About Us

Principal ED

Our Mission: “To Simplify the Lives of Our Customers”

We Speak Sign Language

Our team has over 150 years of combined experience serving the LED signage market and we treat our customers like part of our family. Principal LED was founded on three basic pillars that is the foundation of everything we do. Our corporate headquarters and distribution facility is located in San Angelo, TX.


We believe people come first. That means dealing fairly with our customers, go-to-market partners, suppliers, and employees. Our primary goal is to create lasting relationships by providing superior service and value.


Our products are best in class in the signage market. Our company has a strong technical base in optoelectronics, material science, and process automation. We also understand what sign makers need, and how to translate these core skills into products that are both practical and innovative.


Our goal is to be the leader in value LED products without compromising performance and customer service. We achieve this through a corporate culture that emphasizes frugality and low overhead. We put our product dollars into driving performance and quality.

We strive to make the lives of our customers easier by simplifying the sign lighting process and providing the tools necessary to plan and implement a sign fabrication or retrofitting project. We are always looking for ways to create or innovate our products to save time and valuable resources. Our product development process starts from the needs of a sign builder or designer – not the other way around.

The Principal Promise

To deliver you the best performing product range for your channel letter and cabinet signage needs at the best price – from people who care about you and your image. We call this the “Principal Promise” and it drives the way we think and conduct business every day.

Aries Graphics

Aries Graphics International, Inc. had served the sign industry for over 30 years prior to being acquired by Principal Lighting Group this year. Aries Graphics sign design and production software products include Sign Wizard for print and cut applications, Neon Wizard for neon patterns, and LED Wizard for LED layouts. 

Founded in 1988 by second generation signmaker Jim Fassett, Aries built up a loyal customer base of over 10,000 sign shops in over 60 countries. In 2013, Jeff Fassett took over the business from his father Jim, and together with his brother Dave Fassett, focused on the LED market and launched LED Wizard 7. LED Wizard quickly became the global industry standard software for laying out LEDs in channel letters and cabinets.

Now with the support and resources of Principal Lighting Group, together we launch LED Wizard 8 to simplify the lives of our customers. 

Principal LED

For more information about sign and edge lightning products and solutions from Principal LED, visit our website at P-LED.com.