Signage matters

For better results – just follow the signs

The rapidly changing forecourt sector is becoming increasingly competitive, as retailers struggle to keep pace with shifting consumer demand. However, one critical component of a successful business strategy that is often overlooked is the quality of the site’s signage. It isn’t just a way to mark the location, it acts as a silent salesman, represents the brand, creates a functional wayfinding structure and helps to ensure the health and safety of both staff and visitors.

A bright, welcoming, clean and attractive site that clearly communicates the brand, fuel pricing, special offers and partner retail outlets will undoubtedly attract commuters, transient motorists and local residents to the premises.

All forecourt signage should be kept clean and free from rust, to extend the lifespan and prevent long-term deterioration. If a sign has been vandalised or incurred accidental damage, it should be repaired or replaced as soon as possible to maintain site standards.

Each sign has an important role to play in the day-to-day operation of a forecourt. Let’s explore in more detail the four main categories of site signage.

Branding

Forecourt branding is so much more than just a site’s name and logo – it is how the public perception of the site can be elevated above the competition. Clean, well-designed and high-quality brand signage projects a professional image of an effectively managed and properly resourced business.

Branding is the company’s trademark, reinforcing its message and attracting customers by making the site more visible and memorable. When the brand is prominently displayed on strategically located signage, it helps to increase brand awareness, credibility and familiarity to stakeholders, visitors and potential customers.

The greater the brand recognition, the more power it has to affect opinions and attitudes. It encourages a feeling of connection with the audience to build trust, resulting in repeat purchases and a greater market share.

Promotional

Promotional signs have the ability to subconsciously impact consumers, by provoking an emotional response that can influence their intentions to buy and lead to impulse purchases.

Persuasive signage can affect customer behaviour through convincing language or engaging imagery. These signs can advertise a particular promotion or a reduced price point, often improving interactivity with otherwise unnoticed items. Signs that showcase a particular type of product offer an opportunity for fuel retailers to communicate specific details of new, seasonal or featured items.

Effective persuasive messaging can also create a higher perceived value for products, increase brand awareness and improve sales in the store.

Directional/informational

Directional signage supports the wayfinding endeavours of visitors to the site and helps to manage the flow of foot traffic on the forecourt and in the store. In simple terms, these signs help people determine how to get where they are going. Directional signs are often complemented by identification signs to advise customers they have arrived at their desired destination, such as restroom signs.

Informational signs are designed to convey general information to the public, for example, site opening hours, the availability of free Wi-Fi or types of acceptable payment.

Regulatory

Health and safety (or regulatory) signs advise of potential hazards on the forecourt, ensure effective communication of prohibited activities and provide guidance to help prevent accidents or injury to visitors.

These signs can be segregated into five categories, each depicted by a specific shape and colour scheme:

Prohibition

A sign prohibiting behaviour likely to cause danger e.g. ‘No access for unauthorised persons’. These signs are circular with a red outline, white background with a black pictogram or text, with a red diagonal line over the image.

Warning

A sign displaying a warning of a potential hazard or danger e.g. ‘Caution wet floor’. These signs are triangular with black edging and black pictogram or text on a yellow background.

Mandatory

A sign prescribing a specific behaviour to ensure safety e.g. ‘Switch off engine’. These signs are circular, blue background with white pictogram or text.

Safe condition

A sign giving information on emergency exits, first aid, or rescue facilities e.g. ‘Fire exit’. These signs are rectangular or square, green background with a white pictogram or text.

Firefighting

A sign giving information on firefighting equipment and fire alarm activation points e.g. ‘Fire extinguisher’. These signs are rectangular or square, red backgrounds with white pictogram or text.

TSG is here to help

TSG Technics fully understands the importance of effective signage on retail forecourts, commercial operations and vehicle wash stations. TSG is the largest service and equipment provider in the industry with more than 30 years of experience in installation, service and maintenance, supporting independent networks, multinational oil companies and supermarkets across the UK.

Signage is often the first point of contact for visitors, immediately telling them something about the standards and expectations of the operation, so it is important to get it right. People respond with respect to environments that appear official, well-run and taken care of.

TSG offers an extensive portfolio of signage solutions, creative options, manufacture, installation and project management tailored to suit the client’s business. Whilst mainly working in the petrochemical sector, its client base extends to the hotel industry and large retail chains throughout the UK.

Whether upgrading existing signage, transforming a blank space or executing a complete rebrand, TSG can help to make aspirations a reality. From the initial enquiry, TSG’s experts work with clients to discuss their plans and requirements, offering advice and guidance along the way.

Following a comprehensive site survey and risk assessment, TSG is able to evaluate the best solution for the business with accurate measuring and detailed specifications. TSG works with a range of suppliers, who use the latest sign-making technologies to create visually stunning signs that make a real impact.

TSG’s highly-skilled teams are experienced and extensively trained to work in challenging situations and explosive atmospheres, to ensure forecourt signage is installed correctly and safely, providing a durable and eye-catching solution for its customers. To safeguard the lifespan of the products, TSG only selects the best-suited materials and fixings and advises on the best placement and fitting of the signage.

TSG is able to supply and install all types of signage from regulatory health and safety signs to forecourt canopies and totem poles. Here are just a few examples:

Built-up letter signs
Digital print and vinyl applications
Fascia signs
Flexible PVC face signage
Illuminated signs
Totem poles
Canopy branding

*Please note: all of the signage solutions listed above are carried out by a TSG company – DRB UK Limited.

TSG products, services and solutions

TSG UK supplies, installs and maintains a wide range of products and equipment for the retail fuel sector, including but not limited to:

Tokheim and Wayne dispensers
EV charge points
New energy dispensers
AdBlue solutions
Payment terminals
Self-checkout
Forecourt media solutions
Kärcher car wash systems and associated cleaning products
Fleet solutions
Tank gauging
Electronic point-of-sale (EPOS)
Service and maintenance
Training

Signage matters

For better results – just follow the signs

Branding

Promotional

Directional/informational

Regulatory

TSG is here to help

TSG products, services and solutions

Related articles

Have any questions?
We are here when you need us

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Signage matters

For better results – just follow the signs

Branding

Promotional

Directional/informational

Regulatory

TSG is here to help

TSG products, services and solutions

Related articles

Have any questions? We are here when you need us

Call me back

No results found

Have any questions?
We are here when you need us