Sign Industry Terms

Item: Majestic Sign Studio
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3D (Three-Dimensional) Engraving: A routing procedure where the tool bit can be moved independently along the up-and-down z-axis while still traveling an x/y-axis tool path. 3D engraving can create a hand-chiseled look while removing material from a substrate.
Abatement: Related to signage, it is the removal or correction of a sign that violates local community codes or standards.
Abrasion resistance: The ability of a given surface to resist scratching or scuffing due to contact or friction with another material. It is one measure of durability.
Access door: A hinged or removable panel that when opened provides access to the interior of a sign allowing for the inspection and servicing of its internal components. (Also called access panel.)
Access Panel: A hinged or removable panel that when opened provides access to the interior of a sign allowing for the inspection and servicing of its internal components. (Also called access door.)
Acetate: A thin clear plastic material that is both flexible and strong. Available in both glossy and matte finishes, it is receptive to ink, and is popular as a substrate for point-of-purchase advertising signs.
Achromatic: Literally means without color. Black, white and grays are achromatic.
Acid Etching: A method of marking or decorating a surface. In acid etching, an acid resistant stencil of the artwork or text is applied to the chosen surface. A corrosive compound such as hydrofluoric acid is then applied the remaining exposed areas. After a specified length of time during which the acid mixture is allowed to eat away at the exposed material, the entire surface is washed and the stencil removed, leaving behind an etched impression of the artwork. (See also etching and sandblasting.)
Acrylic: Generic term for a type of durable plastic commonly used in sign making. Noted for its excellent clarity, acrylic can also be manufactured in a wide range of transparent and opaque colors. Its ability to be easily machined, shaped and painted explains acrylic’s popularity. Plexiglas® and Acrylite® are well-known commercial brands of the material.
Acrylic Paint: Any water-based paint having its pigments or dyes bound in an acrylic resin emulsion. Once dry, acrylic paint forms a tough, flexible film that is resistant to water. These types of paints are often used for silkscreening and screen printing, and for hand painted signs.
ADA (Americans with Disabilities Act): Legislation enacted by the U.S. federal government in 1991 with the goal of removing barriers that limit a disabled individual’s ability to engage in normal daily activity in the physical, public environment. Title III of the ADA deals with related signage and wayfinding issues.
ADAA (Americans with Disabilities Accessibility Guidelines): A set of U.S. standards enacted in 1990 with the goal of ensuring equal access to public places and facilities for all persons. For signage and wayfinding, the ADAA defines proper letter forms and letter heights for best legibility, proper Braille and tactile lettering forms and also appropriate signage materials and finishes.
Additive Colors: Red, green and blue are the three additive colors of light. All other colors of light are created by combinations of these three. If the three additive colors come together in equal proportions, the resulting light is white. (Also called additive primaries. See also primary colors.)
Additive Primaries: Red, green and blue are the three additive colors of light. All other colors of light are created by combinations of these three. If the three additive colors come together in equal proportions, the resulting light is white. (Also called additive colors. See also primary colors.)
Adhesion: The force that holds the surface of one material to another. The strength of adhesion is affected by the type and condition of the surfaces in question and the adhesive used. Generally the surfaces need to be clean and porous enough to allow for a certain amount of penetration by the adhesive.
Adhesive: A material or substance able to bind and hold two surfaces together. Examples include glue, epoxy and tape.
Adhesive Anchors: Used in places where expansion anchors are at risk of being pulled out, adhesive anchors are bonded to the substrate by being set into an oversized drilled hole containing a strong epoxy adhesive. (See also anchor.)
Adobe Acrobat®: Popular software package used for viewing and printing Portable Document Format (PDF) files. The advantage of a PDF file is that it allows anyone to view and print a document as it was originally intended without having to install the program or fonts used to create the file. Adobe Acrobat is a product of Adobe Systems®, Inc.

Advance Notice Sign: A sign indicating the approach of a specific destination such as a highway, street intersection, or building entrance. Different from a directional sign in that it announces a single destination. (Also called an approach sign.)
Aesthetics: The general perception of a sign’s artistic merit or beauty, both on its own and in relation to its surroundings. The design, construction, materials, and colors of a sign all factor into its aesthetic appeal.
Age In: The initial time a new neon light must be on before it is able to achieve full brightness thereafter. The amount of time this takes can vary widely. (Also called burn-in. See also initial lumens.)
Airbrush: A handheld painting device that uses compressed air to generate a fine spray of paint. The pressurized air passes through the airbrush nozzle, creating a vacuum that siphons paint from an attached container. Airbrushes come in a variety of sizes for different applications and can be fitted with a variety of nozzles for different effects and levels of detail.
Aluminum: A lightweight metal material used in sign panels, poles, and frames. It is strong and durable in relation to its weight and resistant to rust and corrosion.
Ambient Light: The sum of all non-directional light in a given area emitted by all sources at a given time. A high level of ambient light can have an impact on a sign’s readability and can be a consideration in a sign’s design. Outdoor sunlight creates a high level of ambient light.
American National Standards Institute (ANSI): A private, nonprofit organization in the U.S. that works to develop manufacturing and quality standards across multiple industries. The organization also collaborates with committees from other nations to develop standards that facilitate international trade and telecommunications.
Americans with Disabilities Act (ADA): Legislation enacted by the U.S. federal government in 1991 with the goal of removing barriers that limit a disabled individual’s ability to engage in normal daily activity in the physical, public environment. Title III of the ADA addresses signage and wayfinding requirements.
Amortization: When a previously conforming sign is later deemed non-conforming, the sign owner is notified and given a grace period during which the sign may continue to be used. At the end of the grace period, the sign must be removed. This process is known as amortization. The legality and enforceability of amortization depend on state and local laws and other possible conditions.
Anchor: Any device used to connect and secure one object to another. For example, anchors are used to secure awnings and fascia signs to facades. (See also expansion anchor and J-bolt.)
Animated Sign: A sign that creates the illusion of movement through the sequential switching on and off of graphically arranged fluorescent lamps, cathode tubes, LEDs, or incandescent lights. (See also chase [2].)
Anneal: A manufacturing process used to relieve stress in glass by heating it to a specific temperature and then slowly cooling it in a controlled manner.
Annual ADT (Annual Average Daily Traffic): The average number of vehicles passing a given location each day over the course of a year. This statistic is typically available from your state or local roads department.
Annual Average Daily Traffic (Annual ADT): The average number of vehicles passing a given location each day over the course of a year. This statistic can usually be obtained from your state or local roads department.
Anodized Finish: A thin aluminum oxide coating applied electrochemically to the surface of a metal object. The coating hardens, protects, and enhances the appearance of the object. An anodized finish can be created in a variety of colors.
ANSI (American National Standards Institute): A private, nonprofit organization in the U.S. that works to develop manufacturing and quality standards across multiple industries. The organization also collaborates with international committees to create standards that support global trade and telecommunications.
Appliqué: A graphic element made separately and then affixed to a cloth or fabric covering, such as an awning.
Approach: The distance at which a sign becomes readable to a viewer, to the point where it is no longer readable as the viewer passes by.
Approach Sign: A sign indicating the approach of a specific destination, such as a highway, street intersection, or building entrance. Different from a directional sign in that it announces a single destination. (Also called an advance notice sign.)
Architectural Signage: A term used to describe signage in a built environment that provides wayfinding or other site-specific information. (See also environmental graphics.)
Argon: An inert gas used in fluorescent lamps and neon tubes. On its own, argon produces a pale lavender light. When combined with mercury, it can generate blue or ultraviolet light.
Artwork: Any and all logos, graphics, and images used in creating a sign. (See also electronic artwork and copy.)
Ascender: In typography, the portion of lowercase letters such as “b,” “d,” “f,” “h,” “k,” and “l” that extends above the height of the lowercase “x.” (See also descender and cap height.)
Aspect Ratio: The width-to-height ratio of an image. For example, a high-definition television image has an aspect ratio of 1.78:1 (commonly referenced as 16:9), meaning that for every 1.78 inches of width, the image is 1 inch in height.
Awning Cord: A small-diameter cotton braid cord designed for stretch resistance and commonly used for tying down awning covers.
Awning Sign: A projecting sign made of nonrigid material, such as heavy canvas, supported by a framework attached to a building’s substrate. The awning extends outward to provide shade and weather protection for customers and pedestrians. The sign typically features lettering or graphics painted or screen-printed on the exterior surface. It may or may not be illuminated. (See also backlit awning and canopy.)
Back-to-Back Sign: A sign with two faces mounted in opposite directions. Pole signs commonly feature back-to-back faces. (Also called a double-faced sign.)
Background Panel: A sign panel to which text or graphical elements are attached.
Back Lighted Letter: An illuminated reverse channel letter where light is directed against and reflected off the surface behind the letter, creating a glowing effect around the letter. (Also referred to as halo lighting.)
Back Lit Awning: An awning sign illuminated from underneath using fluorescent or other high-output lighting. The light shines through the fabric, making the text or graphics visible at night and also illuminating the area beneath. (Also called illuminated awning. See also awning and canopy.)
Backlit Sign: A sign in which the sign face is illuminated from behind. (Also called illuminated sign. See also internally illuminated sign and exterior illuminated sign.)
Ballast: A component in fluorescent light fixtures that provides the necessary starting voltage for the lamp. It may also heat the lamp electrodes and regulate power once the lamp is operating.
Ballpoint Braille: Small plastic or metal beads embedded into the face of a sign to form informational Braille text, as required by the ADA. (Also known as Braille bullets or Braille beads.)
Banding: The appearance of solid bands or distinct color patterns within what should be a smooth, seamless color gradient. Banding can result from low-resolution artwork, poor-quality scans, or improper printer calibration.
Banner: A sign made of non-rigid material such as canvas or vinyl, typically without an enclosing or supporting framework. Banners are often intended for temporary use, screen printed or painted, and usually hung from poles or mounted to building facades. (See also flag and pennant.)
Base Plate: A flat, thick metal plate—usually steel—shaped square or rectangular, welded to the bottom of a sign support structure and anchored with bolts to a concrete foundation or substructure.
Bench Sign: A sign mounted on or integrated into a bench, commonly found in public areas such as bus stops. (See also street furniture.)
Bevel:
- A slant or angled surface.
- A cut made along the edge of a material at an angle other than 90°.
- Two surfaces that join at a non-right angle are considered beveled.
Bid Package: A set of documents provided by a prospective client outlining project requirements and conditions for bidding contractors. These documents include design intent, materials, installation criteria, and standardized bid forms and instructions. (Also called front end documents.)
Billboard: A large-format outdoor advertising sign, typically 15 square feet or larger, placed in high-traffic areas such as highways or main roads. Advertisers rent billboards to display their messages for a defined period.
Blackout: A specially formulated coating used on electric signs to block unwanted light emissions, such as between neon letters. It adheres well to glass and resists weather, heat, and electrical discharge. (Also called blockout.)
Blade Sign: A projecting sign mounted so that its face is perpendicular to the direction of traffic flow.
Blank: An uninstalled sign panel with no graphics or lettering applied. (Also called an insert.)
Bleed:
- In screen printing, the area of a printed image that extends beyond the sign’s intended borders and is later trimmed.
- Can also refer to the halation effect that occurs when sharply contrasting colors meet on an illuminated sign.
Blind Fasteners: Mounting hardware used to attach signs to surfaces while remaining hidden from view. (Also called concealed fasteners.)
Blistering: The formation of bumps or bubbles on a surface covered by paint or materials such as vinyl, caused by loss of adhesion between the coating/material and the underlying surface.
Block Color: An area of solid color with no gradation or variation in tone.
Blockout: A specially formulated paint or coating used on electric signs to block light emission in specific areas, such as between letters in a neon sign. It adheres well to glass and resists weather, heat, and electrical discharge. (Also called blackout.)
Bombarding: The process of heating the glass of a neon tube to a high temperature to release trapped gases and impurities before filling it with the final gas.
Bonderizing: A surface treatment in which a metal is coated with zinc phosphate to improve paint or enamel adhesion.
Border: A line or band of color or material used to define the outer edges of a sign or its internal elements.
Box Sign: A self-contained sign, typically square or rectangular, which may be single- or double-faced and may include internal lighting. (See also light box.)
Braille: A tactile writing system of raised dots representing letters, numbers, and punctuation, used by the visually impaired. The ADA requires Braille on certain types of signage.
Braille Beads: Small plastic or metal beads inserted into a sign face to form Braille text in compliance with ADA standards. (Also known as Braille bullets or ballpoint Braille.)
Braille Bullets: Another term for Braille beads—small raised beads used to create ADA-compliant Braille text on signage. (Also known as ballpoint Braille or Braille beads.)
Brand Equity: The value customers associate with a branded product or service. It reflects the sum of a customer’s perception, emotion, and knowledge about the brand. It can be measured by comparing expected future revenue of the branded product to that of a non-branded equivalent. (See also branding.)
Branding: The process of developing a distinct and positive identity for a product or service. Visual elements like logos and signage play a crucial role in branding alongside advertising and marketing efforts. (See also brand equity.)
Breakaway Foundation: A sign foundation designed to allow the structure to break away upon impact with a vehicle, minimizing injury risk. Required in many jurisdictions for roadside signs. (Also called a frangible sign mount.)
Breaking Strength: The maximum force a material can endure before breaking. (Also called tensile strength.)
Brightness:
- The perceived amount of light a surface emits or reflects; also referred to as luminance.
- The amount of white present in a color; the higher the white content, the brighter the color appears. Brightness is one of the three attributes of color, along with hue and saturation.
Bronze: A durable alloy primarily composed of copper and tin, sometimes with small amounts of zinc or nickel. Used to cast plaques or fabricate dimensional letters. Bronze finishes may include brushed, polished, or lacquered.
Brushed Finish: A textured, non-reflective metal finish created by rubbing the surface with an abrasive material or applying a mild corrosive agent.
Buff: To polish a metal surface using a mildly abrasive compound. (See also burnish.)
Building Code: Regulations issued by local or state governments that set safety and quality standards for construction, modification, and repair of structures. (See also content-neutral time, place, and manner regulations.)
Building-Mounted Sign: Any sign that is affixed to or applied directly onto a building.
Built-Up Letter: A lettering technique where the letter outline is created first, then filled in to complete the character.
Bulletin Colors: A type of fast-drying, fade-resistant enamel paint traditionally used by sign painters for hand-lettered signs.
Burn-In: The initial period a neon light must remain illuminated to reach its optimal brightness. Duration varies by system. (Also called age-in. See also initial lumens.)
Burnish: The process of polishing a surface by rubbing it with pressure and friction, without using an abrasive compound or material. (See also buff.)
Butt Joint: A joint formed when two pieces of material, such as wood or metal, meet flush and edge-to-edge.
CAC (Customer Acquisition Cost): The total cost of acquiring a new customer, including expenses for market research, marketing, and advertising.
CAD (Computer-Aided Design) Software: Advanced software used to create and modify detailed 2D or 3D technical drawings in fields like engineering and manufacturing.
Candela: A unit of luminous intensity that measures the brightness of a light source in a specific direction. A higher candela value indicates greater light intensity.
Canopy Sign: A projecting sign made from non-rigid materials like heavy canvas, typically supported by a frame. It extends outward from a building to provide weather protection. Canopy signs may or may not be illuminated. (See also awning and backlit awning.)
Canvas: A heavy-duty fabric, typically made from cotton, linen, or synthetic materials, used for signage, awnings, and other durable applications.
Cap Height: In typography, the height of uppercase letters from the baseline to the top of the letterform. (See also ascender and descender.)
Carved Letters: Letters that are chiseled, routed, sandblasted, or engraved into the substrate of a sign face using either hand tools or computer-controlled machinery.
Carved Signs: Signs created by engraving, routing, sandblasting, or chiseling designs or letters into a sign face. This can be done by hand or using automated machinery.
CAS (Computer-Aided Signmaking): A term for using design software and computer-controlled equipment to assist in the sign-making process.
Cast Metal Sign: A sign made by pouring molten metal, such as aluminum or bronze, into a mold. The material solidifies, taking the shape of the mold, and is used for durable signage like plaques.
Casting: The process where a liquid material, such as metal or plastic, is poured into a mold and allowed to solidify, taking the mold’s shape. (See also die-casting.)
Central Line of Vision: An imaginary line extending from a viewer’s eyes straight ahead to a point on the horizon, used in optimizing sign placement for visibility.
Changeable Copy Panel: A panel of a sign designed to hold changeable copy, allowing for easy updates to the sign’s message. (See also changeable copy sign.)
Changeable Copy Sign: A sign that allows for its message to be easily updated, either manually using attachable letters, mechanically with rotating panels, or electronically with LEDs or LCD screens.
Channel: A U-shaped length of material, either plastic or metal, used in the structural creation of signs.
Channel Letter: A three-dimensional letter made from a channel, typically illuminated from within with neon, LED, or other light sources.
Charrette: A collaborative design process where all stakeholders in a project come together at the beginning to develop a comprehensive design and plan, aiming to minimize potential problems and ensure the final result meets everyone’s expectations.
Chase:
To decorate or modify a metal surface by engraving, etching, or cutting.
The illusion of movement created by the sequential turning on and off of lights in an illuminated sign. (See also animated sign.)
Chisel:
A tool made of hardened steel, used to shape wood or stone, with a handle at one end and a cutting edge at the other. It is worked by striking the handle with a mallet.
The process of using a chisel to carve or shape wood or stone.
Chrome Plating: A thin, protective and decorative coating of chromium applied to a surface through an electrochemical process, resulting in a bright, mirror-like finish.
Circuit Breaker: An electromechanical device that automatically interrupts an electrical circuit when it detects excess electrical current, preventing damage. It can be reset after the problem is resolved.
Cladding: A cover applied to conceal or decorate the base or supporting structure of a sign.
Clearance: The measured distance from the lowest part of a sign to the highest point of the grade beneath it. (Also called height above grade.)
CMYK: Abbreviation for the four ink colors used in printing: cyan (blue), magenta (red), yellow, and black. These colors are combined to create a wide range of other colors.
Coat-Out: The process of applying a coat of primer to the substrate of a sign before adding lettering and graphics.
Coated Fabric: Any fabric treated or coated with materials like plastics, rubber, or oils to enhance its strength and durability.
Coated Tubing: Glass tubing used in neon signs, coated on the inside surface with a phosphorus compound. The specific compound determines the color of the light produced.
Cold Cathode: The technical term for a neon lamp, specifically those with tubing diameters greater than 15mm, operating between 60mA and 240mA.
Color Contrast: The degree of difference in hue, intensity, and saturation between two colors when placed next to each other.
Color Separation: The process of breaking down a color graphic or image into its four constituent CMYK colors, each of which is assigned to a printing plate for reproduction on paper.
Colored Tubing: Glass tubing used in neon signs that is colored to produce more saturated light, achieving a brighter or different hue than standard clear glass tubing.
Composite Pole: A pole or post made from PVC pipe filled with concrete or another material, used in sign construction.
Concealed Fasteners: Fasteners used to mount signs where the fastener remains hidden from view once installed. (Also called blind fasteners.)
Concrete Sign: A sign with a concrete substrate, which can be cast or poured in place.
Condensed: A version of a font where the width of the letters, numbers, and symbols is reduced compared to the standard version of the font.
Conduit: Metal or plastic tubes used to protect and channel electrical cables.
Conforming Sign: A sign that is legally installed in accordance with all applicable federal, state, and local regulations.
Conspicuity: The effectiveness of a sign in standing out from its environment and capturing the attention of passersby. (See also readability.)
Construction Site Sign: A temporary, often large, freestanding sign displayed at a construction site to provide information about the project, including details about contractors, architects, developers, etc. (Also called a job site sign.)
Content Neutral Time, Place, and Manner Regulations: Regulations that govern how, when, and where a sign can be displayed, without regard to its content or message. These include parameters like height, size, and location. (See also building code.)
Contrast: The difference or degree of difference between similar elements, such as light and dark areas, colors, or typefaces. In design, the intentional use of opposing elements, such as light vs. dark, warm vs. cool colors, or script vs. block typefaces.
Converter: A device that converts electrical frequency, voltage, or current from one value to another.
Copy: The written message on a sign. (See also artwork.)
Copy Area: The area on a sign that contains the written copy.
Cordage: A general term for rope, cord, line, and string.
Corona Treatment: A process that alters the surface static charge of a material to improve its receptivity to inks, coatings, and adhesives.
Corrugated Board: A type of signboard created by gluing a corrugated material between two flat pieces. Typically, plastic is used for the corrugated material in sign making.
Cost per thousand (CPT): The cost of reaching 1,000 viewers with an advertisement in a given medium—print, radio, television, and signage. Based on CPT, signage is the least expensive form of advertising available.
Counter: The enclosed or partially enclosed space formed by letters and symbols such as ‘a,’ ‘b,’ ‘S,’ ‘H,’ ‘&’ and ‘@.’
Cove lighting: A type of indirect lighting that emanates upward from a ledge, valance, or horizontal recess. Commonly uses a fluorescent, neon, or fiberoptic light source.
Coverage: 1. The square surface area that a given amount of paint, glue, or other applied substance will cover. 2. The percentage of people in a market that are reached by an advertisement in a given medium, such as print, radio, TV, or signage.
Crazing: The appearance of fine cracks in the surface of paint, lacquer, plastic, or vinyl. Typically the result of prolonged exposure to sunlight (ultraviolet light) and weather.
Crocking: The rubbing off of color from a fabric as a result of using improper or defective dye.
Cross section: A diagram of an object that shows it as if it were cut open to expose the internal structure.
Crossover: The connection between two portions of a neon sign, such as where two letters come together. Typically, crossover points are coated with blockout to hide them from view.
Curing: The process of drying or hardening ink, glue, or other substances through the application of heat or ultraviolet light.
Current: The flow rate of electricity through a conductor. The unit of measure is the ampere (symbol ‘A’). A milliamp (symbol ‘mA’) is 1/1000 of an ampere.
Customer acquisition costs (CAC): The cost of convincing a new customer to buy your product or service. This includes the cost of market research, marketing, and advertising.
Daily effective circulation (DEC): The average number of persons per day who see a given sign or group of signs. A “day” equates to a 12-hour period for non-illuminated signs, and an 18-hour period for illuminated signs.
Dead load: The total weight of the materials used in a sign and its supporting structure. The dead load, including its distribution within the sign structure, must be taken into account when calculating load-bearing requirements.
Debossed lettering: Sign lettering where the lettering has been engraved, carved, or otherwise recessed into the sign substrate.
Decal: Screen printed lettering and graphics that can be transferred and affixed to another surface through the application of water or heat.
Deck cabinet: A structure that houses the electric components of a sign but also serves as the background and support structure of the sign. Similar to a raceway except larger.
Delamination: The separation of the individual plies (layers) in a laminated substrate. Typically caused by the failure of the adhesive between layers.
Denier: A unit of measure for the weight of fiber. Specifically, it is the weight in grams of 9000 meters of a given fiber.
Density: The ratio between the mass (weight) of a substance to the volume of space it occupies. In sign making, the term is commonly applied to foam boards and is expressed in pounds per cubic foot.
Deposit: In sign making, this refers to the amount of ink applied to the substrate.
Descender: On any given font, it is the portion of the lowercase letters “g,” “j,” “p,” “q,” and “y” that extend below the baseline of the other letters.
Design: The clear and complete specifications for the appearance, structure, and implementation of a sign. A design may include technical drawings, illustrations, and written descriptions of the sign.
Design intent drawings: Drawings of a sign that show the basic size, profile, and parts of it, but provide no further design details. Design intent drawings are typically included as part of the bid package from the customer.
Destination list: A document that specifies the destinations to be addressed in a wayfinding campaign and how they should be worded/spelled.
Die-casting: The process by which molten metal is poured into a hardened metal mold and then allowed to cool and solidify, creating a precise copy of the original object.
Die-cutting: The process of cutting material such as paper or vinyl using a steel blade (called a die) manufactured to cut a specific shape. The die-cutting process is typically used when a large number of items must be cut to the same shape or size.
Dielectric welding: The process of joining two pieces of vinyl or other applicable material by heating and melting the seams together using high-frequency electrical impulses.
Dimensional letter: Any letter, logo, or symbol that has a raised profile in relation to the sign substrate.
Direct illumination: Illuminating a sign by means of an external light source directed at the sign face.
Directional sign: A sign providing information, either written or visual, that helps direct a person to a destination.
Directory sign: A sign that provides an organized list of names of people, offices, or facilities located within a given building or area. Usually located at a public access point such as a building lobby, a directory sign may provide simple text listings or also include maps and other wayfinding information.
DOT (Department of Transportation) symbols: The set of standardized symbols developed by the U.S. Department of Transportation (DOT) for use in traffic signs.
Double back: A 180-degree bend in a neon tube.
Double tube: Two neon tubes running parallel to each other.
Double-faced sign: A sign having two faces mounted in opposite directions. Pole signs are typically double-faced. (Also called a back-to-back sign.)
Drop shadow: The visual effect of creating a false shadow behind a letter or object by placing a darker-colored but identically shaped copy of it behind it, slightly offset up or down and to one side.
Dye: Any of a range of soluble compounds used for coloring fabrics. (See also pigment and stain.)
Edge-lit sign: An illuminated sign where the light source is positioned on the outside of the sign face along one or more of its edges, such that the light shines back onto it.
Electric sign: Any sign that contains and utilizes electrical components.
Electro-mechanical sign: A type of message center sign where an electrically driven mechanical device rotates or flips between two or more panels with different messages.
Electronic artwork: A general term for artwork created and viewed on a computer. (See also artwork.)
Electronic display: A generic term for any type of electronic programmable display. (See also LCD sign.)
Electronic message center (EMC): A variable message sign that utilizes a computer or other electronically controlled means to change and control the message displayed. It may use incandescent lamps, LCD, LED, or other display technologies.
Electrostatic film: A thin, electrostatically charged material such as PVC used for lettering and graphics on glass and other smooth surfaces. The static charge enables the material to firmly adhere to the smooth surface but still be peeled off relatively easily.
Elevation: A scale drawing of an exterior side of a given structure, such as a building or sign.
Embellishment: In signage, it refers to any element of a sign face that provides a decorative effect.
Emboss: To create raised lettering or graphics in relief on the substrate of a sign through stamping, hammering, or molding.
Embossed lettering: Sign lettering produced by embossing.
Embossed plastic sign face: A plastic sign face that has had three-dimensional lettering or graphical elements vacuum-molded (embossed) into its surface. (Also called a pan face.)
Enamel: A colored, powdered glass-based compound that is fused to the surface of metal or glass for decoration and protection. An enamel finish is typically opaque.
Engine-turned: A process of using a tool, such as a drill press, to create uniform circle or swirl patterns on metal or gold leaf finish.
Engrave: To incise (cut) a design into the surface of a hard material such as metal using a handheld or machine-controlled tool called a burin.
Entrance canopy: A type of canopy or awning that covers and identifies the entrance to a building or place of business.
Environmental graphic design: The design, coordination, and execution of any and all wayfinding, identification, and informational elements, including signage, within a built or natural environment. The influence of environmental graphic design touches upon a number of other disciplines, including architectural design, interior design, and landscape design. (See also architectural signage.)
Epoxy: A very strong, two-part adhesive—resin plus hardening agent—capable of bonding together a wide range of materials, including woods, composites, and metals.
EPS (Encapsulated Postscript File): A common graphics file format.
Erect: To construct and install a sign and its supporting structure.
Etching: The removal of selected portions of a layer of material from a substrate using a chemical or electrolytic process. Typically, a stencil is used to mark the areas to be etched and protect the other areas. (See also acid etching and sandblasting.)
Expansion anchor: A type of anchor that is designed to expand inside the drilled hole in which it’s placed, thereby securing itself by the resulting pressure and friction against the sides of the hole. Typically used to anchor awnings to concrete or masonry.
Exploded view: An illustration or technical drawing showing the detail of a sign’s construction. The various components of the sign are shown displaced from their actual positions in order to indicate their relationship and proper sequence in the assembly process.
Extended: A font in which the proportion of the letters, numbers, and symbols has been altered by increasing their width.
Extender: An additive that increases the volume of ink without lowering its viscosity or one that improves the workability of an ink.
Exterior illuminated sign: A sign that is illuminated by an external light source directed at the sign face. (See also direct illumination.)
Extrusion: The process of forcing metal or plastic through a form in order to create a desired shape.
Eyelet: A small metal or plastic ring that is inserted into a hole made in another piece of material. It prevents fraying of the material around the hole and provides a durable, easily threaded opening for rope or twine. (Also called a grommet.)
Fabricate: To manufacture a sign or major sign components.
Fabricated letter: A dimensional letter typically fabricated from sheet metal.
Facade: The exterior walls of a building, especially the front or the most prominent side of the building.
Face: Typically refers to the most prominent message area of a sign but may refer generically to any message area. (Also called sign face. See also panel.)
Fascia sign: A sign mounted to a wall or other vertical surface. A flat sign that is mounted on a wall and the face of which runs parallel to the wall. A fascia sign does not typically project from the wall.
Fasteners: General term for nuts, bolts, clips, and any other mechanical device that helps hold a sign together.
Fiber optics: Thin strands of specially manufactured plastic or glass used to transport and direct light from a source to a given destination.
Extended: A font in which the proportion of the letters, numbers, and symbols has been altered by increasing their width.
Extender: An additive that increases the volume of ink without lowering its viscosity or one that improves the workability of an ink.
Exterior Illuminated Sign: A sign that is illuminated by an external light source directed at the sign face. (See also direct illumination.)
Extrusion: The process of forcing metal or plastic through a form in order to create a desired shape.
Eyelet: A small metal or plastic ring that is inserted into a hole made in another piece of material. It prevents fraying of the material around the hole and provides a durable, easily threaded opening for rope or twine. (Also called a grommet.)
Fabricate: To manufacture a sign or major sign components.
Fabricated Letter: A dimensional letter typically fabricated from sheet metal.
Facade: The exterior walls of a building, especially the front or the most prominent side of the building.
Face: Typically refers to the most prominent message area of a sign but may refer generically to any message area. (Also called sign face. See also panel.)
Fascia Sign: A sign mounted to a wall or other vertical surface. A flat sign that is mounted on a wall and the face of which runs parallel to the wall. A fascia sign does not typically project from the wall.
Fasteners: A general term for nuts, bolts, clips, and any other mechanical device that helps hold a sign together.
Fiber Optics: Thin strands of specially manufactured plastic or glass used to transport and direct light from a source to a given destination.
Fiberglass: A strong, lightweight material created from tiny glass threads woven into a fabric and then hardened using a special polyester resin. Fiberglass can be used to create sign faces and cabinets of varying sizes and shapes. (See also spun glass.)
Fiberoptic Display: A sign that utilizes fiber optics to create or illuminate the sign’s message.
Filament Lamp Sign: An illuminated sign using tungsten filament lamps.
Fill Pressure: A measure of the amount of inert gas pumped into a neon lamp.
Fingerpost Sign: A post-mounted directional sign having one or more panels, each of which points in the direction of a particular destination.
Fire Retardant: A chemical compound applied to a material that reduces the material’s flammability and retards the ability of fire to spread across its surface. Fire retardant does not make the material fireproof.
Fireproof: A term used to describe a fabric or substance that is impervious to damage by fire, and that will not ever support a flame. (See also fire retardant.)
First Surface: That element or layer that comprises the outermost surface of a sign.
Flag: A sign made of non-rigid material such as canvas or vinyl, and having no enclosing or supporting framework. A flag is usually rectangular or triangular in shape and is attached at one end to a pole. Often intended for temporary use, a flag can be screen printed or painted. (See also banner and pennant.)
Flammability: The relative ability of a material or substance to support combustion.
Flange: On a sign, it typically refers to the 90° angle trim piece around the edge of a sign that holds the sign face in place.
Flashing Sign: An illuminated sign having an intermittent or flashing light source as a means of drawing attention to its message.
Flat Cutout Letter: A non-illuminated letter cut from a metal sheet or plate stock.
Flat Screen: Generic term for an LCD display.
Flex Face: A sign face made of a flexible material stretched over a supporting frame. (See also flexible face material.)
Flexible Face Material: Generic term for reinforced, translucent fabric made of PVC or polyester typically used for awnings, canopies, and other types of signage.
Fluorescent Lamp: A light source consisting of a glass tube lined with a phosphor coating and filled with mercury vapor. When an electric current is applied, the gas emits ultraviolet radiation that, in turn, excites the phosphor coating causing it to radiate visible light. Fluorescent lamps are more energy-efficient than incandescent lamps.
Focal Point: The area or specific element of a sign that attracts the viewer’s attention first.
Font: A set of letters and numerals sharing the same design characteristics. Examples of font sets include Times New Roman and Arial. (Also called typeface.)
Footing: The base of a sign’s supporting structure. The footing is typically secured to a foundation or other anchor such as a building’s roof.
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Footlambert: English unit of measurement for the amount of light reflected off a surface. It is equal to one lumen per square foot, or 0.3183010 candela per square foot.
Foundation: A concrete substructure that anchors a sign and its supporting structure to the ground. (See also footing.)
Four-Color Process: A halftone printing process that uses the four essential ink colors of cyan, magenta, yellow, and black (CMYK) to create a full range of colors on a printed surface. (Also called process color.)
Frangible Sign Mount: A type of sign foundation that allows a sign pole or other attached support structure to break away cleanly if struck by a motor vehicle, thereby reducing the force of impact to the occupants inside the vehicle. Required by law in many areas. (Also called a breakaway foundation.)
Freestanding Sign: A sign that is not attached to a building, has its own support structure, and is typically secured to a foundation or with guy wires.
Frequency: The number of times a typical viewer has the opportunity to see a sign and its message over a given period, typically four weeks.
Front End Documents: Documents from a prospective customer that state for the contractor the requirements and conditions of the project under bid. These documents typically communicate such details as design intent, desired materials, installation criteria, and other project specifics. They also include standardized bidding forms and bidding instructions. (Also called bid documents.)
Front Lighted Letter: An illuminated channel letter having a translucent face.
Galvanized Steel: Refers to steel that has been coated with a thin layer of zinc for corrosion protection.
Gateway Sign: A sign marking the entrance to a town, neighborhood, development, park, or other public area. (See also precinct sign.)
Gauge: A unit of measurement for the thickness of sheet metal or wires. The lower the gauge number, the greater the thickness.
Gilding: The artful process of applying a thin layer of gold or gold-like material to a surface by mechanical or chemical means for the purpose of ornamentation. (See also gold leaf.)
Glare: Any direct or reflected light within your field of vision that is sufficiently bright enough to cause visual annoyance, discomfort, or obscuration.
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Glazing: The process of installing glass panes.
Gloss: An indicator of the amount of light reflected by the finish of a surface. A high gloss finish reflects 80-90% of the light directed at it. Semi gloss 50-75%. Satin 30-45%. Matte finish 5-15%.
Glossimeter: A device used to measure the amount of light reflected off a given surface. (See also gloss.)
Gold Leaf: A very thin type of foil made of gold and used in gilding.
Gooseneck: A conduit that also acts as a support member for a light fixture.
Gradation: The smooth transition from one color to another color, from black to white, or from color to the absence of color. (Also called gradient.)
Grade: The elevation or contour of the ground at a particular location. (See also height above grade.)
Gradient: The smooth transition from one color to another color, from black to white, or from color to the absence of color. (Also called gradation.)
Grommet: A small metal or plastic ring that is inserted into a hole made in another piece of material. It prevents fraying of the material around the hole and provides a durable, easily threaded opening for rope or twine. (Also called an eyelet.)
Ground Clearance: The distance between the lowest portion of a sign or awning and the highest point of ground underneath it.
Ground Sign: A freestanding sign that is not secured to a foundation or other secondary support structure.
GTO Cable: Type of electrical wire for use with high voltage neon lamp transformers.
Guardian Letter: A metal letter having a curved face of highly-polished stainless steel.
Guy Rope: A rope or cable used to secure and stabilize mounted signs, or awning and canopy signs. It is attached to the sign on one end and the ground or a building at the other end. (Also called guy wire.)
Guy Wire: A rope or cable used to secure and stabilize mounted signs, or awning and canopy signs. It is attached to the sign on one end and the ground or a building at the other end. (Also called guy rope.)
H-Channel Letter: A dimensional letter with a cross-sectional shape (i.e., like an “H”) that allows for the mounting of neon tubing within the lettering itself.
Hairline Joint: The thinnest possible joint between two edges.
Halation: A halo-like effect that can result from extreme contrast between adjacent illuminated and non-illuminated portions of a sign. The light appears to spread or bleed across the non-illuminated area, making it more difficult for the viewer to focus on the sign and its message.
Halftone: The process by which a continuous tone image such as a photograph is reproduced and simulated using a pattern of printed or silkscreened dots of varying size and equal spacing. At a normal viewing distance, the reproduced image appears continuous in tone.
Halo: A glowing ring of light surrounding an object such as a channel letter which has been lit from behind. (See also halo lighting.)
Halo Lighting: A type of sign lighting where a light source located within or behind a sign is allowed to reflect off the mounting surface. The result is that the sign appears to be surrounded by a halo of light.
Hanging Sign: A projecting double-faced sign mounted to a wall or pole and hung from a bracket or support arm. (Also known as a projecting sign.)
Heat Bending: The process of heating a piece of material such as PVC, acrylic, or glass tubing in order to make it malleable enough to bend and shape.
Heat Color Transfer: A process of applying color to fabric whereby a pigmented resin is activated by heat and then pulled into the fabric with a vacuum applicator.
Height: The measured distance between the highest point of a sign and the highest point of the grade underneath the sign.
Height Above Grade: The measured distance between the lowest portion of a sign and the highest point of the grade underneath. (Also called clearance.)
High-Rise Sign: A freestanding sign tall enough to be seen from a distance, especially by motorists.
Hinged Side: The hinged side of a double-faced sign. When opened, it provides access to the interior of the sign, allowing for the inspection and servicing of its internal components. (See also access door.)
Hue: A given color’s tendency towards any of the four base wavelengths of visible light—red, yellow, blue, and green. For example, if yellow appears more dominant in an orange-colored ink, then that color orange would be said to have a yellowish hue. Hue is one of the three attributes of color, along with brightness and saturation.
Identification Sign: A sign that provides the name of the business displaying the sign.
Illuminance: The amount of light falling on a surface expressed in lumens.
Illuminated Awning: An awning sign that is lit from underneath by fluorescent or other high-output lighting. The light shines through the awning fabric illuminating whatever text or graphics are on it, providing effective nighttime readability. The light emanating from underneath the awning also provides light to the sidewalk or street below. (Also called backlit awning. See also awning and canopy.)
Illuminated Sign: A sign where the sign face is illuminated in some manner. (Also called backlit sign. See also internally illuminated sign and exterior illuminated sign.)
Incandescent Lamp: A lamp that contains a wire filament (typically made of tungsten) that produces visible light when heated by an electric current to the point of glowing.
Incidental Sign: A sign intended for informational purposes as opposed to commercial or advertising purposes. Typically smaller in size, examples of incidental signs include parking signs, restroom signs, and entrance and exit signs.
Incise: To decorate a surface by carving or cutting into it using sharpened tools of varying sizes and shapes. (See also engrave.)
Inert Gas: A gas that does not react chemically with other substances coming in contact with it. Also referred to as noble or rare gases, inert gases include neon, argon, helium, krypton, and xenon.
Inflatable Sign: A sign made of flexible material or fabric that takes on a three-dimensional shape (like a balloon) when filled with a sufficient volume of air or gas. Commonly used as a temporary sign for special events or promotions.
Initial Lumens: The lumen output of a new lamp as measured after it has been powered on for a standard length of time. For incandescent lamps, the standard time is 1 hour. For discharge lamps (neon and fluorescent lamps), the standard time is 100 minutes. (See also age in and burn-in.)
Ink: Pigmented liquid used for screen printing, press printing, writing, and drawing. Inks are either water-based or solvent-based depending on the application.
Ink Receptive: Refers to any material that will absorb ink and bond with it.
Inscribe: To write, print, incise, or stamp letters and words onto or into a given surface.
Insert: An uninstalled sign panel with no lettering or graphics applied. (Also called a blank.)
Intensity:

- The amount of light (measured in lumens) put out by a lamp in relation to the distance at which it is viewed. The greater the output and the closer the viewing point, the greater the perceived intensity.
- The relative saturation of a given color.

Interior Sign: Any sign located within a building or structure.
Internally Illuminated Sign: A sign that is illuminated by a light source contained within the sign structure or housing. (See also backlit sign and exterior illuminated sign.)
International Symbol of Access (ISA): A universal symbol used in signage to indicate wheelchair or handicap access. The symbol consists of a blue square overlaid with a stylized image of a person in a wheelchair. (Also called symbol of accessibility.)
Interpretive Sign: A sign that provides cultural or historical information.
IP Rating System: A standardized system of rating an enclosure’s ability to protect electrical components housed inside it from dust, water, and impact.
Italic: A font style characterized by a distinct slant in the letters and numbers. (Example: ABC123.)
J-Bolt: A ‘J’ shaped bolt that is threaded on the long straight portion of the ‘J.’
Job Site Sign: A temporary sign, typically large and freestanding, displayed at a construction site to promote and provide information about the company or companies involved in the project. These can include the contractor, architect, developer, etc. (Also called a construction site sign.)
JPEG (Joint Photographic Experts Group): A common file format for color digital images. The JPEG standard utilizes a ‘lossy’ data compression method, meaning that to reduce the overall file size, a small amount of sharpness from the original image is sacrificed.
Justified: Describes printed text that has even margins on both the left and right-hand sides. This is achieved by varying (justifying) the space between letters and words on each line so that all lines of text are the same length. (See also kerning.)
Kelvin: A unit of measure, expressed in degrees, used to denote the color temperature of a light source. A unit of thermal temperature expressed in degrees.

Kerf: The width of the cut or channel made by a saw or other tool.
Kerning: The act of moving printed or mounted letters further apart or closer together in order to achieve a desired effect. (See also letter spacing, tracking, and justified.)
Kick Plate: A metal or plastic plate placed along the bottom of a sign structure to protect its surface against damage from kicking or other light to moderate contact.
Kiosk: A small freestanding structure traditionally used for the posting of temporary signs and notices. It may also be equipped with an interactive computer screen and provide services such as event ticket sales.
Knife Bevel: The vertical angle of a knife’s cutting edge. The angle is increased in relation to the thickness of the material being cut.
Lacing: A common method of attaching a fabric covering to the frame of an awning. It is tied to the frame using thin rope that is threaded (laced) through grommets at the edge of the fabric.
Lacquer: A clear glossy coating applied to material for appearance and protection. Known for its ability to dry quickly. Similar to varnish but provides a harder finish.
Lambert: A unit of measure for luminance (brightness). One lambert is the luminance of a surface that emits or reflects one lumen per square centimeter. 1 lambert = 0.318 foot-candles per square centimeter.
Laminated Fabric: Two or more layers of fabric (natural and/or synthetic) joined together with an adhesive. (See also lamination.)
Laminated Glass: Two sheets of glass bonded to an inner layer of transparent plastic. For signage, lettering and graphics can be applied to the plastic layer prior to bonding. Laminated glass also provides a measure of safety as the bonded plastic layer helps prevent the glass from shattering if broken. In addition, laminated glass has greater sound reduction qualities when compared to glass alone. (See also lamination.)
Lamination: The process of binding together two or more layers of material using one or more of the following methods: heat, pressure, and adhesive bonding. (See also delamination.)
Lamp Bank: The array of lamps (lights) in a message center that are used to create the messages seen by the public.
Landmarks: Any easily identifiable object or feature within a landscape or architectural environment. In terms of wayfinding, a landmark can serve as an indication of location or position within a given area.
Landscape Format: An image or sign panel where the length is appreciably greater than the height. (See also portrait format.)
Laser: A highly focused beam of light that, when generated with sufficient power, can be used for engraving or cutting material.
Lateral Force: Any force acting upon an object in a horizontal direction. Sources of lateral force include wind, water, soil, earthquakes, etc. (See also load.)
Layout: The overall arrangement of graphics and lettering on the face of a sign.
LCD (Liquid Crystal Display): A type of flat-panel display that recreates an image or message through the manipulation of electrically sensitive crystals suspended in a liquid medium. Commonly used in electronic message centers.
LED (Light Emitting Diode): A small electronic device that emits light when electrically charged. In computer-controlled arrays, LEDs can be used to create an electronic message center.
Letter Spacing: A typographic term for the space between letters and words.
Letter Visibility Chart: A standard reference for gauging the effective visibility of different-sized lettering over a distance. For example, a 3” letter will have an impact readability up to a maximum distance of 30’, while a 60” letter will have a maximum impact distance of 600’.
LEXAN®: The trade name for General Electric’s polycarbonate products.
Life Safety Signs: Signage that conveys life-saving information such as fire, security, and evacuation details. The specific types of life safety signage required are determined by local, state, and federal regulations.
Light Box: A sign that is self-enclosed in a typically square or rectangular structure and houses an internal light system for the illumination of the sign face. (See also box sign.)
Light Emitting Diode (LED): A small electronic device that emits light when electrically charged. In computer-controlled arrays, LEDs can be used to create an electronic message center.
Light Reflectance Value (LRV): An indication of the relative amount of light reflected by a given color. For example, yellow has a higher LRV than blue.
Line Screen: The resolution of a halftone print measured in lines per inch. The higher the number of lines per inch, the higher the resolution of the resulting print. Most halftone printing is at a line screen resolution of 133 and 175 lines per inch.
Line Spacing: A typographic term for the space between lines or blocks of text.
Liquid Crystal Display (LCD) Sign: A type of flat-panel display that recreates an image or message through the manipulation of electrically sensitive crystals suspended in a liquid medium. Commonly used in electronic message centers.
Live Circuit: An electrical circuit that is electrically charged. All electricity to a circuit should be turned off prior to service or repair.
Live Part: Any device component that, in normal use, will be electrically charged.
Load: Any measurable force exerted on a structure or object. Things that can add load to a sign and its supporting structure include water, snow, and wind. (See also dead load.)
Logo: A visually distinctive name and/or symbol that identifies a business, product, or service. (See also trademark.)
Low Profile Sign: A freestanding sign built close to the ground or on top of a base sitting directly on the ground. Often incorporates the support structure into the overall design. (See also monument sign.)
Low Voltage: Voltage not exceeding 1000V AC or 1500V DC between conductors, or 600V AC or 900V DC between conductor and ground.
LRV (Light Reflectance Value): An indication of the relative amount of light reflected by a given color. For example, yellow has a higher LRV than blue.
Lumen: A measurement of light output. One lumen equals the amount of light falling on a one-square-foot area located one foot away from a single candle.
Luminance: The intensity of light emitted by a source as measured in a given direction. Luminance is a measure of the amount of light only. It is expressed as footlamberts or candelas per square foot or meter, respectively.
Luminance Ratio: With an illuminated sign, some areas of the sign face will have a higher luminance than others. The difference in luminance between any two areas is referred to as the luminance ratio.
Luminescence: The quality of emitting light by absorbing radiant energy from another source and converting it into a visible wavelength. (See also fluorescent lamp.)
Luminous Efficacy: The amount of light produced by a lamp as measured in lumens compared to the amount of energy the lamp consumes.
Luminous Flux: The total visible light energy emitted by a source in all directions, where the luminous flux is the radiant flux multiplied by the human eye’s sensitivity. The unit of measurement for luminous flux is the lumen.
Magnetic Sheeting: A layer of magnetic material laminated to a flexible surface material such as vinyl that can be printed with lettering and graphics. Magnetic sheeting is commonly used for temporary signage that can be placed on the side of vehicles or other metal surfaces.
Mall Signage: A general term for on-premise signs located within a multi-tenant building or mall.
Manual on Uniform Traffic Control Devices (MUTCD): A document issued by the Federal Highway Administration (FHWA) of the United States Department of Transportation (USDOT) that defines the basic standards and regulations by which traffic signs and signals are to be designed and installed. Additional regulations may be added by individual states.
Margin: The space between any lettering or graphics and the border of the sign face.
Marquee Sign: A permanent structure attached to the front of a building which incorporates a large message center. Typically illuminated and often ornate in design, a marquee sign projects over the entrance of the building and provides a canopy over at least a portion of the sidewalk or street. Marquee signs are often used by movie theaters and concert halls.
Masonite®: The trade name of Masonite International Corporation’s engineered wood products. Masonite is created from wooden chips that have been treated and pressed into strong, durable boards suitable for use as a substrate for signs.
Material Safety Data Sheet (MSDS): A standard document provided by the manufacturer of a hazardous substance. The document describes the potential hazards, physical properties, and procedures for the safe use of the substance.
Matte: Having a dull or non-shiny surface or finish.
MDO (Medium Density Overlay): An exterior-grade plywood sheet that has been given a resin-impregnated overlay on one or both sides to improve its paintability.
Medium-Density Overlay (MDO): An exterior-grade plywood sheet that has been given a resin-impregnated overlay on one or both sides to improve its paintability.
Memorial Sign: A sign, typically a plaque, which commemorates a person, place, or event.
Menu Board: A changeable point-of-purchase sign that provides a list of products and prices. It is a type of sign commonly seen in sandwich shops and other fast-service restaurants where it is used to display the menu. (See also variable message sign.)
Mercury: A silvery-white metal that remains liquid at room temperature. In a neon lamp and fluorescent lamp, mercury is heated to a vapor through the application of an electric current and mixed with an inert gas such as argon to produce the ultraviolet light necessary to excite the phosphorous coating on the inside of the lamp, which in turn generates visible light.
Mesh:

- Any fabric or woven material having a loose or open weave.
- In screen printing, the material through which ink or paint is applied to a surface.

Message Area: Any segment or surface of a sign that conveys meaning to the viewer either through words or graphics.
Message Center: Any sign designed such that the copy (message) can be changed as needed through mechanical or electronic means. (See also variable message sign.)
Mild Steel: A type of sheet metal commonly used to form channels and other sign components and structures.
Mildew Resistant: Refers to fabric that has been chemically treated so as to inhibit the growth of mold and fungus.
Mobile Billboard: A large sign mounted on a trailer or the back of a truck. The sign may or may not be illuminated. (Also called a mobile sign.)
Mobile Sign: A large sign mounted on a trailer or the back of a truck. The sign may or may not be illuminated. (Also called a mobile billboard.)
Mock-Up: A full-scale model of a structure. A sign mock-up is created to test and review in detail the appearance, legibility, and other aspects of a final design. It is typically made of cheaper, less durable material than the final sign but given the same colors and finishes. (See also model.)
Model: A scaled version of a structure. Typically, sign models are substantially smaller than the actual sign it represents and are used during the design process to test and review different design concepts.
Molded Letter: A letter created by heating a sheet of acrylic or plastic until it is pliable and then shaping it into the desired form using a mold of the letter. After the plastic cools, it retains the molded shape and any excess material is trimmed away.
Molding: A decorative strip of metal or wood that frames the outer edge of a sign. Molding can be simple or ornate in style.
Monolith: A structure created out of a single mass of material such as a block of granite or marble, or formed concrete.
Monument Sign: A freestanding sign that stands directly on the ground or ground-level foundation. A monument sign is often used to mark a place of significance or the entrance to a location. (See also low profile sign.)
Mottled: Term for a surface or finish that is marked with irregular patches of color.
MSDS (Material Safety Data Sheet): A standard document provided by the manufacturer of a hazardous substance. The document describes the potential hazards, physical properties, and procedures for safe use of the substance.
Muntz Metal: A type of brass alloy that has good casting and hot-work properties and is resistant to corrosion. Commonly used for the making of plaques. (Also known as alpha-beta brass and yellow metal.)
Mural: A wall surface that has been decorated with a direct application of paint, tile, or printed graphics.
MUTCD (Manual on Uniform Traffic Control Devices): A document issued by the Federal Highway Administration (FHWA) of the United States Department of Transportation (USDOT) that defines the basic standards and regulations by which traffic signs and signals are to be designed and installed. Additional regulations may be added by individual states.
Nameplate: A small wall-mounted or freestanding sign made of plastic or metal that states the name, occupation, and/or title of the occupant of an office, desk, or building.
National Electric Code (NEC): A set of codes and standards set forth by the National Fire Protection Association (NFPA) for the safe use of electrical wiring and equipment.
NEC (National Electric Code): A set of codes and standards set forth by the National Fire Protection Association (NFPA) for the safe use of electrical wiring and equipment.
Negative Space: Empty or unused space (having no lettering or graphics) within the sign face. (Also called white space. See also positive space.)
Neon Gas: An inert gas that remains colorless in its natural state. When a sufficient electrical charge is applied to neon gas, it produces a distinct orange-red glow.
Neon Lamp:

A lamp that utilizes electrically charged neon gas contained within a vacuum tube (typically clear) to generate light.
A general term that refers to any lamp utilizing an inert gas.

Neon Sign: A sign that incorporates one or more neon lamps. The sign message is created by bending and forming the neon tubes into lettering and/or iconic graphical shapes.
Neon Tubing: The vacuum tubing (typically clear) used to hold the inert gas (neon gas) used in a neon lamp. Neon tubing can be bent and formed into almost any shape to create lettering and iconic graphics. The color of the tubing and coatings applied to it may alter the color of the light emitted.
Neoprene: A type of synthetic rubber with good chemical, oil, flame, and abrasion resistance. It remains flexible in cold conditions and is commonly used for gaskets, cushioning, and weatherproofing.
Nickel Plating: A thin protective finish made of nickel that is applied to a surface using an electrochemical process. It is commonly used as an undercoating for subsequent plating.
Notched: Describes channel letters that have been cut out in the back to fit over a raceway, conduit, or other object protruding from the mounting wall or substrate.
Nylon: A strong and durable synthetic material used in a wide range of fibers/fabrics, objects, and coatings.
Occupational Safety and Health Administration (OSHA): A U.S. federal government agency that monitors and enforces workplace safety laws.
Off-Premise Sign: A sign that is not located on or directly adjacent to the business or property to which it relates. A billboard is an example of an off-premise sign. (See also on-premise sign.)
Oil Canning: Refers to the occurrence of slight buckling or waviness in a metal surface due to insufficient thickness of the material or inadequate support behind it.
On-Premise Sign: Any sign that is located on or directly adjacent to the business or property to which it relates. (See also off-premise sign.)
Opaque: Describes any material or substance through which light does not pass, i.e., it is neither transparent nor translucent.
Open Channel Letter: A channel letter with returns that project forward from the face of a letter such that the neon tubing is visible.
OSHA (Occupational Safety and Health Administration): A U.S. federal government agency that monitors and enforces workplace safety laws.
Outgas:

- The removal of gases trapped within a solid substance by heating it until the gases escape.
- The escape of gases from a solid or liquid which occurs naturally over time.

Paint:

- The general term for pigmented coatings that are applied to an object or surface while in a liquid state and then allowed to dry into a colored protective finish.
- The process of applying a liquid coating to an object or surface.

Painted Wall Sign: A sign that is painted directly onto an exterior wall of a building.
Pan Channel Letter: A dimensional letter that is constructed with an integrated face, back, and sidewalls to make the letter appear as a single, solid unit.
Pan Face: A plastic sign face that has had three-dimensional lettering or graphical elements vacuum molded (embossed) into its surface. (Also called embossed plastic.)
Panel: Any visible surface of a sign on which copy and/or art is present. One or more panels make up the sign face.
Pantone Matching System (PMS): A standardized color scheme used in the printing industry to ensure the consistency of color from design to final print.
Parapet: A low wall built along the edge of a building’s roof.
Parapet Sign: A sign mounted on the parapet of a building. (See also building mounted sign.)
Patina: The thin layer of color, corrosion, or texture that develops on a metal surface as a result of natural (exposure to the elements over time) or artificial (chemical treatment) oxidation. The color of patina on bronze is typically brown, while patina on copper is typically green or green-gray.
Pattern: A full-scale design layout of a sign or its components, such as the neon tubing or lettering. (See also pounce pattern.)
Pavement Graphics: Graphics and markings applied to roadways and parking areas to guide and manage traffic and supplement other traffic signs.
Pegged Out: A term describing letters mounted using pegs or pins such that they stand off from the substrate to which they are attached. (Also called pinned out.)
Pennant: A triangular flag. (See also banner.)
Perceived Size: The size that an object appears to be in relation to other objects adjacent to it or in relation to the surrounding environment.
Permanent Sign: Any sign that is affixed to a building or structure in such a manner as to give it the support necessary to resist environmental loads over time and to preclude easy removal.
Permit: A legal document (license) granted by the appropriate government agency that gives official permission to take a specific action, e.g., erect a sign.
Phosphor: A chemical substance that becomes excited and emits visible light when struck by electrons from another source, such as ultraviolet light. Phosphors continue to emit light for a time even after the energizing source is removed. Phosphorous coatings are used on the inside of fluorescent lamps.
Phosphorescent Sign: A sign that uses inks, paints, or dyes containing phosphors.
Photopolymer: A type of plastic with a photosensitive coating, which can be masked and photo-etched to create a tactile sign message. It is commonly used for ADA signage that requires Braille lettering.
Pictogram: A symbol or simple illustration used to represent an object or concept. Commonly found in ADA and DOT signage. An example of a pictogram would be the wheelchair symbol seen on some ADA signs, indicating a handicap-accessible location.
Pigment: A natural or synthetic insoluble compound used to infuse color into other materials such as paints and inks. (See also dye and stain.)
Pinned Out: A term describing letters mounted using pins or pegs such that they stand off from the substrate to which they are attached. (Also called pegged out.)
Planning Permission: Authorization required from the Local Planning Authority to install an illuminated sign or billboard. (See also permit.)
Plaque: An inscribed, commemorative plate or tablet, usually of metal, placed on a building, monument, or the like.
Plasma Screen:

- A type of flat-screen digital image display screen, uniformly flat and less than five inches deep.
- A very large, thin, flat-panel digital image display screen that uses gas plasma technology.

Plastic: A generic term for a wide range of synthetic materials that consist of long chains of polymers, which are moldable and soften when heated. Many plastics used in the sign industry are thermoplastic, meaning they can melt and solidify repeatedly.
Plastic Faced Letters:

Channel letters covered by a translucent plastic face, diffusing the neon lighting within.
Channel letters covered by a plastic face, hiding the neon tube from view. (See also Regency and Embassy letters.)

Plexiglas: A trade name for a brand of acrylic sheeting, often used as a generic term for acrylic.
Plot Plan: A drawing or sketch showing the layout of the site where a sign is to be erected. A plot plan commonly shows the sign’s relationship to buildings, parking, pedestrian ways, etc. It is sometimes required to obtain a permit.
Plywood: A common type of wood product sold in 4′ x 8′ sheets. Plywood is made of thin sheets of wood laminated together, with the grain of adjacent layers perpendicular, except for the two outside plies, which are parallel to provide stability.
PMS (Pantone Matching System): A standardized color scheme used in the printing industry to ensure the consistency of color from design to final print.
Point-of-Purchase (POP) Sign: In-store advertising designed to stimulate impulse purchases by shoppers inside a store. The term applies to a store’s internal sign system, as well as special displays and dispensers created by and for specific product manufacturers.
Pole Sign: A freestanding sign, usually double-faced, mounted on a round pole, square tube, or other fabricated member without any type of secondary support.
Polycarbonate: A plastic material with greater impact strength than acrylic. Examples of trade names for polycarbonate include Makrolon and Lexan.
Polyester: A synthetic fiber used for its strength and resistance to ultraviolet deterioration. It does not have the stretch and elasticity of nylon and, as a result, often lasts longer.
Polyester Powder Coating: An alternative to a paint finish in which polyester powder is given a negative charge and applied to a surface with a positive charge using a spray gun, before being oven-baked at a high temperature.
Polymethyl Methacrylate (Acrylic): A very stable plastic material, widely used in sign manufacturing. Examples of trade names for acrylic plastics include Perspex, Plexiglas, and Altuglas.
Polypropylene: A type of plastic sheet used in banners, known for its flexibility at low temperatures and resistance to chemicals.
Polyurethane: A type of hard thermoset plastic foam used in sign production. It has the density and characteristics of wood but only one-third of the weight. It can be used for carving and sandblasting signs, much like wood.
Polyvinyl Chloride (PVC): A specific thermoset plastic that is weather and chemical-resistant, available extruded into many forms or cast as sheets in a variety of colors and thicknesses.
POP (Point of Purchase) Sign: In-store advertising designed to stimulate impulse purchases by shoppers inside a store. The term applies to a store’s internal sign system, as well as special displays and dispensers created by and for specific product manufacturers.
Porcelain Sign: A traditional type of metal sign utilizing porcelain enamel paints topped by a ceramic slip to create a durable, glass-like surface that is impervious to the environment. After each color is applied, the paint is dried. The completed work is then coated with the slip, dried a final time, and fired at an extremely high heat. Porcelain signs were particularly popular in the early 20th century. (See also vitreous enamel.)
Portable Sign: An on-premise sign capable of being repositioned without the need for specialist help. These could include freestanding signs or notices, as well as point-of-purchase signs.
Portrait Format: A sign orientation where the height is significantly greater than the width. (See also Landscape Format.)
Positive Space: The elements of a sign face that include the copy and artwork. It is the opposite of negative space.
Post and Panel Sign: A sign without lighting, typically supported by one or more visible posts.
Post Mounted Sign: A sign attached to one or more posts.
Poster: A printed paper sheet designed for use on a billboard, though other materials like plastic or cloth can also be used. A sign usually printed on paper, intended for indoor use. Other materials used for posters include plastic and cloth.

Postscript: A graphics software technology used for proportional scaling of images. It enables scalable type and artwork in graphics software for both Windows and Macintosh systems.
Pounce Pattern: A full-sized design pattern for painting. The design outline is perforated, then dusted with powder, charcoal, or chalk to transfer the design to the substrate. This ancient technique, used by artists like Michelangelo for the Sistine Chapel, is still in use today. (See also Pattern.)
Poured In Place: Refers to the method of creating concrete footings for signs by mixing and pouring wet concrete directly at the site, then allowing it to cure. This method is an alternative to pre-cast concrete, which is formed, poured, and finished off-site before being brought to the installation location.
Powder Coating: A method for applying paint to a surface that results in a highly durable protective finish. (See also Polyester Powder Coating.)
PPI (Pixels Per Inch): The number of pixels that fit within one inch of a raster image. A higher PPI results in greater resolution, making pixels less distinguishable.
Precast Concrete: Concrete that is reinforced with steel or glass fibers and cast in a mold before being transported to the installation site.
Precinct Sign: A sign that marks the entrance to a town, neighborhood, development, park, or other public areas. (See also Gateway Sign.)
Primary Colors: The three fundamental colors from which all other colors can be made. In paint, they are yellow, red, and blue. In four-color process printing, they are yellow, magenta (red), and cyan (blue). In light, the primary colors are red, green, and blue. (See also RGB Display, Additive Colors.)
Primary Wiring: Electrical wiring that directly connects a transformer to the breaker box.
Prime: To apply a preparatory coating to a substrate before painting or applying adhesive. A primer prevents the absorption of subsequent layers, improving the product’s performance and durability.
Process Color: A halftone printing technique that uses four basic ink colors—cyan, magenta, yellow, and black (CMYK)—to create a full spectrum of colors in print. (Also known as four-color process.)
Program Document: A detailed plan for a project that includes the requirements for recommended sign types, wayfinding concepts, a preliminary destination list, public circulation patterns, branding applications, applicable codes, system objectives, and early design concepts.
Projecting Sign: A sign that extends outward from a building beyond the structure. Regulations often specify a minimum extension for a sign to be considered “projecting.” (See also Blade Sign.). A sign that projects at a right angle from a wall, typically designed to be viewed from both directions along a street. These signs generally have graphics on both sides.

Protective Switch: The component of a protective device that disconnects the main power supply to transformers, activated by an electrical signal from a sensor.
Prototype: A full-sized sample created with final materials, construction methods, fasteners, and finishes, used to test design, assembly, and appearance issues. It serves as a model for producing other identical or similar signs and helps approve the first unit of a large production run.
Public Path: A frequently used route, such as corridors and public elevators, that connects key public destinations.
Pumping: A process used to remove all air and impurities from a neon tube before it is filled with the desired gases. This process is usually combined with heating the tube to ensure that all impurities are released from its components.
Pumping System: In neon tube protection, the pumping system is used to remove impurities from the tubes and fill them with rare gases. A pumping system typically consists of a manifold, vacuum pumps, rare gases, a bombardier, and electrical controllers.
Push-Through: A letter or graphic that is cut out and then pushed through a corresponding space removed from a sign substrate. The push-through is typically made from a different color and/or material than the rest of the sign. This technique is commonly used with opaque sign cabinets and internal lighting. Most push-through letters are flush with or project slightly from the front of the sign face.
PVC (Polyvinyl Chloride): A specific thermoset plastic that is weather and chemical-resistant, available in many extruded forms or cast as sheets in various colors and thicknesses. It is also used for drainage and plumbing piping.
Pylon Sign: A freestanding sign that is not classified as a pole or ground sign.
Pyrex: A type of glass used in the production of lamps, fluorescent lighting, and cold cathode tubes, primarily in parts of Europe and particularly France. It is not widely used elsewhere due to the higher temperatures required to form it, though it is less susceptible to thermal stress.
Quadratone: A printing process that uses varying concentrations of black ink instead of different colors like CMYK (four-color process). This results in heightened midtones and shadows in black-and-white images.
Quality Assurance: The systematic and planned actions necessary to ensure that a product or service meets the required quality standards.
Quarter Round: Wood or metal molding and trim that, when viewed in profile, forms the shape of a quarter circle.
Raceway: A metal structure used to enclose the electrical components of a sign, excluding the transformer. This structure may also serve as the mounting support for the sign. (See also Deck Cabinet.)
Rain Lap: A method of applying printed paper or vinyl sheets by starting at the bottom of the area to be covered and working upward. Each strip overlaps the one below it, preventing rain from entering the seam and weakening the bond with the substrate.
Readability: The overall quality of a sign’s design that allows the viewer to easily interpret the information presented. Factors like letter size and style, legibility of typeface, color contrast between letters and background, and the sign’s layout all contribute to readability. (See also Conspicuity.)
Readerboard: A sign on which the copy can be manually changed. It usually consists of a panel with individual letters or pictorials mounted. Readerboards are often used to advertise special prices or items and can be placed in locations visible to passing vehicles. To be effective, the copy must be updated regularly; neglected or poorly maintained readerboards can give a poor image of the business. Many companies that sell readerboards also offer maintenance services for a set monthly fee to ensure the copy is changed regularly and the sign remains in good condition.
Recall: In signage, recall refers to a viewer’s ability to remember the message even when they are not actively viewing the sign.
Recognition: Refers to a viewer’s ability to identify the message when they see it again.
Reflective Sheeting: A film that contains small glass or glass-like beads beneath its surface, allowing it to reflect light back to its source, such as from car headlights back to the driver. The reflective properties of the sheeting are rated based on the amount of light reflected and the angle of vision for which it remains effective. It is graded in categories such as promotional, engineer, and highway.
Reflectorized Sign: A sign that has been coated with a highly reflective material. (See also reflective sheeting.)
Registered Trademark: A trademark that has been officially registered with the government by its owner, indicated by the symbol ®. (See also trademark.)
Registration:

In screen printing, the correct placement of the image to be printed on the substrate.
In multicolor printing, registration also refers to the correct alignment of the colors with one another.

Regulatory Sign: Signs installed by or under the requirement of government bodies to inform the public of laws, regulations, and to regulate vehicular traffic.
Relief: The projection of art from a flat surface. A shortened form of bas-relief.
Rendering: An artistic sketch or representation of a design concept.
Resin Transfer: A method of heating a colored resin material and printing it onto vinyl. The resin is sublimed, or momentarily turned into a gas, without passing through a liquid state. The gas then seeps into the vinyl and resolidifies, creating a permanent image.
Resolution:

- In digital images, the number of pixels shown on a screen; the higher the number of pixels in a given space (i.e., the greater the density of pixels), the more precise the image.
- In plotting, the degree of accuracy with which a plotter will place a knife-head in relation to a theoretical, perfect location of a coordinate.

Retainer: The projecting rim around the sign face that holds it in place and/or provides a decorative trim piece.
Retardant: An additive that slows the drying time of ink.
Retractable Awning: A cantilevered structure, entirely supported by a building, constructed so that the awning cover and supporting frame retract completely against the building. This design relieves the awning from wind, rain, and snow pressure/loads normally associated with extended fixed-frame awnings or canopies.
Return: The sides of a channel letter.
Reveal: An indented detail on a sign.
Reverse Channel Letter: A channel letter that has a face and sides but no back, and is pinned out from a background surface. When the neon tube inside the letter is illuminated, it produces a halo effect around the letter.
Revolving Sign: A sign that can turn 360 degrees due to the presence of an electric motor driving its movable parts. All or a portion of the sign may revolve at a steady or variable speed.
RGB Display/Sign: Stands for red-green-blue. Any high-quality screen display that uses the three primary colors to produce a full-color display. (See also primary colors, additive colors.)
Roof Sign: A sign structure that is erected on or above a roof, or installed directly on the roof’s surface. Like a freestanding sign, it is aimed primarily at the distant or motoring public. Studies of the motel industry have shown that roof signs are particularly effective in guiding people unfamiliar with the area to a location due to increased visibility.
Router-Cut Sign: A sign cut with a hand router or by a computerized router, using various shaped cutting blades across a variety of sign materials.
Routing: The process of eliminating material in a substrate using a tool bit that has been machined for this purpose. In computerized sign making, using a CAD/CAM machine, a tool is programmed to eliminate material along a tool path created along the x-, y-, and z-axes.
Sandblasting: A method for decorating glass or wood. A rubberized stencil of the artwork is either hand- or computer-cut and applied to the substrate. The substrate is then sprayed with a pressurized stream of sand or synthetic particles to texture the unprotected area. Once the desired depth is achieved, the stencil is removed, and if on wood, the surfaces may be painted. (See also etching, acid etching.)
Sandwich Sign: A moveable sign not secured or attached to the ground or surface upon which it is located but supported by its own frame, typically forming the cross-sectional shape of an “A.” (Also known as a sidewalk sign.)
Sans Serif: Any typeface that lacks serifs. In most sans serif fonts, there is little differentiation between the width of strokes within the letter. Helvetica and Futura are familiar sans serif fonts.
Saturation: The relative purity of a given color, determined by the absence of both black and white. The less black and white in a color, the greater its saturation. Saturation is one of the three attributes of color, along with brightness and hue.
Schematic Design/Schematics: A conceptual design developed at the beginning of a project to demonstrate a design approach or strategy.
Scoring: Cutting or notching a material before bending it. Sufficient scoring of some substrates (e.g., glass and certain thicknesses of PVC boards) allows them to be broken cleanly without cutting all the way through.
Screen: A frame over which fabric is stretched for use in screen printing. The screen supports the stencil or emulsion through which ink is forced by a squeegee to create the print.
Screen Printing: A stencil method of applying paint or ink to surfaces such as wood, paper, glass, and metal, through fabric stretched over a frame. This method can use a photographic process to create or control the resist for more precise imaging. The artwork is also cut into rubylith resist on computer-driven plotters or tables. (See also silkscreening.)
Scrim: Open-constructed fabric used as a base material in coated and laminated fabrics.
Seam: A line formed by joining together two separate pieces of the same or different materials at their edges, such as with flexible-face fabric material or wood, metal, or plastic sheets. (See also butt joint.)
Second-Surface: A sign made of a clear substrate, such as acrylic, where the art is applied in reverse on an interior face of the sign. This provides extra protection from the environment. Some large exterior signs are painted this way, as are many smaller identification, wayfinding, restroom, and evacuation signs that are subject to regular handling.
Seismic Load: Loads caused by earthquakes or earth tremors.
Serif: A small line or embellishment finishing off the strokes of letters in some fonts. Well-known serif fonts include Souvenir, Times Roman, and Garamond.
Service: The general maintenance of a sign, which may include cleaning, repainting, replacement of bulbs or lamps, and repairs. This may be provided on a regular basis under contract.
Service Cover: In an electric sign cabinet, a panel that allows ready access to the bulbs or lamps and the electrical connections for their replacement and maintenance.
Setback: In a sign or development code, the distance between the primary face of the sign and the property line or right of way. The distance is measured in a straight line from the base or bottom of the sign. Most municipalities require that signs comply with specified setbacks or that a variance from the regulations be applied for and secured.
Shade: A color made darker than the original by adding black to it.
Shadow: Duplication of an image that is slightly offset. A drop shadow is a simple copy and offset; a block shadow joins the outlines of the original and duplicate to create a 3D-relief effect; a cast shadow alters the shape and size of the duplicate to imitate shadows cast by light, similar to how the sun casts shadows on a sundial.
Sheet Metal: Traditionally, drawings prepared by specific trades to describe the quantity, shape, size, materials, and other details to be manufactured, built, or constructed. In signage, it now refers to drawings prepared by fabricators that describe their intended methods of construction and sequence of assembly to be reviewed by the designer and owner for approval before construction and fabrication. Shop drawings ensure the original design concept is accurately carried out in the construction process. (See also template.)
Shop Drawings: Drawings prepared by trades to describe the quantity, shape, size, materials, and other details of a product’s construction. In signage, this refers to drawings prepared by fabricators that describe their intended methods of construction and sequence of assembly to be reviewed by the designer and owner for approval before construction and fabrication. Shop drawings help ensure the original design concept is accurately carried out in the construction process.
Sidewalk Sign: A moveable sign not secured or attached to the ground or surface upon which it is located, but supported by its own frame and typically forming the cross-sectional shape of an “A.” (Also known as a sandwich sign.)
Sign: Any device, structure, display, or placard affixed to, placed on, or displayed from within a building to attract the public’s attention for advertising, identifying, or communicating information about goods and services.
Sign Band: A horizontal area above a multi-tenant building entrance, architecturally designed to accommodate signage in a sign-centric manner.
Sign Cabinet: The enclosure of an electric sign, excluding the components and mounting structure. (See also box sign and light box.)
Sign Can: An informal term for a sign cabinet.
Sign Code: A sign code may be part of a government body’s land use planning regulations, or it may be a separate document designed to interact with other land use codes. As part of the police powers granted to local governments, a sign code typically seeks to promote public health, safety, and welfare. Sign codes may regulate the size, placement, illumination, structure, and aesthetics of sign content and design.
Sign Face: Typically refers to the most prominent message area of a sign, but may also refer to any message area. (Also called “face.” See also “panel.”)
Sign Foam: A brand of specialized polymer foam cell products designed for three-dimensional signage applications. Available in different densities and strengths, this open-cell foam is easy to machine and holds its shape well. When primed and painted, it can resemble other, more permanent materials.
Sign Location Map: A site plan or floor plan indicating where signs will be placed, often referred to as “sign locations.”
Sign Location Plan: A site plan or floor plan indicating where signs will be placed, often referred to as “sign locations.”
Sign Message Schedule: An inventory or list indicating the quantities of signs and messages for each individual sign. Typically used as a contract document for final text and sign wording, keyed to a sign location plan. It provides the sign type, location reference, and message.
Sign Type Array: Defines the style or use of each unique sign component in a system. Sign types are determined individually for each sign project. Descriptions of sign types include: building identification, directory, directional or guide sign, freestanding, monument, pedestrian directional, pedestrian informational, post and panel, regulatory, vehicular directional, elevator directory, and room identifier.
Signage: Interchangeable terms used to describe signs. Refers to any group of posted commands, warnings, information, or directions.
Signage Reference Manual: A compilation of the drawings and specifications for each sign type; this is similar to a bid package. This document is helpful for ordering additional signs in the future and maintaining the signage system as it was designed.
Signage Standards Manual: More detailed than a signage reference manual, this is a compilation of the drawings and specifications for each sign type, along with descriptions of the sign type’s purpose and the situations in which it might be used. A signage standards manual also includes information on the overall wayfinding program, such as the wayfinding methodology, graphic standards, and the information hierarchy used.
Signature Building: The architectural design of a building or structure that reinforces the signage.
Signcentric Design: An architectural design in which signage is the prominent visual feature.
Silhouette: The overall shape or profile of a sign or a block of copy within a sign.
Silicone:

- A trade name for a popular adhesive used in the installation of letters and signs, due to its elasticity, strength, reasonable curing time, and impermeable nature.
- Any of a group of polymers characterized by wide-range thermal stability, high lubricity, extreme water repellence, and physiological inertness, used in adhesives, lubricants, protective coatings, paints, electrical insulation, and synthetic rubber.

Silkscreening: One of the oldest and simplest forms of printing. A print is made using a squeegee to force ink through a stencil or emulsion supported by fabric that has been stretched over a frame to create a screen. Several synthetic fabrics have replaced silk as the fabric of choice for screen printers. (See also screen printing.)
Single Face Sign: A sign consisting of one face, rather than back-to-back faces on a common frame or back-to-back messages on the same piece of material.
Sizing/Size: The substance applied to the substrate before gilding to make the gold leaf adhere to the work surface, along with its application. Today, the most common sizing used by glass gilders is made from gelatin capsules dissolved in boiling water and then strained.
Skeleton: The metal frame on which a sign is installed.
Slip-Base: A foundation consisting of two bolts fastened between the foundation plate and the concrete footer.
Snipe Sign: An overlay sign added to an existing sign layout as an additional message to the main sign. For example, a band across a corner saying “coming soon.” It can also refer to the illegal posting of handbills and posters without permits.
Soda-Lime Glass: The most common type of glass manufactured and used in most fluorescent tubes and incandescent bulbs. Soda-lime glass is made from a combination of sand, limestone, and sodium carbonate, and can either be clear or colored.
Soil Bearing: Refers to the ability of uncompacted soil to support weight, such as the footing for a sign. This figure is typically obtained from an engineer (or soils engineer) and is expressed as pounds per square foot.
Solvent: A petroleum-based liquid used to modify oil-based paints and inks, as well as to remove them from sign components, frames, and brushes.
Spacer: Any device used in mounting letters or signs that separates them from the surface to which they are being installed. A spacer allows letters to be “pinned out.”
Specifications: May include general requirements, product details, and execution sections for a sign specification package, often in a format similar to architectural construction standards from the Construction Specifications Institute (CSI).
Spectacular: An extra-large outdoor sign incorporating special lighting and/or motion effects, or an interior sales display that includes special lighting and motion elements.
Spinner Sign: A sign, either freestanding or wall-mounted, where the messages rotate in the wind. A spinner sign is not considered an animated sign.
Spotlight: A source of illumination for an extremely illuminated sign; a lamp with a strong, focused beam directed toward a sign.
Spun Glass: A strong, lightweight material created from tiny glass threads woven into a fabric and then hardened using a special polyester resin. Fiberglass can be used to create sign faces and cabinets of varying sizes and shapes. (See also fiberglass.)
Sputtering: Occurs when the electrode in a neon tube gradually erodes due to heat and electrical forces, blackening the ends of the tube near the electrode and decreasing gas pressure, eventually making the tube inoperative.
Squeegee:

- In screen printing, a flexible blade mounted in a wood or metal handle and used to force ink through a stencil mounted on the screen.
- In sign making, a hard plastic or nylon blade used to apply pressure to increase surface adhesion between cutting vinyl and the transfer tape or between the vinyl and sign face.

Stain: A type of paint that is very thin (low viscosity) and formulated so that the pigment penetrates the surface rather than remaining on top of it. Wood stain is predominantly pigment or dye and solvent with little binder, designed primarily to add color without providing a surface coating.
Stainless Steel: A special steel alloy made more resistant to staining than regular steel, due to higher concentrations of chromium and nickel.
Stand-Offs: Insulators that support a neon tube, holding it away from the background surface and providing some impact resistance. (See also supports.)
Standard Frame: The structural supports found inside a sign cabinet.
Star of Life: The asterisk symbol indicating exit level, showing the preferred route for gurneys, emergency egress, etc. Required by ADA next to floor indication on elevator control panels and elevator jambs.
Stationary Sign: A sign with a power cord for attachment to an electrical source that is not readily movable or portable.
Stencil: A thin sheet of material into which a design is cut. When placed on another substrate and paint or ink is applied, the image represented by the cut-out portion of the stencil is printed on the substrate below it. Stencils can be made from materials such as metal, card stock, or photo emulsions.
Stippling: A method of removing brush marks and creating a transparent look on windows. Paint is mixed with linseed oil to slow the drying process, then brushed on the surface to be stippled. A stippler is created by wrapping a piece of cheesecloth or other lint-free cotton rag around a wad of cotton, which is then either held firmly in hand or securely attached to a short stick. Stippling is done by daubing the stippler over the wet, painted surface.
Stochastic Screening: A silkscreening process that conveys the tone of a screened image by varying the number and location of dots, rather than just varying the size of the dots within the grid.
Stone Signs: Signs made from materials like sandstone, granite, marble, limestone, and other decorative stone. Letters can be stud-mounted to the stone or carved/incised into the face of the stone.
Strain: The measure of change in size or shape of a body under stress, compared to its original size or shape. It is usually measured as the change (in inches) per inch of length.
Streamer: A long, narrow banner used in interior or window displays only.
Street Furniture: Advertising displays, many of which provide a public amenity, positioned near pedestrians for eye-level viewing or at curbside to reach vehicular traffic. (See also bench sign.)
Stretching:

The process of securing mesh to a frame in screen printing.
The act of stretching vinyl face material over a flex-face sign cabinet.

Stroke: A single movement of the hand or arm, or of a marking tool. Stroke refers to a pass of the squeegee in screen printing or a pass of the brush in painting. (See also stroke width.)
Stroke Width: The width of the major lines comprising a letterform. A wider stroke width creates a bolder letter, while a narrower stroke width creates a lighter letter. (See also stroke.)
Structure: In the sign industry, this refers to a fabrication designed to support a sign. It can refer to the internal or external skeleton (exoskeleton) of a sign, as well as the support pole or mechanism.
Styrene: Refers to polystyrene, a usually colorless rigid plastic that can be molded into objects and is used in the manufacture of signs.
Substrate: The material from which the sign face is made. Examples include wood, metal sheeting, paper, and acrylic. It can also refer to the surface to which an awning frame is attached.
Supports: Insulators that support a neon tube, holding it away from the background surface and providing some impact resistance. (See also stand-offs.)
Symbol of Accessibility: A universal symbol used in signage to indicate wheelchair or handicap access. The symbol consists of a blue square overlaid with a stylized image of a person in a wheelchair. (See also International Symbol of Access.)
Symmetry: The balance of design elements in which one side is equal to or mirrors the other.
Tack: The stickiness of an adhesive under given conditions. Some adhesives require a particular temperature range to achieve maximum tack.
Tactile Sign: A sign, or an area within a larger sign, that conveys its message through raised or engraved artwork, making it accessible to the visually impaired. Required by the ADA for all permanently identified rooms.
Tagged Image File Format (TIFF): A standard graphics file format used for scanned bit-mapped images.
Target Audience: The profile of the most desired consumer prospects for a product or service, listed by characteristics such as demographics, lifestyle, brand or media consumption, purchase behavior, etc. This is common across all media.
TCO (Temporary Certificate of Occupancy): Typically allows a new building to be occupied before it is fully complete, and therefore requires life safety signs to be in place to protect the public.
TDD (Telecommunications Device for the Deaf): A communication system that enables written messages to be transmitted and received over telephone lines and displayed on a screen. The ADA requires the use of a special symbol to indicate the availability of a TDD unit.
Telecommunications Device for the Deaf (TDD): A communication system that enables written messages to be transmitted and received over telephone lines and displayed on a screen. The ADA requires the use of a special symbol to indicate the availability of a TDD unit. (Duplicate entry merged.)
Tempera: Pigment mixed in a water medium, usually with a binder and adhesive. Tempera paints produce a luminous effect.
Template: A full-sized pattern, layout, or computerized output showing the exact size and placement of letters. Typically used for installing dimensional letters, signs, or architectural elements.
Temporary Certificate of Occupancy (TCO): Typically allows a new building to be occupied before it is fully complete and requires life safety signs to be in place to protect the public at large. (Duplicate entry merged.)
Temporary Sign: Any sign that is not intended to be permanently installed. Banners and signs at construction sites are common examples. Often, sign codes limit the length of time a temporary sign can remain in place. These signs may be incidental or miscellaneous in nature, such as political and real estate signs.
Tensile Strength: The maximum load a material can withstand before it breaks. Also referred to as breaking strength.
Terrazzo: A finish floor material made of concrete with an aggregate of marble chips selected for size and color, ground and polished after curing. Terrazzo is often used to integrate words, graphics, shapes, and maps into floors in heavy-traffic areas.
Thermoforming: A process that involves taking a flat sheet of material and giving it dimension by heating it and then forcing it into a mold either mechanically or pneumatically. (See also vacuum forming.)
Thinner: Any liquid used to reduce the thickness of paint or ink.
Three-Dimensional (3D) Engraving: A routing procedure where the tool bit can move independently along the up-and-down z-axis while still traveling an x/y-axis tool path. 3D engraving can create a hand-chiseled look while removing material from a substrate.
Thumbnail: A type of rough sketch. Some sign artists prepare several thumbnail sketches of a job, varying layouts and fonts, before preparing one or two more complete ideas to present to a client.
TIFF (Tagged Image File Format): A standard graphics file format used for scanned bit-mapped images.
Tiling: The digital process of dividing a large image into individual sections to print with overlap.
Time and Temperature Display: A variable message sign that displays the current time and temperature in a stationary or alternating manner. Some signs also display simple messages.
Time Switch: A switch that uses a clock or timer to automatically turn electric signs on and off at set times each day.
Time, Place, and Manner (TPM) Regulations: Consistently applicable, non-discriminatory sign regulations that specify, without reference to the content of the message, when, how, and where a sign can be displayed. Physical standards, such as height, size, and location, allow the sign to be readable.
Tint: A color made lighter than the original by adding white to it.
Tone: The effect on a color created by blending it with another color.
Tongue Tear: A property of fabrics where a machine tears a strip of fabric across the warp and filling. The resulting effort is measured in pounds.
Top Coating: The coating intended for the front, side, or top of a fabric or membrane.
Touch Screen: A computerized CRT or LCD screen directory or information station that is activated by touching the screen.
TPM (Time, Place, and Manner) Regulations: Consistently applicable, non-discriminatory sign regulations that specify, without reference to the content of the message, when, how, and where a sign can be displayed. Physical standards, such as height, size, and location, allow the sign to be readable. (Duplicate entry merged.)
Tracking: The ability of a computer, at the operator’s instruction, to add or subtract minute increments of space between letters. (See also letter spacing and kerning.)
Trade Area: Most retail businesses have a relatively fixed area from which customers come to do business. Generally, the trade area is either the living or work locale for the customer. The selling zone for a place-based retail business will be dynamic due to customer movement (residences or jobs) or when a customer passes through the trade area. The trade area for most small businesses is typically 3 to 5 miles.
Trademark: Used by a business to distinguish itself and its products from competitors. A trademark may include a name, symbol, word, or combination of those. It is protected by the federal government and considered to have financial value. A sign maker should only reproduce a trademark with the company’s permission and should discourage customers from closely imitating well-known trademarks. (See also registered trademark, logo.)
Traffic Count: The estimated number of people who will see a sign within a given time period. It is most commonly associated with the number of vehicles passing a location in a day.
Transfer Tape: A medium-tack adhesive coated on translucent paper. Transfer tape is placed on weeded vinyl images still on the original carrier liner. The tack of the tape is stronger than the adhesion of the vinyl to the coated liner, so the image is pulled off the liner during the transfer to another surface.
Transformer: Electrical equipment that converts input voltage and current to a different output voltage and current. In general, a transformer is any apparatus that continuously increases or decreases the voltage of a power supply. Transformers are essential in neon signs due to the high voltage required. (Fluorescent lamps require a specialized transformer unit called a ballast.)
Translucent: The property of a material such as vinyl, paint, or ink that allows the passage of some light through it without being transparent. Internally illuminated signs rely on translucent paints and vinyls.
Transparent: The property of a material that allows light and images to pass through and may also show a color tint.
Transportation Equity Act for the 21st Century (TEA-21): An extension of the ISTEA program passed in 1998.
Trapping: In screen printing, overlapping one color on another. Trapping may result in the creation of a third color in the overlap area or, if opaque inks are used, it can hide the edge of the first color for purposes of registration. (See also bleed.)
Tri-Color LED: An LED that displays only the colors red, yellow, and green.
Triple Message Sign: A type of sign consisting of rotating triangular louvers. The louvers turn in unison, showing three different messages as the three faces are exposed. This allows for three times the static advertising/communication power at one location.
Trough Letter: A metal channel letter with an exposed cold cathode tube in the trough for illumination.
Tube Colors: Tubing for neon signs is produced as clear glass or in colors. Different tube colors act as filters, allowing only the desired color to shine through. In many cases, the only way to achieve rich primary colors is through colored glass.
Tube Diameter: The standard measurement for neon tubes, expressed in millimeters.
Tube Supports: Insulators that support a neon tube, hold it away from the background surface, and provide some impact resistance.
Tunneling: The separation of a laminate from a substrate, appearing in a straight line or channel, due to insufficient adhesion, inadequate tension/stability during application, poor substrate quality, or improper curing after application.
Typeface: A set of letters and numerals that share the same design characteristics. Examples include Times New Roman and Arial. (Also called font.)
Typographic Terms: Terminology associated with typesetting in the sign industry. These terms include ascender, condensed, counter, descender, extended, flush, font, kerning, leading, letterspacing, line spacing, sans serif, serif, stroke width, tracking, typeface, and word spacing.
Ultimate Strength: The maximum strength under which an awning material is capable of sustaining a gradual and uniformly applied load.
Ultraviolet Light (UV): UV has both positive and negative influences on the sign industry. When UV strikes certain surfaces, such as the phosphors in neon and fluorescent tubes, it transforms into visible light. UV is also used for curing some screen printing inks. On the other hand, ultraviolet light is the primary cause of pigment failure (fading) in some paints and vinyls, especially red ones.
Under-Canopy Sign: A sign designed to be mounted underneath a canopy.
UV (Ultraviolet Light): UV has both positive and negative effects on the sign industry. When UV strikes surfaces like phosphors in neon and fluorescent tubes, it is transformed into visible light. UV is also used for curing some screen printing inks. However, ultraviolet light is the prime cause of pigment failure (fading) in certain paints and vinyls, especially red ones. (Duplicate entry merged.)
UV Resistance: The ability to withstand decay caused by the damaging effects of ultraviolet rays from the sun. (See also ultraviolet light.)
Vacuum Forming: The process of taking a flat sheet of material and giving it dimension by placing it in a mold, heating it until pliable, and then drawing the air out of the mold, creating a vacuum to form the material to the mold. (See also thermoforming.)
Vacuum Pump: A device used in a neon shop to draw a vacuum inside a neon lamp.
Variable Message Sign: A sign on which the copy can be changed, either manually through the use of attachable letters (usually plastic) or electronically using incandescent bulbs or light-emitting diodes. (See also marquee and readerboard.)
Variable Plank Sign: A type of variable sign that consists of a frame within which pre-printed sign planks can be assembled.
Variance: A special administrative procedure by which one may obtain an exception to zoning rules, such as height, setback, and type of use.
VHB® (Very High Bond) Tape: A tape produced by 3M® that joins sign parts in place of mechanical fasteners or bonded/welded attachments. It is available in many grades and thicknesses.
Video Matrix Signal: An array of CRT monitors, plasma screens, etc., linked to display a single image or a variety of images.
Video Sign: A variable sign displayed on a television screen.
Vinyl: Polyvinyl chloride (PVC) film used in sign making, backed with an adhesive that creates a strong bond to a surface when pressure is applied. Many different colors and adhesives are available for various applications, ranging from permanent to semi-permanent to temporary.
Vinyl Letters: Letters cut from adhesive-backed vinyl material, available in a variety of opaque, translucent, metallic, and transparent colors and patterns.
Viscosity: The thickness or density of a paint or ink.
Visibility: The quality of a letter, number, graphic, or symbol that allows it to be distinguished from its surrounding background.
Vitreous: Resembling glass in terms of transparency, brittleness, hardness, glossiness, etc.
Vitreous Enamel: A hard, brittle glass coating applied to steel by firing at high temperatures in an oven. Some limitations to panel size and complexity of shape exist due to distortion at high temperatures, but it is a very hard-wearing material.
Wall-Mounted Sign: A single-face sign mounted on a wall. (See also wall sign.)
Wall Sign: Literally, a sign that is painted on a wall. The term is often expanded to include flat signs placed on or attached to the wall of a building. These signs are also called fascia-mounted signs and wall mounts. (See also wall-mounted sign.)
Water Resistant: A surface or material that has been treated to resist damage or deterioration caused by water. A water-repellent face.
Waterproof: The use of the term in relation to treated cotton ducks is prohibited by the “Fair Trade Practices Act” unless the product is impervious to the passage of any water for as long as the fabric may endure. “Water Resistant” is the proper designation for fabrics treated to resist water penetration and leakage.
Wax Transfer: A method of heating colored wax material and printing it onto vinyl.
Wayfinding: The process of using spatial and environmental cues to navigate through an environment. In its most literal sense, wayfinding is the ability of a person to find their way to a destination. It can also be defined from the standpoint of the designer or site owner/operator seeking to improve the function of a particular environment. Wayfinding is not separate from traditional signage design but is a broader, more inclusive way of assessing all the environmental issues that affect our ability to find our way.
Weathering Steel: A steel alloy that forms a tenacious, self-protecting rust layer when exposed to the atmosphere.
Weave: The configuration of threads running perpendicular to one another. A plain weave places the weft thread over the warp thread in sequence, then reverses for the next row of threads.
Webbing: A sturdy fabric woven in narrow widths for use where strength is required, such as in seat belts or headbands. Often used in banners that require heavy-duty usage, such as over-the-street banners.
Weed: The process of peeling extraneous vinyl or matrix material away from a plotter cut, leaving only the sections that represent the final image. Pulling the extra material away in one quick stroke is known as “rip weeding.”
Weep Hole: A small opening or hole in the bottom of a letter or a sign cabinet, placed at the lowest point to prevent water from accumulating in the unit.
Weft-Fill: Threads that run in the crosswise direction of woven fabric. Weft is also referred to as “fill.”
Weld: The process of connecting pieces of material by heating them until molten and fusing them together.
Welt: A strip of material sewn to a pocket opening as both a finishing and fabric-strengthening device.
Welt Cord: A tape or covered cord sewn into a seam as a reinforcement or trimming.
Wet Location Fixture: A watertight electrical or light fixture that is sealed to protect against moisture.
White Space: Empty or unused space (without lettering or graphics) within the sign face. (See also negative space, positive space.)
Wickability: The property of a fiber that allows moisture to move rapidly along the fiber surface and pass quickly through the fabric.
Wind Load: The term used to describe the design strength of a sign. The standard wind load is 30 PSF (pounds per square foot), which can withstand winds of up to approximately 90 MPH. Heavy wind load is 55 PSF, which can withstand winds of approximately 110 MPH.
Window Sign: A sign that is mounted on a window and intended to be viewed from the outside.
Wood Lag Screws: Screws that are tapered to a point and do not require nuts. Their strength is proportional to the hardness of the wood in which they are embedded. In many awning applications that require fastening to wood framing, wood lag screws may be the best available option.
Word Space: The horizontal space between words.
Working Load: Also known as “working strength,” this is the recommended weight (in pounds) for safe working conditions. It applies to new rope in good condition with appropriate splices and under normal service conditions. When dynamic loading occurs, the recommended working load should be adjusted accordingly.
X-Height: In a given typeface, the height of the lowercase letters that do not have ascenders or descenders.
Yield:

- In regulatory signs related to traffic flow, it means to concede the right of way.
- In production, it refers to the amount of material utilized versus the amount that is wasted or dropped. (See also nesting, maximum yield.)
Zinc: A malleable metal with a unique gray appearance, somewhat like lead, that can be used raw in exterior applications.

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