Confused with the jargon used in today’s signage industry? Do terms such as ‘cluster’ ‘contrast ratio’ or ‘refresh rate’ make you scratch your head? This glossary of terminology will help light the way to understanding many of the terms associated with Outdoor Digital Advertising.

To navigate through the glossary, click on the letter above to go directly to that glossary page.

[B]

BACKLIGHTED LETTER

An illuminated reverse channel letter (open or translucent back) so light from the letter is directed against the surface behind the letter producing a halo lighting effect around the letter. Also referred to as Silhouette lighted or halo lighted.

BACKLIGHTED UNIT (BACKLIT)

Advertising structures which house illumination in a box to throw light through translucent advertising printed on plastic or heavy-duty paper for higher visibility especially at night.

BALLAST

An electrical device required to operate fluorescent lamps.

BANNER

A sign composed of lightweight material. Promotional banners include those used to announce open houses and grand openings, make special announcements, or communicate events.

BENCH SIGN

A sign located on the seat or back of a bench or seat placed on or adjacent to a public right-of-way. A type of street furniture.

BI-DIRECTIONAL DIAGNOSTICS

Two-way communication between a display and its controller. Bi-directional diagnostics assist in pre-maintenance, maintenance, and troubleshooting.

BILLBOARD

Large format advertising displays intended for viewing from extended distances, generally more than 50 feet. Billboard displays include, but not limited to: 30-sheet posters, 8-sheet posters, vinyl-wrapped posters, bulletins, wall murals and stadium/arena signage.

BLEED

Display area which extends beyond the Live Copy Area, often to the edge of the finished size.

BRAND EQUITY (Branding)

The intangible, but real, value of words, graphics or symbols that are associated with the products or services offered by a business. Developing branding of a site includes the presentation of signage and architecture to create a unique awareness and memory by the potential customer of the products or services offered at that site.  

BUILDING CODE

State and/or local regulations governing public health, welfare and safety of construction and maintenance.

BUILDING FASCIA

That portion of any elevation of a building extending vertically from the grade to the top parapet wall or eaves, and horizontally across the entire width of the building elevation, including slanted wall surfaces sometimes referred to as a mansard.

BUILDING MOUNTED SIGN

A sign that is applied or attached to a building.

BULLETIN

The largest standard outdoor media format.   The most common size is 14' high x 48' wide.  Design copy is most commonly reproduced on vinyl, and then wrapped around the surface of a bulletin structure. Design copy can also be painted directly onto the surface of a bulletin or printed on paper and applied. Bulletins are sold either as permanent displays or in rotary packages.