Channel Letter Signs for Retail Brands

Regardless of the enterprise, channel letters can be customized to match the desired communications and marketing strategy of the business.

Businesses use Channel Letter Signs as an extension of their brand

Illuminated channel letters signs are usually composed of three-dimensional text that’s 3-6 inches deep and which can be customized in a variety of fonts, colours, and sizes. They are often used as a building’s primary outdoor signage.

Because of their depth, channel letters stand-out and are a favorite go-to exterior communication medium for retail stores, restaurants, and cafes. Not only can they be perfectly tailored to reflect the brand, but they also call attention to the business in the marketplace.

Great Clips Inc. started in Minneapolis in 1982 with a then-radical concept of a walk-in haircare salon with weekend and evening hours, offering customers a select list of services, and providing benefits for stylists. As stylists and businessmen, the owners could see that the industry was changing; customers were looking for a salon service that could fit their busy lifestyles. Exterior signage was an important part of their business strategy.

In 1993, Great Clips opened their first hair salon in Canada and their clever signage and branding is key to their expansion and success.

Benefits of Using Channel Letter Signs for Exterior Signage

There are many reasons why Sign Source Solution recommended that retailers and restaurants utilize channel letter signs outside their establishments.

Channel letter signs are very visible and effective.

The main advantage of front-lit channel letter signs is day and night visibility. The lights are found in the front of the letters, as well as other sections of the sign, like a logo. This lighting keeps the sign bright throughout the day so the message can be visible at any time, regardless of how bright the sun shines, and they’re incredibly visible at night.

Channel letter signs are infinitely customizable.

The primary goal of a sign is to grab people’s attention. After getting noticed, it becomes possible to transmit a short message. To do this effectively, the sign should be readable and visually attractive.

Channel letter signs can be mounted many ways.

Channel letters have highly versatile mounting options, so you can always find a solution that works for your organization. Flush mounting positions the letters tightly to the sign or underlying surfaces. For raceway mounting, the letters are mounted to a metal, rectangular structure that may contain wires or other components for the sign. If you're installing the channel letters directly to a building, a raceway mount allows you to put fewer holes into the building itself. Your sign consultant can help you find the best mounting option for your situation.

Channel letter signs can employ LED lighting for energy efficiency

Channel letters utilize LED bulbs which are energy efficient and help keep energy costs low. They are also surprisingly bright and sometimes LED signs and too bright and annoy motorists and nearby residents. LED channel letters are designed to withstand harsh outdoor conditions and do not require routine maintenance.

Channel letter signs offer increased potential for social media mentions

The most recognizable brands seem to show up everywhere, in sportscasts and in user submitted media on social media sites. Logos and names in channel letter signs are infinitely transferrable in digital media.

Great Clips brand logo is created with a two-piece sign. The front is white and lit at night while the back is black and when the two combine it creates a sharp contrast that is proven to amplify brand recognition and identification

Great Clips Signage has White Channel Letters on a Black Backer Board

Great Clips utilizes a contrast with white letters on a black background. Channel letters are usually made from aluminum or stainless steel and have translucent vinyl faces so light permeates their surface and projects the colour that’s on their faces. Illuminated letters can be used to complement other types of outdoor business signs, like a company logo, or stand alone as a storefront’s primary signage. They can also be used inside, though they are more commonly used on the exterior of buildings to attract customers.

The size of a channel letter sign is often limited by the commercial venue’s rules. A shopping mall might not allow oversized placards or signs that are too small. The primary factors beyond what’s allowed by the landlord or municipality are the distances from the sign to the most travelled path, whether that’s a roadway or sidewalk, and the speed at which potential consumers may be travelling past the sign.

Sometimes the sign is directly over the front of the shop and in other instances the sign is on the side of the mall to inform consumers that the shop and haircutting service exists inside.

The sign weighs about sixty-five pounds and because it’s mounted on the side of a building, structural engineers are required to study and approve the mounts and fasteners and review how the system is to be deployed.