You’ve issued an RFP, provided the drawings, defined the specifications, and received proposals from multiple sign companies.

On paper, every vendor appears to be quoting the same project. The dimensions are the same. The materials are the same. The paint colors, illumination requirements, and installation methods are all clearly defined.

Yet one proposal comes in significantly lower than the others.

So why can signage bids for the same project vary by 20%, 30%, or even 40%?

The answer is that while the sign itself may be the same, the process used to deliver it rarely is.

Having completed more than 900 projects for EG America and Cumberland Farms and helped support the rebranding of more than 200 Subway locations, we’ve seen firsthand how different sign companies can approach the exact same project in very different ways.

The Lowest Number Isn’t Always Pricing The Same Project

A common assumption during the bid review process is that every vendor is pricing the exact same scope.

In reality, proposals often contain different assumptions about coordination, permitting, project management, logistics, service, and long-term support.

The most important question often isn’t:

“Why is this proposal higher?”

It’s:

“What assumptions did each company make, and can I see them in writing?”

Much like construction projects, two companies can review the same drawings and arrive at very different conclusions regarding what is included, what is excluded, and who is responsible for managing the gaps between them.

Before comparing pricing, it’s important to understand whether every bidder is actually pricing the same project.

What’s Included Beyond The Sign Package?

Most signage drawings define the physical signs required for a project.

What they don’t always define is who is responsible for managing everything surrounding those signs.

For example, a project may also require:

• ADA signage
• Sign permitting
• Landlord approvals
• Engineering revisions
• Site surveys
• Permit resubmittals
• Coordination with general contractors
• Utility and electrical coordination
• Installation scheduling

Some sign companies include these services and manage them from start to finish.

Others may provide pricing only for the signs themselves while expecting portions of the process to be managed by the owner, architect, property manager, general contractor, or a separate consultant.

Neither approach is necessarily wrong.

However, two proposals may appear similar while assigning very different responsibilities to the customer.

When evaluating bids, it’s important to understand not only what’s included, but also what’s expected from your internal team after the project is awarded.

Manufacturing Capabilities Can Affect Pricing

Not every sign company has the same manufacturing capabilities.

While most commercial signage projects include detailed specifications, the path used to produce those signs can vary considerably between vendors.

Some projects require specialized fabrication capabilities that only certain manufacturers have available in-house.

Examples may include:

• Vacuum-formed signage
• Large canopy fascia and valance systems
• Complex metal forming and bending
• Specialty welding requirements
• Large-format cabinet fabrication

In some cases, one company may manufacture these components internally while another sources portions of the project through outside suppliers.

The difference may not be visible in the finished sign, but it can impact:

• Production schedules
• Lead times
• Quality control
• Coordination requirements
• Overall project costs

Manufacturing capabilities become especially important on petroleum, retail rollouts, and large-scale branding programs where consistency and repeatability are critical.

Experience Can Influence Pricing Accuracy

Experience doesn’t necessarily make a sign company less expensive.

What it often does is allow them to price projects more accurately.

A company that regularly manages multi-location rebrands, petroleum image conversions, retail rollouts, healthcare projects, or national branding programs has likely encountered many of the challenges that can impact project costs.

That experience often allows them to identify risks earlier and build more realistic assumptions into their proposals.

In some cases, what appears to be a higher bid may simply reflect a more thorough understanding of the project requirements.

Likewise, what appears to be a lower bid may be missing items that eventually surface later as change orders, schedule delays, or additional coordination efforts.

Geography Matters More Than Many Buyers Realize

When comparing bids, many organizations focus primarily on fabrication costs.

However, a sign company’s location can impact much more than shipping.

Geography can affect:

• Freight expenses
• Travel requirements
• Site visits
• Service responsiveness
• Warranty support
• Future maintenance coordination

For example, a company manufacturing signs thousands of miles away may have different logistical challenges than a company with a strong regional presence near the project site.

That doesn’t automatically make one option better than another.

However, organizations should evaluate location-based considerations alongside the final price, particularly when future service and maintenance support are important factors.

Not All Drawings Tell The Whole Story

Another factor that can impact pricing is the quality and completeness of the documents being bid.

While some RFP packages provide extensive details, dimensions, site information, and installation requirements, others leave room for interpretation.

Over the years, we’ve encountered projects where drawings lacked critical information, including:

• Dimensions
• Site-specific details
• Structural requirements
• Installation information
• Permit considerations

When information is missing, every bidder must make assumptions.

One company may choose to carry additional costs to account for uncertainty.

Another may assume those costs will never materialize.

As a result, two vendors may be pricing very different versions of the same project.

The more assumptions required, the greater the likelihood that bidding variance will occur.

Questions To Ask Before Comparing Signage Bids

Rather than focusing exclusively on the final number, consider asking each bidder:

• What assumptions were made when pricing this project?
• What is specifically excluded from the proposal?
• Which portions of the project are manufactured in-house?
• Which portions are outsourced?
• Who is responsible for ADA signage and other ancillary sign types?
• How is permit management handled?
• What project management resources are included?
• Where are the signs being manufactured?
• How are service and warranty requests handled after installation?
• What factors could affect the final project cost?

The answers often reveal more than the price itself.

The Sign May Be The Same. The Process Usually Isn’t.

In many commercial signage projects, the actual sign specifications have already been established by architects, engineers, brand standards, landlords, or design teams before bidding begins.

The materials, dimensions, colors, illumination requirements, and installation methods are often predetermined.

What varies is how each company plans to deliver the project.

Differences in coordination, permitting, manufacturing capabilities, project management, logistics, assumptions, and long-term support can all contribute to significant pricing differences.

The Bottom Line

If you’ve ever wondered why bids for the same signage project can vary dramatically, you’re not alone.

While the signs themselves may be nearly identical across multiple proposals, the services, assumptions, and responsibilities behind those proposals often are not.

Understanding those differences helps facilities teams, construction managers, procurement professionals, and brand leaders make more informed comparisons and avoid unexpected surprises after a project is awarded.

When reviewing proposals, don’t just ask why one bid is lower or higher than another.

Ask what’s included, what’s excluded, and what assumptions were made to arrive at that number.

The sign itself is often the same.

The process used to deliver it usually isn’t.

If you’re planning a rebrand, evaluating competitive bids, or preparing a multi-location signage rollout, the team at Pro Signs can help you better understand the factors that influence project pricing and long-term project success.