2025 Big Survey Is a Sign Industry Investigation

Follow the evidence trail to reveal the composite sign pro and company.

Published

2 months ago

March 2, 2025

Mark Kissling

WE STARTED BY EMAILING our 80-question, fourth-annual Big Survey in January to 14,816 “suspects” — sign pros on the Signs of the Times research list. Some 307 started the survey, with 266 qualifying as owners or top managers to continue, and generously taking the time to contribute to our profile. Among the new additions, this year we asked more “how much do you pay and charge?” questions, found out a majority of shops don’t rely on active marketing to drive sales, and that nearly half think AI will help (not hinder) the sign industry — though like me, about 1 in 5 has no clue.

Speaking of clues, I direct your attention to the classic film noir detective theme that our Group Design Editor Victor Cantal has gifted us for this supplement. His illustrations and layouts are as bright and fun as the illuminating and amusing details about your fellow sign pros.

So, sit back and enjoy each piece of the following puzzle, which, as it’s assembled, will inform as well as entertain with insights into the demographics, plans, thoughts and more of 2025’s composite sign professional.

What’s the Brain Squad?

Ready to share your thoughts on issues important to signage pros in the pages of Signs of the Times magazine? If you’re an owner or top manager of a US or Canadian-based sign company, you can sign up to participate in our quick, inspirational, five-minute monthly surveys at signsofthetimes.com/brainsquad.

Mars Bravo: The Most Interesting Name in the Sign Industry

Mars Bravo is not the kind of name you hear very often in the sign industry — the kind of name more likely to follow, “Ladies and gentlemen, please welcome to the stage…!” In this episode, Eric interviews Mars to find out about her start in the sign industry and her ideas for the future, first with how she got her name.