Rail and Transit Consulting

Transportation Planning and Research

Specific Service (Logo) Sign Research Studies

The State of Arizona implemented a specific service sign (logo sign) program on rural interstate highways in the State in December 1987.  Logo signs are placed on interstate highways in advance of interchanges in rural areas to inform motorists of services available from specific vendors at the upcoming exit.  Five motorist-related categories of service are eligible for participation:  gas, food, lodging, camping, and tourist attractions.  Up to six logos appear on each sign.  Individual signs may be provided for each category, or the logos from different services may be grouped on one sign as warranted by the number of participants from each category in the vicinity of the specific exit.  Effective with the implementation of the program, the program management was contracted out to a private-sector operator.

On July 1, 2012, ADOT assumed management of the rural logo sign program.  The Arizona Highways organization, publishers of the world-renowned Arizona Highways magazine, was tasked with managing the

program for ADOT as Grand Canyon State Logo Signs (GCSLS).  Until then, the Arizona logo sign program was applied to rural highways, only.

From 2012 through 2013, R. H. Bohannan & Associates was retained by Grand Canyon State Logo Signs to conduct a series of research projects relating to the expansion of the logo sign program into urban areas.  The Other States Urban Program Consulting Project was conducted to develop an understanding of how other states have implemented urban logo signing programs.  An urban business census project was undertaken to identify the magnitude of the potential market for spaces on urban logo signs and to develop contact information for candidate businesses for subsequent marketing purposes.  As a follow-up, a rural-to-urban project was conducted to identify businesses located in those areas currently part of the rural logo sign program territory that will be incorporated into the urban program.

Other States Urban Program Consulting Project

Rob Bohannan began a review of other states’ urban logo sign programs by conducting internet and telephone research to identify a cross-section of states that had urban logo programs in place or that had plans to implement them.  The urban logo sign statutes of these states were reviewed, compared and contrasted.  Rob conducted site visits of four states that urban logo sign programs—or that provide for the placement of logo signs on highways in urban areas.  Working with the GCSLS Project Manager, Rob selected the Midwestern states of Iowa, Minnesota, and Wisconsin because many residents of these states visit Arizona in winter and would react favorably to program approaches with which they were familiar.  At the suggestion of GCSLS, Rob also visited Texas, where marketing and pricing strategies had been implemented that most closely resembled concepts desired by GCSLS.

In each of the states, Rob Bohannan met with the state DOT personnel responsible for the logo sign program to learn pricing and marketing strategies, program implementation approaches, and any "lessons learned" with respect to the concept, implementation, and administration of the program. Rob also met with representative samples of program participants to obtain feedback.

Urban Logo Business Census Consulting Project

The GCSLS identified a list of over 350 traffic interchanges or highway intersections within Arizona that are potential locations for the placement of logo signs. Assisted by staff retained for this project, Rob Bohannan conducted a census of candidate businesses located within three miles of each of the traffic interchanges or intersections.

First, field views were conducted of roadway segments that lay within the three-mile limit for each intersection or interchange. Names and locations of businesses that meet one or more of the following six qualifying business types were noted: food, gas, lodging, camping, attraction, or 24-hour pharmacy.

Following the field review of the roadway segments for each interchange or intersection, Rob and RHBA staff conducted internet research to validate and obtain mailing address and phone numbers for each candidate business. Rob also developed distance estimates to the nearest mile from the subject interchange or intersection for each candidate business.

Logo Sign at I-80, Exit 131 in Des Moines, Iowa

© 2015, Robert H. Bohannan. All Rights Reserved.

Logo Sign at I-10 Exit 126 west of Phoenix