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The highway logo signing program has existed for over 20 years. Since its inception, most motorists have become accustomed to relying on these blue signs to provide information on services available at each highway exit. However, there is little, if any, literature that examines the program as an advertising source, and no formal literature that addresses the signing program from the perspective of the independent business owner. This paper provides service business owners with information about the highway logo signing program, and is directed toward independent owners who are considering the signing program as an advertising source. A five step process is described that owners can follow to first determine if the venue is viable, and then if the investment is value-added for them.

We have all seen them: the bright blue signs at highway exits informing motorists of available lodging, food, fuel, and camping options. Many consider these signs to be a public service. They are an efficient use of space, and help travelers quickly determine the desirability of exiting at a particular location. National chains such as McDonalds have advertised via these signs since the inception of the highway logo signing program. However, should locally owned businesses with smaller advertising budgets advertise on the interstate? As is the case with many other issues, the answer is: “It depends.”

Are the bright blue highway logo signs a good investment for your business? Through surveys, we have learned they are frequently used by travelers and that the advertising costs, depending on the state, are often less than billboard advertising. However, it is important for small businesses to objectively consider quantitative and qualitative factors when deciding whether to participate in the interstate logo signage program. A well constructed plan can help assemble, distill, and decipher the various types of data needed to make a decision that will best serve the company's budget and needs. The plan can later assist in analyzing the effectiveness of the initial decision.