Your restaurant sign: why the design matters more than you think

Your sign is your first marketing

Before anyone looks your restaurant up on Google, before they see your Instagram, there is the sign. For businesses on foot-traffic blocks in New York, the sign is the first thing — and sometimes the only thing — that someone walking by ever sees.

The mistakes we see most often in Queens and Brooklyn restaurants

Lettering too small to read from the sidewalk. So much information that nothing lands. Colors without enough contrast. Not enough light at night. And the costliest one of all: not making it clear what kind of food you serve.

What your sign has to say in three seconds

Someone walking past has very little time to read your sign. In those few seconds three things need to be clear: the name of the business, what kind of food you serve, and whether you are open. Nothing more, nothing less.

New York rules you should know about

In New York City, business signs require a permit from the Department of Buildings. Size, lighting and the type of installation all have specific rules, and they vary by zone. Putting up a sign without a permit can lead to violations and fines.

Before you order a sign, it is worth confirming what applies at your specific address. We check that point before producing any sign.

What it costs and how long it lasts

A professional sign with good lighting usually runs between $1,500 and $5,000, depending on size, material and how it is installed. It is an investment that stays with the business for years and works every day, around the clock, with no added cost for each person who walks past it.