How To Brief A Sign Maker: What McKnight Signs Needs To Get Your Job Right

A sign maker is not just a printer. Translating your idea into a physical object that works in a specific location, reads correctly at the intended viewing distance, and holds up in the environment it lives in requires information that goes well beyond "I need a sign."

A complete brief means:

• The quote is accurate the first time, with no surprises when the job is priced
• Artwork preparation time is minimised because the files are in the right format
• Production can be scheduled without waiting for missing details
• The finished sign looks and functions exactly as you intended

An incomplete brief does not mean the job cannot start — it means there will be a round of questions before it can. Getting that information together upfront saves time on both sides.

Artwork is where most first-time signage customers run into problems, and the issue almost always comes down to file format and resolution.

What to send:

• Vector files are the correct format for signage work. Adobe Illustrator (.ai) and EPS files are the standard. PDF files can also work if they are exported from a vector application with fonts converted to outlines. Vector artwork scales to any size without any loss of quality — a logo that was originally designed for a business card can be reproduced on a billboard without degradation
• Fonts converted to outlines: if you are sending an Illustrator or PDF file, convert all text to outlines before sending. This prevents font substitution issues if McKnight Signs does not have the exact font installed

What to avoid:

• JPEG, PNG and other raster image formats — these are pixel-based and have a fixed resolution. A logo that looks fine on a screen or printed on a letter will appear blurry or pixelated when reproduced at sign size. If a JPEG is all you have, send it anyway, but be aware that rework or re-creation of the artwork may be required
• Word documents, PowerPoint files and screenshots — these are not production-ready formats for signage and will require artwork to be recreated
• Low-resolution files pulled from a website — website images are typically 72dpi, which is insufficient for print production

If you do not have vector artwork, McKnight Signs can redraw or recreate your logo and artwork as part of the job. It is better to flag this at the briefing stage than to have production halted while artwork is sorted out.

One of the most common briefing gaps is dimensions. "About the size of a door" or "similar to what the previous tenant had" are starting points, but a sign maker needs precise dimensions to produce a sign that fits the intended location.

Before briefing your job, it helps to have:

• The exact width and height available for the sign, in millimetres or centimetres
• Whether the sign needs to fit within a specific recess, frame or panel, or whether it will be surface-mounted with more flexibility
• Any clearance requirements — height above ground for vehicle clearance, distance from a door frame, or alignment with other elements
• The viewing distance: a sign read from 50 metres needs larger text than one read from 5 metres, and this affects the whole design approach

If you are not sure about the dimensions, a site visit or site measure can be arranged before production begins. This adds a step to the process but is far preferable to a sign that arrives and does not fit.

Scale drawings or photographs of the installation area are genuinely useful. A photo of the shopfront, the vehicle, the wall or the space the sign is going into gives the sign maker context that dimensions alone do not capture.

Signage is not an overnight product. Production time varies with the type of sign, the complexity of the job and the current workshop schedule, but the consistent advice is to contact McKnight Signs earlier than you think you need to.

As a general guide:

• Simple printed signs and banners: allow at least a week from artwork approval to completion, longer during busy periods
• Custom fabricated signage such as illuminated signs, three-dimensional lettering or complex installations: allow three to four weeks minimum, sometimes more depending on materials and fabrication complexity
• Vehicle wraps and fleet graphics: allow time for the vehicle to be available and for installation to be booked — production time plus installation scheduling
• New business openings and major events: brief as early as possible. Last-minute signage for a shop opening or an event is one of the most stressful and avoidable situations in the industry

Artwork approval adds time to every job. A round of revisions between brief and final approval can add days to the schedule. The earlier the brief is submitted, the more buffer exists in the timeline.

If you have a fixed deadline — an opening date, an event, a council inspection — state it at the briefing stage. McKnight Signs can advise whether the deadline is achievable and what would need to happen to meet it.

A sign that is produced correctly but installed incorrectly is a failed outcome. Installation requirements should be part of the brief, not an afterthought.

Key installation questions to consider before briefing:

• Who is installing the sign? McKnight Signs can advise on installation or arrange it, but this needs to be confirmed at the quoting stage, not after the sign has been produced
• What is the sign being fixed to? Brick, rendered masonry, Colorbond, timber, glass and aluminium cladding all require different fixing methods and may require different sign construction to accommodate them
• Is access equipment required? Signs at height require scaffolding, elevated work platforms or specialist access equipment, which has cost and scheduling implications
• Are there council permits required? Certain sign types and locations require development approval or compliance with local signage codes. In Tamworth, this applies to illuminated signs, pylon signs and signage on heritage-listed properties. McKnight Signs can advise on what applies to your situation
• Power supply for illuminated signs: if the sign requires power, electrical work may need to be coordinated with a licensed electrician, which affects the installation timeline

Thinking about installation upfront prevents the situation where a sign is produced and then cannot be installed as planned because a clearance or fixing issue was not anticipated.

Not having a finished logo is not a barrier to briefing a sign job — but it is something to flag immediately. McKnight Signs can work with you on artwork development, and understanding the production timeline for the signage can inform when the logo needs to be finalised.

If you are a new business without any branding:

• Bring any reference material you have — examples of styles you like, colour preferences, any existing business name or identity elements
• Be clear about where the signage will be used, because the design approach for an external fascia sign is different from a vehicle graphic or a portable display sign
• Allow extra time in the project timeline for artwork development, review and approval before production can begin

If you have a logo but it is only available in a low-resolution format, artwork recreation or a vector redraw can be quoted as part of the job.

The information that makes the biggest difference to a smooth job is:

• Vector artwork files, or a clear description of what artwork work is needed
• Precise dimensions for the sign and the installation location
• Your deadline, stated upfront
• Installation requirements — who, where and how
• Any permits or compliance questions relevant to the location

Bringing this information to your first conversation with McKnight Signs means the quote is accurate, the timeline is realistic and the job can move from brief to production without avoidable delays.

For signage in Tamworth across vehicles, shopfronts, events and commercial premises, McKnight Signs handles the full process from brief to installation. Visit our sign maker Tamworth services page to see the full range of what we produce, or contact us directly to discuss your project.