Spelling it out

Of all the different types of signage produced by the many creative companies in our industry, arguably one of the most striking is sign lettering. Utilised by many major retailers, this form of signage allows brands to be almost instantly recognised by consumers—for example, think Asda, McDonald’s and even Toys R Us.

However, with an upturn in the economy set to drive the retail sector further forward, the demand for such lettering is only set to grow. This will in turn increase competition in what is already a heated market within our own sector.

Taking this into account, how have some of the more established companies in this sector come to be so successful and what sort of strategies have they implemented to secure a positive future?

Competitive market

Fabricut is one company involved in this sector of the industry, having grown in size since initially starting out as a smaller family business in 1989 under the name ‘About Signs’. The company has been supplying products to the sign trade under the name Fabricut for the past nine years.



Director Julie Hunter says that although the company is currently receiving a high level of demand from the market, the sector remains very competitive, given the number of companies expanding into this area of the industry.


Hunter comments: “Demand is high and it’s an extremely competitive market with more and more companies offering similar products and services.

“We offer a wide variety of lettering products—flat cut lettering in almost any material including plastics, metals, and composites. This is offered together with built-up lettering in a variety of finishes and styles, such as rim and return, rimless, custom painted, and illuminated.”

Expanding more on this product offering, Hunter explains that although Fabricut deals solely with the sign trade, the About Signs section of the business deals with a much more varied customer base.

Hunter explains: “About Signs has a varied client base which includes anything from small independent traders to large multinationals—no order to small or too big. Examples of the type of companies we have done work for include the likes of Time, Royalton, Eco, Ward and Partners, Isle of Man, Barnet Council, Sega, Ted Baker, Net-Jets, and Gazprom.”



With such an impressive and en-viable customer base, many would be keen to find out the secret behind attracting such high profile customers. However, rather than talking through a long-winded strategy, Hunter simply puts this success down to good quality products and customer service.

She continues: “Without a doubt, product quality combined with good customer service are a winning formula. Our pricing is honest and we don’t try to compete with those that offer sub-standard alternatives.”

Never ending demand

Elsewhere, Hull-based Readwell Signs is also heavily involved in this area, having both manufactured and supplied flat cut and built up lettering to the trade sector for the past 28 years. Director Vaughn Logan says business from this part of the industry has been a major part of the company’s success over the years, with an almost endless supply of work.


Logan comments: “The demand for sign lettering in the UK is never ending, while changes with the trends of letter styles and materials that are constantly being introduced help keep the market vibrant.

“The product range Readwell Signs in terms of sign lettering is a very wide one. We offer everything from the cheaper end of the market, with products made from materials such as vinyl lettering and PVC foam, right up to the higher end with sought-after materials like aluminium composites, Perspex, and steel.”

Although the market is brimming with opportunities, taking advantage of the work on offer is no easy task, given the high level of competition companies face. Logan acknowledges the number of competitors in the trade sign lettering sector, but at the same time outlines Readwell Signs’ strategy that has helped the firm survive and flourish.



Logan explains: “When you say that you give a good service, the means that you actually care about your customers’ needs and you are able to build up a good, friendly relationship with them. By doing this, you help them feel that their particular needs are being met by the service you are offering.”

Expanding on this, Logan draws attention to a recent job that Readwell Signs took on in its native east Yorkshire over the Christmas period. The company installed new signage at a Smith and Nephew plant in Gilberdyke, following the acquisition of the site by American company Delstar Industrial Technologies.

Steadily increasing demand

Another company being kept busy by current demand in the market is ICE Signs and Engraving. The Leeds-based firm boasts an impressive application portfolio, with some of its work instantly recognisable to many UK consumers. Rebecca Bairstow, who heads up sales and marketing at the company, says demand has steadily increased over the last few years and ICE has been able to benefit from this.



Bairstow says: “Demand for premium quality, contemporary, bespoke signage products has steadily increased in the past few years. With continually improving LED technology and reduction in LED costs, more clients are looking to built up metal letters illuminated using high tech bright LED products for effective placement on the high street and in industry.

“An increase in the variety of finishes such as Gold Mirror, Champagne DP1, and textured surfaces have led to a demand for high value stainless steel built up letters. The versatility of built up metal letters means that durable and cost effective signage can be produced with a very wide variety of effects.”

ICE manufactures and installs a whole range of lettering to the sign trade, with its products being used by high street retail stores, architects, and designers, construction companies, and property manager. Bairstow goes on to state that the company’s knowledge of and expertise in the sector helps it stand out amongst competition.
She explains: “Our technical knowledge enables us to advise our clients as to the most appropriate and cost effective products for each individual project and gives us the flexibility to accommodate most enquiries no matter how unusual. This may encompass components such as the most effective type of LEDs to use, potential pitfalls of the sign substrate or advice on materials and design.

“We will always offer suitable advice when needed in order to achieve the results they expect. Our new built-up letter manufacturing machinery will mean that we can continue to supply the same high quality products that our regular customers have come to rely on expanding our production capability without any compromise in the overall finished quality of the end product. With that view, we have successfully recruited new staff as our business continues to grow.”

Glancing at some of the more recent work undertaken by ICE, Bairstow points to a number of projects such as the re-signing scheme for the Meads Shopping Centre in Farnborough and the provision of new brand signage for the Rigid Group factory and ware-housing facilities. Other examples include built-up metal framework housing neon digits for the Bowes Museum, illuminated built up metal robin shapes suspended over London’s Carnaby Street for its Christmas display, and the main arena signage at the Indigo2 Arena at O2 Arena in Greenwich.

Bairstow adds: “We continue to work with our longstanding trade customers with whom we have developed close working relationships over the years as well as brand roll out signage for re-branding agencies representing Age UK, ITV and Jack Wolfskin.”

Trade on up

Another key trade supplier of sign letters is Trade Signs, which recently won BSGA Sign Construction of the year 2014 for its work on a project with ITV to manufacture and install new iconic letters on its head office.



Speaking to the company’s director, Matt Driver, he explains the ethos that has seen the company achieve year-on-year growth: “Our mission is to create and produce the highest level of bespoke signage using the latest technologies and fusing them with traditional skills. Maintaining a robust process to ensure strong customer satisfaction and give our customers the flexibility to work to tight deadlines.

“We also realise the importance of a brand. Every sign we manufacture is built to be creative, eye-catching, meaningful, and an accurate representation. All of our signs are manufactured to the highest quality using only first class materials and all come with a twelve month manufacturer’s warranty.”



A key feather in its cap, Trade Signs is also ISO 9001 certified, a testament to its focus on quality control and its manufacturing efficiency. Listening to Driver describe the market conditions his company is operating in, he reveals that order levels are well up on this time last year. He also explains that a demand for higher-value products such as bespoke LED-illuminated steel letters are also healthy for the sector’s margins. 

Driver continues, explaining how the firm has developed its strategy that sees it currently have one of the largest UK market shares in this sector: “We also offer a complete turnkey service from initial design right through to site installation and servicing. If you are seeking a competitive edge through the visual impact of quality signage, then we are 100 percent certain we can provide a full package of solutions that will meet your business requirements.”

Considering the views of those at the coalface of this market and it seems that the trade sign lettering has seeing a renaissance in demand post-recession.

O Factoid: The famous McDonald’s ‘Golden Arches’ now adorn the front of over 36,000 outlets around the world. The fast food restaurant company serves around 69 million people in more than 100 countries each day.  O

Another very important factor to consider is that technology is helping to evolve the application flexibility and aesthetic qualities of the products and services in this sector. The result is that built-up, and more often than not illuminated, sign lettering is once again experiencing a bull market.

The key consideration for many medium-sized sign businesses however will be whether to throw their hat into the ring and bring fabrication in-house, or use the services of a trade supply partner. The advantages of the former is that you can make more margin theoretically on each job, but factor in training, equipment, and just how fast technology is moving, and you may find there is very little in it over the long-term.



Another key factor is what type of trade service you use, as quality, price, and creative ability vary widely. Indeed, if you want to build and sustain a stable customer base, then it is perhaps worth sacrificing some short-term margin for long-term market share.

With this in mind, Fabricut’s Julie Hunter makes a very good point in conclusion: “It’s common for clients to comment on their bad experiences with some trade services that seem to be totally price driven. Certainly, with regards to built-up lettering, it’s key that people are aware of the difference between the quality hand-finished product that we supply compared to inferior machined substitutes made by others that will not have the look or longevity that our lettering offers.”


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