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Urban Redevelopment Authority (URA) in Singapore is the governing body that deals with all types of signage displayed in Singapore. They have a comprehensive guideline on their official website from where businesses can see what they can do and what they can’t. In Singapore, business signs and advertisement signs are treated differently by authorities. Business signs are allowed to be displayed on conserved buildings but advertisement signs aren’t. In some cases, advertisement signs are allowed on buildings which are located on the elected advertisement route.
A business sign shows the identity of a business, description of a business, the identity of a person who works at a particular place or information about business and its location. The information about business may include its logo, name, slogan, symbol or other identifiable things.
On the other hand, advertisement signs only promote particular products, services, events, items and brands. An advertisement sign may also have logo of the business.
Historical places and buildings as well as other conserved areas in Singapore can help businesses reach to their target audience without worrying about the physical boundaries. As Singapore is one of the most favorite tourist destinations in the world, millions of people visit the country every year. This phenomenon offers businesses a unique opportunity to advertise their products and brands to locals as well as to foreigners.
URA controls the usage of business signs in Singapore; the authority controls the size and location of such signs and most of the time they allow business signs with some advertisement as well as small independent advertisements in conservation area. According to the URA, advertisement signs whether used with business signs or independently, should be compatible with the location and they should be useful for the readers.
Business signs used on buildings shouldn’t block architectural attributes of a building, dominate the look of the building and must be positioned carefully so they don’t possess any threat to the people walking there. According to the official website of URA, business signs have to comply with the requirements however the authority considers each case different and exceptions could be made.
As mentioned above, URA treats every case differently and in some cases businesses are allowed to use small advertisements on business signs. However, there are few things that you should keep in mind while designing a business sign or an advertising signage in Singapore. The most important thing is to know your audience and understand their needs. You must know what they want and how they want it.
The signage must be attractive and if the guideline allows use high contrast colors and textures to grab people’s attention and to stand out in the crowd. People visiting conserved areas and historical buildings are not there to enjoy advertisement so you have to go to the extra mile to get their attention.
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