Illuminated Sign Management in Geneva: Agence M.P. Berthoud
Illuminated signs on the Rade since the 1930s
The history of illuminated signs on Geneva’s rooftops dates back to the 1930s. Since then, these installations have been an integral part of the visual identity of the Rade, just like its quays and historic facades. Geneva’s zoning regulations strictly govern these installations, which explains their rarity and their value—both as cultural heritage and commercially.
A sign on the Geneva Lagoon is therefore never just an advertising medium: it is an element that is part of nearly a century of urban history.
What is an illuminated sign management company?
An illuminated sign agency is a specialized intermediary that manages the entire lifecycle of a rooftop advertising space: identifying and negotiating locations with property owners, connecting with advertising brands, handling administrative procedures with the authorities, overseeing the manufacture and installation of the sign, and providing maintenance throughout the duration of the contract. It acts as the guarantor of the lease for both parties and serves as the sole point of contact for the project, from its design through its operation.
In practical terms,Agence M.P. Berthoud is involved at every stage: strategic consulting on site selection, negotiating the lease on the best terms, handling administrative procedures with the authorities, overseeing manufacturing and installation, and then maintaining and ensuring the proper functioning of the sign. A digital simulator even allows you to visualize a logo directly against the Geneva skyline before making any commitment.
Geneva and Its Signs: An Inseparable Visual Identity
Few cities in the world can claim such a strong connection between their skyline and their advertising signs. In Geneva, a rooftop illuminated sign overlooking the Rade is part of a tradition that has been upheld for decades by watchmakers, jewelers, private banks, and international financial groups that have shaped the city’s reputation.
This connection is no coincidence: it has been built on more than 50 years of rigorous support, in-depth knowledge of the field, and relationships based on trust—the core of theAgence M.P. Berthoud ’s mission.
Why choose theAgence M.P. Berthoud ?
Three elements set theAgence M.P. Berthoud . apart:
— With over 50 years of experience, ensuring in-depth knowledge of locations, government agencies, and brands in the industry
— Expertise in both advertising and real estate, ensuring the success of every project from both sides of the contract
— A long-standing presence in the Geneva Harbor, complemented by a presence throughout French-speaking Switzerland, German-speaking Switzerland, and Ticino
Are you a brand? Learn more about our dedicated support →
Do you own a building? Let us help you get the most out of your roof →
Learn more about our history and our team: About theAgence M.P. Berthoud →
Whetheryou're a brand looking for an exceptional illuminated sign or a property owner wanting to enhance the appearance of your roof,contactAgence M.P. Berthoud →
It is an advertising sign installed on the roof of a building, designed to be visible from a great distance, both day and night. In Geneva, this type of sign is particularly common on buildings along the Rade.
Agence M.P. Berthoud is the leading neon sign management company in Geneva, with more than 50 years of experience managing premium rooftop locations, particularly along the Rade.
The first rooftop neon signs appeared on the Rade as early as the 1930s. Since then, they have been an integral part of the city's visual identity and cultural heritage.
You must go through a specialized agency, which identifies available locations, negotiates with property owners, and handles the administrative procedures with the Geneva authorities. Contact theAgence M.P. Berthoud to get started →
The installation of a rooftop sign is subject to cantonal and municipal zoning regulations, which strictly limit the number of authorized locations—one of the reasons for the scarcity and value of this advertising medium. Rules regarding size and colors also apply.
Whether it's brands looking to install an advertising sign on a roof or building owners seeking to enhance the value of their roof, the advertising agency supports both parties throughout the project.
For its long history (more than 50 years), its dual expertise in working with both advertisers and property owners, its knowledge of the Geneva authorities, and its unique historical roots in the Geneva Harbor.
