Sign Research Foundation

Name

Sign Research Foundation

Legal name

Sign Research Foundation

Website

https://signresearch.org

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Signage Research and Education

NAICS

Research and Development in the Social Sciences and Humanities (541720), Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

Research & Science Grantmaking Foundations (BPAGAKAI)

akta.pro secondary industries

Research Administration & Grants Management Support (Pre/Post-Award, Compliance) (EDAEALAO), Standards Development & Publishing (SDOs, Technical Standards) (MPAJACAB)

Keywords

• Wayfinding design
• Sign research
• Sign regulation
• Signage education
• Sign code compliance

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Educational Programs and Courses: SRF generates revenue through paid online courses, on-demand webinars, research reports, executive summaries, and manuals sold through the ISA member portal. Pricing varies with member/non-member rates.
2. Donations and Grants: SRF receives donations from individuals and organizations, with specific recognition for donors including placement on a 6-foot-tall donor sign at ISA Sign Expo and logo display for $1,000+ donors.
3. Research Grants: SRF offers research grants through an annual RFP process, funding academic and practice-based research in signage focus areas. Projects typically complete within 18 months.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Sign Research Foundation (SRF) conducts evidence-based research and delivers educational programs on the science, technology, design, placement, and regulation of signage. It sells online courses, research publications, manuals, on-demand webinars, and practical tools (such as the Sign Visibility Calculator and Sign Inventory Survey Form) for sign manufacturers, designers, specifiers, and sign regulators/planners, and operates an AI knowledge assistant called Specs.

Product overview

Sign Research Foundation offers a comprehensive portfolio of educational products and research publications focused on signage design, regulation, and wayfinding. The core offerings include online courses (ranging from foundational courses like Signs 101 to specialized courses on ADA compliance, vinyl film properties, and vehicle wrapping), research publications (including the Urban Wayfinding Planning and Implementation Manual, Trail Sign Manual, and various studies on traffic safety, consumer perceptions, and sign regulations), and practical tools (such as the Sign Visibility Calculator and Sign Inventory Survey Form). Additionally, SRF provides Specs, an AI-powered knowledge assistant for quick answers. The organization also offers webinars, executive summaries, and bundles of resources for different stakeholder segments including sign manufacturers, designers, and sign regulators/planners.

Differentiator

Problem solved

Functional benefit

Products and services

• Intro to Vehicle Wrapping Course on basic concepts of vehicle wrapping including history, available materials, and key considerations for setting up a wrap shop; for sign and wrap shop operators.
• Urban Wayfinding Planning and Implementation Manual Comprehensive guide for developing urban wayfinding systems covering components, stakeholder engagement, financing, regulatory frameworks, design processes, and system management; for urban planners, downtown managers, and wayfinding practitioners.
• Trail Sign Manual: A Planning Guide for Parks and Trails Signage Guide for park and trail sign development covering best practices, practical areas, social context, durability, maintenance, and management for trail wayfinding projects; for parks departments and trail planners.
• Economic Value of On-Premise Signage Research exploring how changes in on-premise signage affect business performance; for sign manufacturers, designers, and business owners evaluating signage ROI.
• Graphics on Fabric: Transforming Spaces Course on fabric graphics covering benefits, types, applications, and how fabric graphics can create temporary or permanent environments; for sign and graphics professionals.
• Digital Signage & Traffic Safety: A Statistical Analysis Texas A&M University study examining the relationship between on-premise digital signage and traffic safety using the Empirical Bayes method; for sign regulators, planners, and sign industry professionals.
• Content-Neutral Sign Codes after Reed and Austin Analysis of U.S. Supreme Court cases on content-neutral sign codes and guidance for local governments on sign code compliance; for city planners, attorneys, and code officials.
• Business Signage and Placemaking in Streetscapes Michigan State University research on pre-attentive processing of on-premise signage in pedestrian streetscapes for placemaking design standards; for urban planners and form-based code developers.
• Consumer Perceptions in Retail Signage: 100,000 Shoppers Can't Be Wrong University of Cincinnati study on consumer behavior and perceptions related to business signage; for retailers, brand owners, and sign manufacturers.
• Best Practices in Developing Sign Regulations Research on effective strategies for creating and revising sign codes based on a survey of 17 communities; for city planners and code officials.
• On-Premise Signage: Situations, Legibility & Visibility Research on sign legibility factors with calculation methods for determining ideal sign sizes for roadside on-premise signage scenarios; for sign designers and specifiers.
• Digital Print Trends and Technologies in the Sign and Graphics Industry In-depth analysis of digital printing trends, technologies, and methodologies in the sign and graphics industry; for sign manufacturers and print service providers.
• Digital Wayfinding Trends: Lessons Learned from Museums, Healthcare, and Transit Research on digital wayfinding experiences in art museums, hospitals, and public transit exploring the blend of digital and physical guidance; for designers and facility managers.
• Signs 101 Foundational online course providing overview of the sign industry, covering different services, departments, sign types, and their uses; for new sign industry employees and those seeking industry orientation.
• Signs 201 Comprehensive online course with six modules covering design, equipment, materials, regulations, and manufacturing processes for signage; for sign industry professionals.
• Urban Identity & Wayfinding Design, Case Studies: Chicago, NYC, Philadelphia Case study-based course exploring how people perceive signage, digital displays, landmarks, and wayfinding systems in urban environments; for urban planners and wayfinding designers.
• Sign Variance Basics and Essentials Course on navigating sign codes through variance processes, covering applications, common reasons for requests, legal factors, and strategies for building strong applications; for sign applicants and code officials.
• Accessibility and ADA Standards, Guidelines, and Compliance Comprehensive course on ADA Standards for Accessible Design with emphasis on signage design, manufacturing, and installation; for sign manufacturers, designers, and accessibility professionals.
• Sign Permit Process - Application to Inspection Comprehensive guide through the entire sign permit process from application to final inspection with interactive activities and practice scenarios; for permit applicants and code officials.
• Vinyl Film Properties Course on properties of different vinyl films for wall, window, floor, or vehicle wraps including cast, calendar, full print, and color change films; for sign manufacturers and installers.
• Ten Steps to Sign Legibility & Visibility On-demand webinar covering the science behind sign visibility including letter size, contrast, placement, sign height, and design considerations for sign conspicuity; for sign designers, manufacturers, and specifiers.
• Urban Wayfinding Planning through Implementation (Four-Part Webinar Series) Four-part on-demand webinar series covering planning, design, fabrication, and case studies for urban wayfinding programs; for urban planners and wayfinding practitioners.
• Sign Visibility Calculator Interactive tool for assessing letter size, contrast, viewing distance, and roadside visibility for on-premise signage; for sign designers, specifiers, and code officials.
• Sign Inventory Survey Form One-page form for quick on-site documentation of all signage at a location, ideal for audits, surveys, and kickoff assessments; for planners and auditors.
• Specs - AI Knowledge Assistant AI-powered chatbot assistant providing quick answers to questions about SRF and ISA content, supporting over 50 languages with verified information from trusted sources; for sign industry professionals, designers, and planners.
• Planning for Sign Code Success Workshops Day-long training sessions jointly sponsored with ISA held in cities throughout North America to help planners craft effective sign codes; for city planners and code officials.

Quantifiable outcome

• Businesses reported average sales increases of 10% or more by adding or updating their signs
• +6 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Partnerships

Ten partnerships are on record, tiered core and major.

• International Sign Association (ISA) and Affiliated AssociationscoreStrategic or Co-development PartnerSRF has always had the committed support of ISA and its Affiliated Associations. This synergistic relationship has made significant progress in improving the regulatory environment for on-premise signage. ISA uses SRF research to prove economic value of signage and help local officials understand key technologies. Jointly sponsored Planning for Sign Code Success workshops held in seven cities representing communities with total population over 100 million. SRF took a central role in shaping ISA's learning strategy.
• Academic Advisory Council for Signage Research and Education (AACSRE)coreStrategic or Co-development PartnerAACSRE encourages and facilitates cross-disciplinary dialogue on signage research needs. Made up of 17 leading academic institutions who help guide SRF research agenda and introduce sign-related graduate programs within colleges of design, art, architecture, engineering, business and law. Co-chaired by Dr. Dawn Jourdan (University of Oklahoma) and Dr. Gene Hawkins (Texas A&M and TTI). SRF has worked for seven years to build this comprehensive academic network.
• American Institute of Architects (AIA)majorGTM or Marketing PartnerAIA represents 83,000 architects. SRF has worked closely with AIA and its state affiliates to present current research on ADA codes, wayfinding, brand identity and retail signage. Renowned architect Martin Treu presented at SRF annual academic conference. AIA members benefit from SRF research on signage as essential contributors to commercial landscapes.
• American Planning Association (APA)majorGTM or Marketing PartnerAPA represents more than 35,000 planners. SRF presentations taught planners about signs and how to craft sign codes in meaningful ways that contribute to thriving communities. Presentations were made to planners in Arizona, Ohio, Georgia, Maine, Idaho, Michigan, and regional chapters serving Missouri, Kansas, Oklahoma, Arkansas, Maine, New Hampshire and Vermont.
• International Downtown Association (IDA)majorStrategic or Co-development PartnerSRF's development of 'Signs and the Downtown Experience' opened the door for partnership with IDA, a world leader in vital and livable urban centers. SRF research is used by IDA's diverse practitioner network to foster community building. In November 2015, SRF's Executive Director was appointed Co-Chair of IDA's Top Issues Research Council.
• Society for Experiential Graphic Design (SEGD)majorStrategic or Co-development PartnerSEGD members develop wayfinding systems, signage, environmental graphics, exhibition content, multimedia installations, and branded environments. SRF has a long, mutually beneficial relationship with SEGD. First collaborative effort resulted in the Urban Wayfinding Manual, the single most downloaded piece of research in SRF's library. SEGD members serve on research advisory councils and contribute case studies.
• Texas A&M Transportation Institute (TTI)majorStrategic or Co-development PartnerResearchers from Texas A&M University conducted the comprehensive Digital Signage & Traffic Safety study examining the relationship between on-premise digital signage and traffic safety using the Empirical Bayes method. Dr. Gene Hawkins serves as vice-chair of AACSRE.
• Michigan State UniversitymajorStrategic or Co-development PartnerMichigan State University's School of Planning, Design and Construction conducted research on on-premise signage and pre-attentive processing in pedestrian streetscapes for placemaking design standards in form-based code development, led by Pat Crawford and Robert Dalton.
• University of CincinnatimajorStrategic or Co-development PartnerConducted the Economic Value of On-Premise Signage research (2012) exploring how changes in on-premise signage affect business performance. Dr. James Kellaris from the Lindner College of Business conducted the Consumer Perceptions in Retail Signage study analyzing 100,000 shoppers.
• Universities and Research InstitutionscoreStrategic or Co-development PartnerSRF partners with universities for fundamental research within academic disciplines, collaborative research combining university and external organizations, and research in practice by public agencies, non-profits, and consultants. Research grants are awarded annually through RFP process with 18-month timelines.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• International Sign Association (ISA): ISA is SRF's core trading partner and the trade association for the sign industry. Comparable as it serves the same sign industry stakeholders, provides education and member services, and jointly delivers the Sign Expo where SRF runs programs. Operates as a trade association rather than a 501c3 research foundation, but functionally serves adjacent needs.
• Society for Experiential Graphic Design (SEGD): SEGD is a professional association for wayfinding, signage, and environmental graphic design. Long-standing mutual partner with SRF and collaborator on the Urban Wayfinding Manual. Comparable as it serves overlapping designer/specifier members with education, awards, and research outputs in the signage and wayfinding space.
• International Downtown Association (IDA): IDA is a strategic partner of SRF focused on urban centers and downtown development. SRF's Executive Director was appointed Co-Chair of IDA's Top Issues Research Council. Comparable as it serves overlapping urban planning, placemaking, and downtown revitalization stakeholders.

Broad incumbents

• American Planning Association (APA): APA is the largest U.S. professional association for urban planners (35,000+ members) and a major SRF distribution partner. Comparable as it educates and certifies planners, including on sign regulation policy, which directly overlaps with SRF's planner-targeted content.
• American Institute of Architects (AIA): AIA is the primary U.S. professional body for architects (83,000 members). SRF partners with AIA on signage research, ADA codes, and wayfinding education. Comparable as it reaches the architect/designer segment that SRF targets through the Designers/Specifiers/Buyers persona.
• Urban Land Institute (ULI): ULI is a major research and education organization for land use and real estate development. Comparable as it produces research and education on urban planning, placemaking, and built environment topics that intersect with SRF's signage, wayfinding, and downtown experience focus areas.

Emerging players

• Project for Public Spaces (PPS): PPS is a nonprofit focused on placemaking and public space design. Comparable as it serves overlapping audiences (planners, downtown managers, urban designers) and produces research on how the built environment, including signage, affects community vitality.
• Sign Builder Illustrated: Sign Builder Illustrated is a trade publication covering the sign industry. Comparable as it provides education and content to sign manufacturers, one of SRF's primary customer segments, though as a for-profit media platform rather than a research foundation.

Regional players

• National League of Cities (NLC): NLC represents municipal governments and city officials across the U.S. Comparable as it educates city officials on policy areas including sign regulation, and represents a logical channel for SRF's planner/regulator-targeted content.

Others

• AIA Contract Documents (AIA CAD): AIA CAD is a content and standards publishing arm of AIA providing reference and contract documents for the AEC industry. Comparable as it produces reference content for design professionals, though focused on contractual rather than research content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/SignResearch
• Facebookfacebook.com/signresearchfoundation
• LinkedInlinkedin.com/company/sign-research-foundation
• Instagraminstagram.com/signresearch

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sign Research Foundation