What Are Channel Letters and Why Are They Popular for Storefront Signage? At James River Signs, we know that channel letters represent the gold standard in modern commercial signage, offering business owners an unbeatable combination of 3D visual depth, high nighttime visibility, and maximum brand recognition. Channel letters are custom-fabricated, three-dimensional graphic sign elements—typically crafted with durable aluminum backs and sides (returns) paired with vibrant acrylic faces—that house energy-efficient LED lighting modules to illuminate individual letters, numbers, or logos. Their immense popularity for storefront signage stems from their incredible versatility,