Priority Sign, Inc. Rebrands to Priority

by Katie Lee

Sheboygan, Wis. — Priority Sign, headquartered in Sheboygan, Wis., is changing the name of the company to “Priority.” With more than 20 years of signage program experience, Priority has evolved to become a global brand implementation company offering project management, construction design, manufacturing and installation. Priority now offers three core product lines: signage, lighting and branded environments.

“In recent years the marketplace has evolved, and our customers are seeking a more comprehensive delivery of their brand in physical spaces,” says Andy Dykstra, president. He went on to say that “companies have grown to rely on us for turnkey brand implementation. When we help a customer develop the physical expression of their brand, we have been implementing programs that include a broader range of products and services including exterior and interior signage, vinyl graphics, digital signage, wayfinding programs, painting, fixtures and lighting.”

Adds COO Geoff Rosenbaum: “The name Priority Sign was no longer an accurate depiction of what we deliver for our customers, and it is the right time to let the marketplace know we are a comprehensive brand implementation company.”

The updated name is accompanied by a new logo and tagline “We Make Brands Speak,” which were developed to tell the story of what Priority offers its customers, as well as demonstrate the innovative approach Priority undertakes to find new ways to implement a brand in a physical environment. As part of the rebranding project, Priority has launched a new website at

Priority has offices throughout the U.S. including Charleston, S.C.; Chicago; Columbus, Ohio; Jacksonville, Fla.; Knoxville, Tenn.; Los Angeles; Minneapolis; Racine, Wis., and Sheboygan, Wis.

SOURCE: Priority

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