Research fonts that best reflect your brand, image & ambitions. Another key consideration is the spacing between letters, this should always be consistent with sufficient negative space to ensure clarity.

Layout:
Good layout is vital it welcomes the reader of the sign to its message.
The sign has an optical centre; this is very slightly above the actual centre & where the main message / body of lettering should be positioned.  This message should then be surrounded by sufficient negative space.  This brings balance to the layout of the sign.  A good layout will also limit the number of lettering styles.  We advise 2 as a general rule of thumb.

Colour:
Choose contrasting colours that work well together.  A dark background with light lettering or a light background with dark lettering is key to achieving a legible sign that stands out for the right reasons.  We recommend if illuminating to use white lettering on a busy high street, white night-time illumination works best.

Simplicity is key! Try not to get bogged down with attempting to be so different, our advice is stick to the basics & do them well incorporating slight variations & twists