If you want accurate pricing, fewer delays, and signage that matches your brand across every site, a clear signage brief is the fastest win. Below is a practical checklist you can copy and paste into an email, a doc, or a form, plus a free template at the end.
Why a good signage brief matters
A signage partner can only quote and plan accurately if they understand:
- what you’re trying to achieve (brand and visibility)
- what you need delivered (sign types and quantities)
- where it’s going (sites and constraints)
- when you need it (timeline and approvals)
Most cost blowouts and last-minute surprises come from missing site constraints, unclear scope, or approvals not being considered early.
1) Goal and success criteria (what “good” looks like)
This helps the supplier recommend the right solution, not just the cheapest.
- Objective: rebrand, new store opening, refresh, compliance replacement, wayfinding update
- Primary outcome: brand consistency, improved visibility, landlord compliance, faster rollout, reduced maintenance
- Must-haves vs nice-to-haves
- Any non-negotiables: illumination type, premium finish, sustainability requirements, vandal resistance
2) Site list (even if it’s only a few to start)
If it’s multi-site, do not wait until you have every address perfect. Start with what you know.
For each site, provide:
- Site name or store code
- Address
- Centre name (if in a shopping centre)
- Landlord or centre management contact (if available)
- Site trading hours and install access windows (after-hours, noisy work restrictions)
- Target opening date and critical milestones
3) Existing signage overview (what’s there now)
This helps with scope, removal, patch and paint, and risk.
- Photos or videos of current signage (day and night)
- Notes on what stays, what goes, what gets updated
- Any known issues: water ingress, flicker, sun fade, damage, unsafe fixings
- Whether you need make-good: patching, repainting, facade restoration
4) Signage scope (the deliverables)
List what you need. If you’re unsure, your supplier can help define it but give a starting point.
Signage type (examples):
- Signage: Pylon, Billboard, Fascia, 3D Letters, Lightbox, Cantilever, Window/Wall Graphics, Totem, Wayfinding, Suspended, Reception, Corflute, Banner
- Digital: LED Pylon, Indoor LED, Outdoor LED, Digital Kiosk, Digital Menu Boards, Video Wall
For each sign type, include (if known)
- Approximate size
- Quantity
- Illuminated or not
- Single-sided or double-sided
- Mounting location (shopfront, awning, pylon, wall, ceiling)
- Power availability (existing, needs new, unknown)
- Any structural considerations (wind zone, height, access)
If you do not know sizes yet, say “site measure required”.
5) Brand assets and design files (to avoid rework)
Your supplier can’t manufacture from screenshots. The fastest way to avoid rework is to share production-ready files, and flag early if anything needs to be rebuilt or redrawn.
Share what you can:
- Logo files (vector preferred: AI, EPS, PDF)
- Brand guidelines (colours, clear space, misuse rules)
- Fonts (files or licensed font names)
- Colour standards (Pantone, CMYK, RGB, and whether colour matching is critical)
- Any existing signage artwork (even if it’s old, it helps identify inconsistencies across sites)
Graphic design assistance:
If you need help creating print-ready vector artwork (for example, you only have PNG/JPG/screenshot files), note it here so your supplier can allow time for redraws, font matching, and colour setup before manufacturing.
Tip: If your brand relies on tricky colours or finishes (deep blacks, metallics, fluorescents, specific whites), mention it here. It can affect material selection, print methods, and colour matching.
6) Materials and finish preferences (or constraints)
Even if you do not know the exact material, state the intent.
Examples:
- Premium look, minimal visible fixings
- Coastal durability and high UV
- Anti-graffiti film required
- Budget-conscious but consistent across all sites
- Sustainability preference: recyclable substrates and low-VOC inks
7) Compliance and approvals (often the hidden timeline killer)
This is where early involvement pays off.
- Shopping centre design guidelines or signage manual (PDF if you have it)
- Council constraints (heritage overlays, illumination restrictions, size limits)
- Building rules: fire egress, height clearance, obstruction rules
- Who manages approvals: you, landlord, builder, or signage supplier
- Required documentation: shop drawings, engineering, SWMS, insurances
If you do not have the manuals yet, include: “Supplier to advise approval pathway and likely lead times.”
8) Installation requirements (make it easy to plan)
- Preferred install dates and blackout dates
- After-hours vs business hours
- Access: loading dock, lift, parking, security procedures
- Height access: does it require EWP, scaffolding, or rope access?
- Safety: induction requirements, PPE, traffic management
- Site contact for day-of install
9) Timeline, phasing, and rollout approach
- Key dates: pilot store, artwork sign-off, production start, install window
- Phases: state-by-state, region-by-region, priority sites
- Whether you need a pilot prototype first
- Any hard constraints: grand opening, marketing launch, landlord deadline
10) Budget (optional but helpful)
You will get better recommendations when the supplier knows what “reasonable” means.
- Budget range (even a bracket): “$X to $Y per site”
- What you value most: speed, premium finish, low maintenance, lowest cost
- Warranty expectations
11) What to ask your signage partner to deliver back
Include the outputs you want so you do not end up chasing.
Good deliverables:
- Itemised quote plus assumptions and exclusions
- Site measure plan (where required)
- Shop drawings and proofs
- Approval management plan
- Production and installation schedule
- Warranty and maintenance guidance
If you’re using this checklist to plan signage for a new site or rollout, factor approvals in early, because approvals are often the true critical path (not production). If you’d like a hand pulling the brief together, confirming the right signage types, and managing the approvals pathway, CV Media & Signage can help. Click here to download the free signage brief checklist. For a clearer breakdown of who needs to sign off what, when, and why, read our Signage Approvals in Australia: Landlords, Councils, and Centre Management blog.
