Abstract: A sign holder is disclosed which has a generally flat base of resilient material and two projections thereon. The first projection has a convex, sloped side surface, and the second projection has a corresponding concave, sloped side surface spaced from the convex side surface of the first projection. An arcuate wedge-shaped trough is formed between the side surfaces of the projections. The edge of a sign card or board is inserted in the trough and removably held upright thereby. The wedge shape of the trough and the resilient material of the base combine to firmly grip the edge of the sign card.