Business signage is often one of the first touchpoints your customers have with your brand. It communicates your identity, your values, and your professionalism, often before a single word is spoken. But just like a website or marketing campaign, signage isn’t a “set it and forget it” asset. It needs to evolve with your business.
So how do you know when it’s time for a signage rebrand? Whether you’re opening a new location, updating your visual identity, or simply want to stay relevant in a fast-changing market, your signage should reflect who you are now and not who you were five or ten years ago.
Let’s walk through 7 key signs that it might be time to rebrand your signage, and why it matters for your business growth.
7 Warning Signs That Your Business Needs a Signage Rebrand
1. Your Signage No Longer Matches Your Brand Identity
Has your logo changed? Have you updated your brand colors or fonts? If your signage still uses outdated branding, it can confuse customers and weaken your overall image. Consistency across all touchpoints is key to building trust and recognition.
Pro Tip: Perform a brand audit. Does your signage match what’s on your website, social media, and packaging?
2. You’ve Moved or Renovated Your Location
A fresh space often calls for a fresh look. If your business has moved to a new location, or undergone a major interior or exterior renovation, rebranding your signage can help reflect this new chapter and align with your updated surroundings.
3. The Sign Looks Worn or Outdated
Faded colors, flickering lights, cracked faces, or rusted frames are more than just cosmetic issues; they send a negative message. Customers may interpret poor signage as a reflection of poor service or neglect. Modern, well-maintained signage builds confidence in your professionalism.
According to the Sign Research Foundation, 60% of businesses report that improving signage directly boosts sales and customer transactions, while over 50% of consumers say poor signage deters them from entering a business.
4. Your Business Has Expanded or Changed Focus
Have you added new services or shifted your target audience? If your signage still speaks to your old niche or fails to capture what makes your business unique now, it’s time for an update. Clear signage ensures your message connects with the right customers.
5. Competitors Are Raising the Bar
If nearby competitors have invested in bold, eye-catching signage and yours is getting lost in the mix, rebranding could help you stand out again. Signage is a competitive advantage, especially for walk-in businesses where curb appeal counts.
6. You’re Undergoing a Full Rebrand
A new name, logo, or company vision should always be accompanied by updated signage. This is your chance to make a strong first impression and relaunch with confidence.
Consistency across physical and digital branding builds credibility, and signage is a key part of that equation.
7. You Want to Improve Visibility or Compliance
Is your sign hard to read at night or from the street? Are you missing required ADA or municipal code compliance elements? A signage rebrand isn’t just aesthetic. It’s an opportunity to increase safety, accessibility, and function.
If you’re planning a large-scale rebrand across multiple locations, we’ve outlined key logistical steps in our guide: How to Rebrand Signage Across Multiple Sites – Ortwein’s Insider Tips for Success.
Make Your Signage Work Harder for You
Rebranding your signage isn’t just about looking better. It’s about communicating more clearly, competing more effectively, and growing with confidence. Whether you need a complete signage overhaul or just want to explore your options, our team is here to help.
Contact Ortwein Sign today to start a conversation about how signage rebranding can support your next phase of business.