Signs of the Times - July 2012 - (Page 62)

Extreme Installs Going beyond what is reasonable, moderate or normal By Darek Johnson Photo by Matt Robinson, courtesy of Atlas Sign Industries Normally, we use the word “extreme” to characterize high-rise installations, but any installer, especially one that reside in Wyoming (where they measure wind speed with logging chains), can recount extreme installations that never left the ground. Here, we’ve covered two high-rise installations – the Detroit GM and Raleigh, NC Wells Fargo buildings – both of which are indeed extreme, but we’re also presenting “Lower Extremities,” a sidebar in which “Boo,” owner of Boo Doo Signs, tells of the Great Flood. YESCO’s Detroit GM Signs The PR release said, “The Renaissance Center is Detroit’s most recognizable architecture, and General Motors’ decision to place three, 25 x 25-ft. LED displays at the crest of the 750-ft.-high Marriott Hotel tower transpired via an extreme, disciplined and successful install effort to become an outstanding, high-rise sign system.” The GM sign is 750 ft. high – 73 stories – but seasoned installers’ see high-rise work like pilots see an airplane flight – once the wheels are up, the numbers don’t matter. YESCO (Las Vegas) built and installed GM’s LED-lamped (20mm pixel pitch) moving-message displays that present the GM logo and, by selection, other marketing messages (GM can program other content, to champion community events). The Jack Morton Worldwide ad agency (Detroit, Los Angeles) and Gensler Design (Detroit, Los Angeles) helped envision the sign system. The specs required the changeable signs to be computer linked and “perform vibrantly” during daylight hours. YESCO’s software engineers developed hardware and control systems that linked the five buildings and synchronized all the LED sign systems. The components include a rooftop-mounted light sensor that amends the LED sign output in accord with ambient light conditions. YESCO also built, installed and linked various LED-lamped, monument-sign faces and architectural, stairwell and keyway-lighting systems. Initial surveys recognized that all structures and components must fit into the tower’s passenger elevators. These lifts, however, only rise to the 71st floor; thus, the crew was required to hand carry everything to the roof, another two stories up. A local rigging company provided and installed staging and safety tackle. Time constraints added to truck load/unload place restrictions, and the crew could work only during hours the Coach Insignia restaurant wasn’t open (5:00 to 10:00 p.m. Monday/Thursday, and until 11:00 p.m. Friday and Saturday). Coach Insignia, located on the 71st and 72nd floors, advertises itself 62 SIGNS OF THE TIMES / JULY 2012 /

Table of Contents for the Digital Edition of Signs of the Times - July 2012

Signs of the Times - June 2012
ST Update
Technology Update
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review
Technology Review
Vehicle Graphics Contest Extension
New Products
The American Sign Museum Opens!
An Electric-Sign Company Snapshot
By Print or by Paint
Extreme Installs
Lessons for the Boss
The Value of Signs
Advertising Index
Editorially Speaking

Signs of the Times - July 2012