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This study examines the competing needs of business owners and urban districts in communicating their respective graphic identities to potential customers, and explores how the implementation of design guidelines and design regulations can impact which identity is emphasized. Identity has been defined as ―the fact of being whom or what a person or thing is.‖ Graphic identity is the means by which we recognize businesses or districts. When we speak of urban retail identity signage, we mean signage that helps us determine the nature and name of either a store or a district. This study seeks to define an effective balance between uniformity and variety in urban retail signage systems that would allow both the district and the business owner to communicate their message through graphic identity. A balance of unity and variety within an urban signage system is highly desirable, but rarely occurs in the right mixture so as to benefit both the district and the individual business. In order to benefit both stakeholders, the development of design guidelines that create a balance between uniformity of the system (or district) and variety (or individuality of individual businesses) should be the goal. This study has shown how the design guidelines control design factors to create the systematic (unifying) quality of these districts. Highly controlled design guidelines are effective in producing uniformity, and a unified identity for the district as a whole. Unity is useful in creating a sense of a place within the district. Urban retail sign systems give the district a sense of unity and character. Without systems, store signage results in a diverse, disordered, inconsistent and even chaotic impression of the district. . A pleasing and unified community or district identity may very well attract visitors to the area, and visitors are

Guidelines, identity and competing needs: The effect of signage design guidelines on uniformity and variety in urban retail business districts