Apply for a direction sign
Direction signs may help visitors find businesses and destinations that do not qualify for brown tourist signs.
We may approve signs where visitors have reported difficulty finding a destination. Signs must also support the safe and efficient movement of traffic.
Who can apply
We may approve direction signs if:
- visitors have reported problems finding your destination
- signs would help visitors complete the final part of their journey safely
- signs are only needed from the nearest A or B road
- the proposed signs match the directions on your website and promotional materials
We will not approve signs intended to advertise or promote a business or destination.
We can only approve signs in the Swindon borough. You must contact the relevant neighbouring authority about signs outside the borough.
Signs on the M4 and A419 also need approval from Highways England.
Read the guidance on applying for brown tourist signs on roads managed by Highways England.
Costs
You must pay all costs connected with providing the signs.
The application process includes the following council fees:
- £100 for the initial assessment
- £100 each time we check the detailed design
- £100 plus VAT for supervising contractors on site
We can design the signing scheme and oversee the purchase and installation of the agreed signs. This service costs £400 plus VAT.
The £400 fee does not include manufacturing or installation. Manufacturing and installing direction signs can cost at least £450.
Application process
There are three stages. You should allow at least six months to complete the whole process.
1. Initial assessment
You must explain why your destination needs direction signs.
We will assess your request and decide whether signs are suitable. We will also consider whether your preferred locations are appropriate.
The initial assessment fee is £100.
2. Detailed design
You must submit a design for the full signing scheme. It must:
- meet Department for Transport requirements
- include an index of every proposed sign
- consider road safety, environmental impact, and traffic management
We will charge £100 each time we check the design. This fee applies until we approve it.
3. Manufacturing and installing the signs
You must appoint an approved contractor to make and install the authorised signs on the highway.
You must pay all associated costs, including any traffic management costs.
We will charge £100 plus VAT to supervise contractors on site.
Replacing or removing signs
You must pay to replace signs that are stolen or damaged. The stage two and stage three fees will apply.
If you decide not to replace a sign, this may leave gaps in the route. We may then remove all related signs for the destination.
We may also remove the signs if your destination stops meeting the requirements. You must pay the removal costs.
Apply for direction signs
Allow at least six months for the full application process.