The urban image was completed from various elements such as buildings, sculptures, sign plates, and signs differentially, competitively, and complexly. Among outdoor signs, the signboard with differentiated designs and diverse materials including the flex type of a board, the channel signs, and molding signs. The present situation were resulted from restriction policy of flex sign, encouragement policy of channel sign, business marketing strategies, increase in facade sings, and changes in owners’ awareness. As the commercial and cultural center of Seoul, Myeong-dong has the most expensive land price, and the signboard improvement project of outdoor signs damaging urban beauty had been processed until Feb. 2009. The design institute in Inje University established the basic design guideline for signboards in Myeong-dong considering environmental aspects. This study compared and analyzed pre-and-post improvement of visual elements such as (1) type, (2) lighting, (3) color, (4) number and (5) size of signboard. As the result of comparison of outdoor signs in Myeong-dong, (1) As for the type, a boardtype flex signs had been used before improvement. Flex materials are difficult to dispose and don’t decay, so they are harmful to environment, and recycling is impossible. There were a lot of demand for flex due to its cheap price before, but its demand is getting decreased due to the recent government’s regulations. Regarding the harmony with surrounding environments, the facades are large and hidden by many signs due to excessive competition between stores. After improvement, channel signs with an eco-friendly material LED were used. They are reusable and the demand is increasingly growing due to the encouragement policy of the local governments. They are also excellently harmonious with the facades. (2) With regards to lighting, the fluorescent lamps that contained much mercury and lead, difficult to dispose, and harmful to human body and environment had been used before improvement. After improvement, an eco-friendly material LED was used. Its manufacturing is expensive, but it is eco-friendly material and harmless to human, so its demand is getting increased. (3) As to the color, strong colors had been used to draw pedestrians’ attention before improvement while the colors considering buildings and surroundings were used and more than three colors were not used after improvement. (4) Regarding the number, illegal sings and advertisement installations inhibiting walking were more installed than average quantity(2.4) before improvement while only one sign per shop was used after improvement. (5) With regards to the size, the width of signs was fixed within 80% of the width of store, or the maximum 10m in board type sign and within 45% of the width of store or maximum 80cm pre character sign was regulated within after improvement. As the result, a board type flex sign that is the representative anti-environment material was replaced with a 3-D channel sign that has the eco-friendly advantage of expressing the facades. As to the type of lighting, LED is actively recommended in the name of eco-friendly and energy reduction, which promotes the design changes in outdoor signs. Regarding the color, the no more than three colors could be used by considering the harmony of surroundings and facades while the size and quantity were used with limits to intensify attention and information transfer of outdoor signs. Eco-friendly materials con- sidering sound urban street environments were highlighted in terms of the manufacturing methods of outdoor signs. Therefore, the visual element of outdoor signs becomes ultralightweight and eco-friendly, so they serve as the core element to decide users’ choice. The systematic and constant studies on the sign improvement project are required to help improve the urban environment as one of ecofriendly policies.