Abstract: A breakaway standard support assembly has a base member, a standard member, and a coupler securing the base member to the standard member. The coupler has a coupler body assembly consisting of a plurality of body elements which are secured to each other and retained in such position by band means. The body element which cooperate to define the coupler assembly may be in mechanical interengagement. The coupler is sufficiently strong to support the static loading, normal wind forces and other forces encountered in normal use, but is adapted to fracture upon application of a horizontal impact load as by a vehicle, for example, so as to permit the stanadard to absorb shock and yet be moved out of its fixed position. The strap members may have weakened a portion such as a reduced thickness portion to facilitate fracture at a predetermined load level.