GREAT SIGNS DRAW in passersby. They do so by piquing interest and making clear the nature of a business. But as any owner will tell you, doing that according to property and other guidelines can prove challenging. These pet businesses share how they worked — some quite creatively — within the system.
Riverfront Pets
Wilmington, DE
Laura and Clinton Gangloff got permission from their landlord to try a different approach with signage. Instead of white lettering with red accents on the facade, like other businesses in the building, they hung a perpendicular sign with the Riverfront Pets logo, complete with red fire hydrant. “We still have the printed name on our awning so you can see who we are from across the road, but I think we reach more consumers with the placement we have now,” Laura says.
COST: $4,000 | TIP: Add stickers to your storefront outlining services and supplies. “We have found that is pretty helpful also.”
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Dog Krazy
LEESBURG, VA
Fun fact about the original Dog Krazy logo, shown here on the Leesburg location: It’s the font from ’90s animated series Ren & Stimpy. Nancy and Chris Guinn hung signs on the facade as well as perpendicular to the store to catch potential customers from all directions.
COST: $6,000 | TIP: Nancy says, “Make sure it stands out. A good sign is worth every penny. Think about what makes you want to go inside a business. If the sign is cheaply made and doesn’t catch your eye, your store may go unnoticed. Bold, bright and fun is what I always look for.”
The Pet Barber
HOUSTON, TX
With its logo and sign, owners Paul Willis and Kristen Cover let potential customers know they specialize in hand-scissoring. Cover says they proposed black lettering with uplighting, but that the landlord ultimately required an illuminated sign.
COST: $6,000 | TIP: Cover says to “negotiate the signage before you sign the lease, especially if you have something very specific in mind.”
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Wags To Whiskers
PLAINFIELD, IL
When Janelle Pitula moved her business late last year, its sign came with her. Initially, there was pushback. “There were some challenges with the village as they said it was a bit too big, but they conceded and gave us a variance since we’ve been in town for 14 years.”
COST: $5,000 | TIP: Make sure your sign is clear, readable, stands out from other tenants and represents your business. “If you can do your logo, great. If not, just be clear.”
The Modern Paws
TAMPA, FL
This store’s logo features a paw print within a dotted circle, with that alone serving as its icon. On their storefront, Ben and Lisa Prakobkit used it both as a decal on the door and above with “The Modern Paws” on an awning. Of guidelines, Ben says, “The property association did require any awnings to be made out of certain materials and fabrics, so we made sure to adhere to those requirements.”
COST: $5,000 for decals, awning and lighting | TIP: “Your signage is what any customer, or even potential customer, sees first. Make it clear and bold. You want to make the best first impression before a customer even steps in your doors. The signage draws customers in, customer service keeps them coming back.”
Southern Barker
LEXINGTON, KY
Lily, the Stewart family dog, stars in this store’s logo and sign. Leslie Stewart says that property guidelines dictated “that the sign itself be lighted, but because of our font, it was difficult to manufacture. We opted for a flat acrylic sign with gooseneck lighting above.”
COST: $4,600 | TIP: “Make sure the design, colors and font can be seen well from a distance and that the view is unobstructed.”
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Fetch Ri
RICHMOND, RI
Before deciding where to place signs for her store and applying for permits, Johnna Devereaux walked the entire property to determine sightlines. “We wanted to ensure that no matter which angle you were looking at the building, you would always see the Fetch RI signage. We have four exterior signs and two interior.”
COST: $1,500 | TIP: “It can be argued that on-site signage is the No. 1 marketing tool you have. After all, you can have the greatest business cards or ads, but if someone doesn’t find your store visually appealing and inviting from the outside, they may never step foot inside to see what you have to offer. When it comes to signage, take your time and do it right. First impressions are everything.”
Lewis & Bark’s Outpost
RED LODGE, MT
In historic Red Lodge, MT, regulations do not allow for neon or blinking signs without city approval. Danielle Chandler decided to forgo the red tape and instead use vinyl lettering on a storefront display window. “We chose the window, color and large size for visibility,” she says.
COST: $300 | TIP: If your store sits in the shade all day like hers, Chandler recommends placing colorful, seasonal windsocks outside with shiny windmills in flower pots. “The movement catches a lot of eyes. The days we forget to put them out, our sales are noticeably lower.”
