Pizza Today - March 2016 - 32

years," Thompson says. "Restaurants
are using their personality as a cue to
how to sign, and we've seen a really
creative use of space. Logos wrapping around a 90-degree corner on
a building, stacking words vertically
instead of horizontally, even embedding logos into the sidewalk out front
for passersby."
If you're a hot modern new pizza
spot, look to do something unexpected. "A rustic, hand burned sign
out front conveys something different
than a brightly lit neon or sophisticated pin-mounted, halo lit lettering,"
she says.
For a more traditional family
pizzeria, lean more heavily on the
traditional Italian flag's color palette,
or use a serif font to telegraph who
you are, Thompson says.
Restaurants also look at what
worked decades ago and are reapplying it today, Thompson says.
The Mandells' front sign is a good
example, harkening to one of the
original Greenville Avenue Bar &
Grill designs.
Your sign choices also actually send
messages to customers, Thomson says.
Sidewalk signs with hand-written,
timely specials show a commitment to
a push to keep the offering fresh and
current. Chalkboard signs with limited time offerings help to drive repeat
traffic and communicate urgency.
"They are a great way to communicate
with your guests about where ingredients are sourced or what a new Yelp or
social media review says," she says.
Next, think about placement.

Consider visibility from all directions. Walk or drive the approach to
your location before choosing the
ideal spot.
"I'm always really amazed when
the name of a restaurant is not
closely positioned near (typically
above) the location of the entrance.
If your sign ends up in a spot that's
not intuitive to where you enter,
make sure you add some additional signage near or on the doors,"
Thompson says.
What if you're in a strip mall, with
tight restrictions on sign placement from your landlord? There are

definitely smart ways to stand out,
Thompson says. Start by looking at
signage for adjacent stores and do
something different with colors or
unique shapes to attract more attention.
"Where restrictions don't allow
flexibility within these upper signs,
think about supplementing your
signage - like adding a custom
neon in the window or using large
vinyl letters or design on your glass
storefront to attract attention," she
says.
A little less tangible are your
concept and legibility. Your eye

is attracted to visual inconsistencies.
That's why brightly lit signs work so
well at night, Thompson says.
"Make sure that you consider the
backdrop to which the sign will be
placed when selecting color and
materials, and make sure that it is
very well lit as the sun goes down,"
she says.
A sign can be eye-catching but not
be a quick, easy read. It's important
when looking at the use of a restaurant's logo alone, versus the addition
of descriptors, like "hand-tossed
pizza." Keep it simple and iconic to
your brand so it's easy for someone
who is driving by at 40 mph to recognize instantly.
Consider using your logo mark or
icon as the primary signage piece,
with your name a little smaller.
"It's not just names that grab
people's attention, but their mark as
well," Thompson says. "If you have a
unique icon, logo mark or character
that is strongly associated with your
brand, take advantage of it! Visual
identifiers are a lot quicker to read
than a name - and that may be the
difference between someone coming
to your shop or missing the turn in
and moving on to another restaurant." n
HEIDI LYNN RUSSELL specializes in
writing about the issues that affect
small business owners. She is a regular
contributor to Pizza Today and lives
in Lexington, Kentucky.
Pizza Today - March 2016

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