The simple definition of a monument sign according to Small Business Notes, a website with a glossary containing a spectrum of business terms, is a ground sign with low overall height. They define a freestanding sign as quite simply a sign not attached to a building. Neither one of those explanations describes its subject clearly or thoroughly enough to leave no room for mistaken identity. They are missing the details that make a sign not only freestanding, but monumental in style. After all, there are as many species and subspecies of signs that stand independently from a building as there are bugs in the Amazon or fish in the sea. Each serves a similar purpose of displaying and representing a visual message of advertisement or information, but there are major differences to be mindful of when recommending, designing and selling the right sign, for the right function, for the right desired results and for the right impressions.
A freestanding sign can be unattached from a building and set low to the ground, but those features alone don't make it a true monument sign. As professionals who work with and recommend signs to our clients, we need to remember that many of the interpretations that exist out there are not as accurate or helpful as they could be for the industry outsiders who don't understand signs like we do. And as professionals who work with brand and image for our clients, it is our job to identify when the monument sign would be most effective and appropriate for the circumstance and setting.
Monument signs are also free-standers. But given a picture that presents all the details of place, space and configuration one should be able to see the difference between a sign that towers over the landscape screaming where to go for food or gas and the one that is the most integrated with the ground it sets upon. The integration and relationship of the actual sign display with how it is supported and anchored to the ground is what truly makes a monument sign distinct from other forms of freestanding signs.
The online glossary at Small Business Notes isn't alone with its lack of information regarding sign types. Many municipalities have sign definitions in their code of ordinances that are missing the components that would help to better clarify and classify signage. Knowing the local codes and property zoning regulatory restrictions is a first step in identifying what sort of sign to design. Some codes go as far as to regulate foundations, bases and materials to use. Many other factors can influence the planning for what type of sign to eventually decide upon including location, traffic, travel speeds, distance, obstructions, slope of grade and budget. Once it is determined that a monument sign would be the best solution, that's when the fun begins.
At this point, design can turn attention to aesthetic and architectural details that complement the business or organization and its building architecture. This is when considerations should take place that involve colors and materials such as metal, wood, masonry, wood, plastics, paints and lighting.
We applied this process of exploration, decision and design when working with Hubbard Hill Retirement Community. In the end, we helped them establish a strong brand of elegance that reflected the characteristics of their name, services and facility that prior to the new sign was hidden from view as their beautiful campus was blocked by trees along the main highway that it was situated along. Patrick Pingel is Hubbard Hill's CEO.
"Hubbard Hill is nestled among 60 acres of mature trees, ponds and flowers," Pingel shared as he described his experience in helping craft their new sign. "The monument sign we ended up with is a combination of stone and earth and ties in with our design and décor of rustic elegance. It has soft edges and is warmly lit at night. The sign subtly draws you to the campus. It creates a wow effect along a heavily traveled main artery of our city. Prior to having this sign, people didn’t know where Hubbard Hill was. We cleared some trees and added the monument sign. Immediately, it captured attention and renewed interest in Hubbard Hill. The impact of the sign was stunning in regard to the number of people that were talking about it. For over a year, people would stop me and tell me how beautiful our new sign is."
In Hubbard Hill’s case, everything came together wonderfully as our team worked with theirs to design and build a sign than encompassed a graceful blend of curves and color with texture and lighting that involved stone, metal, routed faces with internally illuminated lettering along with dimensionally produced reverse LED illuminated channel letters. The rounded top that extends down to the ground on the far side of the sign away from the street follows the natural slope to the ground that continues on like a welcome carpet to their front entry. To top it off, we added external spotlights from the ground to wash a warm colored light up over the face of the field stone base as a nice visual effect when viewed at night.
"The sign is innovative, strong, solid and lasting," says Dena Benham, Director of Marketing. "It says to the consumer that we are here to stay and want to be the innovators in health care. With its soft edges and unique design, the sign speaks to the consumer and says we are forward thinkers in the industry."
Landscaping is part of our planning. Although we're not landscapers, clients appreciate being directed with ideas that will enhance and complement the finished monument sign.
Sometimes a monument sign has the competitive advantage. There are corridors of towns where you'll drive along and see sign after sign standing 20 to 30 feet in the air. A well-strategized sign positioned in the line of sight for a seated driver that is below the competing signs can be more effective for the establishment it will represent. But you need to consider the operation of the organization before settling on the sign type that would best reflect the brand and business. The more "professional" over "retail," the more we find monument signs to be the better choice. They also work well for industrial parks, schools, parks, subdivisions and many types of business enterprises.
The monument sign, for me, when appropriate for the purpose, presents an excellent option and opportunity to build impressions over other types of signs. With the monument, you can be very creative and employ materials and methods of fabrication that can be uniquely appreciated by the viewer for the artful craftsmanship that went into producing the sign.
Like the sign at Hubbard Hill, monument signs can be "king of the hill" and make a monumental statement.