TABLE OF CONTENTS
This Month’s SBI Trivia Question Stumper:
Who invented the neon sign?
For the answer, scroll to the bottom of the newsletter.
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Industry News
[[HOT TOPIC]] Airport Signage Sees Soaring Profits
By Jennifer LeClaire
Airports are evolving from drab depots to glistening gateways into and out of the cities they serve. Architects, designers and sign fabricators are teaming up to develop 21st century schemes that capture the attention of billions of travelers each year. From wayfinding and security symbols to retail and promotional signing, modern airports are adopting new strategies and it’s paying dividends for sign builders. Success begins with understanding the latest trends in airport signage and identifying your company's niche.
"There are enormous opportunities for sign builders to create wayfinding, retailing and advertising signage," says Wayne Hunt, principal of Hunt Design Associates in Pasadena, California. "From the freeway to the parking garage through the security checkpoint to seat 26D on the airplane, the typical traveler sees up to 40 signs."
Finding the Way
Wayfinding systems are fundamental to airport signage. With ever-increasing security directives springing up since 9-11, many airports are seeking strategies to streamline the overwhelming amount of information presented to hurried travelers. New York and New Jersey airports are prime examples. John F. Kennedy, Newark Liberty, and LaGuardia operate separately, as do all individual terminals. Over the years, this has resulted in a vast variety of signage styles and types with inconsistent--sometimes even conflicting--information displayed in an already highly complex environment.
Bureau Mijksennaar, a Dutch wayfinding company with offices in New York City, developed one master system that could be applied to all airport terminals, roadways, and parking facilities, with the sophistication to direct passengers from all over the world within an environment of hundreds of possible destinations.
"We designed the system from the traveler's point of view," explains Paul Mijksennaar. "We are using very bright colors, like yellow and green with black, so people can easily spot the signs from a distance."
Designing by Mood
Mijksennaar's team discovered that travelers are in one of three different moods. The traveler trying to catch a plane, for example, is under time pressures. To accommodate these travelers, Mijksennaar created signs with large black letters on a yellow background to clearly indicate check-in desks, gates and baggage carousels.
Travelers waiting on connecting flights are the most relaxed and have time on their hands. For this category, Mijksennaar created signs with yellow letters on a black background to indicate airport facilities, like restrooms. Finally, when travelers arrive at their destination, they are typically less stressed, but fatigued. At this point, their goal is to get out of the airport as quickly as possible. For this category, Mijksennaar created signs with white letters on a green background to indicate ground transportation and parking areas. The system has gained wide recognition in the design community. International Design magazine praised the firm's work as "the best signage of the 21st century bar none," and the Society of Environmental Design gave the firm an Honor Award.
Plasma Screens Make a Splash
Plasma screens are also finding acceptance in wayfinding systems. Plasma screens came on the airport seen when the Transportation Security Administration began adding new security directives, now they are popping up on back walls of ticket counters and public spaces as changeable directional and informational signs.
"The trend in general is toward changeable message signs of one type or another with the hot ticket right now being plasma screens," says Thomas Long, principal and senior designer for Apple Designs, Inc., an informational system design firm headquartered in Raleigh, North Carolina. "As liquid crystal displays (LCDs) become more affordable and large enough to display copy in sizes that people can read we’ll see more of them in airport terminals."
Oakland International Airport has commissioned Long's firm to develop directional signage that includes illuminated and non-illuminated, aluminum and acrylic, fluorescent tubes and LCDs. The LCDs, he says, allow the airport to direct traffic to an international check-in area that opens and closes on a periodic basis throughout the week. Since it requires frequently changing changeable message signs and some multi-lingual messages, Long says LCDs were an ideal solution.
Airports More Hospitable
Modern airports are inviting more retailers and restaurants to entice travelers with colorful signs and graphics. Las Vegas' McCarran International Airport (MIA) is a vibrant model. The 684,000 square foot, 26-gate site represents the future of airport signage.
“Most modern airports allow retailers and food establishments to use commercial-like signage,” says Hunt, whose firm developed the wayfinding program with themed retail identity graphics for MIA. “Instead of airport language, the signs are in brand language. The brand names are featured in a very street-like way, with color, animation and logos.”
MIA's retail/concession and gaming concourse (dubbed the Airstrip) features large projecting marquees, animated wall graphics and neon signs representative of the city's theme. The Cinnabon sits amid slot machines and uses a humongous fiberglass cup with neon "steam" billowing out. These high-flying design schemes are ready for takeoff in other airport renovation projects.
Targeted Airport Advertising
JCDecaux Airport is changing the face of airport advertising with unique concepts designed to keep the message in front of the traveler by incorporating advertising into services. Baggage carts act as moving billboards that circulate throughout all areas of an airport, for example, and courtesy phone centers located in arrival area allows passengers to select and contact the accommodation or transportation company of their choice.
Jetbridge sponsporship is an up and coming trend, according to Bernard Parisot, chief executive officer of JCDecaux Airport, a New York City headquartered division of JCDecaux Out of Home Media Group. Adhered to the panels of the jetbridge to and from each airplane, jetbridge sponsorships are the first and last advertisements travelers see.
Wraps, too, are gaining popularity. Wraps are large-format advertising messages digitally printed on a unique vinyl adhesive material. When adhered to walls, windows or even floors, they give the illusion that they are part of the existing terminal structure.
"Wall wraps allow advertisers to display very striking ads in large sizes in premium locations without creating additional clutter," says Parisot. "In JFK's terminal seven we wrapped the interior of the jet bridges and it's getting attention."
Ch-ch-changes
As architects approach airport projects, sign builders are being welcomed to the team much earlier in the process to ensure that the signage blends in with the design. Even smaller sign shops can benefit from airport renovations.
"When airports are under construction or when businesses close, there are good opportunities to create and install temporary signage," says Sue White, principal of a FASTSIGNS franchise in Minneapolis. "A sign might point travelers to the new Starbucks at gate six or announce that Cinnabon is closed for remodeling at gave seven. We also cover the insides of windows with paper that contains company logos for new businesses that are 'coming soon.'"
White has capitalized on the opportunities in the Minneapolis-St. Paul International Airport, which is in the midst of a $3 billion expansion program. FASTSIGNS provides window lettering, banners, point of purchase signs, menu boards and directional signage for Host Marriott. FASTSIGNS is also producing a good number of blade signs with lit interiors that display a company's logo, non-smoking signs for glass doors and plenty of security signage throughout the airport.
Whether it's inside or outside, in the baggage claim or the jetbridge, signage is becoming a more important element of the airport experience and sign builders are becoming valuable members of the design team.
Ability Plastics Says Goodbye to Screen Printing
In a move that hints at where the sign industry is headed, Michael Nuzzo, president of Ability Plastics, Inc., recently announced the addition of a Durst digital flatbed printer for the company’s architectural sign division. The flatbed printer will replace screen-printing in making signs.
"The company has substantial expertise with digital printing and has developed a staff of very talented graphic artists," said Nuzzo. "The architectural sign and digital printing divisions have experienced substantial growth, and the addition of the flatbed printer will contribute to further growth.”
The digital printer will be used to produce full color logos and other graphics on engraveable name badges, and the company will also offer wholesale flatbed printing services to the trade. Ability Plastics has been using digital printing technology for nearly ten years, since it acquired an Indigo digital press to produce plastic cards for the advertising specialty market. However, the replacement of screen-printing tools is a signal that digital is the wave of the future.
Ability Plastics' engraving material division continues to supply materials to the engraving industry.
Nexxus Lighting to Acquire LightWild
Nexxus Lighting, Inc., a Charlotte, North Carolina-based leader in advanced lighting technology, including solid-state LED and fiber optic lighting systems and controls used in commercial, architectural, signage, swimming pool and retail lighting today announced that it has signed a non-binding letter of intent to acquire LightWild, an Overland Park, Kansas manufacturer of software-controlled solid-state LED products for the architectural lighting market. The transaction is scheduled to close on or before August 30, 2007, subject to satisfactory completion of a due diligence review, approval of Nexxus' board of directors and other customary closing conditions.
"LightWild's ability to deliver complete LED solutions from controls to fixtures has been very well received by light designers and architects and is expected to be an exciting addition to the Nexxus Lighting family," said Mike Bauer, president and CEO of Nexxus Lighting. "Our goal is to provide the team at LightWild with the support they need to accelerate their expansion into the architectural lighting market with their unique LED products and services."
The plan calls for LightWild to remain at its current location and maintain its brand identity under the Nexxus Lighting corporate umbrella. Tom Stafford will remain as president of LightWild reporting to Mr. Bauer. He will be working closely with the Nexxus Lighting executive team and board of directors on executing the company's strategic vision to connect advanced technology with light.
New Appointments
Allanson International
is pleased to announce the appointment of David DiSaia as Business Development Manager of the company’s Lighting Electrics business. DiSaia will be responsible for promoting and growing the sales of Allanson’s Lighting Electrics business in North America.
Peachtree City Foamcraft,
the largest wholesale manufacturer for EPS Foam Monument signs, is proud to announce a new addition to their sales and marketing team. Katie Fleming, has been appointed Marketing Coordinator for Peachtree City Foamcraft and will join the Peachtree Sales Team to continue their tradition of excellence in both product and service.
W.A.C. Lighting
has appointed Chris Johnston Western Regional Sales Manager. Johnston will work closely with lighting showrooms and residential sales agencies to continue the growth of W.A.C. Lighting.
Meetings and Events
JULY
July 4 - 8: The Living Sky Letterheads will be hosting "Letterheads on the Loose in Little Chicago" in Moose Jaw, Saskatchewan, Canada. One of the planned events at this meet is a tribute to the late John Jordan. For information about attending, visit www.livingskyletterheads.com.
July 19 - 21: The Mid South Sign Association (MSSA) 2007 Summer Convention, SINK OR SWIM, Navigate Dangerous Waters with MSSA, will be held at the Riverview Plaza Hotel in Mobile, Alabama. To learn more, call 901/452-6444 or view www.midsouthsign.org.
AUGUST
August 19 - 21: Delcam, developer of the ArtCAM suite of CAD/CAM software, will present its latest software updates to its customer base at a technical conference being held at the Pheasant Run Resort and Spa in St. Charles, Illinois. For additional details, call 877/335-2261, ext. 232.
Sponsored Links
M2 Lighting Solutions, LLC --
NEW epoxy-encapsulated UL recognized LED channel letter lighting system that will stay bright even in your most challenging conditions. www.M2Lighting.com
Elliott Equipment Corporation --
Elliott Equipment Corporation -- Award-winning HiReach & BoomTruck aerial-workplatforms and cranes. Elliott products increase your productivity, and give you the highest ROI available. Do more with Elliott. www.elliottequip.com
Quality Manufacturing Inc. --
A wholesale industry leader in formed faces. Specializing in LARGE 3-D plastic forming and special shape illuminated UL-approved signs. 800/243-5473. www.qualitymanufacturing.com
Screen Printing Express --
A national wholesale manufacturer, we specialize in corrugated plastic signs, sign stakes, outdoor poster signs, vinyl decals, bumper stickers, magnetic vehicle signs and license plates. www.screenprintingexpress.com
This Month's Trivia Answer:
Georges Claude first successfully demonstrated neon sign technology in France in 1910. His first patent was granted in 1915.
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For in-depth coverage of these topics and other
sign industry topics, check out
www.signshop.com
ATTENTION ADVERTISERS and SUBSCRIBERS:
Coming up in the July 2007 issue of
Sign Builder Illustrated,
feature articles on:
Digital Printing Vehicle Graphics
Dimensional HDU Sign Blanks
Gold Leaf Materias
LED Channel Letters / Sign Cabinets
Estimating / Business Management Software
Vinyl Banners
ATTENTION ADVERTISERS and SUBSCRIBERS:
Coming up in the August 2007 issue of
Sign Builder Illustrated,
feature articles on:
Vehicle Graphic Adhesives
Architectural Letters
Digital Printing Media
Dimensional CNC Routers
Inflatables Installation
LED Message Centers
Contact your ad sales representative to reserve your space today.
As we shape SBI Update into the premier
e-newsletter for the sign industry, we encourage our readers to send us feedback on what you like, what you'd like to see, and any other comments you might have. To do so, send an e-mail to Managing Editor Chris Ytuarte at cytuarte@sbpub.com.
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© 2007 Simmons-Boardman Publishing
345 Hudson St., 12th Floor • New York, NY 10014
212-620-7200
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GE Lumination Tetra PowerGrid
LED Lighting System New Tetra PowerGrid LED Lighting System from GE Lumination features a revolutionary design that replaces fluorescent systems in large-scale backlighting applications like cabinet & box sign lighting. Inter-linking Tetra PowerGrid modules install quickly and provide consistently brilliant and uniform light across the entire sign face. This energy-efficient LED solution lasts up to 50,000 hours. For more info, visit:
GE Lumination
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Steel Art Company
"Exclusively to the Sign Trade.."
Letters and Logo's Waterjet cut or Channel Style. All metals. Standard and Custom Finishing. LED's, Raster Braille in Metal, Etching.
Most solid cut ship in 8 - 10 days.
....at the start..consider the finish..STEEL ART COMPANY
www.steelartco.com
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Being an approved wholesale partner with Signs By Tomorrow, you can expand your product mix without the expense of additional machinery. We offer grand format roll-to-roll printing up to 16' wide, Scotchprint printing, and production flatbed printing at wholesale prices. To visit Web site, click on:
Signs By Tomorrow
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Sign Builder Illustrated
Goes Digital With live hyperlinks to video clips, advertiser information, and other features, SBI Digital offers the newest online technology with the familiar layout of a hardcopy issue. To view an example, click on:
SBI Digital Magazine
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Sign Builder Illustrated:
The How-To Book Vol. 1 Learn secrets to fabricating neon, illuminating with LED, sandblasting signs, applying paints, cutting and printing vinyl, and more in this 288-page, full-color reprinting of Sign Builder Illustrated's trademark How-To articles. To visit the How-to Book Web site, click on: SBI How-To Book
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Sign Builder Illustrated
Buyer's Guide 2007
Published twice per year in March and September, the Buyer's Guide lists manufacturers, distributors, and sign companies that comprise the industry in the U.S. and Canada.
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