Signs of the Times - June 2016 - (Page 66)
SECOND
GENERATION
A new wave of digital signage shows
its face in Times Square.
By Louis M. Brill
E
very major form of sign illumination has had its day in Times
Square: incandescent lighting, neon
and backlit plastic screens. In 1996,
Morgan Stanley's installation of a
three-tiered message center, built
by Daktronics (Brookings, SD),
created a new signature look for
digital signage in Times Square by
introducing LED-lit signage and
video displays.
Every year since, additional LED
signs have debuted throughout
Times Square. Now every major
sightline along Broadway and 7th
Ave., as they intersect the square,
is covered with LED message
centers or video displays. Many
66 SIGNS OF THE TIMES June 2016
Photo by Scott Lewis
One of the largest billboards in the US, this display fills the block-long façade of
the Marriott Marquis. Ninety percent of the billboard promotes Disney Broadway shows, and the bottom right-hand corner touts T-Mobile, which operates a
retail store directly below the sign.
of these digital displays are now
more than 10 years old. They have
suffered the ravages of time, weather
and obsolescence - and all but
demand makeovers.
A few of these are now legacy
signs whose displays are recognized worldwide, and while some
have been removed to make way
for new digital displays, such as
the Kodak and Bank of America
signs, others have been upgraded
with new digital-sign technology
or remade as clones of their original
signfaces (examples include ABC's
SuperSign and NASDAQ's cylindrical sign face). Other legacy signs,
such as Coca-Cola's LED board,
have incorporated a design makeover, and still more have made
their debut in Times Square, commanding attention from locals and
visitors alike.
Morgan Stanley's digital voice
The Morgan Stanley world headquarters' digital signage first appeared in 1996. This sign project was
Table of Contents for the Digital Edition of Signs of the Times - June 2016
Signs of the Times - June 2016
Columns & Departments
ST Update
Technology Update
Tips for Effectively Marketing Your Signs to Millenials
Vinyl Apps
Strictly Electric
LED Update
Software Update
Technology Review - The Summa F Series F2630 Flatbed Cutter/Router
Technology Review - The Durst Rhotex 180 TR
Shop Opps
Sign Museum News
New Products
Second Generation
Undertaking Monumental Tasks
The Light of Our Lives
Cool Digital Printers
Enter ST’s Vehicle Graphics Contest
Advertising Index
Editorially Speaking
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