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I Love My Logo

After 30 years in the sign industry it still amazes me that when starting a business some people do not
realize that their cool new logo is not as recognizable as the McDonald’s logo. I have had customers with
a very long name and a really cool logo, but it says nothing about what they do! I have found in the past
that the most successful signage I have made is sometimes the simplest. The only other option is if you
aren’t willing to create a million-dollar marketing budget to create awareness of your new brand then
this is a moot point, but most small business owners do not have that resource or the knowledge.
Let me give you a fictional example that might relate to what I am talking about here. 2 new barber
shops open, both have great names for their barber shops, one being HEADQUARTERS and the other
being THE CHOP SHOP, both being cool names but let’s look at the logos and see what works for signs.

Both logos are great, but one being just text and has nothing that says “I AM A BARBER AND CUT HAIR”
while the other is simple yet strong, having flame scissors and gets the point across. Now for their new
location signs what makes sense here? Yes, HeadQuarters looks good but would need more to get the
point across being a new business, while Chop Shop is plain yet strong but still really doesn’t say barber
shop. Both logos could have it added below and solve this issue. I guess my point is most people need to
realize no matter how cool a logo, maybe signs like below do a better job than a fancy logo signs
because in the end, as a sign person we want our customers to succeed even though it is fun to make
awesome looking signs, if the sign doesn’t help business, then we failed!

Domino’s in December

Oh the weather outside is frightful……but the signs are so delightful! IdentiCom Signs has been diligently working hard on putting up all of Domino’s new signs – here are two new installs for the month of December.Install locations: Utah & Maryland



Most Recent Domino’s Installs.

We have been working busy for Domino’s from Brooklyn to Florida the Domino Effect is happening! Spring Hill Florida - Domino's Install
Spring Hill, Florida
Domino’s – Fort Wayne, IN
Domino’s – Miami, FL
Domino’s – Brooklyn NYC
Domino’s – Clearwater, FL

Rule of thumb – Signage.

Rule of Thumb – All things point to a good sign.

Okay, so you are about to open up shop and you couldn’t be more excited. A sign, you need a sign!

Maybe you have put a lot of thought into it already and maybe, not so much.

I can’t repeatedly tell you how important your sign is for your business…(Oh, wait- Yes, I can. ) 😉


Here are some “Rule of Thumb” tips for you!

Rule No. #1



It’s important to keep on a fresh pair of eyes and an open mind when you are designing your sign.

Think about how your sign will look and feel to different ages, races and ethnic backgrounds. What do you want to convey with your sign? How does your sign stand out and what does it translate without reading the type? Try to embrace the idea that you want to attract everyone, even if your business is focused on a certain genre. The people who may not fit into your target audience could have a sister, mother or brother who is! So welcome them all. 🙂

Rule No. #2

Don’t be so negative and float away!


Don’t be so negative. No, seriously! Don’t be so negative! When it comes to signs, mainly cabinet signs it is important to know that there is a “rule of thumb” to only have 40% negative space with 60% copy space (type space) – You do not want your logo to be floating in a box…because whoa whoa whoa!!! Watch your business float away!!

Rule No.# 3

Keep things in perspective.


So, ask yourself these questions:

  1. How big is my building?
  2. Who is my audience? (walk-in traffic, drive-by…etc.)
  3. What do I want to say?
  4. How big should my sign be?

Number four is the BIG one to ask yourself. After you find out the criteria from the town/city of what your permit rights are, think about how big you want to be. From certain angles and distances – How are you going to look? The above photo provides you some insight on how things look to the human naked eye from certain distances.

Rule No. #4

Think outside the box but color inside the lines.

colors of signs

The image above gives you the run down on how your sign looks on different color choices and different choices of font colors. Remember this, when you are designing your sign you do not want to have your sign lost because of color.

Once upon a time, I took on a freelance design gig for a Jewelry company with a very stubborn older man who was infatuated with using Christmas colors of green and red – for his logo design. I love Saint Nick and all, but come on! Give the ol’ Nick a break and take it easy on your company logo. Green and red not only remind most of us of the holiday season, but it also is not so friendly on the eyes.

So there are my rules of thumb for the week! Happy Signing! 🙂

IdentiCom Sign Solutions gives Nothing Bundt Cakes another make over!

We love that we are able to renew the face of the buildings owned by businesses that we truly enjoy working with. Nothing Bundt Cakes, it is such a pleasure to work with you! We hope this new location in Orlando, FL  will feed many happy mouths with your delicious bundt cakes! Check out this beautiful before and after shot of NBC 🙂

Best of wishes, IDSS.

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