Restaurants are photographed more than almost any other business, and the photographs are taken
by customers rather than by you. A custom restaurant sign ends up in reviews,
check-ins, tagged stories and every “where should we eat” screenshot sent between friends.
It is doing marketing work long after the meal is over.
The project: ebony and white for a BBQ restaurant
A BBQ restaurant came to us for their space. Ebony base, white lettering.
Ebony is close to the ideal base for food service and for BBQ in particular. Dining rooms are lit
warm and low, and a dark base holds its depth in that light rather than going muddy the way a mid
stain does. There is also a thematic fit that is hard to argue with: smoke, char, cast iron and
dark timber all belong to the same visual family, so the sign reads as part of the concept rather
than as branding applied to it.
White lettering is the only sensible partner. In a room lit at the level most restaurants use,
it is the one color guaranteed to stay legible from the far end of the dining room.
Sizing a restaurant sign by viewing distance
| Where the guest is | Distance | Size that reads |
|---|---|---|
| At the counter or host stand | 3 to 6 ft | 18″ x 12″ to 24″ x 18″ |
| Seated in a small dining room | 8 to 15 ft | 24″ x 18″ to 36″ x 24″ |
| Across a full service dining room | 15 to 30 ft | 36″ x 24″ to 48″ x 24″ |
| Large hall, brewery or taproom | 30 ft and beyond | 48″ x 24″ up to 60″ x 36″ |
| Exterior entrance or patio, clear coat | Read from the street | 48″ and up |
The photograph test matters here as much as the distance test. Stand where guests take pictures,
usually from a table or the door, and check that a restaurant logo sign at your
chosen size still reads when the shot is cropped square.
What restaurants and bars need from signage
- Legible in low warm light. This rules out most mid tone color pairings.
- Photographs well, because guests do your marketing.
- Wipeable and sealed. Kitchens produce grease, even out front.
- Fits the concept. Wood works for BBQ, brewery, cafe and farm to table. Less so
for fine dining minimalism. - Scales to a large room, since dining halls have long sightlines.
Frequently asked questions about restaurant signs
What size sign for a restaurant dining room?
36″ x 24″ to 48″ x 24″ for most full service rooms. Smaller for cafes and counter service.
Will kitchen grease damage a wood sign?
Front of house is fine with a sealed interior finish. If it is going near a pass or an open
kitchen, ask about an exterior clear coat for extra protection.
Can it go outside above the entrance?
Yes, with an exterior clear coat. Under an awning it will last considerably longer.
Can I order signs for the dining room, restrooms and entrance together?
Yes, and a batch is meaningfully cheaper per sign than separate orders.
How far ahead should I order for an opening?
Three to four weeks minimum, more with exterior finishes. Cure time between coats cannot be
rushed.
See your restaurant sign before you commit
Send your logo and the room dimensions and we will return a free digital proof
at a size that will read from the back of the room. Handmade in California, shipped nationwide.
Related:
winery tasting room signs ·
beverage company signs ·
franchise signage
