Part 2 : Choosing sign(s) for your shop
How to make the right choice ?
16. Not sure whether to choose a flat sign or a projecting one? Choose whichever best suits the location of your shop: In a narrow or pedestrianised shopping street, choose a projecting sign, which offers greater visibility. On the other hand, if you are located on a wide avenue with large volumes of customers passing your business on foot or by car, opt for a flat sign.
17. Before you consider installing a new sign, always consult your local municipal authority. They will be able to inform you of best practice.
For example, the city of Charleroi published the following charter
18. Some municipalities tax signs with a total surface area of over 2m². Another reason to consult the local planning authorities.
How to choose the right sign ?
19. Do the right thing by opting for recycled and recyclable materials. Artificial lighting is not always necessary. Make sure it is easy to remove and recycle.
Le Local, a "zero waste" restaurant in Ixelles, has set up a sign made from recycled materials that can be completely dismantled and recycled.
20. If you are taking on an existing retail unit, start by removing any panelling or boxing. As well as looking dated, this may compromise the visibility of your brand identity.
21. Choose a simple shape and a unique, legible and memorable message. Your aim? Impact!
22. Choose a shape and/or symbol that clearly represents your business: a book for a book shop, a fish for a fishmonger, etc.
Does your sign really need lighting, and if so, what type?
23. Save on taxes and electricity bills by choosing a non-luminous, non-illuminated sign! Remember, certain devices, such as luminous or illuminated signs, are subject to municipal tax.
24. If you still want to illuminate your sign, opt for less “obtrusive” methods than a lightbox, such as backlit lettering. Be careful not to aggravate your neighbours (and drive up your electricity bill) by leaving your lights on outside of business hours.
Where to position your flat sign?
25. If you wish to hang a parallel/ flat sign on your facade, remember that it must be in the “fascia” above the shop window.
For more information on the rules on signage, visit urban.brussels
26. On a flat sign, the name of your business may be positioned wherever you like: right, left, centre... Provided it is well-chosen and well-used, typography (the style of the lettering chosen for your text) is an affordable and effective way of making your sign stand out from your competitors. Something to consider, especially if you are on a budget!
A few examples of suitable colours and symbols for flat signs: creativity knows no bounds!
How to design and position your projecting sign?
27. Create an impactful projecting sign in 5 steps.
28. There are many different types of sign, including cutout, painted or raised lettering. The choice is yours !
29. Make sure any projecting elements are hung at an appropriate height. Remember that anything projecting from the facade is vulnerable. If trucks park or turn outside your store, it is possible that they could damage, or even snap, your projecting sign. Bear this in mind when considering its size and the height at which to hang it.
