Commercial signs in Wisconsin don't just have to look good—they have to withstand years of high winds, heavy snow, freeze-thaw cycles, summer heat, UV exposure, and everything in between.
While Wisconsin's climate is tough on signage, the weather itself usually isn't the reason signs fail. Instead, harsh weather exposes weaknesses that were built into the sign from the beginning, whether that's incorrect fasteners, poor design and fabrication, or improper mounting.
After nearly 100 years of installing and maintaining commercial signage throughout Milwaukee and Southeastern Wisconsin (including many high-profile installations directly along Lake Michigan), we've seen firsthand what works, what doesn't, and why seemingly small design and installation decisions can make the difference between a sign that lasts decades and one that fails after only a few years.
Here's what every Wisconsin business should know about proper sign design, installation, and mounting.
Commercial sign failures rarely happen because of a single storm. More often, they result from small design and mounting issues that worsen over time until Wisconsin's weather exposes them.
The Lemberg team sees many of the same failure patterns repeated:
Improperly secured sign faces that allow wind to work its way into the sign cabinet. Once air pressure builds inside, it can blow out sign faces, loosen panels, or even detach channel letters.
Incorrect fasteners or anchoring systems that gradually loosen under years of vibration, wind loads, and seasonal expansion and contraction. Eventually, components begin to separate from the structure behind them.
Lower-quality materials or fabrication methods—such as plastic trim caps instead of fabricated aluminum retainers—can deteriorate over years of UV exposure and temperature fluctuations, leaving signs vulnerable to failure.
Poor drainage or trapped moisture that allows water to collect inside sign cabinets or structural components. During Wisconsin's freeze-thaw cycles, expanding ice and corrosion can weaken the sign from the inside out.
These problems don't develop overnight. In many cases, a sign begins with only slight movement or a small, loose connection that's difficult to notice from the ground. But with every windstorm, freeze-thaw cycle, and passing season, that movement grows until a severe weather event finally causes a panel, letter, sign face—or in extreme cases, the entire sign—to fail.
When a commercial sign fails, the consequences go far beyond a damaged logo or an expensive repair bill. The biggest concern is public safety.
A sign face, channel letter, or panel that separates from a building during a high-wind event doesn't simply fall straight down. Wind can carry debris into parking lots, sidewalks, roadways, or nearby vehicles, creating a serious hazard for employees, customers, and pedestrians.
In one case, Lemberg was called in to repair a sign that had been manufactured and installed by another major sign company. The sign face ripped out of the body of the sign cabinet off a downtown Milwaukee high-rise. Thankfully, no one was injured. But this example illustrates an important reality: commercial sign failures can happen when mounting systems, materials, or fabrication methods aren't designed for the environment they're expected to withstand.
Within just a few years, sections of the company's commercial sign failed and fell off the building. This was caused by high winds repeatedly working behind the sign face, causing panels to loosen, attachment points to fail, and lettering to separate from the structure.
The sign was less than five years old, making it clear that age alone wasn't the cause. Instead, Wisconsin's lakefront winds simply revealed weaknesses that had been built into the sign from the beginning through its design, fabrication, and material selection.
When our service team investigated the sign, we identified several underlying issues that may have contributed to the sign failure:
The original sign relied heavily on small rivets and attachment methods that may not have been appropriate for the wind loads experienced along Milwaukee's lakefront.
Large channel letters had been fabricated using plastic trim caps instead of fabricated aluminum retainers. While plastic trim caps may reduce initial manufacturing costs, prolonged UV exposure and Wisconsin's seasonal weather eventually cause the material to deteriorate and fail.
Several areas of the sign lacked the level of reinforcement typically recommended for a large sign installed on a tall building exposed to constant wind.
None of these issues caused an immediate failure on day one. Instead, years of vibration, wind pressure, and weather gradually weakened the system until components began pulling apart.
"Wind exposes weaknesses in the engineering and fabrication of a commercial sign. Once it finds those weaknesses, every storm makes them a little worse until something finally fails. This can happen anywhere, but we see this all the time along the Milwaukee lakefront." — John Wachniak, Lemberg Electric Sign Manager
Rather than simply replacing the damaged components, Lemberg approached the project as a long-term structural repair.
To fix the situation, our team:
Installed hurricane clips to better secure the sign faces
Added reinforcement hardware throughout the cabinet
Upgraded critical fastening points
Reattached letters directly to the back panel structure
Reinforced areas that had already shown signs of failure
“Instead of restoring the sign to its previous condition, the goal was to strengthen the entire system so it could better withstand future lakefront weather conditions. We also set up an annual inspection and sign maintenance plan to ensure something like this never happens again.” — John
Fortunately, no one was hurt in this case, but it's a reminder that commercial sign failures aren't just cosmetic, they're a serious public safety concern.
Are you in the market for new outdoor commercial signage? Read our blog post, “12 Factors to Consider When Selecting Outdoor Signs for Businesses”!
Our work for Green Bay Packaging's Germantown facility is a great example of what happens when a commercial sign is designed with Wisconsin's climate in mind from the very beginning.
Unlike many projects where a sign company is brought in after construction is complete, we partnered with Green Bay Packaging and Briohn Builders (the project’s commercial contractor) early in the building process. That early involvement allowed our Signs team to work alongside the construction team to ensure the rooftop sign wasn't simply added to the building—it was engineered as part of it.
Lemberg was tasked with designing and mounting a large rooftop channel letter sign that would be visible from the nearby highway. Because the sign extends above the building's roofline, every structural decision had to account for years of exposure to Wisconsin's demanding weather.
To ensure long-term performance, our team engineered the sign to account for:
Building-specific structural attachment points
High wind loads created by the rooftop location
Durable materials and fastening systems
Constant UV and sun exposure
Wisconsin's freeze-thaw cycles
Long-term durability and serviceability
By bringing Lemberg into the project early, Green Bay Packaging received more than a rooftop sign; they received a long-term signage solution engineered specifically for their building, their location, and Wisconsin's demanding climate.
"Involve your sign partner as early in the project as possible. When signage is considered during the building's design, it's engineered for the structure—not forced to fit it later." — John
Read our full Green Bay Packaging Case Study
Even the best-engineered commercial sign isn't a "set it and forget it" investment. Wisconsin's weather tests every sign all year round. That's why routine inspections and preventative maintenance are just as important as proper engineering and installation.
Every year, the Lemberg team inspects and repairs all the signage for a local music festival held along the lakefront. Even after only one year, our technicians still discover issues due to the signs' vulnerability to the changing seasons, including constant wind, moisture, and UV exposure.
Some common issues include:
Dead LED modules creating dark spots in illuminated signs
Burned-out power supplies caused by trapped moisture
Faded sign faces from years of UV exposure
Dirt, debris, and mold clogging weep holes designed to drain water
Water buildup inside illuminated letters
Minor structural issues before they become major repairs
Without this annual maintenance program, many of these small problems would continue unnoticed until they resulted in lighting failures, water damage, or structural deterioration.
“Think of your commercial sign like a fleet vehicle. Without regular maintenance, small issues become expensive repairs—or complete replacements.” — John
Learn more about our sign maintenance services.
Without routine inspections and preventative maintenance, small issues can gradually develop into major structural failures like this example.
How does something like this happen? Common contributing factors may have included:
Water that entered the support structure because drainage is inadequate or becomes blocked.
Years of freeze-thaw cycles causing trapped moisture to expand and contract, accelerating internal corrosion.
Steel components, fasteners, and welds gradually weaken until structural failure occurs.
Corrosion often begins inside the structure, where it isn't visible from the ground until significant damage has already occurred. This is why routine inspection and maintenance is so important.
In one inspection, our team discovered a customer's aging light poles had become structurally compromised after decades of exposure. What initially appeared to be a single maintenance concern ultimately revealed a much larger (and expensive) issue across all the light poles—one that likely could have been identified years earlier through a routine inspection program.
The lesson is the same for freestanding or any type of commercial signs and light poles alike: structural failures rarely happen without warning. More often, they occur when those warning signs go unnoticed due to lack of inspection and maintenance.
Why pole light maintenance should be on your radar.
Commercial sign weaknesses often trace back to decisions made long before the sign is ever installed. That's why one of the most important decisions a business can make is bringing a commercial sign partner into the project early—while the building is still being designed and constructed.
When an experienced sign company is involved early, they can collaborate with the owner, architect, engineer, and general contractor to ensure the sign is designed specifically for the building, its location, and the environmental conditions it will face for decades to come.
“A properly engineered sign should be designed for the building, its location, and the environmental conditions it will experience for years to come—not simply installed at the lowest possible cost.” — John
Unfortunately, signage is often one of the last items considered during construction. By that point, budgets have tightened, building materials have already been selected, and sign installation options may be limited. Those constraints often lead businesses to choose the lowest bidder instead of the partner best equipped to deliver a long-lasting solution.
Lower bids frequently come from compromises that aren't immediately visible, including:
Lower-quality materials and fastening systems
Limited engineering or structural analysis
Installation methods not designed for Wisconsin's climate
Contractors with little experience installing commercial signage
Just as important is planning for the future. Routine sign inspections and preventative maintenance help protect the investment you've already made, allowing small issues to be corrected before they become expensive repairs or safety concerns.
When evaluating sign companies, look for a partner that can support your project throughout its entire lifecycle—from design and engineering to fabrication, installation, inspection, maintenance, and repair.
Not sure what questions to ask before selecting a sign company? Read this blog!
For nearly 100 years, businesses throughout Milwaukee and Southeastern Wisconsin have trusted Lemberg Electric to design, engineer, fabricate, install, and maintain commercial signage built to perform in Wisconsin's demanding climate.
Unlike many sign companies, our Signs team manages every stage of the project. That means the same team responsible for designing and installing your sign is also here to inspect it, maintain it, and support it for years to come.
Whether you're:
Planning a new commercial signage project
Replacing aging or damaged signage
Looking for expert commercial sign repair
Establishing a preventative maintenance program
Evaluating existing signs for structural or safety concerns
Our experienced team can help you protect one of your building's most visible investments.
Ready to get started? Contact Lemberg Electric today.