A sign mounting system includes a mounting and holding apparatus having a mounting portion configured for mounting at a mounting location. The mounting portion may a holder selected from available holders that include hooks, magnets, clips, a suction cup, a mounting flange, etc. A holder is connected to the mounting portion. The holder may have a hinge. The holder has a frame gripper shaped with arms and inwardly angled ends on the arms that engage a side of a frame having bevels. The frame holds a sign or indicia. The frame may be mounted in the frame gripper in different orientations.