A non-inflatable device for supporting a sign on water. A single float embodiment is the basic element. In a typical embodiment, two or more non-inflatable floats are separated at a predetermined distance by one or more spacing members that mate with a spacing member mount on the top of each float. The spacing member mount and spacing members of the invention enable the invention to be expandable, such that the number of floats and spacing members may be varied, depending on the application and need. The floating sign may be anchored or mobile. Sign supporting members are mounted onto the top end of the float in order to support a substantially planar sign portion.