Signs of the Times - August 2017 - 18
is ST's Editor-at-Large.
Email him at darek.johnson
E all say it - Wow! - but
you've surely noticed
that your wows are less
frequent since you've
achieved grownup ranking and a
more jaundiced view of the world.
Like, as a kid, you may have delivered
copious "Wows!" on Disneyland
Resort's Main Street, but as an adult
such "wows" tend to flag. Grownups
are more aware of the smoke and
mirrors; they also wrestle with high
admission fees and five-dollar Pepsi's.
It's the same with other goings-on.
Say, as a teen, watching a AA Fueler
break six seconds might rank a topdrawer "Wow!", but as we season,
our wows require more extraordinariness. The first time to drag a
Ninja foot peg on California's Pacific
Coast Highway, for example; or piloting of a '54 Vette (anywhere), or, sure,
PHOTOS BY LI CUEVAS
When was the last time you really meant it?
SIGNS OF THE TIMES
observing Penelope Cruz playing
María in Woody Allen's Vicky Cristina
Barcelona movie. Still, have you
noticed that your wows have lost
emphasis? That instead of the volu-
minous roar - "Wow!" - yours have
lately become more of a woof than a
bark? Is it because everything spectacular has become ordinary - or that
much, but not all, of what the world
lauds as spectacular really isn't?
Nonetheless, last week, I said it,
wow, with enthusiasm. Like, "Wow!"
It's because I walked into the Manufactory, a "makerspace" located in
northern Cincinnati. If you read my
June ISA Sign Expo 2017 review
(see ST, June 2017, page 52), where I
quoted an industry manufacturing
executive who said, "The sign industry
is changing from a creative field to
a manufacturing field" (and that
signmakers need to acknowledge
and act on the ongoing changes in
their profession and gear up for those
changes), you have the subplot. Thusly
informed, I asked ST columnists
Chris and Kathi Morrison about the
executive's statement. We deliberated