When it's missing or inconsistent, people stop and ask for help. A 2025 hospital survey in HERD found staff spent about 30 minutes a week assisting others with navigation, as reported on PubMed. That's a healthcare example, but the pattern applies anywhere visitors get lost.
This guide covers what secondary signage is, its main categories, design and placement, materials, ADA considerations, and how to plan a project in a US business setting.
Key Takeaways
- Secondary signs guide, inform and identify after the primary sign has done its job.
- Plan around user journeys and decision points, not empty wall space.
- Legibility, accessibility, durability and installation quality decide real-world performance.
- Evaluate design, materials, permits, installation and maintenance before choosing a provider.
What Is Secondary Business Signage?
The role of secondary signage in a sign hierarchy
Secondary signs give direction, context, service information or location details once someone has seen the primary identification sign. Terminology varies by industry. A sign may count as secondary because of its function, position, size or place in the customer journey.
Institutional guidelines show this variation. UConn's wayfinding guidelines use primary, secondary and tertiary labels for vehicular directional signs. The Military Health System uses different groupings. Define your terms at the start of any project.
Primary, secondary and tertiary compared
| Level | Job | Examples |
|---|---|---|
| Primary | Identifies the business or facility | Building sign, monument sign |
| Secondary | Guides to departments, entrances, services | Directional arrows, directories, parking signs |
| Tertiary | Close-range detail | Room numbers, restroom labels, instructions |
How this plays out in practice:
- Office building: tower sign, lobby directory, suite numbers.
- Retail store: storefront sign, department signs, "return carts here" signs.
- Restaurant: exterior sign, "pickup" and "restrooms" directions, table or host-stand notices.
- Manufacturing facility: gate sign, visitor parking and shipping-entrance signs, machine labels.
Well-planned secondary signage cuts repeated directional questions, eases traffic flow and makes a facility feel professional. Poor signage does the opposite:
- Visitors miss entrances.
- Staff answer the same questions all day.
- Outdated or overlapping signs create clutter.
- Experiences differ from one visit to the next.
Secondary versus supplementary signs
Supplementary signs add supporting information, such as operating details, instructions or temporary notices. Secondary signs usually hold a defined spot in the wayfinding hierarchy. The terms overlap.
The federal MUTCD, for instance, defines a plaque as a device that supplements an adjacent sign and can't stand alone. Pick definitions and apply them consistently in your signage standards.
Common Categories of Secondary Business Signage
Directional and wayfinding signs
These work at decision points. Put them where someone must choose a direction:
- Arrows and corridor signs
- Parking guidance and entrance directions
- Elevator and stairway signs
- Loading-area guidance
A ski resort example: an Alta directional sign points visitors to Wildcat Base, Albion Base, Goldminer's Daughter Lodge and the ski shop.
Directories, maps and destination signs
Directories orient people before they move. They list departments or tenants and show how a building or campus is laid out. Place them at entrances and lobbies, where visitors naturally pause.
Department, room and service identification
This group covers offices, meeting rooms, restrooms, reception, service counters, employee-only areas, retail departments and production zones. Permanent room signs carry the strictest ADA requirements.
Informational and operational signs
These explain hours, check-in steps, parking rules, delivery instructions and visitor policies. A grocery store's "Open Every Day" hours sign and "Please return your cart here" sign are typical examples.
Regulatory, safety and compliance signs
Safety signs support secondary signage programs but follow their own rules. OSHA's 1910.145 separates danger, caution and safety instruction signs by color and purpose. ANSI Z535.2-2023 sets five facility-sign categories.
OSHA's color specifications reference older ANSI editions, so confirm which edition and local code apply to your site. Exit signs are a separate matter, covered by OSHA 1910.37 and fire codes.
Brand-supporting, promotional and temporary signs
Window graphics, wall graphics, banners, event signs and environmental graphics add personality. They shouldn't replace essential wayfinding or safety messages. A retail window graphic announcing an opening and hiring is a good use: visible, temporary, on brand.
Design and Placement Best Practices for Secondary Signage
Start with the user journey
Map how each group approaches, enters, moves through and leaves the property:
- First-time visitors
- Employees
- Delivery drivers
- Customers with mobility needs
- Emergency responders, where relevant
Then mark every point where someone must pick a direction, confirm a destination or find a rule. Each marked point is a candidate for a sign.
Build a clear visual hierarchy
Use size, contrast, color, type and arrow style to separate primary, secondary and tertiary messages. Don't give every sign equal weight. Competing large messages bury the one that matters.
Keep messages short and scannable
- Use familiar destination names and the same terms everywhere.
- Use arrows people grasp at a glance.
- Size type for viewing distance, lighting, angle and travel speed. A drive-up sign needs far larger lettering than a corridor sign.
Prioritize accessibility and compliance
Verify current ADA requirements plus building, fire, zoning and local sign rules for your project. Key points from the 2010 ADA Standards, per the Access Board:
- Permanent room signs need tactile characters and Braille, mounted with baselines 48 to 60 inches above the floor.
- Directional and informational signs need visual features, not tactile ones.
- Finishes must be non-glare, with strong contrast and conventional fonts.
- Building addresses, directories, company names and signs posted 7 days or less are exempt from Section 216.
Don't rely on color alone, and keep routes clear of obstructions.
Place signs where people look
Put directional signs before or at decision points. Check sightlines, glare, lighting, mounting surfaces and seasonal conditions. Then walk the route with someone who has never been there.
Coordinate with the environment and brand
Match colors, logos, icons and typography to brand standards, but keep wayfinding and safety messages ahead of decoration. Coordinate with architecture, windows, floors and vehicles so the whole property reads as one system.
Materials and Applications for Secondary Business Signage
Match materials to exposure
Consider weather, UV, moisture, abrasion, chemicals, temperature swings, vandalism and cleaning. Durability claims are product-specific, so read the exposure qualifiers.
| Material | Manufacturer evidence |
|---|---|
| Fiberglass (Brady B-120) | 25 years average outdoor durability |
| Aluminum (Brady B-555) | 8 years average outdoor durability |
| 3M Scotchcal 3650 vinyl | 8-10 years expected life (not warranted) for unprinted film on flat vertical outdoor surfaces |
| HDPE and solid PVC | UV-stabilized options; no numeric life stated |
Expected life and warranty are different things. Ask any supplier which one they're quoting.
Mounting and application methods
Common options include:
- Wall-mounted signs
- Window and floor graphics
- Projecting and freestanding signs
- Vehicle graphics and machinery labels
Check surface condition, adhesion, structural support, hardware and removal needs before production. Specialized films exist for brick, mortar and low-adhesion plastics. 3M's Series 3650 applies at 50-100°F air and surface temperature.
Plan for updates and maintenance
Match the format to how often information changes:
- Permanent fabricated signs for fixed locations.
- Interchangeable inserts for changing listings.
- Printed graphics or digital displays for frequent updates.
- Temporary banners for short campaigns.
Build cleaning, inspection, repair and replacement cycles into the plan, and name who owns each task.
How to Plan and Source Secondary Business Signage
Audit the current system
Inventory every sign, note its location and condition, and flag missing information or conflicting messages. Log the questions customers and staff ask repeatedly.
The SEGD's evaluation framework recommends photo inventories, task-based observation, user surveys and route mapping. Review the site during busy periods, evenings, deliveries, events and bad weather.
Prioritize and coordinate approvals
Rank improvements by safety, accessibility, visitor impact, operational importance, durability, budget, permitting and installation difficulty. Then bring owners, facilities, marketing, property managers, tenants, installers and local authorities together before finalizing.
Permits vary by city. Portland's sign permit rules require site plans and attachment details, and internally illuminated signs need a separate electrical permit. Raleigh requires a separate zoning permit package for each sign. Check your own jurisdiction first.
Work with a provider that manages the whole project
Buying design, production and installation separately invites gaps. A single partner keeps specifications, materials and installation aligned.
Corporate Image, based in Salt Lake City, offers custom signage and installation backed by more than 30 years of experience. As a 3M Certified Graphics Installation Company with a factory-direct 3M relationship, the team takes projects from concept through design, printing and installation.
Work spans vehicles, windows, walls, floors, buildings and machinery. The team produces ADA, OSHA and ANSI signs, and uses screen printing that deposits up to 10 times more ink than digital print for greater durability.
Before requesting a quote, gather:
- Locations and sign types
- Dimensions and mounting surfaces
- Message requirements
- Installation conditions
Then call 801-485-0103 or use the contact form to request a consultation.
Frequently Asked Questions
What are the different categories of signage?
Common classes are primary, secondary and tertiary, plus directional, identification, informational, regulatory, safety, promotional and supplementary signs. Classifications vary by project, so define yours early.
What are supplementary signs?
They add instructions, context, temporary information or operational details to a broader system. They can overlap with secondary signs.
What is the difference between primary and secondary signage?
Primary signs identify the business, building or main destination. Secondary signs guide visitors, identify departments or services, and provide supporting information.
Where should secondary business signs be placed?
At decision points, entrances, departments, corridors, parking areas and service zones. Anywhere visitors need direction or confirmation is a candidate.
How can businesses make secondary signage accessible and durable?
Use strong contrast, readable type and non-glare finishes, add tactile and Braille features where required, and review ADA and local codes. Choose weather-rated materials, suitable mounting and professional installation.
