ICSC-Loudoun County Signage Ordinance Update

In response to a request to the International Council of Shopping Centers from the Loudoun County
Planning Commission, Sherman Patrick of Compton and Duling and Jimmie Jones of Art Display provided the attached presentation to the Commission at their work session on July 14, 2010.

The Commission asked for focus on four topics:

• ICSC member perspective on signage
• Smaller retail centers perspective
• Branding and developing logos for retailers
• New sign technology

The primary message was that visibility is the number one issue for all retailers, large and small. Signs can also improve or establish consumer awareness of businesses that are less visible due to landscaping, topography and position on the property.

Effective signage is especially important to businesses that are not "destination retail". Studies show that signs are the most significant and cost effective form of advertising that any retailer can undertake. To maintain the viability of a business, signs need to clearly communicate the product (or service), the location, and the access route to the property. Signs act as a prompt to visit the business and as such the information communicated must be memorable so that when a product is needed, the customer can either quickly identify the business location, and/or recalls the location. Studies have shown that 20% to 40% of purchases are the result of a consumer "stopping off" on their way to another destination, after being reminded or prompted by effective outdoor advertising. The business need for effective outdoor advertising must be balanced against community expectations for design quality. Creative solutions that meet the needs of the successful business and the community are possible with the proper insight.

If you have any questions, please call Sherman at (703) 565-5134

Download PDF (Adobe Acrobat) of presentation