A sign stand is provided having a foldable support mechanism for quickly and conveniently manipulating the sign panel from a deployed state to a folded state. The fold-up sign panel assembly includes a foldable support mechanism having a hinge assembly coupling the upper and lower vertical brace members. The horizontal brace members are pivotally secured to the hinge assembly. A latch mechanism is operable for releasably retaining the foldable support mechanism in the deployed state.