I would start with
1/2" pattern bit, this can be a straight flute or spiral flute, at least 2 flutes
1/2" flush-trim bit, if you do a lot of small projects I would also add a 1/4" flush-trim bit for tighter curves
1/8", 1/4", 3/8" round over bits
1/8", 1/4", 3/8", 1/2", straight bits and if you work with small slabs a lot that will be surfaced a 3/4" to 1" straight bit
If you will be working with larger slabs that require surfacing I would recommend 1" to 1 1/2" surfacing bit with 1/2" shank to be used with a large router. If you will be surfacing a lot I would recommend going with an insert bit so the cutting edges can be renewed easily.
a couple of round nose grooving bits 1/4" to 1/2" if you do smaller jobs or 1/2" to 3/4" if you do larger projects
V-bits in 60 degrees and 90 degrees, if you will be doing freehand signs a 45 degree would also be nice to have.
I would also add edge treatment bits, 45-degree champer with bearing, maybe one or two ogee bits wit bearings
If you will be doing a lot of freehand signs with smaller lettering or fine details an 1/8" collet and several different1/8" shank v-bits from 10 degrees to 60 degrees.
If you want to try your hand at small inlay work I recommend an inlay set with router bushing, collar and bit, 1/8" set for the smaller inlays or 1/4" for larger inlays. This takes the guesswork out of cutting both the pocket and inlay.
I like Whiteside and Amana bits but I also buy other brands if they are sale priced and I have a use for them now and then.
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