This study examines the competing needs of business owners and urban districts in communicating their respective graphic identities to potential customers through retail signage, and explores how the implementation of design guidelines and design regulations can impact which identity is emphasized. Graphic identity is the means by which we recognize businesses or districts. This study examines existing design guidelines in search of an effective balance between uniformity and variety in urban retail signage systems that allow both the district and the business owner to communicate their message through graphic identity.

This issue should be of interest to those who prepare urban design guidelines and to anyone engaged in the design or redesign of urban retail signage.