Signs of the Times - September 2012 - 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 / www.signweb.com

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

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Signs of the Times - September 2012

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