Signs of the Times - December 2017 - 44
FASTSIGNS Dallas/Fort Worth
we've made it all mechanical. But back then? Talk about
nerve-wracking."
One of only a dozen licensed Master Sign Hangers in
New York City, Calvano, along with his father, founder
Anthony Calvano, estimated the company is responsible
for the production or installation of around 80% of the
signage up in Times Square, including the iconic NASDAQ
MarketSite, Bank of America, Dunkin Donuts and Disney
Store signs.
They're also one of the partners behind what Guinness
World Records™ would term the world's first and largest
3D robotic billboard, a 68 x 42-ft. piece designed and built
for Coca-Cola. With nearly 1,800 independently moving
LED screens - all choreographed to Coca-Cola-produced
content - the six-story sign was designed to inspire thirsty
onlookers to crave an ice-cold Coke and create a multisensory experience for the estimated 50 million people
who pass through the busy Manhattan intersection each
year. Imagine the brand ROI.
"Times Square is one of the most visited attractions in
the world," Calvano said. "So the space that's available,
it's like ad spots for the Super Bowl. Everything's in the
millions of dollars, from the signs themselves to the ad
revenue they generate." And because of that limited, expensive inventory, brand protection is at a premium. "On
any given day, we have 20 guys stationed all over, making
44
SIGNS OF THE TIMES
DECEMBER 2017
sure everything looks good and is working perfectly,"
Calvano said. Because when one of these signs goes down,
the costs to brands can be sky high.
SCIENCE MEETS SIGNAGE
In the Dallas/Fort Worth area, Deryl Cason Jr., marketing
products and project manager at FastSigns, believes signs
and visual graphics are not only important to a business's
livelihood, they're the "silent employee" that helps promote
the brand's message. "Signs can make or break a customer's experience," Cason said. "They have the power to sway
buying decisions, from colorful outside window graphics
all the way to point-of-purchase signage."
With more than 660 locations worldwide, FastSigns has
spent decades perfecting the art of printing signs, banners
and more to meet clients' visual communications needs.
In 2015, the company added 3M™ Visual Attention Software to its design service offering.
Described as a DIY tool by 3M, the software uses proven,
scientific analysis and data to measure the visibility and
effectiveness of sign designs and placements through a
"first-glance measurement." "This technology allows a
FastSigns professional to use a desktop, tablet or smartphone to upload and analyze customer layouts, photos,
and mockups," Cason said, "and in about 30 seconds they'll
get five reports that predict which signs, or more
Table of Contents for the Digital Edition of Signs of the Times - December 2017
Signs of the Times - December 2017
Contents
From the Editor
St Update
At Large
Tech Review
Vehicles + Vinyl
Design Matters
Nuts + Bolts
An Overarching Theme
The Value of Signs
Going With the Flow
Design Software
New Products
Advertising Index
Last Look
Signs of the Times - December 2017 - Intro
Signs of the Times - December 2017 - BB1
Signs of the Times - December 2017 - BB2
Signs of the Times - December 2017 - Signs of the Times - December 2017
Signs of the Times - December 2017 - BD_L
Signs of the Times - December 2017 - BD
Signs of the Times - December 2017 - Cover2
Signs of the Times - December 2017 - 1
Signs of the Times - December 2017 - 2
Signs of the Times - December 2017 - 3
Signs of the Times - December 2017 - Contents
Signs of the Times - December 2017 - 5
Signs of the Times - December 2017 - 6
Signs of the Times - December 2017 - 7
Signs of the Times - December 2017 - 8
Signs of the Times - December 2017 - 9
Signs of the Times - December 2017 - From the Editor
Signs of the Times - December 2017 - 11
Signs of the Times - December 2017 - St Update
Signs of the Times - December 2017 - 13
Signs of the Times - December 2017 - 14
Signs of the Times - December 2017 - 15
Signs of the Times - December 2017 - 16
Signs of the Times - December 2017 - 17
Signs of the Times - December 2017 - 18
Signs of the Times - December 2017 - 19
Signs of the Times - December 2017 - At Large
Signs of the Times - December 2017 - 21
Signs of the Times - December 2017 - 22
Signs of the Times - December 2017 - 23
Signs of the Times - December 2017 - Tech Review
Signs of the Times - December 2017 - 25
Signs of the Times - December 2017 - Vehicles + Vinyl
Signs of the Times - December 2017 - 27
Signs of the Times - December 2017 - 28
Signs of the Times - December 2017 - 29
Signs of the Times - December 2017 - Design Matters
Signs of the Times - December 2017 - 31
Signs of the Times - December 2017 - Nuts + Bolts
Signs of the Times - December 2017 - 33
Signs of the Times - December 2017 - 34
Signs of the Times - December 2017 - 35
Signs of the Times - December 2017 - 36
Signs of the Times - December 2017 - 37
Signs of the Times - December 2017 - An Overarching Theme
Signs of the Times - December 2017 - 39
Signs of the Times - December 2017 - 40
Signs of the Times - December 2017 - 41
Signs of the Times - December 2017 - The Value of Signs
Signs of the Times - December 2017 - 43
Signs of the Times - December 2017 - 44
Signs of the Times - December 2017 - 45
Signs of the Times - December 2017 - Going With the Flow
Signs of the Times - December 2017 - 47
Signs of the Times - December 2017 - Design Software
Signs of the Times - December 2017 - 49
Signs of the Times - December 2017 - 50
Signs of the Times - December 2017 - 51
Signs of the Times - December 2017 - New Products
Signs of the Times - December 2017 - 53
Signs of the Times - December 2017 - 54
Signs of the Times - December 2017 - 55
Signs of the Times - December 2017 - 56
Signs of the Times - December 2017 - 57
Signs of the Times - December 2017 - 58
Signs of the Times - December 2017 - 59
Signs of the Times - December 2017 - 60
Signs of the Times - December 2017 - 61
Signs of the Times - December 2017 - 62
Signs of the Times - December 2017 - 63
Signs of the Times - December 2017 - 64
Signs of the Times - December 2017 - 65
Signs of the Times - December 2017 - 66
Signs of the Times - December 2017 - 67
Signs of the Times - December 2017 - 68
Signs of the Times - December 2017 - 69
Signs of the Times - December 2017 - 70
Signs of the Times - December 2017 - 71
Signs of the Times - December 2017 - 72
Signs of the Times - December 2017 - 73
Signs of the Times - December 2017 - 74
Signs of the Times - December 2017 - 75
Signs of the Times - December 2017 - 76
Signs of the Times - December 2017 - 77
Signs of the Times - December 2017 - 78
Signs of the Times - December 2017 - Advertising Index
Signs of the Times - December 2017 - Last Look
Signs of the Times - December 2017 - Cover3
Signs of the Times - December 2017 - Cover4
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