JACKSON COUNTY, MI – Johnson Sign Co. has been helping businesses make first impressions count for generations.
The company, located near Jackson, will celebrate its 60th anniversary in 2024. Over the years, three generations of the Johnson family have worked to make businesses, medical centers and university campuses easily recognizable to the public, said co-owner James “Jay” Johnson. Ta.
“It's amazing how many third-generation businesses are successful, which is completely unexpected,” Jay said. “Our core focus as a company is that we can have a positive impact on our employees, our communities, and our customers. If we can keep that in mind, it makes a difference.”
The billboard business began in 1964 when Jay's father, James Johnson, sold billboard advertising and saw a need for reliable signage for businesses. He took a risk and founded Johnson Sign Company at 2240 His Avenue in Lansing.
“The sign industry is very unique because every business needs a sign. So he wanted to provide that value to his customers so they could identify and promote their business. '' said Jim Johnson, Jay's co-owner and son.
Back then, Jay said, creating signs was much different than it is now, with today's advances in technology. Everything was hand-drawn, designs weren't created on computers like they are today, and LED lighting wasn't as widespread.
Jay grew up in the business and followed in his father's footsteps. He worked for a national sign company in California and returned home in 1988 to take over his family business.
Jay's sons, Jim and Will Johnson, grew up sweeping floors, working on trucks and shopping around the store during the summers and between sports, Will said.
However, Jim said they were never pressured to join the family business and the decision to do so was their own. Will and Jim became owners in 2014.
“I think it's giving them the responsibility to embrace that and make good choices and bad choices and learn from it,” Jay said.
The business expanded over the years by acquiring Douglas Sign Company, Huron Sign Company, and Amor Sign Company, and served other parts of the state, including Manistee, Saginaw, Lansing, and Ypsilanti.
As a result, Johnson Sign Co. has designed, created and installed indoor and outdoor signage for various medical centers, credit unions, restaurants, small mom shops and more throughout the state.
“We work with our customers and they have a brand,” Jim said. “It was created by their blood sweat and tears. We can help build that brand and bring that brand to life.”
In Jackson, drivers can find work at Jackson University, Grand River Brewery, and True Community Credit Union.
According to Jim, signage is important for businesses in terms of advertising, helps patrons find the facility, and can add beauty to a building.
“The interesting thing about autographs is that they're deeply ingrained in everyone's psyche,” Will says. “Whether it's ordering food or trying to find the emergency room quickly, people expect the signs to be there.”
Johnson Sign Co. attributes its longevity to its customer base, hard-working staff, and their beliefs.
“I'm just so grateful for everything we've been through and the hard work of our employees,” Jim said. “Will and I don't take being third generation for granted. We're so grateful and excited to build on the past 60 years and continue here for another 60 years. .”
For more information, please visit the Johnson Sign Co. website.
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