A staple part of business for many sign-makers, what are the latest options available in the wayfinding signage market and how can these new solutions help companies succeed and grow?
Rob Fletcher
June 10, 2024
Available from STS, the KOPA Sign System Solution is easy to assemble and install
Despite the influx of digital technologies in the modern world, traditional signage continues to hold its ground, serving its purpose in many ways across the planet. This is particularly applicable to wayfinding signage, which, despite being one of the oldest forms of signage, still plays a hugely important role in day-to-day life.
Be it directing guests around a theme park or museum, or simply guiding visitors to the right department inside office blocks or hospitals, it is pretty safe to say that wayfinding signage will always have its place in the world. However, that is not to say this type of sign cannot evolve with the times, with new technologies and products, especially within the digital sector, allowing sign-makers in this market to add new dimensions and effects to traditional wayfinding signs.
Here, SignLink speaks with several specialists from across the wayfinding signage segment to learn more about the state of the current market, where the sector is heading, and how sign-makers can use new solutions to ensure both their own business and customers stand out from the crowd.
Impactful Signage
One company very much in the know when it comes to wayfinding signage is Sign Trade Supplies (STS), a supplier of aluminium profile systems for the sign and graphics industry. Head of marketing Garrick Dartnell says sign-makers looking to deliver impactful wayfinding schemes could consider working with wayfinding consultants.
These specialists, Dartnell continues, help clients achieve an aesthetically pleasing yet highly functional wayfinding solution that often adds a “wow” factor. On this note, STS works from design specifications provided by the sign-maker and utilises its in-house fabrication services to help bring the designs to life.
“We find that where a customer is also working with a specialist consultant, their designs, materials, and requirements often have a better focus and meet the end user’s needs better,” Dartnell says, adding: “We support the sign trade with a huge range of great products and have an excellent record of ensuring we fulfil orders with the right products at the right time and in the right place.”
Taking a closer look at STS and its services, the company offers a CNC conversion service of Perspex acrylic, ACM, and aluminium materials and provides support through pre-fabrication and component assemblies. Once a scheme has been signed off, it works with sign-makers to supply cutting and prefab services along with the standard components and fixings that can be delivered directly to the installation site.
One of the latest offerings from STS is the KOPA Totem kit. Dartnell says these standard-size totems are easy to assemble and install and ready to order directly online, with the kit designed to provide an ‘out-of-the-box’ solution that can be customised by sign-makers, offering them flexibility and convenience. “The KOPA sign systems feature elegantly minimalist sign blanks,” Dartnell says, adding: “The unique aluminium profile allows for hidden fixings, even on the double side swing signs. This design element not only enhances the aesthetic appeal of the signs but also ensures a clean and professional look, making them a standout choice for sign-makers.”
Another solution from STS is its solid oak finger posts, which, crafted from oak, are designed to offer a “clear and classy look”, according to Dartnell. He explains that they work just as well in a countryside retreat as they do in a busy urban setting or campus.
In addition, through its use of powder-coated aluminium products, STS can offer posts that look like oak and many other materials. Dartnell says its new Wood Grain Aluminium and Special Texture Coatings provide the look and feel of a huge range of finishes without the need for vinyl overlay to create texture, while the coating also provides durability and UV resistance.
Embrace Digital
Elsewhere in this market is Signbox, which has been providing sign solutions in the UK for more than 35 years. Head of marketing Sarah Gray says the company is seeing significant growth in the digital signage market, with many customers realising the benefits digital wayfinding and signage offer in terms of quick and easy updates and a high impact, eye-catching format to display information and wayfinding.
“Signbox has expanded its core business offering into digital signage and has seen a huge uplift in digital enquiries over the last six months,” Gray says, continuing: “We have an expert team of digital experts who are on hand to provide advice and support in supply and installation of a large range of digital screens, LED screens, and video walls.”
One recent project with a digital signage element took place at Sandown Racecourse and involved manufacturing, supplying, and installing two large-format LED screens to replace static signage at the racecourse entrance. The screens were housed in a purpose-built steel framework that featured 3D branding. Each screen was ultra-high brightness making it viewable even in direct sunlight.
Away from digital and other trends noted by Signbox include an increased emphasis on accessibility and inclusivity, such as braille signage and gender inclusive pictograms and iconography. Then there is also the issue of sustainability, which Gray says is high on customers’ and end users’ agendas. Signbox has seen a sharp increase in the demand not only for sustainable and ethical materials but also more interest in the business' ESG policies and procedures.
“With sustainability high on everyone’s agendas, producing quality, long-lasting signage is paramount,” Gray explains, adding: “Planned obsolescence has plagued manufacturing, and end users have become savvy to the true cost of paying less for a product.
“Signbox is proud to have recently become a member of ‘Made In Britain’ and at the heart of this ensure our production practices and materiality are based on ensuring the longevity of a product, built to last in whatever environment it is required. Quality needs to come from every aspect – from customer service and responsiveness right through to manufacture and installation.”
This focus on sustainability is reflected in Signbox’s print setup, with this including two new HP Latex 800W printers. In addition, it recently took on a swissQprint Nyala 4 flatbed printer, which Gray says has not just significantly expanded printing capacity and quality, but also brought about impressive environmental and energy-saving advantages.
This setup allows Signbox to take on all manner of work. One recent project involved the creation of wayfinding signage for Cadent in Coventry. Signbox was tasked with creating internal and external wayfinding, glass manifestation, and bespoke wallpaper installations for its new 90,000sq ft headquarters. Features included a 2m-long, bespoke LED-illuminated sign box set within a biophilic living moss wall, hundreds of metres of digitally printed manifestation graphics, illuminated meeting room signage, and icon wayfinding signs.
In terms of how else Signbox is supporting customers, the company has a dedicated signage e-shop. Here, visitors can browse off-the-shelf signage solutions with quick turnaround times and bulk discounts on signage supplies such as fire exit signs and safety signs, iconography wayfinding signs, door signs, monolith, and totem signs.
Steady Growth
Another specialist in this market is Aura Brand Solutions, which counts wayfinding among its wide range of services. Danny Wright, an architectural project manager at the company, says the wayfinding market is experiencing steady growth as organisations recognise the importance of providing more visible directional signage for all customers, visitors, and employees. He also agrees with Gray at Signbox that there is more of a market for digital signage to help navigate through a customer’s premises.
Offering advice to those looking to get ahead in the market, Wright says there are several steps sign-makers should take, beginning with ensuring the signs are built to last.
“People want their products to last as long as possible to avoid needing to constantly replace and this is no different for signage, it needs to be in durable materials that can handle years of weather and wear,” Wright says, adding: “The consumer wants their signage to look in top condition at all times, so good signage needs to be easily cleaned and maintained so it’s not easily damaged, which would ultimately poorly reflect the brand it’s representing.
“Signage should also be easy to read, with material needing to be factored into readability in all conditions and distances. After all, being seen and read is the main goal of good signage.
“Furthermore, signs should be flexible; good signage can match what the consumer wants, and the materials used need to allow for signage in different shapes, sizes, and colours so the end product reflects the brand or site it’s built for. Tying in with this is ensuring signage is installed correctly to avoid health and safety concerns.
Finally, it is important to address the issue of sustainability. In recent years, more businesses are putting sustainability at the top of their priorities so built signage needs to reflect these values and not add to the problem. This can be done by sourcing sustainable materials during manufacturing, or like our RE:SIGN service, avoid manufacturing new signs when possible and instead refurbish the existing ones.”
Expanding on this, Wright maps out how Aura Brand Solutions can support clients with all services related to wayfinding signage, from design through to installation. The company can also offer site surveys to help identify key areas where signage should be placed to aid visitors and promote your brand.
“We can offer all aspects of wayfinding signage; this could be post-mounted, wall-mounted, digital signage, or vinyl graphic options,” he adds.
Among some of the recent work at Aura Brand Solutions was for brewery Muntons at its Stowmarket site. Here, the company created wayfinding, site maps, built up signs, and totems using solar power. From speaking with three specialists active in the wayfinding signage market, it is clear that not only demand for this type of application is high and ongoing, but there is plenty of scope for companies in the sector to continue to push the boundaries and offer something new to their customers.
Integrating digital technology is a sure-fire way of capturing the attention of passers-by, not to mention allowing customers to update and change signage as they see fit. However, there is also plenty that can be done when producing more traditional wayfinding signage, with all manner of solutions and products available to companies seeking to stand out in today’s modern market.
From selecting a durable vinyl that will stand the test of time to investing in a printer suitable for creating vibrant graphics, there are several elements to producing
wraps. Here, we look at some of the techniques and materials required in this area
A seemingly ever-evolving market, SignLink takes a look at some of the latest developments in LED signage and how new technological advancements will support those working in this sector
Trains, planes, and automobiles; vehicle wraps come in all shapes and sizes.
Here, we celebrate the talent of those working in this sector, picking out
some stand-out projects in recent times
Watch our Sign7 video of the week
Sign7 gives you the latest video coverage of companies, people, and events from within the signage, graphics, and wide-format print industries.