limb here and predict that this model will be adopted by more and more architectural signage companies, and I would not be at all surprised to see EGD firms sticking their toes into the water as well.

Design-Build Article

Last month, Travis delivered a seminar about the design-build process at the ISA International Sign Expo. His article based on that seminar appears in the current issue of "Sign Media Canada".

» Click here to read the article.

Identia Online & Project Information Management

Project Information Management (PIM) is critical for the successful delivery of architectural sign projects, and there is a lot of project information to manage: sign message schedules, sign location plans, sign type specifications, construction documents, conceptual drawings, client communications, etc.

The biggest problems with architectural sign projects generally tend to be with product quality and information management. While much attention is paid by sign companies towards addressing the product quality issues, too often PIM is not given the attention it merits. Part of the reason for this is that until now any solution to the PIM problem has been unavailable or too costly. Identia Online is the first purpose-built cost-effective PIM tool for architectural sign projects.

In order to grow your company effectively, correct and efficient PIM will be more important than ever. You cannot afford to have projects slowed or derailed by the inability to manage the important details of each sign. A robust, easy to use, and globally accessible information platform will be necessary in order to accomplish your business growth goals.

Blogs, News, and Other Links: February 2010

Children's Hospital in Poland

Portfolio of signage, wayfinding, and graphics for a Polish children's hospital [Kasia Kaczmarek]

Healthcare Wayfinding

Thoughts on healthcare wayfinding [GNU Group]

The Value of Glocalization

Thinking locally and nationally when in comes to wayfinding and signage [Corbin Design]

Setting Sights on the Arrow

Article about that most basic but important symbol: the arrow [AIGA]

Changing Landscape of EGD Education

EGD education at universities [Arrows & Icons]

Cisco Simplifies Digital Signage

Cisco offers their Digital Media Creative Services [CNN Money]

Signage at new Red Sox training facility

A look at the signs at the Red Sox new spring training facility in Florida [signweb.com]

Lousy Signage in Well-Designed Buildings

Our company in the Boston area, like architectural signage firms everywhere, routinely receives bid requests from general contractors for the "signage" subcontract portion of construction projects. Unfortunately, we usually encounter documentation that is so seriously flawed we are unable to prepare an accurate bid.

Here are just a few of the problems we have seen:

1. The signage documentation package normally includes a written spec, but almost never includes drawings, a sign message schedule, or sign location plans.
2. The sign contractor is required to submit construction shop drawings for signage, but is given little information about critical variables such as overall size, typestyle, or graphic layout. In other words, design responsibility for the signage elements is assigned to the signage contractor.

Environmental Graphics and Design Excellence

The coveted Harleston Parker Medal was established in 1921, and is awarded annually to recognize "such architects as shall have, in the opinion of the Boston Society of Architects. . . completed the erection for any private citizen, association, corporation, or public authority, the most beautiful piece of architecture, building, monument or structure within the limits of the City of Boston or of the Metropolitan Parks District".

A nine member jury empanelled by the BSA has recently issued its report and recommended that the Harleston Parker for 2009 be awarded to the Parker Community Boathouse designed by Anmahian Winton Architects. The entire report of the BSA jury may be seen here.

In the words of the report: "The boathouse stood out amongst the nominations this year in its ability to embody many of the different notions of beauty that had been advanced. The building is a striking presence on the water. Its rich wood panels and articulated facade draw attention to the structure, yet it remains elegant and simple."

Our firm made a small contribution to the boathouse by implementing an architectural signage program for the project. The program consisted of several sets of stainless steel lettering, some donor recognition signs, and a small number of Identia Sign System plaque signs to identify functional spaces within the building.

The design of the signage was handled in a collaborative manner by the architect, the owner, and our office. We believe the design character of the signage is instructive: it is restrained, well detailed, and simple. It is also consistent with a design orientation that endorses the idea that signage is a functional background product that should be subordinated to architectural priorities, and which ought to complement architectural features, rather than compete with them.

This point of view does not imply that signage should be overlooked. It only suggests that signage should take its appropriate place within the entire building system and perform its task effectively, and without excessive fanfare.