Signs of the Times - January 2014 - (Page 16)

V in y l A pp s By Steve Aust The Bright Stuff GP Color develops a unique printing process. E veryone who follows consumerproduct trends - or, for that matter, anyone who looks closely at the shelves at grocery or convenience stores - knows energy drinks have become as pervasive as cupcake stores and food trucks. Literally dozens of brands fill beverage-aisle shelves, with numerous health and mental-acuity claims. According to a February report published by, energy drink, shots and mixes tallied $12.2 billion in U.S. sales in 2012. The report also projects the market will grow to $21.5 billion by 2017. Currently, a handful of brands dominates the energy-drink market (energy drinks accounted for approximately $8 billion of 2012 sales in the energy-supplement market). According to a marketshare report published on, Red Bull commanded 43% of sales, closely followed by Monster, at 39% marketshare. Rockstar ranked third with 10%. When more than 90% of a product's marketshare is occupied by three companies, upstarts entering the fray face an uphill battle. Neuro Drinks, an energy-drink company founded by Diana Jenkins in 2007, seeks to compete in that market by offering drinks tailored to specific functions - mental alertness, stamina, weight loss, etc. Rather than simply mixing caffeine with flavorings and additives (and überslick marketing), Neuro's formulations include vitamin and mineral combinations designed to help the user meet a specific nutritional or physical need. How does an up-and-coming company counter its market's titans? Lacking the energy-drink market leaders' resources for seem- Steve Aust is ST's Senior Associate Editor. A member of its editorial staff since 2000, his work emphasizes vinyl graphics, architectural and environmental graphics, and 3-D signage. ingly endless commercials and corporate sponsorships, marketing teams for smaller entities must sagely understand the value of signage for its promotional arsenal. GP Color, a North Hollywood, CA-based digital-service provider, may have developed an effective weapon to help David battle Goliath. Founded in 1968 as a photo lab, GP Color transformed into a large- and grand-format print provider when the company's ownership changed in 2001. Four years ago, a car manufacturer ordered a fluorescent-illumination billboard to promote its new orange color. The idea for Electric Paint, the company's luminescent printing process, was born. Victor Sevilla, GP Color's marketing director, said it entailed a learning curve: "The first prints we attempted were oversaturated with GP Color (North Hollywood, CA) produced these luminescent graphics using the company's proprietary Electric Paint technology. The process used fluorescent-UV backlighting that's activated with blacklighting. The images feature graphics provided by Neuro Drinks, for whom the company has produced graphics for six years. Altman Lighting provided the job's lighting products. Photo by James Martorano. 16 SIGNS OF THE TIMES January 2014

Table of Contents for the Digital Edition of Signs of the Times - January 2014

Signs of the Times - January 2014
ST Update
Technology Update
Large-Format Design Strategies
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review - Agfa’s Jeti Titan X
Technology Review - Polytype’s NQ32 UV hybrid printer
Design Matters
New Products
Industry News
GableSigns’ Casino Signs
Dynamic Digital Signage Made Simple
Building Street Cred
Modern Sign Engineering
Advertising index
Editorially speaking

Signs of the Times - January 2014