A shopfront sign has a practical job: help the right people recognise your business and find the entrance. A clear brief helps a signage supplier recommend an appropriate format instead of quoting an attractive design that does not suit the building.
Keep the first brief simple: who needs to see the sign, what they need to understand and where it will be installed. Those decisions guide the design, size and materials.
Choose the main message
Decide what someone should understand at a glance. For an established brand, that may be the name and entrance. For a new business, a short description of the service may also be useful.
Write the essential wording separately from information that can live on the window, website or an internal display. Trying to give every detail equal attention can make the most important information harder to find.
Show the viewing situation
Send a photograph taken straight in front of the shop and another from the approach customers normally use. Include the proposed position and approximate dimensions, noting that these still need to be checked.
- Will people approach on foot or see the frontage from passing vehicles?
- Is the sign shaded, behind glass or exposed to strong sunlight?
- Will it need to be readable after dark?
- Are there neighbouring signs, trees or building features to consider?
- Where is the entrance in relation to the sign?
Gather usable artwork
Send the original logo file if you have it, together with your brand colours and any brand guide. A small screenshot from a phone may be useful as a reference, but it may not be suitable for production.
Ask the supplier to confirm which files they need and whether artwork preparation is included. Check names, phone numbers, spelling and layout carefully on the proof before approving manufacture.
Check the site and approvals early
Confirm landlord or centre-management requirements before committing to a design. Outdoor signage may also be subject to municipal approval, depending on the sign and location. The City of Cape Town provides guidance on regulated signs, application routes and exemptions.
Agree who will establish the requirements and who will handle any application. Do not assume an existing sign means a larger replacement, a different position or an illuminated version is automatically permitted. For properties outside Cape Town, check with the relevant municipality.
Compare the full signage package
Ask whether the quote covers artwork, manufacture, installation, access equipment and removal of the old sign. If lighting is proposed, clarify the electrical work and who coordinates it. Discuss cleaning, maintenance and access to replace components later.
Send ASG Africa your signage brief with your suburb, photographs and preferred timing. Explore our signage and branding services if you also need window graphics, vehicle branding or related materials.
Local reference: City of Cape Town outdoor advertising guidance. Check current requirements for your specific proposal.
