Illumination is part of the architecture of the sign. Face-lit letters, halo lighting and trays each create a different night-time character. The wrong one makes even a good logo look like a takeaway light box.
Module spacing and diffusion decide whether the face is even. If you can count the LEDs, the specification is wrong.
Think about maintenance on day one. Drivers fail. Faces get dirty. A sign that cannot be serviced will go dark and stay dark.
For Manchester and UK high streets, also ask about timers, brightness and any local lighting constraints. A sign that is too bright is not more premium — it is just glare.