Projects: Shop Signage Improvement Project

As part of ongoing efforts to preserve and enhance the character of our conservation areas, the Sandwell Council has completed a specialist signage improvement project, designed to raise the standard of shopfronts in line with conservation area design guidelines.

The project aimed to support local businesses in upgrading their shop signage to be more in keeping with the traditional character of the area, while also ensuring the correct planning processes were followed, including obtaining advertisement consent.

A total of nine shopfronts benefitted from the scheme, following an open invitation for expressions of interest from any property within the conservation area. The work included a variety of high-quality signage approaches, such as hand-painted signs, raised lettering, and carefully considered improvements to the immediate area surrounding the signs. All designs followed a traditional signage scheme and included any essential repairs needed to support the new signage.

This project was fully grant funded, at no cost to the participating businesses. Initial funding was provided through the Wednesbury High Street Heritage Action Zone (HSHAZ) which was funded by Historic England and Sandwell Council, with later stages funded by the Wednesbury Levelling Up Partnership funded by Ministry of Housing, Communities and Local Government.

The result is a showcase of what well-designed, conservation-appropriate shop signage can look like in our conservation areas, balancing commercial visibility with the rich architectural and historic character of the area. The project also highlights the value of doing things properly when it comes to heritage settings: high standards, careful design, and the correct permissions all play a part in maintaining the unique identity of our historic streets.