The digital revolution is here and our promise is simple. We offer the most reliable and time tested displays in the industry. Our experience allows us to offer you a turnkey solution including design, engineering, installation, software training, content management, and tech support. With thousands of time-tested and proven displays, we don’t ask for blind faith when purchasing an LED Sign. As a 70 year leading partner of Watchfire LED Signs, Ace Sign Company is proud to integrate Watchfire brand displays into all of our custom signage.


LED signs are known by many different names – electronic message centers, digital displays, reader boards or electronic signs, just to name a few. We call them “LED signs,” and it is our mission to help you feel confident and educated before you buy. Other LED sign manufacturers may try to confuse you with meaningless specifications and complicated jargon. Not us. We prefer to provide you with the knowledge you need to choose the right sign for your project. We want you to feel comfortable talking about our product with your business partners or board of directors. At Ace Sign Company, we call them “LED signs”. Here are a few of the key terms you will hear related to LED signs and why they are important to understand:
LED (Light Emitting Diode)

An LED (light emitting diode) is an efficient, effective and ultra bright alternative to incandescent light bulbs. Unlike traditional light bulbs, LEDs do not burn out because there is no filament. Watchfire uses only single-bin LEDs that are grouped by color value and brightness to ensure uniformity throughout the sign. We also calibrate our LEDS for color and brightness to ensure consistent image quality from end to end and long-lasting, vibrant color.

Pixel Pitch

You’ll often hear LED signs referred to by their pixel pitch (e.g. 10mm, 19mm, 35mm). The pixel pitch is effectively the resolution of the sign. The resolution of a sign is dependent upon the distance between each pixel, which is typically comprised of a cluster of three LEDs – one red, one green and one blue. The distance is measured in millimeters and the smaller the pitch, the closer together the LEDs are placed, giving you a tighter resolution with crisper and more life-like images.


LED signs are often talked about in terms of sign “matrix”. This is simply the number of pixels high by the number of pixels wide your sign will be. Two signs that have the same outside dimensions but are not the same pitch will each have a different matrix. For instance, a 12mm sign that is 4’5” by 8’3” has a matrix of 96 x 192 while a 16mm of the same size has a matrix of 72 x 144.

Viewing Distance

Optimal viewing distance is the point at which the individual pixels begin to blend together to form a smooth, consistent image. Generally speaking, signs with a short distance between each pixel, such as our 10mm or 12mm models, are best for close viewing distances. Wider pixel spacing, found on our 25mm models, are better for locations where the sign will be installed at a great height or are farther away from traffic.