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

Show Yourselves Exhibit graphics convey placemaking possibilities. By Steve Aust During my sign has years working for ST, my definition of whatin 12-plus constitutes a broadened comparably to the tomato plants my garden, which have grown from four frail seedlings to leafy, fruitladen vines that would cover my entire bathroom. Before I came to work here, I wouldn’t have given many signs besides cabinet signs or entry monuments a second thought. Now, when I drive through bustling commercial districts, signage (if not regulated to the hilt by city planners) transforms streets into visual cabarets. Building wraps, vehicle graphics, architectural graphics, message centers and POP (among others), individually or collectively, create effective advertising messages when they’re permitted the size and scope to convey successful branding. Naturally, technology has served as a catalyst in the sign industry’s evolution. As material constructions become more flexible and/or durable, and ink formulations provide more vivid colors and longer lifespan – and, above all, as technology becomes less expensive and more accessible for a broad swath of shops – signage possibilities have grown exponentially. Exhibit graphics serve as an apt microcosm for the sign industry. In the past, they were perceived as dull, matter-of-fact identifiers for a museum or institutional display, or for commonplace tradeshow graphics. But now, the very concept of exhibit graphics has been redefined. Yes, they still identify tradeshow or conference booths, but the proverbial envelope has been pushed thanks to material advances, and these heightened capabilities have inspired designers and service providers to redefine placemaking possibilities and create impressive display graphics. Further, the concept of an exhibit has broadened, as organizations and public-space managers seek to boost their brand or increase specialevent traffic through temporary displays or by redefining permanent spaces that underscore the client or site’s legacy. Through innovative design and execution, the following case studies celebrate exhibit-graphic possibilities. ■ 62 SIGNS OF THE TIMES / SEPTEMBER 2012 / Climbing K2 In 1962, brothers Bill and Don Kirschner developed fiberglass skis in their workshop on Vashon Island, WA. Their product was a lightweight alternative to wood and metal skis, and their invention became so popular the company needed corporate investors to provide capital to manage their company’s growth. The company has been transformed through numerous ownership groups, but it’s enjoyed steady growth and has since expanded its repertoire to snowboards, inline skates and bicycles. K2 executives wanted to make a splash while celebrating its roots at Snowsports Industries America’s (SIA) Snow Show, the largest tradeshow that targets suppliers of personal, winter-sports equipment. The January show at Denver’s Colorado Convention Center attracted approximately 5,000 equipment buyers. The K2 brand has grown in tandem with Seattle-based Commercial Displayers, which has always provided K2’s exhibit-booth and in-store graphics. Commercial Displayers also produces digital

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

Signs of the Times - September 2012
ST Update
Possible Future for Digital Printing
Technology Update
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review
Technology Review
Design Matters
New Products
Show Yourself
Enter STs 2013 Intl. Sign Contest!
Looking Ahead
Pop Art
Neon: Green Again
Channel-letter Update
Industry News
Advertising Index
Editorially Speaking

Signs of the Times - September 2012