Your Franchise Operations Manual

Chapter Five

Signage & Neon

Your Franchise Operations Manual

Review all the signage and neon options and choose those that will best fit your needs. Detailed sign specifications are included throughout this Chapter; however, they will vary according to your location. All signs specifications must be approved by the Company before manufacturing.

OUTDOOR SIGNAGE & COMPANY TRAILER

There are many types of signage intended for use outside your store. As your main store sign, you have a few options to choose from: a monument sign, a channel letter sign, an awning, a contour box sign, or a single face box sign. Other attention-getting signage that supports your main store sign may include the use of a pole sign or a reader-board.

When developing your outdoor signage plan, you must use the largest amount of signage allowable by code and by lease, one that will physically fit on your building. Additionally, all Half-PricedGranitemust have at least one sign on the outside of the building. Information regarding your specific local sign requirements and restrictions can be obtained from your local zoning department. Please become familiar with this information in order to plan your signage needs correctly.

MinimumHalf-Priced Granite Signage

Of the types of outdoor store signs available, the single face outdoor sign (lighted)is the minimum.

Our recommended signage needs to be displayed on the front of each establishment as well as on each company trailer, recognizing the Half-PricedGranite logo, as well as our $25 installed/25 year warranty trademark.

*Please contact the Company for measurements and signage detail information.

Channel Letters

Channel letters consist of each letter with an individually lit unit with double stroke neon, enclosed with a top "lid" or face. Each unit can either be mounted onto a fixed bracket or track (referred to as a raceway) or can be installed directly on the wall, where they are then connected to power. Because a border or any other connective material does not restrict each letter, your square footage display area on a channel letter is 50% larger than its box sign counterpart. For this reason, we recommend the use of channel letters whenever possible. Some landlords and/or zoning departments require "actual square footage" measurements, while others will need "rectangle square footage" measurements when approving signage requests. Both equivalents are provided here.

*The use of Channel Letter signs must be approved by the Company.

Contour Box Signs

If you are not allowed to use channel letters in your locale, or if you have a light-colored building where signage "contrast" may be a concern, a contour box sign is a good choice. A contour box sign is made in one continuous piece, rather than in individual letter "units." A narrow black border wraps around each raised/embossed letter, allowing for the largest letters possible, yet providing enough contrast for visibility.

There are a few added benefits to consider with contour box signs:

Great for roof-mounted applications because connecting brackets are practically "unseen" from street level.

Uses standard fluorescent tubes for illumination.

When you need to replace a lamp, your local sign company will probably already have one in stock.

Contour box signs suffer less breakage when shipped by common carrier.

Some landlords and/or zoning departments require "actual square footage" measurements, while others need "rectangle square footage" measurements when approving signage requests. Both equivalents are provided here.

The use of contour box signs must be approved by the Company.

Standard Box Signs

A standard box sign is just that, it's one continuous piece, in the form of a box. The front face of the box is a rectangular panel that contains the Half-PricedGranite logo in raised letters (embossed) on a white background. The lighting inside is comprised of fluorescent tubing. Standard box signs should only be used when channel letter signs or contour box signs are not allowed by the lease or by local zoning restrictions. Because the black background in a standard box sign takes up so much space, the size of the actual letters is severely limited. To get the most "sign" for your money, it's better to opt for one of the other types of signs mentioned earlier in this chapter.

The use of standard box sings must be approved by the Company.

Backlit Awnings

(with and without Half-PricedGranitelogo)

Yellow backlit awnings are also an excellent choice when selecting your main store sign. Because of their size and brightness, they effectively draw attention to your store -- especially at night. We have put many specifications in place with regard to color, size, shape, strength, frame construction, lighting and many other qualities of awning composition. These requirements will help you preserve the investment you make into your awning. If you choose to install a non-logoed awning to compliment your building signage, it must be yellow.

The use of backlit awnings must be approved by the Company.

Shared Locations

The exterior signage required for stores in shared locations, (where a Half-PricedGranitestore is not the only business) is the maximum allowable by code or lease agreement. It must include a sign on the building or an awning unless zoning limits the amount of signage and it has been determined that a road sign is more beneficial. A road sign only, with no building sign, must be pre-approved by the Company. A triple logo design is very effective to compete against other messages in the road sign. A "Half-PricedGraniteOpen" window sign is recommended rather than just saying "Open."

SUPPLEMENTAL OUTDOOR SIGNAGE

There are a few additional options to consider, which can enhance your outdoor main store sign. These include the use of a pole sign, a reader-board, a high-rise sign, and an under-canopy sign. Please note, however, that using any of these supplemental signs cannot take the place of your building sign(s). Rather, these are intended to enhance your main store signage.

Pole Signs

A pole sign offers an excellent way to enhance main store signage and to increase visibility. Since pole signs are critical in some locations, we may require this additional signage.

Usually, the details of using a pole sign (what size, placement, etc.) are addressed in the leasing phase of the development of the store. There are a wide range of sizes and styles available in the pole sign category. These are detailed below.

Styles

The first piece of information you should find out is the number of poles to be used at your location. Generally, there are three common styles of pole signs: a center pole sign, a twin pole sign and a between pole sign. You must know what kind of pole is to be used prior to ordering your sign. You must also determine if you will use a double-face sign or two single-face signs installed back-to-back. If you choose to use two single-face signs, we recommend a filler panel to reduce the wind effect.

High Rise Pole Signs

A high-rise sign, technically, is a pole sign that will be installed 40' (12.19 m) or higher off the ground. You will often see high-rise pole signs used near interstate highways or other locations where visibility of your store is completely blocked from the road. A special type of material with increased flexibility must be used in this application; otherwise a strong wind can cause more rigid panels to "blow out," requiring re installation. These sign cabinets have access doors to minimize maintenance costs.

Projecting Building Sign

Downtown/city locations with pedestrian traffic will benefit from a projecting building sign to supplement the main signage. A vertical or triple logo is often used.

Reader-boards

A reader-board is another option you may consider for enhanced attention and visibility. A reader-board is a lighted box that uses interchangeable letters to create personalized messages for your store. You will usually see these installed directly under the Half-PricedGranite panels on a pole sign. Owners have successfully used reader-boards to announce in-store promotions, advertise hours of operation, and to promote local civic events, to name a few.

Under-Canopy Sign

This type of sign is usually seen in locations with over-head canopies. These v-shaped signs are usually positioned right in front of the store's entrance, indicating to pedestrians where the Half-PricedGranitestore is. The Under-Canopy sign is internally illuminated.

Directional Signs

The following are examples of directional signs:

• Half-PricedGranitelogo ENTER with arrow (right or left)
• EXIT with arrow (right or left)
• DO NOT ENTER
• LEFT TURN ONLY
• RIGHT TURN ONLY
• Half-PricedGranite logo THANK YOU

NON STANDARD/ RESTRICTED SIGNAGE

If your store is located in a strip mall/center, an historical area or a redevelopment area, the local zoning board may require a type of signage that does not conform to Company specifications. The areas of restriction could be in regard to the use of internally illuminated signs, plastic signs, awning shapes, color, number of signs, and many other situations.

If you are required by local code or your lease to use non-standard signage, you must use the alternatives to our standard signage (listed below), assuming these are allowable by your local code/zoning requirements.

Vinyl Window Logos (discussed later in this chapter)

Vinyl Door Graphics

Half-PricedGranite Neon Logo in Window

Neon Header wall with the Half-PricedGranite logo

To arrange for non-standard signage, you must submit a copy of the code or section of the lease that cites the restriction to the Company for authorization.

HOW TO ORDER SIGNS/AWNINGS

All signs indicated in this chapter, will need to be ordered and manufactured locally.

Delivery and Installation

Because of the sheer bulkiness of your store sign, installation requires a professional. We recommend you work with an electrician or a professional local sign installer. In fact, some store owners have had their store sign shipped directly to their local sign installer's place of business, rather than to the store location. The sign installer then takes care of the rest.

INTERIOR IDENTITY

At least one illuminated or backlit interior sign is required for stores in shared locations, (where yourstore is not the only business). This is to help better identify Half-PricedGranite from the partner units. Although only one sign is required, many locations would benefit from having more than one logoed sign to identify their unit. Approved interior signage includes interior contour signs, custom-made neon logo on a soffit, awnings, and other signage systems positioned above the front counter.

NEON

The use of neon is an excellent way to enhance visibility and appearance of your store. One specific use of neon is required in your store: an OPEN sign.

There are other uses for neon that you may also want to consider. These optional uses are also discussed here. If you choose to install any optional neon, you must follow the specifications listed in this chapter. An important aspect affecting your use of neon is to make sure you are familiar with your local codes.

Because neon is an electrical item, your local codes may require a selection of additional safety guidelines. Use the information below as a guide when making your neon choices. As always, you are required to abide by the more stringent regulations.

Neon OPEN Sign (Required)

All stores must install a red neon OPEN sign. For locations that share space with another business, we recommend the sign read "HALF-PRICEDGRANITEOPEN". This can be especially effective if the store hours vary from hours of the other business(es). Sign requirements are as follows:

Stores in freestanding buildings or corner locations may benefit from adding "OPEN" signs. Note: If you plan on using the HALF-PRICEDGRANITEOPEN sign and will have it made locally, you must contact the Company for specifications and pre-approval. Alllocally manufactured signs that incorporate the Half-PricedGranite logo must be approved by the Company prior to manufacture.

Decorative Neon Banding

You may choose to install neon glass tubing inside your store. This can be effective in attracting outside attention. Neon banding can be placed on an interior wall or it can outline the windows.

All installations must meet, or exceed the National Electric Code, or any local code, whichever is more stringent.

A clear, protective casing or shield of acrylic or polycarbonate is recommended to protect the neon tubing within the customer's grasp. In some communities, a protective casing/shield is required.

Avoid installing neon anywhere near the window ledge, as a method of preventing breakage. Place the neon tube a minimum of 6" (15.24 cm) or more from the ledge and frame the window in an "upside down U" configuration. It's best to install the neon in sections, so if any part of it becomes damaged, you only need to replace that section, not the entire band.

The recommended option is to install the banding along the top section of a window, (usually within the top 12" - 18" (30.48 cm - 45.72 cm). This option is convenient because it keeps the neon tubes out of the reach of your customers, and (as a result) you may not be required to cover the neon with a protective casing.

Neon Half-PricedGranite Logo

Using a neon logo in your window can be effective for stores with high pedestrian traffic and may be required for stores with restricted signage. A 12" x 46" (30.48 cm x 116.84 cm) neon logo sign for your window is available the recommended size. This sign also includes other words in addition to the name and is an attractive window sign that describes what and who you are.

Approved Phrases for Neon Window or Suspended Ceiling Signs

The Company must approve phrases and specifications before ordering and manufacture.

EXTERIOR ACCENT LIGHTING

Neon tubing can be used on the exterior of your building. Because it is fragile, however, werecommend that its use be limited.

Exterior Neon Band Specifications

• All components must be UL/CSA (or your country's equivalent) approved and intended for outdoor use.
• All neon tubing must comply with the National Electric Code (NEC) and the Standard of Safety for Electric Signs (or your country's equivalent).
• All installations must meet or exceed National Electric Code (NEC) (or your country's equivalent) regulations or local code, whichever is more stringent.
• 15 mm glass tubing.
• Double bands are recommended; one red band complemented with a yellow band or one white band complemented with yellow. If only one band is used, it must be red or yellow.
• Transformer size in warm weather areas should be 30ma (red or yellow).
• Transformer size in cold weather climates should be 30ma (red) or 60ma* (yellow).

In cold weather climates, yellow (argon) tubes dim in low temperatures.

INTERSTATE HIGHWAY SIGNAGE

If your store is located near a highway, you may want to consider advertising on a highway sign. These signs are placed near the exit ramps and show the logos of stores, motels, gas stations, etc. that are located right off the highway. There are three types of highway signs:

1. Mainline or Highway Signs let motorists know there is a Half-PricedGranite at the "Next Exit."

1. Off-Ramp Signs let motorists know which way to turn to get to your store once they get off the exit.

1. Trailblazer Signs are for stores that aren't located immediately off the exit. They are found on the road your store is on so the motorists know it's coming up, (e.g., "Half-PricedGranite 1/2 mile.")

If you are interested in pursuing this unique type of advertising, here is what you should do:

• Contact the Company. Let them know you are interested. They may have encountered this advertising vehicle with another owner and may have some information to get you started.
• Contact your state's Department of Transportation (or equivalent, for countries outside the U.S.). Ask them to send you an application and the state requirements they have in place for "Specific Information Signs" or "Motorist Information Signs - Logo Signing Program."

In most states, the DOT oversees the highway sign program and has specific requirements (e.g., distance from highway, number of hours open, minimum indoor seating, public restroom facilities, public telephones). You will need to apply for a state permit. They may also require a directional sign at the end of the exit ramp or a trailblazer sign stating the distance (in miles/Kilometers) to your store. A one-time fee plus an annual fee is usually associated with this type of advertising and can range from $200 — $15,000, based on location.

Authorized Design for Highway Signs

It is important that the same Half-PricedGranite design be used on all highway signs, so it will be familiar and easily recognizable to consumers. To maintain consistency, contact the Company for further information and specifications.

1