What's Your Sign?

[Erik Sine]

What's your sign?

The results are in and one wash has been recognized for its superb signage.

By The Professional Carwashing & Detailing® Staff

From the March 2006 edition of Professional Carwashing & Detailing magazine. For a free introductory subscription, click here.

The Professional Carwashing & Detailing® magazine asked its readers to submit their creative or impressive signage to be judged by a panel of five industry professionals.

Submitters were asked to provide a description of their sign and some of the factors they considered when initially constructing the signage for their site.

All participants submitted a photo(s) for the judges to critique, based on a list of criteria developed by the staff of PC&D with the help of carwash sign consultant, Perry Powell. The criteria has been included for readers’ reference.

Eligibility rules included: one entry per owner/operator; one entry per carwash site; entry per carwash site; entrants must own/operate a facility in North America; and all entries must have been from a carwash facility: self-serve, full-serve, in-bay automatic, express exterior or a combination of any of the above.

MEET THE JUDGES

PC&D asked five industry veterans and professionals to judge the 14 sign submissions based on the provided criteria. It’s time to meet the judges:

R.L. “Bud” Abraham: Abraham is president of Detail Plus Car Appearance Systems, Portland, OR. Abraham is a 36-year veteran of the carwash and detail industries and currently serves on the International Carwash Association Board of Directors and PC&D’s honorary advisory board.

Jack Anthony: Jack Anthony is the owner of 7 Flags Carwash, Vallejo, CA, and as of present time, current International Carwash Association president. Anthony has been in the carwash industry for over 30 years.

Steve Okun: Steve Okun is the developer of the flex-serve operating platform and a 36-year hands-on veteran of the carwash and detailing business. Okun’s achievements include pioneering menu-merchandising, dollar-per-car assessment and customer service advisors into the carwash industry. His company, FL- based SMOKUN & Associates, provides marketing and operations consulting and training.

Janay Rickwalder: Janay Rickwalder is representing the International Sign Association (ISA). Rickwalder is the association’s director of communications.

Robert Roman: Robert Roman is currently president of RJR Enterprises- Carwash Consultants (www.carwashplan.com). Roman belongs to the International Carwash Association (ICA) and is a member of PCD’s Honorary Advisory Board.

Let the signs speak

The judges were asked to provide commentary about as many of the sign submissions as they could; including what they liked, as well as what they thought could be improved.

The science of signage is extremely important to every business. Carwash owners need to do their homework before creating any kind of signage for their site.

Now it’s your turn to judge. Using the criteria provided, decide what sign submission is your top choice and visit Professional Carwashing & Detailing’s® booth, #602 at the International Carwash Association’s Car Care World Expo 2006 in Las Vegas, to cast your vote for the People’s Choice Award.

Judging criteria for "What's Your Sign?"

We understand that local laws prohibit some things from being done with signage; however judges should consider the following criteria when scoring each sign submission.

When scoring each submission, judges should grade the sign as best they can based on the description listed below and the photograph provided by the contestants.

A score of 0 is the lowest and a score of 10 is the highest. For each of the 5 sections judges may give a score of 10 points maximum.

Section 1: Media Application: (0-10)

Media is the physical properties of the sign: the nuts and bolts.

1. Does the sign appear to be well-constructed?

2. Does the sign seem to balance aesthetics and function?

3. Does the sign design create shadows and shading that obstructs the message?

Section 2: Artistic Design: (0-10)

Artistic design is the use of special features of the physical sign.

1. Is the sign creative, catchy and/or attention-grabbing?

2. Does the sign seem to be legible from a distance?

3. Is the logo clear and distinguishable?

4. Does the physical shape of the sign allow for at least 25 percent negative space? (Designer’s term for good use of empty space.)

5. Do colors provide contrast that makes the sign easy to read?

6. Is/would the sign be readable at night?

Section 3: Message: (0-10)

The message is the actual logo and copy of the sign.

1. Does the message convey the necessary information to effectively raise the car count?

2. Does the layout of the logo and copy create an easy read?

3. Is the message creative?

4. Is the message as brief as possible?

5. Does the sign convey “CARWASH” adequately?

6. Does the copy overlay the logo or obstruct readability?

7. Is the message laid out in a manner that maximizes the size of the copy for the space given?

8. Does the logo match the theme of the wash or building?

Section 4: Target Marketing (0-10)

Score target marketing based on how well you feel the sign accomplishes the objective of attracting/influencing the intended audience.

1. Does the message grab the motorist’s attention?

2. Is the message memorable to the right audience?

3. What additional profit centers are presented?

Section 5: Environment: (0-10)

Environment is the placement of the sign in its surroundings.

1. Is the sign placed to take advantage of its natural environment/setting?

2. Is the sign the correct height for its surroundings?

3. Does landscaping cooperate with or obstruct the sign?

4. Is the sign placed well to overcome environmental features, such as unusual terrain or obstructions?