How to apply for a commercial sign

A permit must be obtained from the Department of Transportation and Infrastructure prior to installation of a commercial/private sign outside the highway right-of-way along a provincial highway.

The classification of highway you wish to have your sign installed will define the signing options available to you.

Start by using different tools, such as Google Maps, to help determine where it would be appropriate to install a sign to properly direct the motorist to your business.

Once the department has received basic information regarding your business, they can determine the location and type of sign you may be eligible for.

Eligibility is determined by regulation, policy and criteria.

After the application is submitted contact will be made within 12 business days to discuss signage options and related costs. 

Once the location(s) and type of sign(s) are determined, an agreement, permit and or approval will be prepared.

Depending on the location and type of sign requested, a permit application fee of $75 plus HST may be required. Payment must be received to advance to the next step.

Permit application fees can me made online through Service New Brunswick by credit card or e-debit.

For private signs and ”Welcome to” signs, a sign manufacturer will be responsible for the manufacturing, installation and maintenance of the sign(s). 

For all other types of signs, The Department of Transportation and Infrastructure is responsible for the manufacturing, installation and maintenance of the signs.

Signage must address human behaviour factors. Based on the research of Allison Smiley, Human Factors North Inc., the following factors affect signage usability and effectiveness. On level I and level II controlled access highways, where speeds exceed 90 kilometres per hour, effective signage considers:

• motorists have only 6 to 10 seconds to locate and read a sign
• motorists require about 1 second to read each word or symbol
• motorists spot consistent signage more readily
• motorists must continue to watch the road
• motorist maneuverability time
• legibility distance
• the smallest critical detail must be legible
• sign must contrast with the background
• sign must be located easily
• sign must be read quickly
• sign must contain only information that is needed (minimizing the length of the message often maximize effectiveness)
• sign letters must be of sufficient height and spacing
• sign letters must be of a specific, clear font for highway visibility
• sign symbols must be understood by the driver

The classification of highway you wish to have your sign installed and the type of business you own will define the signing options available to you. 

On level I and level II controlled access highways, businesses must meet the definition of “specific interest” and or meet other specific criteria to qualify for signage. 

On all other highways, businesses are not required to meet the definition of specific interest but must meet the definition of a qualified business and basic criteria. 

Market readiness criteria are developed by the Department of Tourism, Heritage and Culture to determine if a particular product is ready for visitation by the consumer. They are used in development of experiences, listings on websites, in provincial publications, and highway signage. Through the implementation of market readiness criteria, New Brunswick earns a reputation of delivering experiences that meet and exceed guests’ expectations. This allows the province to be more competitive by offering an assured standard of quality vacation experiences to guests. 

To be market ready:

• be “NB Approved” or adhere to any other specific regulatory items designated by Tourism, Heritage and Culture
• be open at least 120 consecutive spring/summer/fall days a year – June, July, August and September annually OR be open at least 90 consecutive winter days a year – January, February and March annually (For winter properties conditional on snow to operate, weather conditions may apply)
• provide a consumer website designed to promote the tourism product or attraction and the province, to provide unique vacationing attractions or activities to see and do to vacationers
• be open at least six days a week, eight hours/day
• have liability insurance and safety equipment as appropriate 
• have a staffed storefront location or welcome area
• be accessible by roads suitable for motor vehicles and RVs
• have suitable on-site signage or interpretation
• be accessible through a communication tool, i.e. phone, fax, email or website etc.
• have public restroom facilities
• provide parking on-site or be located close to properly-appointed parking areas with approval of property site owner
• offer currency exchange rates consistent with industry norms
• be a member of a tourism related sector or provincial tourism association
• have staff trained in customer service 

Eligibility for service symbol signs is determined by criteria including:

• the licensing
• operational hours
• length of season 
• location
• capacity
• facilities
• market readiness  

A qualified business is a business that depends on the sale of goods or services for revenue generation. Its primary purpose and means of operation is to sell products or services to the public. 

A “qualified business” : 

• must comply with all required government and municipal laws and by-laws
• provides legal public access to the site of the business
• maintains consistent hours of operation