Familiar Business Logos Coming to a Highway Near You, Promoting Tourism

The logos of Taco Bell, Starbuck’s and Georgie’s Diner are among 10 business logos and 7 tourist attraction logos that will be appearing on a total of 27 state highway signs in Connecticut this year, under a state program just underway.  The highway signs, part of the state’s ongoing efforts to promote tourism, will appear on I-95, I-91, I-84, I-395 and Routes 8 and 9.

Administered by the state Department of Transportation, the 10 business logos that will be appearing on 13 signs across the state include A-1 Diner, Dunkin Donuts, Georgie’s Diner, Mobil, Starbucks, Comfort Inn, Taco Bell, Residence Inn, Guilford Suites, and Chili’s.

The seven tourist attraction logos that will appear on 14 roadway signs include the Essex Steam Train & Riverboat, The Griswold Inn, the Tanger Outlet Center, The Adventure Park at Storrs, Niantic Bay Boardwalk, Sailing Ship Argia Cruises, and Antique Center (at exit 8 on I-95).  Among the attractions, four attractions will be having signs posted for the first time, with each to have a sign in each roadway direction (northbound and southbound, or eastbound and westbound).

The largest number of logos appearing will belong to Taco Bell, with four roadway signs, on I-395 at exit 93, I-91 at exits 16 and 47E, and Route 9 at exit 19.

According to the DOT, the Specific Information (Logo) Signing Program is intended to provide the motoring public with information on essential travel services (gas, food, lodging, camping) that are available at qualified interchanges on expressways in Connecticut.

The program allows qualified businesses to apply and erect their business sign or logos on specific information (logo) signs. Businesses must meet minimum qualification criteria specified in the regulations governing the program. There are no exceptions or waivers. A non-refundable $2,000.00 application fee per business, per interchange must accompany the application.

Installation of business signs is permitted only after field review of business and sign feasibility is conducted by the Department and certain concurrences and permits are completed or obtained.

All costs for fabrication and installation of signing by a contractor is the responsibility of the initial business on an interchange approach. Subsequent businesses are required to reimburse the initial business a percentage of the initial business’s installation cost as indicated in the regulations. Subsequent businesses are also responsible for all costs for the installation of their business signs. Businesses must continue to meet minimum qualification criteria as long as the business sign is displayed or signing will be removed.

The Connecticut Tourist Attractions Sign Program is intended to create a predictable and recognizable system to help travelers locate places of interest that will make their experience in Connecticut more enjoyable. Participating businesses must indicate how many potential visitors they hope to attract at various periods during the year.  Those accepted into the signage program must annually update DOT on their visitor-traffic counts and provide related information.

In another project promoting Connecticut sites and attractions for highway travelers, I-95 will soon see signs posted by DOT promoting the University of Bridgeport, Housatonic College, Barnum Museum, Webster Bank Arena, Harbor Yard Ballpark, Shoreline Star Greyhound, Connecticut Audubon Center, Silver Sands State Park, Westfield Post Mall, PEZ Visitor Center, West Haven Beaches, University of New Haven Yale Bowl.  Three of the signs are new (Yale Bowl, Silver Sands and CT Audubon); the others are replacing existing signs.