Roadside Signage for Farm and Agritourism Operations

There are several different types of signs that a farm or agritourism operation may have, and each plays an important role. From a roadside sign that attracts the attention of passersby to a product sign in an on-farm store, well-designed signs fulfill a variety of purposes.  These include:

• Attracting attention from the public/consumers/visitors
• Welcoming visitors to the farm
• Marketing and promoting the farm and its products or experiences
• Communicating directional, educational, safety or product information
• Thanking visitors

Good signage aligns with your farm or agritourism business's branding identity. It will help you stand out from the competition and enhance the guest experience (as in the case of directional signs to find a restroom).  Ideally, good signage will help to maximize revenue by bringing customers to the farm and increasing the likelihood that they will make a purchase. For example, a survey of farmers' market customers found that road signs were more effective than newspaper ads, word of mouth, and pamphlets and flyers at communicating the existence of the market (Baker, Hamshaw, & Kolodinsky, 2009).

However, many agritourism operators encounter challenges related to road signage. In our 2024 national survey of agritourism operators, respondents reported issues with state signage, conflicts with neighbors regarding farm signage, difficulties in acquiring adequate signage, and a lack of regulatory support. This article discusses roadside signs, which are vital in marketing farm and agritourism businesses, specifically design considerations and the relevant Pennsylvania regulations.

Roadside signs are either off-farm or on-farm (Pennsylvania Department of Transportation, PennDOT, refers to signs as "on-premise" or "off-premise"). Off-farm signs are likely to be subject to regulations regarding aspects such as size and placement. 

On-farm Signs

PA Code Title 67 Chapter 445 outlines regulations pertaining to outdoor advertising devices (including signs). A farm or agritourism operation's sign is considered to be on-farm or "on-premise" in Pennsylvania if it meets the following three criteria

• The sign is on the same property as what the sign advertises,
• The sign is within 100 feet of what is advertised, and
• The sign is on the same side of the road as what is advertised.

Additionally, PA Code § 445.5. stipulates that on-premise signs must adhere to the following:

• "A sign may not be permitted which attempts or appears to attempt to direct the movement of traffic or which interferes with, imitates or resembles an official traffic sign, signal or device.
• A sign may not be permitted which prevents the driver of a vehicle from having a clear and unobstructed view of official signs and approaching or merging traffic.
• A sign may not be permitted which contains, includes or is illuminated by a flashing, intermittent or moving light or lights.
• A lighting may not be permitted to be used in any way in connection with any sign unless it is so effectively shielded as to prevent beams or rays of light from being directed at any portion of the main-traveled way, or is of such low intensity or brilliance as not to cause glare or to impair the vision of the driver of any motor vehicle, or to otherwise interfere with any driver’s operation of a motor vehicle.
• A sign may not be permitted which moves or has any animated or moving parts.
• A sign may not be permitted to be erected or maintained upon trees or painted or drawn upon rocks or other natural features."

Unless the on-premise sign is on an interstate highway, a permit is not necessary.  Also, there are no restrictions on the size and/or number of signs that farms and agritourism businesses have on-premise, unless along an interstate.  For on-premise signs along an interstate, an application (currently RW-744) must be submitted to the PA Highway Beautification Management System (HBMS).

If the sign is on a controlled route, the sign must meet size and content requirements.  A controlled route is a state route that has been "made part of the Interstate System and Primary System as defined under the Outdoor Advertising Control Act of 1971 (Act), and highways designated as Scenic Byways".

Unless approved, signs must be kept out of the road’s right-of-way; otherwise, they may be removed.

Off-farm Signs

In Pennsylvania, off-farm roadside signs are also referred to as "off-premise."  A sign is determined to be "off-premise" if any of the three criteria listed for "on-premise" signs are not met. Off-farm roadside signs typically serve the purpose of letting people know where the farm is, that the farm is nearby, or directing visitors on how to get to the farm's location.  Off-farm signs may be either permanent or temporary (e.g., seasonal or event-related).

Off-farm signs along an interstate highway require a PennDOT permit.  Permits are obtained through the PA Highway Beautification Management System (HBMS) by submitting an application (currently RW-745).  An annual fee accompanies the permit.

Attraction Signs (Logo Program)

Agritourism and winery operations located near an interstate may be interested in adding their business logo to their applicable PennDOT attraction sign. The PA Tourism Signing Trust administers the Logo Program that allows businesses to add their logo to a PennDOT exit attraction sign.  A farm agritourism business must meet the following criteria for program consideration:

• Located five miles from the highway exit in urban areas, and 15 miles in rural areas.
• Open a minimum of 30 days per year.
• Adequate, legal parking.
• Public restroom facilities with sinks and drinking water.
• Admission charge, if any, must be apparent to prospective visitors at point of entry.
• Attractions categories are listed in the Logo guidelines (Logo program website).

Agritourism operations need to pay special attention to the last criterion, as many types of agritourism will not fall within an approved category, and creative thinking may be needed to understand how some agritourism businesses fit within the categories. The PA Logo program has extensive guidelines that an agritourism operator should read and understand prior to submitting an application. If the business is still unclear on whether it qualifies for the Logo program, contact information for someone with the program is listed on the website.

The Logo program is not inexpensive. In addition to an application fee (currently $500), there is a one-time installment cost, annual fees, and sign fabrication costs. These costs should be weighed against the anticipated increase in visitor numbers and revenue.

Tourist Oriented Directional Signing (TODS) Program

TODS is a signage program to assist businesses in directing visitors to their location with directional signs on state and local roads.  As with the Logo Program, there are extensive guidelines outlining eligibility and requirements for TODS program participation. A few of the key eligibility requirements include:

• The maximum distance from the intersection for which participating businesses can be trail blazed and qualify for TODS is 5 miles.
• TODS will not be installed when prohibited by local ordinance.
• Participating businesses shall maintain regular hours and schedules and be open to the general public at least six days each week for at least 30 days per calendar year unless otherwise indicated in the TODS Guidelines.
• Will not be authorized if an illegal advertising sign exists along any State Highway for that specific business, or if a legal advertising sign exists on the same highway approach as the request for the TODS.
• Space must exist to install signs at all locations along the route to the participating business where a turn is required.
• The participating business must have an on-premise sign identifying the name of the facility.
• The participating business shall have adequate on-premise or available on-street parking for patrons (TODS program website).

It is worth noting that PennDOT’s website provides some leniency when it comes to how many days they must be open by stating that "farm markets and roadside farm markets must maintain regular hours and be open to the public at least two days each week during the normal business season".

There are fees for program participation, including an application fee (currently $75), initial sign purchase, and sign repair and/or replacement cost. However, these fees are lower than those of the Logo program, and there is also no annual fee.

Temporary Signs

Temporary signs, commonly thought of as lawn signs, may also be used by farms and agritourism operations to market their business, special events (such as festivals), and products (such as strawberries or sweet corn).  As with other signs, temporary signs should not be placed in the right-of-way.  However, a local municipality may allow for the placement of a temporary sign in a right-of-way "if the municipality passes a resolution accepting all responsibility for the sign and the resolution is approved by PennDOT".  PennDOT also advises that placing temporary signs on utility poles and approved traffic signs may be illegal (though this often still occurs).  Ideally, temporary signs are placed on private property. 

Sign Design

Once you know the type of sign – on-premise, off-premise, or temporary – you can turn to sign design.  What is 'good' signage? Good signage is that which is effective for its purpose.  For roadside signs to be effective, they must be eye-catching and allow people passing by to quickly read and understand them.  Considerable research has been done to determine the most effective sign design aspects for visibility and readability.  When creating your roadside sign, consider the following:

• Size and placement. USSCF-funded research recommends that signs be placed perpendicular to a road ("within 10 degrees of the driver's central field of vision"). For signs that cannot be placed perpendicularly, the sign and text size will need to be increased. The following table provides minimum distances for sign legibility for drivers at varying speeds (International Sign Association).

• Text size. Text (letters and numbers) on signs must be large enough to be easily read, in addition to being seen from varying distances. One recommendation is for text to be one inch (1") in height for 25 feet of reading distance (International Sign Association). Consider the speed limit and actual driving speed on the road(s) where you want to place your sign. If you create a sign with 6" text assuming drivers are going 25-30 mph while in reality they are going 45-50 mph, the effectiveness of your sign is decreased as it will be more difficult to read.
• Font. Ideally, the font type used on roadside signs is easy to read for drivers. Sans-serif fonts, those without lines attached to the letters, and non-script fonts are recommended.  However, you will also need to consider branding consistency and consumer recognition.

• Color contrast. Your choice and use of color(s) on a roadside sign will also affect readability. Numerous studies have been done to determine the most effective combination of colors.  The University of Tennessee Extension publication, Creating Signage that Sells: Guidance for Specialty Crop Growers Direct Marketing to Consumers, provides a useful depiction of the 18 most visible color combinations as determined by the Outdoor Advertising Association of America (OAAA).
• Negative/ white space. Simplicity is another key to an effective roadside sign. If the sign is too busy, that is, it does not have enough negative/white space, those passing by will find the sign more difficult to read and understand.  Determine the key components for your sign and space them for ideal readability. 
• Lighting. The addition of lighting to your sign can improve visibility and readability, not only at night, but also under weather conditions such as rain or fog. Different types of lighting are available, such as LED, neon, and bulbs. Your budget and desired effect will influence your selection.

While the aspects above are important when designing your farm or agritourism operation's roadside sign(s), you also need to remember that branding consistency is equally important. Unless you are launching a new farm or agritourism operation, you likely already have a logo, type font, and color palette that are used for your brand and in your marketing assets (flyers, t-shirts, website, etc.). To maintain brand consistency and placement in your consumers' minds, you will want to use these same brand elements in your road signs as well (with the exception of Logo or TODS program signs). This doesn't mean that you can't use your creativity to add additional visual elements to a road sign. Seasonal or event-related additions are easy ways to add a touch of originality.

Another consideration when designing a roadside sign is material selection. Signs can be created using a variety of materials, including wood, metal, or vinyl. Consider how the material will hold up over time under a variety of weather conditions. For instance, will the sign material maintain color steadfastness? Will the sign withstand high winds? Signs, especially large signs, can be quite expensive to create, so you want to ensure that they will be durable and long-lasting.

Cost and Budget Considerations

As just mentioned, designing and constructing a new sign can be costly. Aspects that will affect overall cost include the sign's size, design complexity, material used, installation, and maintenance needs. Depending on your skills, you may want to make your sign(s) yourself as a way to control costs. However, consider that professional sign companies likely have more experience constructing roadside signs and may be able to spot potential concerns and offer advice. Some sign companies may also employ in-house designers who will work with you to ensure the design and technical aspects are met.

Summary

Road signs play an important role in farm and agritourism marketing. Effective signs will bring visibility to your farm or agritourism operation. They will ensure that visitors know your farm's location, how to get there, and serve to welcome them. Your farm's roadside sign may be the first impression consumers and visitors have of your business, so be sure your sign serves as a positive reflection of what their on-farm experience will be.

References and Resources

Baker, D., Hamshaw, K., & Kolodinsky, J. (2009). Who Shops at the Market? Using Consumer Surveys to Grow Farmers' Markets: Findings from a Regional Market in Northwestern Vermont. The Journal of Extension, 47(6), Article 2.

Commonwealth of Pennsylvania. Outdoor Advertising Control. Accessed 7/25/2025.

International Sign Association. Design and Placement of Signs. Accessed 8/7/2025.

Leffew, M. (2014). Creating Signage that Sells: Guidance for Specialty Crop Growers Direct Marketing to Consumers. The University of Tennessee Institute of Agriculture.

Out of Home Advertising Association of America. (must have membership to access resource information)

Pennsylvania Department of Transportation. Traffic Engineering Manual. Bureau of Maintenance and Operations. Pub 46. Accessed 7/25/2025.

Pennsylvania Department of Transportation. Highway Beautification Management System. Accessed 7/26/2025.

PA Tourism Signing Trust. Attraction Signs. Accessed 8/1/2025.

United States Sign Council Foundation (USSCF). (1998). Sign Legibility: The Impact of Color and Illumination. Accessed 8/1/2025.

Acknowledgement: This article reviewed by Jackie Schweichler, Staff Attorney, Center for Agricultural and Shale Law at Penn State