Signs of the Times - June 2017 - 52
DIGITAL SIGN MANUFACTURING NEW IDEAS FROM THE ISA SIGN EXPO 2017 BY DAREK JOHNSON EDITOR-AT-LARGE HE sign industry is changing from a creative field to a manufacturing field," he said, and although I'm working from memory and may not be quoting the guy exactly, that quote is the gist of a statement made by an industry executive who has top knowledge of the signmaking field. He said this at a recent ISA Sign Expo 2017 press conference, adding that signmakers need to acknowledge, gear up for and act on the ongoing changes in their profession. I believe this speaker wanted the attending press corps to carry this message forward. Consequently, the next morning, at a crowded café and with a Mexican omelet smiling up at me, I asked Chris and Kathi Morrison about this most unusual statement. They, with their own breakfasts steaming, actively reviewed the notion: signmaking creativity transforming to a light manufacturing business model. The Morrisons know their stuff. They've written ST's "Tech "T 52 SIGNS OF THE TIMES JUNE 2017 Review" column for more than 12 years, have owned and operated a signshop that specialized in large-format printing and have worked as creative technology and product manufacturing specialists since the current tech era began. At breakfast, we deliberated the light-manufacturing concept between breakfast bites when Chris mentioned "maker society" groups, which launched a new line of thinking. Just then, the waitress asked, "More coffee?" and we said yes. MAKER SOCIETIES A Google search reveals abundant "maker society" definitions, each with unique purposes and places. Thus, to solidify what we breakfasters saw as a signmaking relationship to "maker societies," and because one is close to ST's address, my definition stems from the Cincinnati-based Manufactory, a 17,000-sq.-ft. membership workshop that claims it is "chock full" of equipment and tools, and a perfect place to build "things." The Manufactory web spin says the clientele comprises
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