Most sign problems are decided before anything is built, in the order things were done.
Most business signage mistakes happen before the sign is built. They are decisions about timing, approvals and scope that leave a business opening without a sign, paying twice, or living with a sign that does not work. Design mistakes such as small letters and poor contrast are covered in our guide to common sign design mistakes.
This guide covers the planning and buying mistakes we see most often, and how to avoid each one.
1. Signing the Lease Before Checking Sign Rights
The landlord’s sign criteria and the town’s ordinance decide how big the sign can be, where it can go and whether it can be lit. A business that signs first and asks later can find its sign limited to a small panel it cannot see from the road, and it can happen to Red Bank storefront signs downtown just as easily as to business signs in Wayne on the Route 23 corridor. Check both before committing, and get the sign rights written into the lease.
2. Ordering Too Late
Permanent signs need design, landlord approval, zoning approval, a construction permit and fabrication. Starting a few weeks before opening almost guarantees a banner on opening day. Start when the lease is signed. Our guide on how long a custom sign project takes shows the stages.
3. Treating Landlord Approval as the Permit
Landlord approval is a lease requirement, not a permit. Most wall and lit signs in New Jersey also need zoning approval and a construction permit, because only small, unlit, ground mounted signs are exempt. Installing without them risks fines and removal. Our guide on whether business signs need a permit in New Jersey explains both.
4. Skipping the Site Survey
A sign priced from a photo is a guess. A proper site survey finds the real wall size, the mounting surface, the power and the access, so the design fits and the price holds. Skipping it is how a quote turns into change orders.
5. Comparing Quotes on Price Alone
Two quotes for the same sign can include very different things. The lowest one often leaves out permits, electrical work, removal of the old sign or lift access. Compare scope line by line before comparing totals. Our guide on understanding business sign quotes shows how.
6. Forgetting the Power
An illuminated sign, such as storefront channel letters, needs a circuit at the sign location, and running one after the finishes are done means opening walls and ceilings. Ask the electrician to bring power to the sign location during the fit out.
7. Making One Sign Do Everything
Owners often try to put the name, services, phone number, website and a slogan on the main sign. Drivers read a few words at most. Let the main sign carry the name and category, and move details to window graphics, doors and a sidewalk sign.
8. Leaving Temporary Signs Up Too Long
A grand opening banner that stays up for a year fades, frays and tells customers the business never finished opening. Many towns also limit how long banners can stay up. Plan the end date when the banner goes up. Our guide on temporary vs permanent business signage covers the handover.
9. Ignoring Maintenance
A sign with dark letters or peeling vinyl undoes the investment. Decide who checks the sign, who repairs it and how quickly, and keep the warranty and installer details on file. Our guide on sign warranties and maintenance plans explains the options.
10. Letting Every Location Improvise
Businesses with several locations often end up with different logos, colors and sign types at each one. A simple written standard keeps them consistent and makes new locations faster to sign. See our guide on multi location signage best practices.
Common Questions About Business Signage Mistakes
What is the most common sign mistake for new businesses?
Starting too late. Permits and fabrication take weeks, so businesses that order close to opening often trade under a banner.
Do I need a permit if my landlord approved my sign?
In most cases, yes. Landlord approval is separate from the town’s zoning approval and the construction permit.
Why did my sign quote go up after the site visit?
Usually because the photo did not show the real wall size, mounting surface, power or access. A site survey before the final price avoids this.
How much information should a business sign include?
Less than most owners expect. The name and what you do, readable from the road. Move details to windows, doors and sidewalk signs.
How long can a grand opening banner stay up?
It depends on the town. Many limit banners to a set number of days, so plan the permanent sign to replace it quickly.
How do I keep signs consistent across locations?
Create a short written standard covering logo files, colors, materials, sizes and mounting, and use it for every new sign.
Avoid the Mistakes, Start With a Plan
Gogi Signs helps businesses across New Jersey and New York City plan signs in the right order, from checking sign rights and permits to fabrication, installation and service.
See our sign permit services page, then request a free quote and we will start with a site survey.
