Join the Movement for Better Signs in california

Re: Support for Expanding and Modernizing California’s Specific Service (Logo) Sign Program

Dear California state Decision-Makers,

We support the proposed expansion and modernization of California’s Specific Service (Logo) Sign Program under Streets & Highways Code §101.7.

The stated purpose of California’s Specific Service, or “blue sign,” program is to guide travelers to eligible roadside services by identifying businesses and directing motorists to them. We support expansion and modernization of the program because this purpose remains important, but the current eligibility framework limits the program’s ability to fully serve motorists and eligible businesses in today’s transportation environment.

Every day, motorists travel California’s highways looking for fuel, food, lodging, EV charging, and other essential traveler services. Standardized traveler wayfinding signs help drivers locate these services safely and efficiently at upcoming exits, while also helping eligible roadside businesses become visible to travelers who may not otherwise know those services are available.

However, the program’s current population-based eligibility restriction is outdated and prevents the wayfinding system from operating in many areas where motorists actively need service information, and businesses are well-positioned to serve them. Expanding the program would allow eligibility to be based on safety and engineering criteria rather than outdated census thresholds, helping the program better fulfill its intended purpose. It would also add modern convenience information such as RV-friendly and EV charging stations.

These updates would benefit motorists, local businesses, and corridor communities by improving traveler access to services, strengthening awareness of eligible businesses near highway exits, and helping California’s wayfinding system reflect current travel patterns and infrastructure needs.

We also understand and support that this proposal does not alter the program’s safety and engineering safeguards. MUTCD and California MUTCD standards remain unchanged; engineering judgment and district approval authority remain in place; and sign spacing, panel limits, and all other applicable review criteria continue to govern sign placement.

For these reasons, we support advancing this implementation of expanding and modernizing California’s Specific Service (Logo) Sign Program so it can better achieve its established traveler wayfinding purpose.

Sincerely,

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