A façade sign speaks to pedestrians; a totem speaks to drivers. The difference is not only scale — a driver gives a sign less than a second. That is why a totem carries fewer lines, larger letters and the strongest contrast available.
Which businesses benefit from a totem?
- Premises set back from the main road, reached by a turning or service lane.
- Sites hosting several brands — office blocks, industrial estates, retail park entrances.
- Filling stations, dealerships, supermarkets and restaurants approached by car.
- Buildings where façade signage is restricted or not physically possible.
Sizing height and letters
The accepted rule of thumb for legibility is roughly 0.8 cm of letter height for every metre of viewing distance. The table below gives approximate equivalents; in fast-moving traffic, step up one level.
| Viewing distance | Minimum letter height | Typical setting |
|---|---|---|
| 10 m | about 8 cm | Pedestrian approach, car park entry |
| 30 m | about 25 cm | Urban street |
| 50 m | about 40 cm | Ring road service lane |
| 100 m | about 80 cm | Dual carriageway, station forecourt |
Foundation and wind load
The part of a totem you cannot see matters as much as the part you can. Because the structure presents a solid face to the wind, the governing load comes from surface area and local wind speed rather than weight. The reinforced concrete foundation is sized to that load, and poor ground needs improvement first.
- Structural steel should be galvanised, with welds protected after fabrication.
- The body should not be erected before the foundation concrete has cured properly.
- Power should be ducted at foundation stage, not surface-run afterwards.
- Earthing and residual current protection must not be skipped.
Single or double sided?
If traffic passes in both directions, build it double sided; on a one-way approach the second face is wasted cost. A double-sided body does, however, give more internal depth for even illumination and easier access panels. Decide by looking at the direction of traffic at the actual location.
For totem projects Royal Reklam surveys the site and ground conditions in person and plans the structure and foundation to suit. We also prepare the drawings and visuals needed for the municipal application.