can affect the signage that customers will look to commission. As she clearly states: “Businesses are increasingly recognising the value of illuminated signage not just for visibility, but as a tool for brand expression and customer engagement.” Lighting the Way The Sign Group is another company uniquely positioned to see the impact of recent innovations in illuminated signage, as a producer of bespoke trade signs for the design, shop-fitting, and display industries throughout Europe. As Grey Hoole, director of The Sign Group, puts it: “We are a custom sign manufacturer first and last. If a designer dreams it up we will find a way to build it.” The Sign Group’s solutions range from block acrylic letters and faux-neon under its Neonplus banner, to built-up metal letters, infinity mirror pieces, LED assemblies, and flat-cut shapes. “We do not push one product over another,” Hoole asserts. “We listen to the brief, pick the right mix from the toolbox and build it to suit.” According to Hoole, every job that The Sign Group undertakes involving lighting starts with looking at energy use and life span. After that, the focus turns to where the sign sits and who will look at it. Whatever the setting, he has one clear rule to live by: “Get the most visibility per watt and keep the electrician away for as long as possible.” Hoole offers a range of tips to sign-makers utilising illuminated letters, based on the specific usage. He explains: “High street fascia needs punchy modules that cope with daylight and rain, plus easy access for the maintenance crew. Reception or interior feature walls call for lower brightness and softer diffusion, so staff are not squinting all day. Wayfinding in public spaces relies on even light that people can read quickly without glare or shadows. “Finally, temporary event builds benefit from lightweight letters and quick connectors so the install goes up in the morning and down the same night.” As with Smith, Hoole points out that advancements in LED technology have had the most significant impact on illumin70 email: editor@signlink.co.uk Issue 260 - August / September 2025 ▲ The Sign Group offers a range of flasher units, RGB controllers, and DMX programs alongside its illuminated signage Modules we use today push out twice the light for roughly half the power ILLUMINATED SIGNS | JONATHAN PERT
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