Signage is often overlooked in event organisation and management, but it can be an important part of both the running of the event, and the branding before, during and afterwards. Getting it wrong could have long-lasting negative effects, but getting it right could also pay off for some time afterwards. It is therefore worth spending a bit of time and effort on it. Here are our top tips to ensure that event signage and digital and non-digital branding works for you and not against you.
- Visit the venue, and take time to assess the needs and options for signage
The venue will almost certainly offer both digital and non-digital signage in some form, so it is worth checking what is already available. You then need to consider what additional signage is necessary to help delegates move around the venue. For example, if you are having breakout sessions, where are the breakout rooms, and how will people find them? How easy is it to get back for coffee? Think about flow and movement, and particularly at peak times. How can you best ensure a smooth flow, and make the event pleasant for your delegates? Good signage can save a lot of host time spent giving directions or acting as guides, but it can also make a huge difference to overall delegate experience.
- Provide physical branding on the stage behind speakers and on the lectern
The stage offers a number of opportunities to emphasise the branding of your event. You should, for example, ensure that you have a banner or backdrop behind the speaker’s lectern or the panel table if you are holding a panel event. This will help to reinforce branding both for delegates at the event, and also anyone looking at pictures or videos of the event at a later date. A panel in front of the lectern also helps when the focus is on the speaker, not the screen. It is worth checking the dimensions of this with the venue or AV company in advance, to ensure that the sign that you provide is adequate.
- Make sure that your logos and branding will be clear both to the audience on the day and via the camera
Obviously your audience needs to be able to see your logos and branding, but it is also important to check that it is visible to the camera. Some of your delegates will be live-tweeting, others will be taking photographs to share on social media, and you will probably also be recording or live-streaming the event to social media or the internet. Your branding therefore needs to be clear via all media. Check with the person responsible for recording or live-streaming, and make sure that they understand the importance of showing the logos clearly.
- Use a branded master slide between speakers, and to show speakers’ names
It is surprising how much of the event does not involve speakers’ own slides being presented. Make sure that you have a branded ‘master slide’ for the event to project between sessions. This should include the event title and your logo. The slide introducing each speaker should also be suitably branded. If coffee is being served in the main room, it is a good idea to use the ‘master slide’ during breaks too, rather than leaving on the last speaker’s final slide, or having a blank screen visible.
- Provide slide templates to your speakers, or put their slides into your template ahead of time
Providing a pre-prepared Powerpoint template to your speakers—or putting their slides into your template yourself—means that all the slides will be in the same format, and that they will also carry your brand or logo. It is also helpful to include the event name, particularly on the title slide, but also as a footer. Helpfully, this has the added bonus that when you or others later share the slides on your website or via social media, they continue to contribute to your branding.
- Put your logo and brand on all supporting documentation and equipment
Finally, it is worth ensuring that your logo and brand are included on everything provided to delegates: copies of slide presentations, folders, flyers for future events and so on. Readable logos should be available to use on hard support and digital equipment. This may sound like quite a small point, but it is worth doing for the sake of consistency.