Brought to you by the letter W...

Wall Mural: An advertising display applied directly onto the exterior surface of a building. Painting directly onto the surface is the most common application method; however, a painted or printed vinyl substrate can also be applied to a wall surface, depending on the location.

Wave Posting: A concentration of poster showings in a succession of areas within the market, usually coinciding with special promotions in the designated areas.

Wayfinding Signage: A term used to describe the task of finding one’s way to a given location using information found along the travel path. A unified system of signs for a single facility that aid in the task of finding one’s way to a given location using information found along the travel path and identification of specific destinations within the facility. Signs include building and room identification signs, directional and informational signs and regulatory signs. In the US, all such systems must comply with the ADA.

Window Signage: A sign that is painted on, attached to, or suspended directly behind or in front of a window or the glass portion of a door.

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Variable-Message Sign: A sign that includes provisions for message changes. Also called changeable copy panel, changeable-copy sign, time-and-temperature sign, electronic message center, or menu board.

Variance: Special administrative procedure by which one may obtain an exception to zoning rules such as height, setback, and type of use.

Vinyl (Flexible Face): A substrate upon which an advertising message is rendered, either by computer production or hand painting.

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UL: Underwriters Laboratories, Inc., a nationally recognized testing laboratory. Always look for this acronym when purchasing illuminated signage to guarantee the best quality product.

Under-Canopy Sign: A sign mounted underneath a canopy.

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Temporary Sign: Any sign not intended for permanent installation. Generally, these signs are intended to be used for a limited period of time for purposes such as announcing special events or sales, announcing the sale or rental of property, supporting political positions, or presenting other miscellaneous or incidental information or instructions.

Trade Show Signage: Retractable banner stands, table top displays, table runners, floor graphics and 10' tall backdrop displays are just a few of the various types of signs available for trade shows.

Transformer: Electrical equipment that converts input voltage and current to a different output voltage and current.

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Sandwich Board/Sidewalk Sign: A sign not secured or attached to the ground or surface upon which it is located, but supported by its own frame and most often forming the cross-sectional shape of an A.

Signage: A system of place-based communication devices and graphics intended to impart information or the largest number of outdoor advertising signs.

Signcentric Design: Building or site design that makes the on-premise signage the prominent visual feature of the building or site.

Street Furniture: Advertising displays, many which provide a public amenity such as bus benches, positioned at close proximity to pedestrians for eye-level viewing or at a curbside to reach vehicular traffic.