Figure 2

The Design Process

The client for this project was interested in looking at a variety of typestyle configurations to attain the most readable sign design. The restaurant had a long name, Woodshed Smoke House. That’s a lot of letters to fit into the 100 square feet (per sign, per elevation) the city allowed for the sign. The logo was comprised of a uniquely creative typeset that incorporated an arch in the design (Figure 2). 

 

This feature, though a prominent element of their mark, was not conducive to maximizing the sign’s readability. This can be a challenge for a sign designer because a logo that looks great on a menu or business card may not be readable when used for outdoor advertising. As a designer, I try to maintain as much of the original design intent of the logo as possible. Maintaining the font style is important—but not to the detriment of the effectiveness of the sign. The idea of incorporating the rest of the name in the sign was explored, and it became obvious very quickly that this only cluttered the design (Figure 3). 

 

Figure 3

In this exercise, with the expert guidance of Turner Signs’ senior sales associate David Pearson, the customer was able to come to the conclusion that less would say more. It’s a rewarding feeling to watch the customer come around to the layout idea that really works best for the application. Chopping up a new businesses logo is never pretty and sometimes the redesign process can get ugly if not handled properly. Hair pulling and screaming at the top of your lungs on the way back to the office is not always part of the process, but is usually time well spent for the sake of the customer’s satisfaction. Fortunately this customer was easy to work with and quickly understood what was needed for his sign to be effective.

 

Figure 4

Final Design Approval

I provided David a day view and night view of the final design, along with an estimation/fabrication illustration for the customer’s final approval. I chose to minimize the open-face channel letter illustration detail by simply showing a single letter example with call outs (Figure 4). 

 

As a designer you are entrusted with the responsibility of balancing the minimum required level of detail while maintaining adherence to your company’s presentation standards. We’ve all been on the receiving end of the lecture “Time Equals Money.” In the case of preparing signoff drawings for a client that is already committed to the job, provide what’s necessary, make it look good but keep your time to a minimum. For this job, the client approved the files and the project went into production without a hitch.

 

Figure 5

Fabrication and Installation

The signs height of four feet above the roofline, along with very little negative space left by the font created an increased wind load challenge. I specified a 2" angle for the support frame and left the attachment method and details to the Turner Signs install team (Figure 5). 

 

Turner Signs’ owner Greg Turner ordered a detailed field survey to calculate the exact angle of the roof deck; a critical dimension that definitely adhered to the old adage “Measure twice, cut once.” An incorrect angle measurement on a project of this magnitude can be catastrophic to a successful installation. He determined that the best method to assure the strongest wind load resistance would be to prefab the frame, attach the letters and install it on the roof as one unit. This also minimized the risk of injury to his installers by eliminating the need to hang off the roof during installation. 

 

The roof supports and decking were substantial enough to provide a solid, anchored surface for attaching the sign. Using 2" angle iron for the frame, technicians attached the open face, skeleton neon channel letters to the frame, wired them and brought everything behind the letters to individual transformer boxes. 

 

Figure 6                                                                     Figure 7

Note the organized and well planned electrical installment designed by Greg (Figures 6 & 7). 

 

Years of experience has shown him that the extra time and effort it takes to handle the electrical side correctly results in easier, safer service calls and a more satisfied customer down the road. Another consideration is what other service professionals will see when they are on the roof servicing things like air conditioning units and satellite receivers. Word travels fast, and all it takes is one disparaging comment by his trusted HVAC buddy about your sloppy electrical hookups and your customer has just lost faith in your work. Not to mention the HVAC guy’s comments to his boss when the subject of a new sign comes up in a meeting. This could mean the possible loss of another sign opportunity. 

 

 

Greg is one of my clients who has consistently risen above and beyond the norm in the quality of his fabrication and installations. And of course let’s not forget Greg’s foresight, wisdom and impeccable taste in using an incredibly talented, creative and humorous designer who happens to write articles, too.