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IDENTITY: Freestanding | By Jeff Wooten

The Taylors wanted a design that would tell people who they were and what they offer.

Flavor of the Days

J

im and Susie Taylor, the owners of Oscar’s Frozen Custard & Sandwiches casual dining restaurants, recently wanted to upgrade the older single-color, text-only electronic message center on their existing double-pole sign at one of their locations in West Allis, Wisconsin. Through collaborations with sign makers and the community officials, the Taylors would end up with an iconic sign that not only acts as an area landmark but also serves as an example of how a sign ordinance can be successfully modified to favor a business. Michael Dlugi, sales account manager at custom sign manufacturer and installer Sign Effectz, Inc. (www.signeffectz.com) of Milwaukee, Wisconsin, discussed sign ideas with the Taylors, after learning from them that their message center had been experiencing service issues. “I learned that they also wanted the new sign to resemble their popular homemade-waffle cones,” he says, “which 40

SBI Identity // October 2015

makes the most sense visually.” So Dlugi visited the West Allis restaurant and took digital photos of the three-foot-tall cones mounted on the interior walls, drew an initial thumbnail sketch of the “waffle cone” sign, and returned to his design department with them. The dramatically improved twenty-two-and-a-half-foot-tall, double-sided custom pylon sign that Sign Effectz built for them features (in descending order): ✶ A five-inch-deep, #2283 Red Acrylic face-lit cherry formed with 0.063-inch-thick aluminum and painted PMS 485 C Red with internal light baffles; ✶ Three-inch-deep, 0.063-inch-thick aluminum “Oscar’s” channel letters with one-inch black trim cap and 0.125-thick #7328 White Acrylic faces with 3M™ 3630-22 Matte Black vinyl and 3M™ 3630-33 Red Translucent vinyl; ✶ A white, 0.177-inch-thick polycarbonate face resembling an signshop.com

all Photos: sign effectz, inc.

A new sign shows off the tasty treats of a family-owned restaurant.

Profile for Sign Builder Illustrated

Sign Builder Illustrated October 2015  

This issue contains stories on vinyl decals, channel letters, routes, service equipment, EMCs, wayfinding, a steel sculpture, and a special...

Sign Builder Illustrated October 2015  

This issue contains stories on vinyl decals, channel letters, routes, service equipment, EMCs, wayfinding, a steel sculpture, and a special...

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