It’s probably not the first thing that crosses your mind when a client walks in and asks for an estimate on signs for their business, but at some point during the negotiations, the subject of permits should be brought up. It’s almost certainly not the signmaker’s or the client’s favorite part of the process, but both need to know the legal requirements and the consequences if they are ignored.

Even small towns and unincorporated areas are regulated by City or County agencies, interested in maintaining the safety and cohesive image of the community. Granted, they are more concerned with major construction projects than with Mom & Pop’s Mercantile, but if given the opportunity, planners would like to put their stamp of approval on every improvement visible to the general public.

Knowing this, it is the sign maker’s responsibility to make sure their clients understand the choices before them and the costs and time involved. How you approach the subject will depend on the location of the building, the types of signs and your client’s budget.

WHO GETS THE PERMIT?
It typically takes five to ten hours to create all of the drawings, submit the application to both Planning and Building, attend any required meetings and deliver the approved permit to the job site. Sign companies can charge $35.00 to $75.00 per hour to perform this service, which is a profitable and low overhead part of the sign business, but may be more than the client’s budget can bear. For that reason, and because dealing with permits takes time away from making signs, the responsibility is often placed upon the business owner. The sign maker will still need to provide drawings, but the bulk of the legwork and phone calls can be done on the client’s time. They can also pay the fees and make decisions during the negotiations, rather than going through a middleman. Another benefit is that the blame for delays will be directed at the planning department rather than the sign company.

On the other hand, an experienced applicant is often more successful, and may have a relationship with the planners that makes the whole process move more smoothly. They can also answer technical questions that would stump the business owner. For the shop without enough personnel to dedicate to permit duties, hiring a permit expediter can solve the problem.

WHAT NEEDS A PERMIT?
A permit is absolutely necessary if the sign involves any illumination whatsoever, because the danger of fire or other public harm, not to mention the high degree of visibility, makes it much more likely that an illegal illuminated sign will be noticed and violators prosecuted. Likewise, if the business is located on a main thoroughfare or high profile corner, chances are that any changes to the signage will catch the attention of the Community Development Department, whether or not they are big on code enforcement.

Your client should also consider their neighbors and whether they are likely to be supportive of the new business and their signs. Many cities are too busy to pursue every single violation, unless they receive a complaint. So if the business or their image is at all controversial, or you have reason to believe there might be public resistance, having a permit in hand will silence any objections and allow you to proceed with the sign as planned.

If the sign involves any freestanding structure, especially a pole or pylon, it will require a permit and possibly engineering as well. Any sign going on a new building where no signs have been before would be strongly recommended to have city approval, especially since the application can often be combined with all of the permits for the building construction. Which brings us to…

WHEN SHOULD YOU APPLY?
In a perfect world, sign makers would work side-by-side with architects and builders, recommending materials and dimensions and designing signs compatible with the structure and colors of each new building. In reality, signs are usually one of the last details to be considered by new business owners, and they often expect to have their finished sign installed about two weeks after they order it, in time for their grand opening.

But bureaucracy doesn’t move at the same pace as commerce; in fact, it can take anywhere from one to six months to get approval, even for a simple, straightforward sign. Though it is possible to keep the process moving with a little bit of persistence, there are always unexpected snags and surprises that can come up at any point to send you back to the “mousepad”.

So it is best to estimate at least two months to get the permit and submit as quickly as possible once the design is agreed upon. If you can build a good working relationship with a few local realtors, property managers, architects and builders, they will refer their clients to you earlier in the process so the sign permitting and manufacturing schedule will not come as a last-minute unpleasant surprise.

WHERE DO YOU GET THE PERMIT?
The Internet has made information gathering so much easier that no matter where you do business, finding the right City Hall or County building at which to submit your application is usually as simple as a search with the city name, permits, and community development in the subject line. If you are not certain whether the property lies within the city limits, many government Web sites have their maps available, where you can find the exact location of the boundaries, as well as the parcel number and other useful information.

Sometimes there will be a separate permit center, but often the Planning and Building departments are simply an office within City Hall. The initial application usually must be made in person, but subsequent revisions or additions can often be submitted by mail or email. Once the permit is approved, the job copy waits for the contractor or property owner to come pick it up. (How else can they get you in to pay all of the fees?)

WHY GET A PERMIT?
Generally speaking, any sign that is visible on the outside of a commercial building requires a permit. The exceptions are: informational, such as hours and address; directional, with arrows leading travelers to the entrance; ADA, safety or parking signs. Repainting or replacing an old sign with an exact duplicate of the original usually does not require a permit, either, but if anything changes, such as colors or a new logo or tagline, it is considered a new sign. Even simple window lettering and additions to a directory is often regulated and needs approval. Many cities would like businesses to get a permit for temporary signs, but that doesn’t often happen in practice.

What does happen, more often than not, is that business owners assume that as long as they put up a sign of the same type and roughly the same size as the one they are replacing, it will be “grandfathered” in, and there is no need for a permit. Unfortunately, this is a myth that is difficult to dispel, especially when it becomes clear that following the rules is a tedious, time consuming and expensive process. The business owner must therefore choose whether to risk getting caught for putting up a sign without a permit.

HOW DO YOU GET THE PERMIT?
Before you start designing or even estimating an exterior sign, mention the need for permits and discuss who will be responsible. If the client plans to handle it, have them sign a form releasing you from responsibility, especially if it is likely that they will decide to take their chances getting caught and beg forgiveness rather than ask permission. If your shop is hired to provide the permitting service, treat it like any other part of sign work and give a written estimate of labor and city fees, clearly stating the length of time anticipated to complete the process.

Ask the client for a site plan and elevations, and be sure to get the building owner’s name, address, phone and fax number, since that information is usually required along with their signature on the application form. Patience and perseverance will get much better results than demands and high pressure tactics, and creative code interpretation and compromise are often necessary to reach the goal of speedier approval.

Though most sign professionals share the city government’s goal of creating beautiful, appropriate signs for the benefit of the entire community, many business owners are more interested in getting the largest, flashiest, cheapest sign available. You can use the law to your advantage to convince your clients to follow the program and allow you to design the best sign the code will allow. Everybody’s conscience will be clear and your reputation will be spotless when you take the time to learn the who, what, when, where, why, and how of permitting signs.