The purpose of this qualitative-semiotic analysis study was to describe, understand and interpret the signage in the downtown area of Davao City. Fifty-one signs were captured from six different locations namely: banks, malls, restaurants, streets, an airport and bus terminals. Results showed that signage hung and posted in the downtown area had varied meanings. It was identified that signage followed three semiotic properties namely: symbol, index and icon and with specific characteristics as visibility, close proximity and the brevity. It also revealed that signage followed morphological formation such affixation and compounding. Under affixation, inflectional morphemes (‘s possessive s) and the derivational morphemes such as -un, -ing, and -ly were common. In terms of compounding, signage/s contained two single words put together in order to form another word. Signage were identified as important factor in the society. They were not just for viewing purposes but something to be respected and to be valued for.
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