Helping Travelers Find Services.
Supporting Local Businesses.

expand Access to California’s Blue Sign Program

Help bring the program into urban areas to better connect travelers with local services.

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What the Blue Sign Program Does

Specific Service (Business Logo) Sign Program California’s Specific Service Sign Program, or “blue sign” program, is designed to guide motorists to eligible roadside services by identifying businesses and directing drivers to them at upcoming exits.

As part of the state’s traveler wayfinding system, these signs help people more easily find services they are already looking for, including fuel, food, lodging, and EV charging.

For businesses located near freeway exits, that can mean better visibility to passing travelers and more opportunities to be discovered by customers already prepared to stop.

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What Needs to Change

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Expanding the Program to Better Serve Today’s Travelers and Communities

California’s Blue Sign Program is meant to guide travelers to eligible roadside services, but it currently does not operate in areas where the population exceeds 5,000—even where travelers are still actively looking for fuel, food, lodging, EV charging, and other services near highway exits.

Expanding access to the program would help more travelers find local services near highway exits and help more eligible businesses participate in a long-standing traveler wayfinding system.

This practical update helps the program better serve its original purpose in today’s transportation environment.

What Does Not Change

Expanded access would not change the program’s safety framework. Existing standards would remain in place, including engineering review, sign spacing requirements, and applicable state and federal guidelines.
This update affects where the program can operate, not the safety and engineering process that governs sign placement.

Why Expanded Access Matters

A Practical Update to an Existing Program

Expanding access to California’s Blue Sign Program would allow the program to better serve travelers and businesses in urban areas where the need for clear roadside service information already exists.

This change is about improving how the program works, not changing what it is. The Blue Sign Program would continue to guide motorists to eligible roadside services through a standardized signage system. Existing safety and engineering standards would remain in place, including sign spacing, location review, and transportation agency oversight.

Why Your Support Matters

Add your support today

California’s Blue Sign Program was created to guide travelers to eligible roadside services by identifying businesses and directing motorists to them.

By signing the support letter, you can help show that California businesses and organizations support expanding access to a program designed to better connect travelers with local services while preserving existing safety standards.

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