Sign Builder October 2020

THE HOW-TO MAGAZINE

O C TO B E R 2020 | S I G N S H O P.CO M

THE ART OF LASER ENGRAVING

SIGN BUILDER

ILLUSTRATED

R R E E S S S U A A LL FOC

VINYL BRANDING: GRAPHICS IN MOTION

MONUMENT SIGN:

HOMESTYLE FAUX-WOOD

CONTENTS

OCTOBER 2020

VOL. 34

NO. 303

HOW-TO COLUMNS

16 20

AT TRAILS EDGE

By Jeff Wooten A new EPS identity sign is on point and on budget.

NO ARGUMENTS

By David Hickey SCOTUS makes signage news this summer.

DEPARTMENTS

4 6

Cover Photo: Gravotech, Inc..

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EDITOR’S COLUMN

It’s time to play a game of Scruples, as Jeff Wooten talks about survey results related to sabotaging the competition.

IN THE INDUSTRY

Sculpting I-beam mobiles that float weightlessly, Wildwoods in New Jersey sets up a new digital sign, and libraries get a storybook makeover.

SIGN SHOW

The newest products and services from sign manufacturers.

SBI MARKETPLACE

Advertisements and announcements from the sign trade.

22 FEATURES

SHOP TALK

Ashley Bray checks in with 2/90 Sign Systems for tips on creating a comprehensive wayfinding system.

22

By Jeff Wooten A beverage company turns to vehicle graphics for its soothing message.

26 28 32

16 signshop.com

TAKING THE STRESS OUT OF GRAPHICS BRANDING

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TURNING THE IGNITION ON INSTALLATION

By Ashley Bray Tips for improving the wrapping experience.

LASER FOCUS

By Ashley Bray How laser machines can expand your capabilities and bottom line.

NEW LIGHTING FOR THE GARAGE

By Jeff Wooten Sickies Garage places an order for new sign lighting.

PIVOT FOR SHOP OWNERS

By John Hackley Ten business development fundamentals to survive now and thrive later.

October 2020

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October 2020, Vol. 34, No. 303 Sign Builder Illustrated (ISSN 0895-0555) print, (ISSN 2161-0709) digital is published by Simmons-Boardman Publishing Corporation

Subscriptions: 800-895-4389

EXECUTIVE OFFICES

President and Chairman Arthur J. McGinnis, Jr. Publisher Arthur J. Sutley 88 Pine Street, 23rd Floor, New York, NY 10005 212-620-7247 ; Fax: 212-633-1863

EDITORIAL

Editor Jeff Wooten 323 Clifton Street, Suite #7, Greenville, NC 27858 212-620-7244 jwooten@sbpub.com Managing Editor Ashley Bray 212-620-7220 abray@sbpub.com Contributing Writers John Hackley, David Hickey

ART

Art Director Nicole D’Antona Graphic Designer Hillary Coleman

PRODUCTION

Corporate Production Director Mary Conyers

CIRCULATION

Circulation Director Maureen Cooney mcooney@sbpub.com

ADVERTISING SALES

Publisher/West Coast Sales Arthur J. Sutley 212-620-7247 asutley@sbpub.com Associate Publisher/Mid-West Sales Jeff Sutley 212-620-7233 jsutley@sbpub.com Integrated Account Manager/East Coast & Canada David Harkey 212-620-7223 dharkey@sbpub.com Sign Builder Illustrated is published monthly. All rights reserved. Nothing herein may be reproduced in whole or in part without written permission of the publisher. To purchase PDF files of cover and layouts or hard copy reprints, please call Art Sutley at 212-620-7247 or e-mail asutley@sbpub.com.

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Earthenware

Raw Cedar

EDITOR’S COLUMN

AGENDA

BY JEFF WOOTEN

Note: Due to COVID-19 concerns, all events listed below are subject to change. Please check each show’s Web site for any cancellations or reschedules.

OCTOBER 2020 OCTOBER 26-NOVEMBER 12:

PRINTING United, the largest printing event in North America, has transitioned from an in-person event in Atlanta to a comprehensive digital platform. The show company has announced that it will be presenting fourteen powerpacked days of hosted global programming and new product unveilings on its Web site. (printingunited.com)

What Would You Do?

Sabotage isn’t just a Beastie Boys song.

NOVEMBER 2020

nder normal circumstances, this month would be the time of year when people would start getting ready for Halloween parties, prepping their kids’ costumes for tricks and treats, and preparing to deal with any supernatural shenanigans. But it looks like COVID-19 has thrown an unwelcome monkey wrench into these traditional activities and maybe taken some joy away from it. But this doesn’t mean that it’s still not the season for devilish doings (only maybe virtually instead of physically).

Speaking of tricks and party games, does anyone remember the Scruples card game introduced and heavily marketed back in the ’80s? It forced partners to answer moral dilemma questions with the hope of matching the others’ answers.

“What would you do?” the announcer would ask in the seemingly menacing, seemingly omnipresent TV commercials.

The card game leapt back into my mind after reading a recent survey report released by Reboot Digital that found that “more than 18 percent of businesses would consider sabotaging a competitor’s online business if they could get away with it,” although technically only “0.3 percent” of the respondents admitted to actually doing so. The top reasons for why said-conspirators would perform such an act were “the competitor has a better product” (25 percent) and “make them lose clients” (18 percent). (Note: To read more, visit https://bit.ly/3caGXha.) Now granted, this report was more generalized and more encompassing when

Engage – National Networking Conference, hosted by the Mid South Sign Association, is scheduled to take place at the Hilton Knoxville, World’s Fair Park, in Knoxville, Tennessee. (midsouthsign.org)

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JEFF WOOTEN Editor, jwooten@sbpub.com

NOVEMBER 3-6:

MARCH 2021 MARCH 23-25:

LabelExpo/Brand Print Americas 2021 is rescheduled to now commence at the Donald E. Stephens Convention Center in Rosemont, Illinois. (brandprint-americas.com)

APRIL 2021 APRIL 7-9:

The International Sign Association’s ISA International Sign Expo is scheduled to take place in Las Vegas, Nevada. (signexpo.org) Photo: Shutterstock.com/Romolo Tavani.

U

it came to the types of business owners surveyed. I’m not certain if any sign makers participated. And we’re talking about online presence only and not brick-andmortar—remember anonymity can be a powerful influencer on the Internet.

My personal philosophy is there are two environments that truly reveal a person’s deep-down character—the interior line of a McDonald’s® and a four-way stop sign.

Would you cut lightning fast from the back of the order line to a newly opened register or would you let the person in front of you know first? Would you brake twenty-five feet or more from the stop sign in order to get a jumpstart on the cars across from you or would you yield the right-of-way at an actual tie? Or do you just follow the system in both cases?

On the behind-the-counter side, I’ve always felt it was the customers possessing the most potential for sabotage with signage—taking your designs to shop around or using your competitors’ prices to try and cut yours down. My thinking is sign makers are more genial with each other, or is that now only a memory of Letterhead meets past? But I think this is still an interesting Scruples-type exercise to consider how you’d answer...just for kicks, of course. (Don’t commit actual sabotage!)

Would it be more of a trick or a treat?

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IN THE INDUSTRY

SCULPTED I-BEAM

MOBILES THA THAT FLOAT FLOA

D

AVIDSON, NORTH CAROLINA— Sculpted to resemble the massive and heavy structural steel girders that are used to construct skyscrapers, the I-beam mobiles of JF Jones (jfjonesdesigns.com) are instead designed to float near-weightlessly above the viewer and produce a smile with 3-D characters casually perched atop the beams.

Reminiscent of old Warner Bros.’ sleepwalking cartoon characters, one of Jones’ characters is distracted by his cell phone and appears to be perilously close to walking off an I-beam. Meanwhile other characters—inspired by the famous 1932 “Lunch Atop a Skyscraper” photograph credited to Charles C. Ebbets—enjoy a lunch break seated atop a beam.

Jones has been following his inspi6

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ration to create mobiles since he first spied the monumental untitled mobile designed by artist Alexander Calder for The National Gallery of Art in Washington, D.C., during a family trip in 2006. “It was Calder’s ability to use simple material to create work that was so simple in structure but so complex in its language and visual effect,” said Jones. “The massive mobile, hung in the rotunda of The National Gallery of Art, measures roughly 910-by-2315 cm and weighs 920 pounds, and yet, it seems to be floating. I understood it. I made a connection instantaneously.”

When Jones began experimenting with creating the I-beam aerial art pieces in 2012, he envisioned hanging sculptures that would span an area eighteen

to twenty-four feet wide. He knew he was going to need a lightweight substrate that could easily be cut and heat formed.

Jones builds his I-beams by cutting strips from 4-by-8-foot sheets of 6mm SINTRA® in the gray color (although he has painted some beams red). The beams are constructed just like steel I-beams with a top plate and a bottom plate, which are both grooved to accept a vertical piece that is secured with epoxy.

Jones uses a combination of modelmaking computer software and gaming animation to create the characters, which are 3-D printed out of ABS plastic.

Experienced in set and prop building, Jones, who is based in Greensboro, North Carolina, had used SINTRA graphic display board by 3A Composites for many signshop.com

GRAND GATEWAY DIGITAL SIGN

D

Photos: JF Jones.

Cell phone distraction.

Lunch break workers.

years to create signage when he worked for the City of Greensboro. Creating mobiles grew into a full-time business for both Jones and his wife, Naomi, with the addition of Modern Mobiles—mobilemaking kits that allow anyone to build their own repositionable mobile and are available on Jones’s Etsy page, as well as at several prominent museums. “I developed a slider and made pieces to attach from SINTRA,” said Jones, noting that he purchases the substrate from the Greensboro location of distributor Piedmont Plastics.

Jones said he was inspired to create the I-beam sculptures because it allowed him to combine two of his favorite things— the illusion of weight and humor. “The sculptures look just like real I-beams, so signshop.com

people assume that the piece weighs a ton when, in fact, one of the largest mobiles weighs less than ten pounds,” he said. “It gives the impression of weightlessness the same way the large Calder piece does. It floats effortlessly.”

As for humor, Jones said, “I thought that it was funny to see a guy walking off the end of the beam looking at his cell phone. There is an instant, [contemporary] connection with the audience.”

Jones has created eight I-beam sculptures in varying sizes for both public and corporate display. The first was selected in 2016 by the North Carolina Art Council as a public installation at the Piedmont Triad International Airport in Guilford County. His latest work, “Beams,” is displayed at Artplex Gallery in Los Angeles.

ANVILLE, ILLINOIS— Watchfire Signs was selected by The Greater Wildwoods Tourism Improvement and Development Authority to manufacture a large digital sign for The Wildwoods Grand Gateway, a visitor experience that greets the New Jersey tourist destination’s nine million annual visitors.

The Wildwoods Grand Gateway welcomes visitors to the New Jersey corridor with a “Doo Wop” nostalgia-themed sign in the shape of a surfboard and a second sign in the shape of a large wave holding up the digital sign.

The Watchfire digital sign is used primarily to promote the events taking place throughout the island, inside the Convention Center, along the beach, and on the area’s three-mile boardwalk.

The display has also been helpful in communicating updated COVID-19 messages and will be used for public safety messages, such as hurricane evacuation instructions, if needed.

Upon departure, the backs of the two signs bid farewell to visitors with more ’50s themed messages such as “S ee Ya Later Alligator,” followed by the surfboard sign’s message, “After A While Crocodile.”

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IN THE INDUSTRY SPARTECH DONATES PETG TO SCHOOLS

S LIBRARIES GET A

STORYBOOK MAKEOVER

S

ANDSTON, VIRGINIA—The children’s sections of two libraries in Queensland, Australia have received bright, bold makeovers from exhibit display specialists icatchers using Drytac media products. icatchers has been servicing customers from its Brisbane head office and production facility and Melbourne sales office for sixteen years now. It counts the governments of Queensland and Victoria, Queensland University of Technology, Aldi, Boeing, Xbox, and Nintendo among its well-known clients. Its customer base also includes Brisbane City Council’s libraries department, for whom icatchers updates children’s library areas every five years—comprising everything from design to manufacture to installation, including furniture, power and lighting, interactive games and computers, play equipment, flooring, wall graphics, and signage.

“Usually these projects involve a six- to eight-week turnaround from concept to completion,” explains Kyle Lewis, visual communications manager at icatchers.

“There are strict health and safety guidelines as the spaces are used by children. We also have to use products that meet specific requirements to minimize damage and

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that can be replaced easily if damaged.”

Its most recent project at Holland Park Library involved wall graphics, which presented icatchers with additional challenges. They needed something that would be easy to use as they needed to wrap around columns and window openings, so they ended up choosing Drytac ReTac 150 Smooth. The ultra-removable selfadhesive technology of this 6-mil printable polymeric PVC film maintains strength over the duration of the project but ensures the film can be removed cleanly at the end of its life.

Meanwhile icatchers also completed a similar project at Beenleigh Library, which included Drytac ViziPrint Impress Clear window graphics printed on an HP Latex 360 and installed on the outside of curved glass (https://bit.ly/34DiK1n). “We needed something that would let a lot of light through,” says Lewis. “The library was pleased with the vibrancy of the colors.”

The Drytac products were supplied by Shann DPM, appointed earlier this year as the exclusive Australian distributor for Drytac’s extensive range of wide format print media and protective films. “[They] provided quick and precise answers to any questions we had,” says Lewis.

T. LOUIS, MISSOURI— Spartech donated $2,500 worth of PETG sheet to be used as a protective barrier system for the Arcanum-Butler Local Schools in Greenville, Ohio. Spartech Quality Control Donnie Baker, who lives in Arcanum and graduated from the school, reached out to the superintendent about the need for protective barriers. The Spartech team then quickly stepped in with an offer to donate the PETG sheet.

Spartech doubled output of the Clear PETG sheets that are made into visors, safety shields, and barriers in early March. The company has long manufactured the clear plastic films used to make the personal protective equipment that helps protect first responders and healthcare workers in their daily work assisting their patients. Now the decades of expertise in forming plastic materials is essential in the fight against the COVID-19 pandemic.

“Many of our employees have children heading back to school, and we know how valuable personal protective equipment like barriers are to the safety of students, teachers, and staff,” said Robert Benton, plant manager for Spartech. “We… hope this donation gives everyone some added peace of mind.”

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SIGN SHOW DIGITAL PRINTING EQUIPMENT/SUPPLIES

SERVICE TRUCKS/CRANES

HP’s New DesignJet Studio Printer Series Arrives in Style

NCCCO Foundation Launches the Most Similar Certifications Directory

For design professionals, the set up and style of their workplace is a statement about themselves. With a sleek white facia and either a wood or steel finish, the new HP DesignJet Studio Printer series delivers a high-performance experience for design professionals and is uniquely designed without ever compromising on speed, quality, or ease of use. At the intersection of performance and design, the HP DesignJet Studio printer is for creative professionals who need a large format printer that fits seamlessly into the carefully crafted space of their client-facing workplace all the while ensuring to keep up with the varied demands of the clients themselves.

Highly sensitive to issues of sustainability, the HP DesignJet Studio Printer series is CarbonNeutral® certified in accordance with The CarbonNeutral Protocol. This covers lifecycle emissions due to raw material extraction, manufacturing, transportation, use of HP printers, Original HP supplies and paper, and end of service. In addition, these printers support multi-size workflows as default, come equipped with HP Click one-click printing software, and possess the ability to commence a job from any connected device with the HP Smart App. hp.com

The Web-based Most Similar Certifications Directory from the NCCCO Foundation is designed to assist employers in selecting the most appropriate operator certification for a particular crane when no specific accredited certification is available, as well as help them navigate OSHA’s rules on crane operator certifications. The Most Similar Certifications Directory is the result of the NCCCO Foundation’s research and education initiative designed to enhance safety and encourage compliance with Federal and State safety rules and regulations. OSHA also noted in the preamble to its rule that it did not believe the agency was in the best position to determine the various types of cranes for which certifications should be necessary, and this is why NCCCO had stepped up to fill this need by creating the Crane Type Advisory Group (CTAG), a committee of seasoned crane professionals with decades of collective experience with cranes of all types and in a host of industries and applications. The CTAG has made determinations about more than twenty specific crane types and/or crane installations, in response to requests from employers, training firms, regulators, and other industry stakeholders. ncccofoundation.org/most-similar

VINYL TOOLS I m a g e O n e I m p a c t To o l P roves T h a t Two Blades can be Better Than One Image One Impact, a manufacturer and supplier of high-quality products for the sign, graphics, and vehicle wrap industries, understands its customers’ challenges and helps by providing cost-saving solutions for them. They proudly specialize in cutting tools and blades and offer all you can need in this area for your shop. For example, one such cutting tool is their Twin Wrap Knife. The Twin Wrap Knife is the same as the Standard Wrap Cut Knife except that it has two cutting blades. The Twin Wrap Knife blades are made specifically to cut through just the liner of any pressure-sensitive vinyl films. These blades cut a 7/8-inch strip of liner for easy application. image1impact.com/product/twin-wrap-knife-2

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SIGN SHOW DIGITAL PRINTING EQUIPMENT/SUPPLIES New Arizona 2300 Series Improves Flatbed Production and Productivity Canon U.S.A., Inc., has announced the availability of its new Arizona 2300 Series UV-curable flatbed printers for the wide format print market. This series is designed to help customers speed up production, improve operational efficiencies, and fuel growth opportunities through its new applications.

Featuring a true stationary flatbed table structure, this series is built around the entirely new Arizona FLOW technology, a unique vacuum technique that supports a zone-less, multi-origin table layout. FLOW technology offers up to 20 percent more productivity, as it requires less masking and taping and is supported by easy-to-use, three-sided pneumatic registration pins to better secure the substrate in place on the table. The pneumatic registration pins allow customers to print from edge to edge on the substrate, to align substrates to either the left or the right edge of the table, or both. Users can also easily and accurately print double-sided, as well as confidently print on odd-shaped, heavy, smooth, or pre-cut media without the use of a jig. For added convenience, no operator time is required for taping the media down, resulting in faster changeover between jobs, shorter set-up times, and hassle-free job switching. Through its FLOW technology, printing on unusual and more challenging media (canvas, wood, glass, or even large images tiled over multiple large boards) can be accomplished far easier than ever before. And with Arizona Xpert software, the Arizona 2300 Series offers self-learning capabilities so users can design—and then repeat—complex, multi-layered projects. csa.canon.com

Quality products and trusted solutions since 1852 Stimpson has shipped over 150 billion parts including Eyelets, Grommets, Washers, Hole Plugs, Snap Fasteners, Vents, Clamps, Ferrules and many additional metal products.

Grommets & Washers: Quality sheet metal, rolled

Hole Plugs: Standard, electrical knock-out, tubing,

rim, self-piercing, and oblong grommets as well as

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plain, teeth, neck, and spur washers. Many alloys and finishes available in stock.

Eyelets: Stimpson GS®, tag, polybag, envelope,

Snap Sets: Available in brass, nickel, dull black, and

apparel, and shoe eyelets with various flange and

stainless steel, with screw studs or standard posts.

barrel styles and finishes.

WE ALSO OFFER QUALITY ATTACHING TOOLING FOR THE PERFECT SETTING.

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@stimpsonco

webstore.stimpson.com customer_service@stimpson.com www.stimpson.com

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SIGN SHOW VINYL/VINYL FILMS Avery Dennison Launches Revolutionary Vehicle Paint Protection Films Avery Dennison® Graphics Solutions has introduced two new paint protection film (PPF) lines—neo™ and Supreme Defense™— that protect the vehicle surface from stone chips, road debris, insect stains, and weathering while also enabling designers to create dramatic customized looks. Avery Dennison neo is a wet apply, solid-color PPF line of films with a unique polyurethane and adhesive technology that gives vehicles an exceptionally smooth OEM-paint-like finish while protecting the surface from harmful daily elements. The design possibilities are endless with this uniquely 3D-conformable film. Installers can create special effects and accents or transform the roof and the hood for a two-tone look. The first color in the product line, neo noir, is a distinctive black film with noticeable color depth and a rich black pigment. Installers and owners alike will delight in neo noir’s ultra-high gloss finish and excellent adhesion. Meanwhile the new Avery Dennison Supreme Defense matte film (pictured) combines the same exceptional paint protection with a totally different visual effect. This high-quality polyurethane film is specially designed to preserve and protect a flat factory finish, but designers can also use it to transform high-gloss OEM paint to achieve a dramatic new look. Both neo noir and Supreme Defense matte have a self-healing top coat that absorbs impact from scratches and debris, and both provide long-term durability of up to five years. graphics.averydennison.com/ppf

Not just Not just Not just Not just

Not just Not just Not just Not just

All the capabilities, resources and solutions to help your business grow.

With one of the industry’s most expansive portfolios of sign solutions, Gemini is more than just a manufacturer. We’re your partner in providing everything you need to deliver quality to your customers while addressing their unique and evolving challenges. Find out more about our products, tools and expertise. www.GeminiSignProducts.com 1.800.538.8377 ©2020 Gemini Incorporated

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SIGN SHOW DIGITAL PRINTING EQUIPMENT/SUPPLIES Epson SureColor F10070 Delivers Round-the-clock Productivity for Textile Printing The new SureColor® F10070 from Epson America is the company’s first seventyinch industrial-level dye-sublimation solution and was engineered to meet the evolving needs of today’s textile industry and support the expansion of textile sourcing and production in the United States. An ideal solution for print shops looking to fulfill large orders, it consistently produces high-quality, bright textiles for fashion, sports apparel, home décor, soft signage, and more. The SureColor F10070 comes equipped with an array of industrial-level features to maximize productivity and support continuous production. New user-replaceable 4.7-inch PrecisionCore® printheads deliver high-productivity with extreme drop placement accuracy for sharp detail, bright colors, and outstanding print quality. Leveraging renowned UltraChrome® DS ink technology, the SureColor F10070 is the first Epson printer to feature a hot-swappable ink system that automatically switches from an empty ink pack to a new ink pack mid-print for uninterrupted printing. Touting a redesigned nine-inch touchscreen control panel, SureColor F10070 operators can see the image printing; monitor print, paper, and ink status; and understand environmental conditions for optimized print performance. The SureColor F10070 includes a new air filtration system and supports an advanced auto-paper tension control and fabric head wiper system to clean media and remove dust prior to printing. In addition, a new compact media dryer includes a front and underside heater reaching temperatures up to 230°F and 122°F respectfully to ensure full-speed print performance in a space-saving design. proimaging.epson.com

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SIGN SHOW VINYL/VINYL FILMS Get Instant Attention with New Drytac Polar SandTac Floor One-step Media Floor graphics have turned into the “biggest application story of 2020,” and in response, Drytac has expanded its floor graphics media range even further with the release of its Polar SandTac Floor, an economical, one-step product that can be applied in seconds, grabbing attention straight away. Drytac Polar SandTac Floor is a 7-mil PVC film with a removable, solvent pressure-sensitive acrylic adhesive that is available for the first time in the United States. Polar SandTac Floor sits within an extensive range of new and established Drytac products that provide the ideal combination of safety, professional appearance, and ease of use. Ideal for short-term indoor advertising and social distancing markers, Polar SandTac Floor has achieved several slip ratings without the need for lamination. It can be applied directly to ceramic tiles, sealed wood, concrete, waxed vinyl, marble, or terrazzo flooring without any kind of top layer (saving time, money, and labor). Its textured, matte-white finish helps printed graphics stand out for the duration of the project (up to six months indoors), while its non-damaging adhesive makes removal quick, clean, and simple. Polar SandTac Floor is available in roll widths up to sixty inches and is compatible with UV, latex solvent, and eco-solvent printing technologies. drytac.com

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Wholesale Foam-Core Sign Manufacturer

Monuments Bases Pole Covers Integrated EMC Projecting Pylons and much more •

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MONUMENT SIGN

BY JEFF WOOTEN

AT TRAILS EDGE rails Edge is a brand-new apartment community in Maplewood, Minnesota, and their owners wanted a monument sign at the entrance of their property. So they turned to North Star Signs & Engraving to provide this scenery-complementing fauxwood and faux-stone sign.

North Star Signs & Engraving, Inc., is a full-service, “one-stop” shop based in St. Augusta, Minnesota. The familyowned company, which has now been in business for sixteen years, works on dimensional lettering, vehicle wraps, banners, and more for the commercial sign 16

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market (and general contractors). They also manufacture ADA-compliant signage in-house.

Their shop floor features two new Hermes Gravograph IS8000 computerized engravers, as well as an IS400 and a 30-by-50-inch 80-watt laser cutter.

There’s also Roland DGA’s new TrueVIS VG2 fifty-four-inch printer and cold laminator along with a twenty-four-inch Gerber plotter.

The ownership group of Trails Edge had worked with the sign company on many other projects over the years, and being satisfied with those results, they

sought them out immediately to bring their monumental vision to life. “They came to us wanting help designing something that would fit within their budget,” says North Stars Signs & Engraving Co-Owner Josh Laudenbach.

Laudenbach and his sign company had never worked with this developer before. “He showed us a drawing of two sign ideas that [the Trails Edge owners] wanted,” he says, “so we priced them out as a lit aluminum sign with push-thru letters and real wood accents.”

This initial pricing out went through a wholesaler yet ended up being over the signshop.com

Photo: North Star Signs & Engraving.

T

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developer’s budget. This required going back to the drawing board.

Since North Star Signs & Engraving had worked with expanded polystyrene (EPS) foam provider Signs By Benchmark of Watertown, South Dakota, on other projects, Laudenbach decided to show the contractor one of Benchmark’s sample “Welcome” signs that they had on-hand. “We went out to the site with this sample and met with the owners. They seemed impressed that [the sample] matched the capabilities of the surrounding construction, as well as its overall appearance,” says Laudenbach.

So Laudenbach and his team redesigned the sign using EPS foam instead with normal finishes. “This ended up being within their budget and was approved right away,” he says.

The originally approved redesign featured just the complex’s name on one panel, the Trails Edge scenic logo on a panel above it, and a panel at the bottom with the property’s phone number. However Laudenbach put his design instincts back in action and contacted Signs By Benchmark again.

He asked about having the area around the logo all done in a “faux” wood finish using EPS foam. “I went back to the owners with this option, which increased the price a bit,” he says, “but they ended up all onboard with this option as well.”

North Star Signs & Engraving took the initial drawings supplied by the developer and imported them into Flexi™ sign software where they then made the necessary aesthetic changes. They saved this file as a vector format and emailed it over to Signs By Benchmark for fabrication.

As mentioned earlier, the entire sign is made out of EPS foam, and it is encapsulated with Signs By Benchmark’s polyurea protective coating. “We used one-pound-density EPS to create this monument sign,” says Jamie Kakacek, senior designer at Signs By Benchmark.

“Because this is more of a standard-type sign, we didn’t feel it was necessary to go with a higher density material.”

The monument sign was constructed as two sections—both faux-wood pan18

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els with a section of a faux-stone column to divide them. Signs By Benchmark was able to build a majority of the sign with a mixture of their CNC hot wire cutting equipment and CNC router. “We ended up hand-sculpting the faux-stone so as to match the customer’s specifications,” says Kakacek.

When it came time to paint the sign

sneeze guards

pieces, Signs By Benchmark fortunately had physical samples of what the client liked. “This method is always nice to work with because we have a concrete color palette that we’re trying to achieve,” says Kakacek. “The colors on the sign were done with a combination of acrylic stucco and an architectural line of paints that we mix in house.”

sanitizing stations & stands

social distancing f loor decals & chair covers signshop.com

Signs By Benchmark ended up having to alter some of the dimensions on the face so that there would be a visible gap between the two faces. “This became pretty apparent when we made the models and noticed that there was going to be an issue,” says Kakacek.

The sign was shipped out in two sections. “One face has the column attached

to it and the other solely the second face,” explains Kakacek. “We created a ship-lap joint in the column so that the male end of the second faces would slide into the column to hide any seams.”

And while Signs By Benchmark was busy fabricating the main monument pieces, North Star Signs & Engraving was working on welding up a frame for

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the finished sign to sit on out at the Trails Edge site. The frame was constructed using three ten-foot-long, four-inch-diameter posts. “The sign was to sit on 3-inch-by-4-inch-by-1/4inch angle at grade,” says Laudenbach, “so we brought our sign frame to the site and installed it using three sanu tubes measuring five feet deep and at a fourteen-inch diameter.”

According to Laudenbach, bringing a third-party provider such as Signs

By Benchmark onboard this project really helped them, as it allowed them to focus on fulfilling the other signage needs at Trails Edge (such as fabricating and installing the ADA and parking lot signage on the property).

The team of installers at North Star Signs & Engraving brought the finished sign pieces on-site and attached them to the frame. The monument sign rests over three poles, two in each of the faces and one that is shared in the center column.

They lowered the sign into place using the Lull that the contractors had on site. “The Lull is usually on the property anyways, but it did take a bit of scheduling to [secure its services],” says Laudenbach.

According to Kakacek, the shared pole design was probably the biggest “challenge” for Signs By Benchmark when it came to fabricating this monument sign. “It was a little out of the norm but really nothing that we hadn’t done before,” he says. “We always take a little extra care when dealing with multiple sections to make sure that all reveals meet our expectations.”

The Trails Edge monument sign has proven to be a great accent to this new apartment complex, as it’s quite noticeable installed near a busy intersection (https://bit.ly/3kFmzb9). It stands 70 inches wide and 72 inches tall and features 24.25-inch-wide panels. “The overall height of the sign is not over six feet tall,” says Laudenbach. “Anything over that would have required us to provide engineered drawings to the city.”

Everyone ended up thrilled with how the finished sign turned out, especially since it was a durably constructed sign finished on time and within budget.

October 2020

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HOW TO

CODES CODES

BY

BY DAVID DAVID HICKEY HICKEY

No Arguments

W

e talk so often about the Supreme Court of the United States (SCOTUS) and its recent impact on our industry in Reed v. the Town of Gilbert. But this past summer, it was an action SCOTUS failed to take that might create big changes for the sign and graphics industry.

On July 9, our nation’s High Court declined to hear an appeal from the state of Tennessee of the Thomas v. Bright case.

In that case, the 6th Circuit Court of Appeals upheld a lower court’s ruling that the government cannot distinguish between on-premise and off-premise signs (billboards). That lower court found— and the circuit court agreed—that these distinctions were unconstitutional. The courts used the 2015 Supreme Court ruling in Reed v. Town of Gilbert as the basis for its decisions.

But before we get too far into the details, it’s important to point out that courts in other areas of the country have

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issued differing opinions—so that issue isn’t settled by any stretch.

Now back to the case at hand: Tennessee had asked SCOTUS to grant a petition of certiorari (“cert”) for the Thomas decision, meaning a judicial review of a lower federal court. The state submitted several excellent briefs in favor of why SCOTUS should hear the case (which can be found at Scotusblog. com), but its petition was denied without any explanation.

When SCOTUS denies cert, it doesn’t necessarily mean that it agrees with the lower court’s decision. All we know for sure is that the Thomas ruling stands in the 6th Circuit and impacts communities and sign and graphics companies in the circuit’s jurisdiction (which includes Tennessee, Kentucky, Michigan, and Ohio).

So what does this mean for our industry? It means that, in those four states, any provisions in a community’s sign code that exempts or even specifically mentions

“on-premise” or “off-premise” signs may be subject to legal challenge under Reed and Thomas. The local jurisdictions and state departments of transportation that have used such language to regulate signs will likely have to revise their regulations.

The result may not always be beneficial to the on-premise sign industry.

But it’s naïve to think that only jurisdictions in those states will be affected.

First, billboard operators will be emboldened to attempt to strike down similar statutes across the country, with a significant circuit court case on their side.

Second, it’s likely that planners and other local officials in other states will see the writing on the wall and start revising their sign codes to avoid litigation and remove any possible content-based distinctions between on-premise signs and billboards.

The International Sign Association has long supported the on/off distinction, contending that it isn’t content-based but locational. But as this particular way of signshop.com

Photo: Shutterstock.com/Vitalii Vodolazskyi.

SCOTUS makes signage news this summer.

HOW TO CODES

distinguishing between the two kinds of signs is under legal fire, we’d argue that there are still constitutionally sound ways that local officials and communities can regulate on-premise signs and billboards differently—including by size, by structure, and by whether or not they derive revenue.

This latter point is one that should be of strong interest to our industry. If our end-users can potentially sell advertising via electronic message centers, it could drive sales for our industry.

Third-party advertising capabilities, especially via electronic message centers, may now become a real opportunity for thousands of end-users. If that happens, how will local officials react? If you think the reaction is largely to crack down on all EMCs, I would agree.

Obviously many questions remain, and the fallout will continue for months to come. It’s possible that this issue may one day come before SCOTUS once again and be heard. There are other federal decisions which have found the on/off distinction to be content-neutral, and SCOTUS sometimes agrees to hear a case to resolve when two or more federal circuit courts have ruled differently in similar situations.

There’s also another case pending in the 6th Circuit, L.D. Management Company v. Thomas (not the Thomas involved in the Tennessee case) which struck down Kentucky’s Billboard Act for the same on/off content-based reasons but, for the first time, raises the prospect of providing signs with commercial speech (as compared to political, ideological, or religious speech) a higher level of constitutional protection.

Perhaps SCOTUS will be interested in hearing this issue. But any second bite at the SCOTUS apple on the on/ off issue probably won’t happen for a couple of years.

In the meantime, ISA will be offering local and state officials guidance on how they can treat these kinds of signs in a manner that is content-neutral. We have successfully worked with planners and local officials for years now, helping them navigate sign code signshop.com

changes that help them remain compliant—and to share the importance of on-premise signs to their communities and businesses.

Is your community or state considering changing its sign codes to remove the distinction between on- and off-premise

BY DAVID HICKEY

signs? Let ISA know at signhelp@signs. org. The earlier we get involved in these types of cases, the better. So please help us stay on top of these issues.

David Hickey is vice president of Government Affairs at the International Sign Association.

October 2020

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FEATURE VINYL BRANDING NAME

BY JEFF AUTHOR WOOTEN

TAKING THE STRESS OUT OF

GRAPHICS BRANDING

drian Cook, marketing manager at 3M Commercial Solutions, says, “Graphics and signage generally have become a more relevant purchase to customers that previously may not have needed them, allowing them to expand access into new markets and applications.”

And although the vehicle graphics market slowed down considerably in the early part of the COVID-19 pandemic this year (particularly as businesses ended up reducing their spending on marketing, branding, and capital invest-

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October 2020

ments), it is starting to see a return in investment for some clients. “While the market has bounced back, certain segments are definitely outperforming others,” says Cook. “For example, demand for wraps for delivery vehicles is increasing while tourism, sports, and event-related industries remain depressed.”

One business owner that has had to alter his promotional opportunities due to the pandemic by successfully employing highly effective vehicle wraps instead is Jordan Burham.

Burham is the founder and owner of

Suntown Sparkling, a company based in Denver, Colorado that infuses CBD (cannabidiol) in its zero-calorie, zerosugar, alcohol-alternative beverage to help people relax and unwind. “We have two flavors—Citra, which is made with citra hops and lemon, and Tropic, which we make with coconut and a lime flavor, as well as hemp terpenes,” he says.

Considering themselves still somewhat of a start-up, Burham’s company doesn’t really possess a large marketing budget, so it’s important that their dollars are spent soundly and strategically. And since they signshop.com

All Photos: Suntown Sparkling.

A

A beverage company turns to vehicle graphics for its soothing message.

had been representing their brand since its inception at events like festivals and farmers markets, as well as through making deliveries, Burham really felt that an on-the-go, mobile billboard would be the best option to invest in for his marketing.

However the onset of the COVID-19 pandemic rattled those plans.

Burham has found that the best promotion for his “new and unique” Suntown Sparkling brand is getting people to physically try it. “We usually do samplings at festivals and concerts, but the [pandemic] has really affected our marketing since they’re not really around anymore,” he says. “And with restaurants being shut down, it has been harder to get sales and promote the brand as a healthy alcohol alternative.”

Visibility was going to be key now more than ever, so Burham turned his attention and dollars to wrapping his company’s 2007 Chevy Express 1500 Cargo Van with Suntown Sparkling branding. Burham figured that a more out-and-about wrap would be an ideal method to getting his beverage’s message to the public these days, but he had two dilemmas: (1.) figuring out a way to achieve the perfect wrap design, and (2.) finding the perfect shop to apply this branding. Fortunately he was able to accomplish both these tasks by utilizing the Wrapmate service.

Wrapmate is an end-to-end digital platform that helps its customers get their graphics designed, printed, and installed (no matter where they are located). The company is actually in the midst of a three-year global collaboration agreement with 3M Commercial Solutions to help businesses improve their marketability within a one-stop-shop network of print, signage, and vehicle graphics professionals and resources.

Large format printing specialist Summit Graphics of Commerce City, Colorado is a part of the Wrapmate network, and through this system, they were called upon to complete this van wrap project for Suntown Sparkling.

Summit Graphics has been in business for seventeen years now, and they are a fully 3M certified company holding both UASG and MCS certifications.

“We do just about everything you can signshop.com

imagine—including vehicle wraps, banners, corporate identity signage, interior/ exterior signs, and wall murals,” says Owner Jason Johnson. “Our ten-person staff has a vast amount of experience in the industry, totaling approximately one hundred years of experience.”

The Wrapmate system serves a couple of functions. On one hand, end-user customers can utilize the service’s advanced Augmented Reality (AR) technology to

WE BROKE OUT THE PANELS TO AVOID ANY SEAMS AND MAKE THE WRAP LOOK LIKE A PAINT JOB. visualize and create vehicle graphics for a number of vehicles and applications.

And on the other hand, Wrapmate supports a network of top certified graphics professionals (“Wrapmate Pros”) by providing them with nearby custom vehicle wrap projects as well as the tools to help them manage their projects.

Thanks to their location and their experience, Wrapmate approached Johnson (who is a Wrapmate Pro) to have his shop accomplish Burham’s vehicle branding needs. Burham had already come up with a wrap design that would reflect the Suntown Sparkling message—bright lettering, bluish forest scenery, descriptions of the beverage flavors, and the company’s Web site address and hashtags.

“Wrapmate supplied us with these production files,” says Johnson. “We had to do very little to them to make them ready to produce. We just did our normal double-checking.

“After verifying that everything was correct, we then printed out the files using our Seiko M64 printer.”

Summit Graphics used 3M™ Controltac™ Graphic Film Series 180 vinyl with 8518 gloss laminate for the panels.

Fortunately Johnson’s company has wrapped this particular van model hundreds of times before, so there were no surprises on this job.

One of their goals is to make every wrap look like an actual paint job, so this means they have to make the wraps as seamless as possible. “So we broke out the panels to avoid any seams. And where that wasn’t possible, we produced it for minimal

The van wrap design had to capture the beverage’s relaxing properties.

October 2020

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23

mit Graphics on this Suntown Sparkling van wrap) handle all project logistics and coordinate production and installation. “Whether it’s educating end-users around vehicle wrap pricing with our instant price calculator or showing users an example design with our design bot, we eliminate barriers to entry by leveraging tools that consumers can use to

seams,” says Johnson.

Installation was simple—involving nothing extra than the typical squeegee, torch…and Summit Graphics’ skill set.

The Wrapmate system that played an instrumental role in this project is designed to help customers directly create their dream wrap design yet have a local Wrapmate Pro (for example, Sum-

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Sign Builder Illustrated

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get their wrap on the road quickly and efficiently,” says Jeff Luery, marketing director of Wrapmate.

On the sign shop front, all members of the Wrapmate Pro network have access to the Pro Portal to receive new customer projects and their production files.

“Pros can use the portal to swiftly work their way through the project’s completion,” says Luery.

Wrapmate is more than just vehicle graphics. In today’s COVID-19-focused world, there has been a significant increase in demand for floor graphics. “Many stores and restaurants have utilized floor signage throughout the pandemic to provide six-foot social distance markings on the ground so customers stay a safe distance away from other visitors and staff,” says Luery.

Cook says that 3M saw an initial surge for floor graphics in March and April from essential businesses that remained open throughout those months.

“Then we saw a second surge as nonessential businesses that had previously been closed prepared to reopen,” he says. “And while the demand for floor graphics has stabilized, customers have seen how they can use them to communicate important messages even after COVID-19.”

Meanwhile Wrapmate’s previously mentioned AR technology can be useful while social distancing guidelines are in place because it allows users to see a vehicle wrap with their actual branding on it from the comfort of their home, as happened with the Suntown Sparkling project. “It requires no human interaction whatsoever,” says Luery. “Furthermore all of our current customers who are purchasing vehicle wraps through us have the option to get a ‘contactless wrap.’ This allows customers to drop-off and pick-up their vehicle before and after installation without requiring any face-to-face.”

In the end, Burham was able to arrive at an effective van wrap design for Suntown Sparkling and get it installed quickly and effectively thanks to Wrapmate Pro member Summit Graphics. Now the stress-free Suntown Sparkling message is out on the road and in the parking lots reaching potential customers during these stressful times! signshop.com

Promote and grow with graphics.

From vehicles, to windows, to walls and floors—every surface is a chance for your customers to promote and grow their business. The 3M Graphics & Signage product portfolio gives you the tools you need so you and your clients can stand out.

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DESIGN VINYL INSTALLATION

BY JIM CIRIGLIANO

BY ASHLEY BRAY

TURNING THE IGNITION

ON INSTALLATION

W

hat separates a good vehicle wrap from a stellar one is the quality of the install.

And planning for the install starts at the design stage.

“When designing graphics for a new vehicle type, it’s worthwhile to involve the installer to get on the same page,” recommends Adrian Cook, digital print marketing manager at 3M. “Know the body lines, the curves, the dimensions, and the panels and create a design to fit it so you don’t have alignment or overstretching issues.”

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October 2020

Pete Kouchis, owner of VisuCom Signs & Graphics in Mokena, Illinois and PRINTING United Alliance PDAA committee co-chair, says it’s also good practice to take full-frame photos and detailed closeups of non-flat areas to refer back to during installation. “Once you cover the whole side or bumper with your panel, it’s easy to forget the details of what’s underneath,” he says. “Mask off any unremoved emblems, handles, or other obstacles to help the vinyl slide over them when tucking.”

In fact, not checking for these non-flat

areas is one of the top installation mistakes Kouchis sees in wrapping: 1. Not checking all panels for location of handles, hinges, or other obstacles before beginning. There is nothing worse than a handle in the phone number or a body molding through the URL! 2. Confirming that you have enough bleed on all four sides before starting.

3. Aligning the first panel—choosing the correct “plumb line.” This starts with making sure the template was level in the design software. signshop.com

All Photos: Avery Dennison.

Tips for improving the wrapping experience.

Josh Culverhouse, Graphic Innovations market manager at ORAFOL Americas, Inc., says one of the most common installation mistakes his company sees is trapping air in cargo van recesses.

“If any bit of air is trapped in or around these recessed channels, the air will expand and cause the wrap film to pop up,” he says. “Many want to blame the material, but it’s as simple as ensuring all air is moved out through the panel opening, and proper post-heat and pressure occurs to change the flat memory to a curved memory and lock it in for the long haul.”

Proper post-heating is essential for any vehicle wrap. “When material is applied to a complex curve edge or an area that was formed outside the original shape of the roll of material, it absolutely needs to be post heated,” says Allen. “Killing the memory by post-heating to 180 degrees will trick the material into keeping the shape the material was formed into.”

signshop.com

In addition to good design, the quality of the install can make a vehicle wrap stand out.

Other mistakes to look out for include overstretching the material and making sure the material is all applied in the same direction. “Even if the material is not directional, it is good practice to keep all material facing the same way,” says Allen.

Installers, even experienced ones, may also want to invest in training.

“These days, having preferred installers on staff is a necessity to compete for customers, but it’s more than just a credential. Even experienced installers will gain a tremendous amount of knowledge in three days of intense hands-on training, resulting in faster installs, fewer mistakes, and less rework,” says Cook.

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27

FEATURE NAME ENGRAVING

BY ASHLEY AUTHORBRAY

LASER FOCUS I

f sign shops are looking to bring in a machine that offers a multitude of capabilities, then they should look no further than a laser engraver/cutter.

“A laser engraver or cutter is a smart addition to any sign shop,” says David Stevens, industrial applications manager, Trotec Laser, Inc. “Not only can they make current sign-making processes more efficient, but [this hardware] can also allow shops to expand their product offerings by branching into other markets.”

According to Anthony Harris, US 28

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October 2020

manager of Applications and Government Sales for Gravotech, Inc., laser machines offer “enhanced workflow, expanded product capabilities, and improved productivity.”

Harris gives the example of cutting acrylic out for decorations, logos, etc.

With a router, a shop will have to go back and polish the edges. But a laser machine eliminates this step since it creates a flame-polished edge.

Lasers can also help on the installation side by allowing users to pre-drill

holes for standoffs or mounting equipment ahead of time as well as create mounting templates. “As you’re cutting out your lettering, cut it on the second surface and then laser in recesses where you’re going to put your epoxy to mount your stand-offs. Now you’ve got the exact location for your standoffs,” says Harris, who says a sheet of paper or poster board can then be put into the laser. “Then have the laser cut where those standoff recesses were in your lettering. You now have a template that you signshop.com

Photo: Gravotech.

How laser machines can expand your capabilities and bottom line.

Phoro: Trotec Laser.

can tape on the wall.

“It can take a wall lettering job in a lobby from a half-day installation down to an hour.”

Purchasing Considerations When considering which laser machine to buy, wattage is one of the biggest factors, which is closely related to material thickness. “The desired cutting depth will need to be considered when choosing a wattage for the laser system—the thicker the material, the more power you will need,” says Stevens.

Harris notes that 80-watt laser machines are the most common buy for sign shops. “They want to purchase the most signshop.com

wattage they can afford based on their application,” he says. “[Take, for example,] a sign shop that buys a 60-watt laser instead for cutting half-inch acrylic. The 60-watt laser is going to cut the half-inch acrylic, but the 80-watt laser is going to do it faster. And you have more margin for error in your settings. You don’t have to have it dialed in as perfectly as you would the 60-watt.”

Production volume can also be a factor when choosing a machine. This can require a bit of future projection if you’re looking to grow with your laser machine.

Adam Voigt, Marketing & Sales for Kern Laser, says, “Consider where your company wants to end up and if you have the right customers lined up for that.”

Also think about the machine’s working area or bed size. “With a larger working area, you can not only process larger sheets of material, but you can also process bigger batches in one job,” says Stevens.

According to Harris, the most common laser size they see in the average sign shop is 24-by-24 inches. “Get the largest laser that your space allows and that your application requires,” he says.

Harris notes, however, that if you only need a larger bed for a few projects a year, it may be better to outsource those jobs and opt for the smaller laser that frees up space on the shop floor. “Space is a concern for a lot of people,” he says. “Square footage costs dollars.”

A final, but important factor is the type of material sign shops will want to process. Acrylic is the most common.

“Lasers and plastics go super well together,” says Voigt.

But there are additional substrates to consider like wood, leather, laminates, foam, and other plastics. “The materials will determine whether or not you will need a CO2, fiber, or dual source laser,” says Stevens. “CO2 lasers can process a wide variety of materials including acrylic, plastic, wood, textiles, paper, and many other substrates. Fiber lasers are made for marking on metals and plastics, while a dual source laser combines both CO2 and fiber laser sources.”

Some materials are not recommended for use on a laser machine, like PVC. “It potentially can be hazardous to the operator if your exhausting isn’t adequate,

but it also leaves an acidic residue inside the laser and the exhaust system that is going to damage the laser,” says Harris.

Stevens cautions sign shops to be aware of PVC being present in other materials, such as vinyl. “We recommend finding laser-safe vinyl materials that do not contain PVC,” he says. “Other materials you want to avoid or approach with caution are chromium, carbon fibers, PVB, PTFE/Teflon, beryllium oxide, and any materials containing halogens.”

Harris says to be careful processing high-end decorative panels and substrates that use recycled materials because these may include substances that aren’t laser friendly or won’t be cut cleanly by the laser. Always check safety data sheets before processing to be sure the components of a material are truly laser friendly.

Marking Your Opportunities Laser machines also open sign shops up to a wide range of opportunities. “From promotional products to trophies and awards to general customization and personalization applications, there are endless opportunities,” says Stevens.

Harris notes that lasers are great for the textile market since they sear the edges so that the fabric doesn’t unravel.

The gift and personalization market is also a good consideration for shops, especially for marking on items like stainless steel tumblers. “Metal is also a popular material, particularly coated or stainless steel tumblers, which can be a very lucrative application that is easily and efficiently engraved or marked with a laser,” says Stevens. “Sign shops should note that

The personalization market continues to be a good bet for shops with a laser.

October 2020

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a marking compound will be required when using a CO2 laser.”

Harris adds that laser machines can be used in combination with lit signage to better distribute the light. “Take some cast acrylic and laser in a grid system on the back of that cast acrylic,” he says. “Now if you edge light that on two sides, everywhere that the laser marked the acrylic casts off light, so it gives you a more uniform light dispersion through the acrylic over the surface of the entire print.”

The onset of COVID-19 has also led many shops to pivot and find opportunities making PPE and acrylic barriers with their lasers. “While COVID-19 has had negative impacts on many lives and businesses, it has also opened up new opportunities for businesses to shift their focus,” says Stevens. “We have had many customers use their lasers to create face masks, face shields, and other PPE items, as well as using them to create COVID-specific signage. Hand washing or face mask signage, social distancing signs, and acrylic barriers for cashiers and businesses have become extremely popular items that can easily be created with a laser system.”

Harris also sees lucrative opportunities in fabricating decorative panels to separate tables and booths in restaurants.

Voigt recommends sign shops pay attention to their local customers and look to fulfill any needs that may pop up. For example, he notes a client that pivoted to cutting 1/8-inch-thick acrylic guards to protect bus drivers.

Refining Your Skills Voigt recommends that shops spend time testing and experimenting with their laser machine. “Since it is so versatile, my general advice would be to get uncomfortable with your laser system,” he says.

“Get uncomfortable with different materials because most of them are going to be applicable to different industries.”

Meanwhile Trotec has pivoted its inperson workshops to a virtual platform, which has allowed more people to participate. “Virtual workshops and Webinars are an excellent opportunity to refine your skills or to learn new processing tips and techniques, especially in the current environment,” says Stevens. “We always offer a live Q&A session, which allows people to get answers to their questions in real time, as well as connect with other laser users.”

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signshop.com

LIGHTING

BY JEFF WOOTEN

NEW LIGHTING FOR

THE GARAGE S

Sickies Garage places an order for new sign lighting.

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ickies Garage is a North Dakota-grown series of restaurants that specializes in gourmet burgers and cold beer. The establishments are modeled after pure mid-twentieth century Americana—a themed mix of “classic American diner” with “classic American car garage”

with just a “shake” of “greasy spoon.”

However don’t let the “greasy spoon” connotation turn you off. Ever since opening their first location eight years ago (in Fargo), Sickies Garage has won numerous awards with their freshly made extreme burger creations and craft beer pairings. signshop.com

Photos: ESCO Manufacturing.

Today Sickies Garage restaurants can be found in seven locations across North Dakota, South Dakota, Nebraska, Nevada, and Minnesota. The Sickies Garage owners were looking for new, illuminated, exterior, identity signage to mount at their locations that would reflect their branding and help them stand out even more.

Putting This Order Together The Fargo-based Starmark Hospitality sign company was in charge of putting this sign project together and installing it, so they contacted ESCO Manufacturing, a wholesale nationwide company based in Watertown, South Dakota that specializes in illumination and customized signage.

ESCO Manufacturing had supplied lighting for Starmark on several prior sign projects. “They liked the way those turned out so they asked us to help with their signage here,” says Alex Artibee, sales manager at ESCO Manufacturing.

The end-results are various signs that feature a combination of LED- and neon-illuminated lettering, dimensional elements, and vinyl graphics. One features a set of neon letters spelling out “burgers” and fries,” another is shaped as a downward directional arrow with a vinyl-covered aluminum cabinet atop it, and another features a mix of exposed illuminated lettering combined with a vinyl graphic of the Sickies Garage sparkplug. “The looks and designs of the signage changed due to the various sign codes involved,” says Artibee.

The finished signs feature a combination of lighting technologies—12mm Ruby Red coated neon from Tecnolux and QuickMod2 LED modules from Principal LED. “During the initial design of this sign, we wanted to really highlight and draw attention to it via exposed neon and the color of it,” says Artibee.

At the project’s outset, ESCO Manufacturing collaborated with the Starmark Hospitality sign company on the lighting design for these new identity signs. Since Sickies Garage requested a very stylized script for its signage font, neon proved the obvious choice to realsignshop.com

ize this.

“Neon has a specific style onto itself that, when used in the right way, can really accentuate the style of the sign that it’s attached to,” explains Artibee. “Neon really just gives it that stylized look.”

Early on, ESCO Manufacturing knew that they were going to need to change the core spec of the signage in order to maximize their vision for the quality and visibility of the lighting.

“We wanted to pick a neon color for the signage that would really stand out and still go with the overall feel of the restaurant,” says Artibee, “and Ruby Red seemed to fit that perfectly.”

The finished identity signs feature a mix of substrates and materials.

One sign style features a Sickies Garage logo printed onto 3M IJ3650 clear vinyl and mounted second-surface to the back side of the acrylic face with a downward-facing arrow featuring the word “Enter” in ruby red neon. It is attached to a twelve-inch-deep cabinet. According to Artibee, the structure itself is two-by-two aluminum tubing with square tube aluminum stub outs connected to 1/4-inch aluminum mounting plates. They also used an aluminum skin with a digital vinyl print for the faces.

The 12mm Tecnolux Ruby Red coated neon was added to the sign pieces with 1.5-inch risers while the Principal LED QuickMod2 modules were attached inside to aluminum tubing using double-sided tape, screwed to the framing, and attached with silicone. “This was all done to UL specs for outdoor usage,” confirms Artibee.

The company also provided scripted “wings” and “burgers” lettering using the exposed Ruby Red neon.

ESCO Manufacturing assembled the entire sign at their facility (including attaching the lighting components).

Once everything was done fabricationwise and assembly-wise, they placed the pieces in standard wood crating and shipped it to the site via a dedicated truck to minimize handling.

They made sure all the transformers and power suppliers were all self-contained in the signage. “The signs were installed by a local installer who bolted

them through the mounting plates to the building itself,” says Artibee.

Illuminating Advice Artibee says there are some rules and design ideas to keep in mind when it comes to using neon and LED illumination. “For proper internal illumination, it’s ideal to keep the signage five to seven inches in depth,” he advises. “For the exposed neon tubing, we like the one-anda-half-inch tube supports, which provide a nice glow effect.”

The even better news is that, when it comes to a sign like this, Artibee says that there isn’t much upkeep that needs to be done on the customer’s end. “We do recommend a photocell or timer for daytime/nighttime to maximize lifespan and minimize utility usage,” he says.

ESCO Manufacturing ended up working closely with four different teams to make this illuminated sign project a reality—the architect, the designer, the sign company installers, and the restaurant owner. “With this many ‘cooks in the kitchen,’ it was helpful to utilize video conferencing so we could have effective communication to get this done,” says Artibee.

Ruby Red neon was chosen for this project for two reasons: It would stand out, and it also fits the theme of the restaurant.

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HELPING YOUR SHOP

GROW PROFITS!

Sign Builder Illustrated is the “how-to magazine” of the sign industry. Each issue includes SBI’s signature “how-to” columns and features with detailed, step-by-step instructions covering a wide range of signage. SBI’s website (signshop. com), newsletters, Buyer’s Guide, and digital edition keep you updated with timely news, recent projects, and upcoming industry events.

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Sign Builder Illustrated

MANAGEMENT

BY JOHN HACKLE HACKLEY

PIVOT FOR SHOP OWNERS

Photo: Shutterstock/SFIO CRACHO.

M

Ten business development fundamentals to survive now and thrive later.

any shop owners are struggling to survive in the present economy. With markets eroding (or shifting), customers and resources are scarce. The truth is the economic landscape is not going to improve anytime soon. It’s a fierce battle. So if you don’t come up with better ways to manage your way out of the pandemic—you’re out of business.

Yes things are pretty messed up right now, but having the attitude of “we’ll be okay if we can just get through it now” is a wait-and-see game that puts you on your heels, off balance, and not prepared to charge forward as soon as possible.

If this is your mindset, you’re setting

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yourself up for a big surprise. Look at recent history to be reminded that no organization is bulletproof. This dysfunction is a huge hindrance in a company’s ability to survive now much less thrive later.

All of which brings me to pivoting. The fundamentals of “pivot” are not new concepts, though they have been popularized recently. They are basic healthy “business 101” practices that are not any different than what successful owners do when managing a business in a stable, non-pandemic economy. To put it more simply: “It’s not rocket science, folks! Run your sign business; don’t let it run you!”

Do the things you know you should be doing but haven’t been. The pandemic

has now exposed short cuts and complacent business operations you could formerly overlook. So maybe now is the time for a change towards better, stronger, more dependable methods.

The following ten “pivot” strategies are provided as guidelines to help you get back on course. You’ll find them valuable reminders if you weren’t paying attention, good practices for sustainability now, and growth engines for the future. Your customers, employees, and banker will be glad that you made them your new norm.

1. Lead as a role model. It’s not enough to own the company. You must be present and set an example that supports the culture you want in your firm. You are the

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torchbearer of your vision by interpreting it, communicating it, and keeping it alive in the minds of everyone in the company.

Keep the company moving toward it.

Like it or not, you are a role model, so be the best role model you can. How you act, the decisions you make, the way you treat people, your moods, and your energy all combine to affect everyone in your business. Choose consciously the behavior that will have the most positive effect on your employees.

2. Know your numbers. Financial knowledge is a powerful tool that enables business owners to use what happened in the past to improve upon the future. Rather than only reacting to something that already occurred, correctly analyzing financial statements allows an owner to make proactive, forward-thinking decisions.

Your numbers tell the story. They inform how a business is operated, what produces a profit, if goals are being met, or what might be changed in the future to improve performance.

3. Bring your team together. “People problems” are the number-one frustration in most businesses (more than money problems, competition, or government regulations). The origin of so-called people problems is trying to get people to do things they don’t want to do in the first place. But the truth is you can’t!

If you want a thriving business, you’ll need to implement employee development activities that create an environment in which “doing it” is more important than not doing it—an environment where employees care so much about what they do and how they do it that nothing else will stand in their way.

4. Develop dependable systems. Systems development is essential for a business to survive and thrive; it forces you to think through your systems thoroughly. It eliminates errors due to imperfect memory and reduces the likelihood that unproductive habits will creep into a system.

A documented system is easy to learn; otherwise you have another form of peo-

ple dependency rather than system dependency. Your commitment to the continuous development of your business systems is the way to catch up, move ahead, and maintain a leadership position for the life of your business.

5. Exploit pressing frustrations. Managing your most pressing frustrations (anxiety over employee performance, disappointment over lost sales opportunities, or anger for not meeting a client deadline) serves two purposes: (A.) It reinforces the primary skill of a highly effective leader, that of thinking systemically, and (B.) it enables you to deal with your business frustrations in a way that eliminates them and prevents their reoccurrence.

Processing key frustrations in a positive manner focuses you away from blaming people. You’ll know you’re on the right track when you encounter a frustration and your immediate reaction is to ask yourself what system is missing rather than to blame another person.

That’s not to say people are never the

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problem. Sometimes they are. But that too is made clear by the process of creating a system solution. If people are unwilling or unable to operate your system, it becomes clear in an objective, dispassionate way and without blame.

6. Put sacred cows out to pasture.

In small-sized businesses, sacred cows are the untouchable protocols and policies owners cherish most—those that have been in place so long no one really challenges them. These probably don’t serve you well and need revision.

Sacred cows are easily identifiable— simply challenge the status quo. If you hear it vehemently defended by someone insisting that “it can’t be done,” then you have found a smoking gun that will lead you to a sacred cow. And sacred cows, although hard to change, yield the most growth when they are toppled.

7. Perform quarterly SWOT analyses.

SWOT (Strengths, Weaknesses, Opportunities, Threats) highlights factors that a company should consider when plan-

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ning. Preparing a comprehensive overview of your business using this management tool will be a great assurance in making decisions that will have a positive impact on your business.

Many small business owners know that they need improvement but have no idea where or how to start the improvement process. Preparing a SWOT analysis is an excellent starting point when dealing with this situation.

8. Look outside your industry. Recent examples during the COVID crisis include sign manufacturers who have applied pivot strategies by retooling their plants to produce PPE (personal protection equipment) such as face shields, sneeze barriers, and social distancing graphics. Others have shifted their entire business model from brokering to inhouse fabrication. Think outside the box to adapt and innovate!

9. Stamp out rework. To survive now and grow later, sign manufacturers need to provide customers with great products

and service at the highest level possible each and every time exactly as promised.

Quality control is a key component in this formula—it evaluates output relative to a standard and takes corrective action when the output doesn’t meet the standard.

Whenever an organization fails to take its quality management seriously, it always results in some form of rework.

Rework equates to loss of profits and, in some cases, the loss of a customer.

10. Hire a consultant. One of the best ways to expand your horizon is to bring in an objective advisor such as a business consultant. They offer new insights that people within your organization cannot.

They can see how things really are—not how you perceive them to be. An experienced business advisor will give you the suggestions, support, and guidance you need to enjoy less stress and more profit.

John Hackley is CEO of Oculus Business Solutions, Inc. (oculuscoaching.net) helping business owners enjoy more life and profit.

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PRODUCT

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CAB Signs Inc.

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COMPANIES IN SIGN SHOW 29

Avery Dennison Graphics Solutions

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39

2/90 SIGN SYSTEMS OF GRAND RAPID, MI

BY ASHLEY BRAY

Finding Your Way

Tips for creating a comprehensive wayfinding system.

2

/90 Sign Systems is a forty-twoyear-old business with roots in modular, architectural signage systems. “We specialize in comprehensive architectural facility signage packages for primarily healthcare, corporate, higher education, government, and hospitality,” says Chris Douma, senior sales manager at 2/90 Sign Systems. “We fabricate several different system lines that promote modularity and functionality of architectural signage within the environment.”

2/90 Sign Systems’ offerings include identification signage, regulatory informational signage, and wayfinding directories and directional signs. In fact, you may remember the large-scale project they worked on for the Dallas VA Medical Center that we covered in our August 2020 issue (“Curative Wayfinding”).

For large projects such as the VA Medical Center, 2/90 Sign Systems says the

wayfinding experience starts from the moment a visitor arrives onto a campus.

“It’s not just inside the individual buildings,” says James Sutton, field operations manager at 2/90 Sign Systems, “it’s all over the campus trying to get the visitors to the buildings or the parts of the buildings where they really need to be.”

2/90 Sign Systems says to take a systemic, big picture approach to wayfinding and focus in from there. This is especially important when planning wayfinding layouts for large, complex campuses like hospitals or colleges.

“Think about landmarks, milestones, and how people navigate any space or any environment from point A to point B going from a macro level to a micro level,” says Douma. “You want to get people, for example, to the right building and then to the right floor and then, once they’re on that floor, direct them to the right service that they’re seeking, and then to the right

Sign Builder Illustrated Magazine (Print ISSN 895-0555, Digital ISSN 2161-4709) (USPS#0015-805) (Canada Post Cust. #7204564; Agreement #40612608; IMEX Po Box 25542, London, ON N6C 6B2, Canada) is published monthly 11 times per year in the months of January, February, March, April, May, June/July, August, September, October, November, and December with the exception of June, which is a digital-only issue, by Simmons-Boardman Publishing Corporation, 88 Pine St. 23rd Floor, New York, NY 10005. Printed in the U.S.A. Periodicals postage paid at New York, NY and Additional mailing offices.

Print & Digital versions: 1 year US/Canada/Mexico $50.00; foreign $99.00.

Single Copies are $15.00 ea. Subscriptions must be paid for in U.S. funds only.

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Pricing, Qualified individual working in the sign industry may request a free subscription. Non-qualified subscriptions Print version, Digital version, Both

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COPYRIGHT © Simmons-Boardman Publishing Corporation 2020. All rights reserved. Contents may not be reproduced without permission. For reprint information, contact: Arthur Sutley, Publisher (212) 620-7247 or asutley@ sbpub.com.

room and entry point.”

Don’t provide all of the micro information in a complex environment at every step in the wayfinding process— it will just lead to confusion and overwhelm the visitor.

If you’re visiting a campus or a building with an existing wayfinding system that needs to be updated, Douma says it’s important to pay attention to your first impressions. “We have the benefit of sometimes seeing their space or navigating these wayfinding challenges for the first time,” he says. “We bring that fresh perspective and point out and offer some suggestions that help in a way that might be unique or new.”

Whether updating an existing wayfinding system or creating an entirely new one, consider all of the methods of navigation and the ways in which people process information. “Some read building titles or nomenclature, others might remember color or imagery better,” says Douma. “Some people are color blind, so using color as your only source of identification in a wayfinding solution doesn’t work for everybody. Try to explore and combine these into one solution that is a macro-level wayfinding package.”

Sign shops can also pull design and navigation inspiration from elements of the existing building or campus. “Each facility has unique characteristics to it that can either be inspiration or lend themselves to wayfinding solutions such as lighting, features, or finishes,” says Douma. “It could be something as simple as taking a particular wood trim and using that as an element in the signage to blend it together.”

Above all, be sure to practice empathy when designing a wayfinding system— especially in areas of high stress, like hospitals. “Make sure that the wayfinding solutions that you’re presenting are appealing to the patient because they’re the real customer,” says Sutton. stamats.com, or write to: Sign Builder Illustrated, Simmons-Boardman Publ.

Corp, PO Box 1407, Cedar Rapids, IA. 52406-1407.

POSTMASTER: Send address changes to Sign Builder Illustrated, PO Box 1407, Cedar Rapids, IA. 52406-1407.

Instructional information provided in this magazine should only be performed by skilled crafts people with the proper equipment. The publisher and authors of information provided herein advise all readers to exercise care when engaging in any of the how-to-activities published in the magazine. Further, the publisher and authors assume no liability for damages or injuries resulting from projects contained herein.

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Photo: 2/90 Sign Systems.

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