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I Saw the Signage and It Opened Up My Eyes

A current television ad conveys the message that even the most prosaic family sedan can be made more exciting when a turbocharger is added.  Similarly, well-considered signage can enhance the value and presence of a development project in an urban center or high-traffic location.  Just as a turbocharger increases an engine’s power without increasing its displacement, a signage program increases a development project’s revenue without increasing its size or density.

This article discusses the potential value of including signage when developing large-scale projects in high-traffic urban settings.  The authors address the distinction between “off-site” and “on-site” signage, and describes the legal complexities and political realities that challenge development proposals that include signage.