Abstract: A front loading sign assembly includes a flexible, rectangular sign panel; and a rectangular sign frame lying generally in a first major plane and providing a front side to be viewed and a back wall integral with each of the four frame members. First and second facing parallel frame members of the frame are provided with overhanging lips. The rectangular flexible sign panel is installed by inserting it under these overhanging lips. Third and fourth frame members of the sign frame are provided with smooth sides in contact with sides of the sign panel when it is installed to prevent access to the panel and removal of the panel. A fulcrum extends outwardly from the back wall of the sign frame in parallel relationship to and midway between the first and second frame members. Manual pressure on the sign panel between the fulcrum and the first frame member causes the end of the sign panel adjacent the second frame member to spring clear of the sign frame assembly so that the panel can be removed.