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LOGO SIGNS AND TODS: PROVEN ALTERNATIVES TO BILLBOARDS

What are Logo Signs and TODS?

Logo signs and TODS (Tourist-Oriented Directional Signs) are alternatives to billboards used in many states to direct motorists to needed service and tourist attraction. Though federal law does not mandate signage programs in the states the Federal Highway Administration does set standards for logo signs and TODS on federal routes. More and more states and local businesses are discovering the economic and environmental benefits of logo signs and TODS.

Logo Signs are located on interstate highway rights-of-way and advertise gas, food, camping, and lodging at nearby exits, Highway-oriented businesses can advertise their company's symbol, name, trademark, or a combination on the appropriate sign. In some cases, additional directional signs are located on exit ramps and along feeder routes.

TODs, on the other hand, are located only on non-interstate highways. TODS provide motorists with the name of local tourist attractions, mileage to the establishment, and directional arrows. All tourist-related businesses are eligible for state-run TODS programs.

Why Are Logo Signs and TODS an Improvement Over Billboards?

  • Logo signs and TODS:
  • display only essential traveler information, whereas most billboards have little to do with motorist services,
  • are smaller, less obtrusive, and easier to read than billboards, and
  • enable roadside businesses to advertise for a fraction of the cost of using billboards.

How Much Do Logo Signs and TODS Cost?

A typical highway logo sign, maintained by a state transportation department, costs roadside businesses on average $800 per year, depending on the state's individual programs. On average, businesses are assessed an annual fee of approximately $75 to advertise on a TODS. Billboards, on the other hand, are a far more expensive advertising medium. According to the Congressional Research Services, billboards, rent for an average of $2,000 per month per sign.

Do Logo Signs Work?

Logo signs are very effective in directing travelers to roadside businesses. The reaction of the Kentucky Department of Tourism is typical: “There is strong political support here for logo signs and against large billboards.“

Though a relatively new program, TODS have already proven a real benefit to local businesses. A 1991 study of TODS-commissioned programs in Oregon and Washington by the U.S. Department of Agriculture estimated direct benefits to local businesses in each state at $18.3 million and $7.4 million, respectively.

SCENIC AMERICA, WASHINGTON, DC http://scenic.orgB 202-638-0550

In Michigan there are specific criteria each type of business must meet to be eligible for the TODS or Logo sign program. Contact Michigan Logos, Inc., 5030 Northwind Drive, Suite #103, East Lansing, MI 48823, 1-888-645-6467 or 1-517-337-2267 for more information.