Signs of the Times - August 2012 - (Page 52)

Designing Casino and Gaming Signs Projects that swing for the outfield fence By Darek Johnson Casino and gaming signs are party signs for grownups. They’re also signs that require leading-edge design and fabrication processes, which says any shop that designs and builds such signage must also reside (philosophically) at the design/ technology forefront. Fortunately, you don’t need to live in Las Vegas or Monaco to gain from such business, because, if your shop enjoys and pursues such work, similar design requests may come from unique businesses – game retailers, innovative restaurants or highfashion mall shops, for example. On these few pages, we’ve presented several case studies, and an interview with YESCO’s creative director Mark Oatis, and LED dimming tips from ST columnist Marcus Thielen. One note: even though casino owners love neon, contemporary casino/gaming signs often feature LEDs. YESCO’s Casino-Design Studio We asked YESCO’s creative director, Mark Oatis, about designing casino and gaming signs. He said, “I work in a department with 17 world-class designers, and most of our projects are collaborative” and responded, then, for YESCO’s full, casino-design department. What’s the most interesting part of a casino/gaming design job? We work in an energetic gaming and hospitality environment, so most of our projects swing for the outfield fence, which makes our collaboration with clients, sales executives and designers especially rewarding. The mandate: “Make ours cooler than everybody else’s” is our frequent charge. Of course, the challenges of budget, fabrication and delivery are always present – but, at the concept phase, we push the limits. Also, because the industry is in constant flux, we often work on major re-branding projects for long-established clients – all in the name of keeping things fresh, current and relevant. ‘ The most difficult part? “Gaming psychology” is a term we frequently use. It relates to learning how our clients build and maintain customer loyalty. The difficulty is it’s often a moving target and requires an understanding of demographics, industry trends, architecture, interior design, traffic engineering – and the client’s operational and aesthetic culture. An old design saw – the solution is always found in the problem – relates, but isn’t always true. Also, here, is the skill of getting our own preferences out of the way and discovering the essence of the assignment. 52 SIGNS OF THE TIMES / AUGUST 2012 / www.signweb.com http://www.signweb.com

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

Signs of the Times - August 2012
ST Update
Technology Update
Vinyl Apps
Strictly Electric
LED Update
Software Update
Technology Review
Technology Review
New Products
The Value of Signs
Casino and Gaming Signage
A Commercial-Sign Company Snapshot
Business is Blowing Up
Built to Last
Industry News
Advertising Index
Editorially Speaking

Signs of the Times - August 2012