UK high street retail rebounds 18% in 2026 after years of decline. Physical store naming differs from digital-first branding. Signage legibility, pedestrian attention, and street-level recognition require different naming strategies.
Signage Legibility
Name must read from 50 meters. Thin fonts, script fonts, all-caps fail street visibility tests.
The Letterform Test
Bold, high-contrast letters. Avoid: lowercase L and capital I (look identical), rn combination (looks like m).
Landmark Integration
"The Corner Bakery," "Station Cafe." Location-based names help pedestrian navigation. "Where should we meet?" "Corner Bakery."
Illumination Considerations
Will name work as illuminated sign? "Miami" in neon loses middle letters. "MIAMI" stays intact.
The Cost Factor
Each letter costs £50-200 in signage. 15-character name costs £3,000. 6-character name costs £1,200. Budget constraint affects naming.
Verbal Directions
"Meet me at [business name]." Does it work in verbal directions? "Meet me at Pret" works. "Meet me at Esquires Coffee" too long.
Window Display Integration
Name must work alongside products in window. "Johnson's" works with any product. "The Watch Specialist" only works with watches.
The Multiple Location Test
Opening second location? "Brick Lane Coffee" works on Brick Lane. Fails in Manchester. Plan for expansion in original name.
Warning: Planning permission often restricts signage size and style. Verify restrictions before finalizing name-based signage plans.