9 Transportation Research Record: Journal of the Transportation Research Board, No. 2624, 2017, pp. 9–18. http://dx.doi.org/10.3141/2624-02 The standard business logo sign found along North Carolina highways contains six logos, in accordance with the Manual on Uniform Traffic Control Devices. As the population grows, the demand for business is increasing. Shifting from six-panel business logo signs to nine-panel signs would afford more businesses the opportunity to advertise in areas of high demand. The effects that such a change may have on the driving population are analyzed. Factors such as a driver’s age and familiarity with logos and logo format are taken into consideration. A change in the format of business logo signs is proposed not only to move from six to nine panels but also to improve the effectiveness of existing business logo signs. In the Manual on Uniform Traffic Control Devices (MUTCD), spe- cific service signs (more commonly known as business logo signs) are defined as “guide signs that provide road users with business identification and directional information for services and for eligible attractions” (1, p. 312). These large blue signs contain business logos that “shall be limited to gas, food, lodging, camping, attractions, and 24-hour pharmacies” (1, p. 312). Park et al. reported that symbol logos have a significant and positive effect on consumer commitment to business (2). One may infer from those results that businesses participate in the Logo Sign- ing Program to improve their chances of increasing sales and revenue (3). Small businesses are provided an opportunity for visibility when their logos are displayed on a sign, making driv- ers from other areas aware of local business options. In 2010, the Oregon Travel Information Council conducted an interview survey of 200 Oregon drivers; results indicated that 86% of respondents were aware of business logo signs, and 94% of those respondents said that business logo signs were helpful while they were traveling (D. Cheyne, personal communication, May 25, 2016). One benefit to businesses of participation in the Logo Signing Program is that drivers tend to rely on those businesses presented (3). The reason may be that the business logo signs are state spon- sored, large, and clearly visible (4). One additional benefit is that business logo signs on exit ramps provide drivers with important and timely information about business location (direction and distance). The MUTCD states that the maximum number of business logos allowed on each sign is six and that the maximum number of busi- ness logo signs allowed at each interchange is four. Therefore, the maximum number of businesses that can participate in the Logo Signing Program at each interchange is limited to 24 (six busi- nesses times four business logo signs) (3). This limitation spans all six logo categories: gas, food, lodging, camping, attractions, and 24-hour pharmacies. PROBLEM STATEMENT An increase from six to nine logos per sign raises the question of whether the additional information might overload a driver’s capacity to identify businesses on the business logo sign, thereby reducing the effectiveness of the logos and potentially affecting driver safety. With regard to safety, additional logos may increase a driver’s off-road glance duration to find the logo target they seek. However, conditions may become unsafe when a driver’s maximum off-road glance duration exceeds 2 seconds (5). As a result, ensuring that a configuration of nine logos per sign does not represent a driver safety issue is necessary. Study Objective The objectives of this study were (a) to assess driver accuracy (in identifying logos on a sign; this term is used interchangeably with target identification accuracy in this paper) under different configurations of signs and logos and (b) to determine whether the correct identification of logo targets is related to driver performance Driver Accuracy in Identifying Food and Attraction Targets on Business Logo Signs Impacts of Driver Age, Number of Panels, Logo Familiarity, and Logo Format William Rasdorf, Patricia Machado, Joseph E. Hummer, Dave Kaber, Maryam Zahabi, Mei Lau, and Carl Pankok W. Rasdorf and P. Machado, Department of Civil, Construction, and Environmen- tal Engineering, North Carolina State University, Campus Box 7908, Raleigh, NC 27606-7908. J. E. Hummer, Mobility and Safety Division, North Carolina Department of Transportation, 1561 Mail Service Center, Raleigh, NC 27699-1561. D. Kaber, M. Zahabi, and M. Lau, Department of Industrial and Systems Engi- neering, North Carolina State University, 400 Daniels Hall, 111 Lampe Drive, Raleigh, NC 27695-7906. C. Pankok, Department of Information Science, Drexel University, 30 North 33rd Street, Philadelphia, PA 19104. Corresponding author: W. Rasdorf, rasdorf@ncsu.edu.