Love Sign is a Prince (as ) video released for broadcast. Warner Bros. did not authorize a commercial release of the song as a single (as such, the single was only available as a promotional item) .
Shooting took place in Spring 1994 at Paisley Park Studios, Chanhassen, Minnesota. The video was directed by rapper, actor, and filmmaker Ice Cube, whose lyrics on N.W.A’s 1988 album Straight Outta Compton contributed to gangsta rap’s widespread popularity. Love Sign was his first work as a director. Cube makes an Alfred Hitchcock-like cameo on a cover of a magazine read by Prince.
In line with the song, the video has a strong anti-gun message. It features Nona Gaye as a hit woman, sent to kill (who portrays a local DJ at the fictitious WNPG Radio), but he seduces her instead.
Love Sign was premiered at the Glam Slam on 20 May 1994 and first aired on television by BET five weeks later.
In the wake of the shooting, an additional 50-second clip was made with Nona Gaye for a public service announcement against guns. The music of a remix of Love Sign by Shock G. is used in the background. It also contains a shot of doing the "Love Sign" (not included in the video for the song).