Typography does far more than make signage readable; it defines how a brand is perceived. The right font immediately captures attention, expresses personality and demonstrates professionalism. As streets and digital spaces grow more crowded, brands increasingly rely on type to make them stand out with clarity and character.
The highest density of signage is in London, which accounts for 25% of the UK’s out-of-home – OOH – advertising expenditure, significantly more than second-placed Manchester. However, OOH marketing is not confined to major urban centres. With over 4,000 signage companies operating nationwide, such as //exeter.nettl.com/signs/, it remains a thriving sector, despite growing digital competition. Consequently, signage Exeter, Eastbourne and East Kilbride is as common as anywhere else.
Here are four of the current trends in today’s signage.
Customised serifs
Tailored serif typefaces offer individuality and refinement. With distinctive curves or geometric details, custom lettering reinforces brand identity and suits businesses that are seeking timeless elegance.
3D
Dimensional typography adds depth and sophistication. Techniques such as raised letters, layered cut-outs and subtle lighting create a sense of permanence while improving both daytime and nighttime visibility.
Script Accents
Handwritten or brush-style fonts create warmth and approachability, which is ideal for hospitality and lifestyle brands. Used sparingly alongside simple typefaces, script accents introduce a personal, creative touch without compromising legibility.
Oversized Fonts
Large, confident lettering continues to dominate sign design. Clean, geometric sans-serifs, including Helvetica and Futura, help brands project strength and modernity. When combined with high-contrast colours and durable materials, bold fonts make a clear visual statement from any distance.
