A pair of sign support frames connected to a sign with upright member has upright reinforcement bars secured to arch or base members. The bars are associated with the upright members to reinforce the upright and arch members in motor vehicle impact areas above the arch members. When the upright members are hit with a motor vehicle the sign support frames move upwardly and rearwardly into engagement with the bumper or front frame of the motor vehicle to limit rearward movement of the sign toward the motor vehicle and reduce bending and breaking forces on the upright members and sign support frames.