When you’re looking to capture instant attention, nothing does the trick quite like grand-format applications. The larger-than-life prints are unlike any other signage because of their massive size, but, of course, with such large prints, there are many considerations before the project begins. While grand-format applications may not be for every shop because of the enormity of the job, they do allow for an unprecedented creativity for the prepared shop.

 

These graphics were installed in three panels, which were stretched across a truss, making the substrates appear as one piece. This project was printed for Burr Ridge, Ill.,-based Production Plus on a HP Scitex XL 1500 onto Value Vinyls banner material. Photos courtesy of Signs By Tomorrow.

GRAPHICS FIT FOR AN OLYMPIAN

The Bloomingdale, Ill.-based Signs By Tomorrow, which was established in 1991 as a family-owned business, has grown into the largest U.S. franchise in the company, says Gary Schellerer, vice president of operations. While Signs By Tomorrow first started producing small graphics, it eventually added more capabilities as the years went on and can now handle wholesale projects as well as grand-format applications. 

 

“As technology matured and the resolution and the quality of these printers became higher, it sparked our interest because we had a lot of clients that were looking for more production runs,” Schellerer says.

 

Along with the improved printing technology, the inks are holding up well to the outdoor elements, Schellerer adds. Five- to six-year durability is common for solvent outdoor inks, and the substrates are becoming more affordable than ever. 

 

“We are finding that banner material is becoming more consolidated, and as the price per square foot is dramatically dropping, we probably have much higher profits on direct to print,” Schellerer explains.

 

In 2010, Signs By Tomorrow was selected to produce grand-format graphics for the Olympics in Vancouver, Canada. The graphics, featuring various logos and abstract patterns in the Olympics-branded colors, were made of a mesh vinyl and adhered to a metal stage, where the athletes accepted their medals. Though the graphics were installed in multiple panels, Schellerer says, they were stretched across a truss, which made the substrates appear as one piece. 

 

This job was particularly challenging because of the print’s final location in Canada, Schellerer says. With such a tight deadline and far-off locale, there was no room for error. 

“In a lot of cases, you’re not going to recognize if there’s a problem until the print is at the installation site, but with the time frame we had, it almost would have been too late at that point,” Schellerer says. “If there were any sizing or color errors, it would have been difficult to fix. Fortunately, we pulled it out really well. Everything was on time and worked out perfectly.”

 

As Signs by Tomorrow keeps evolving, Schellerer expects to continue investing in digital printing equipment as its grand-format printing business grows. 

 

“We’re still going to expand with more digital printers and hopefully increase our production and maybe extend the hours of operation we’re printing,” Schellerer says. “Maybe if we’re only working two shifts, we can expand that to three as our customers demand it.”

 

Grand-format printing is one of the most cost-effective methods of advertising because it is inexpensive to produce and receives many impressions. Photo courtesy of Inkjet International.

A SUPER GRAPHIC

Inkjet International, a digital printing shop in Dallas, has produced grand-format applications since it entered the printing market 16 years ago. In the beginning, Inkjet International focused on printing billboards but has grown to include other grand-format applications as well as smaller-scale projects. 

 

Because of this billboard experience, Inkjet International was more easily able to break into the grand-format market, says Jittu Sarna, president and owner. Typically, grand-format applications are produced for one-time events, which means there is no room for mistakes, and the deadlines must be met. With such stringent production standards, Sarna says, grand-format clients tend to be particular about their selected print shop, but Inkjet International’s history has helped the company land major projects. 

 

In fact, Inkjet International, along with several other printing companies nationwide, recently took on several applications for the 2011 Super Bowl, which was hosted in Dallas. Sarna and his team were tasked with constructing a 32' x 92' three-section print that was adhered to the outside of a parking garage in the Dallas Love Field Airport to promote the Super Bowl. 

 

“These types of events don’t repeat themselves,” Sarna says. “There’s no chance to fail. It has to be right the first time. The technology for digital grand-format printing has been around for 17 or 18 years, and we’ve been in business for 16 years, so we’ve been in the industry since the beginning.”

 

Sarna finds grand-format outdoor applications, such as the Super Bowl graphics, are the most cost-effective advertising means. Because of the sheer size of the print, it commands attention and receives a high impression count. When compared to how inexpensive it is to produce the prints, grand-format applications may actually be a realistic option for clients on a budget. 

 

“Grand-format outdoor digital prints get you the biggest bang for your buck,” Sarna says. “People are outside and driving by the grand-format print all day. You think about how much the client spent and how many people are exposed—it works out to be the cheapest type of advertising, cheaper than television ads.”

 

Of course, with the Super Bowl graphic outside of the Love Field Airport, it was constantly exposed to a high number of impressions from the steady stream of flights that arrived each day. 

 

As grand-format applications head into the future, Sarna doesn’t necessarily see it growing, but he doesn’t see it going away, either. 

 

“It’s very competitive and I expect to see grand-format printing to be here for many years to come,” Sarna says.

 

Before beginning a grand-format project, be sure to thoroughly research all permitting requirements. This project for the 2011 MLB All-Star Game was done on an HP Scitex. Photo courtesy of bluemedia.

GRAPHICS FOR THE ALL-STARS

Though bluemedia, a design and printing shop in Tempe, Ariz., focuses on larger-scale print jobs, it started out specializing in small Coroplast signage for the golf tournament industry. But as bluemedia gained more experience, larger projects began arriving in the queue, and those large- and grand-format applications eventually took over the majority of bluemedia’s business, says Eric Rustin, director of sales and marketing.

 

Now, with so much experience in the grand-format market, bluemedia has handled all of the issues associated with these applications, including permitting. To be sure all elements of a grand-format print comply with the local ordinances, bluemedia finds it’s worth the time to call the applicable city offices to find out the exact restrictions, Rustin says. In fact, you may even want to ask about restrictions that go beyond the plan’s initial scope because the vision can change as the project moves along. 

 

Often, grand-format applications run into many objections, which can be one of the biggest challenges, because the graphics are viewed as “visual clutter,” Rustin says, but by designing a sign that is appealing and correctly installed, you can more easily win over the community.  

 

“If you see something up there that’s attractive, it almost creates a sense of art,” Rustin says. “But when you see a banner that’s ripping off, and the corner isn’t attached, then people will view it as visual clutter. We try to make sure everything we do has that appeal. Obviously, the clients appreciate it, but the general public does as well.”

 

Recently, bluemedia experienced the benefits of creating that attractive design, when it produced a 35 ½' x 70' banner, which was attached to the outside of the Arizona Diamondback’s Chase Stadium to promote the 2011 All-Star Game that will be played in Phoenix. Chase Stadium is located in downtown Phoenix, where a large amount of traffic passes by each day. Bluemedia wanted a large sign that would take advantage of all the potential impressions and gather plenty of attention, but there wasn’t a need for busy graphics. Instead, the design included the name, date and logos, which were backed with Southwestern colors to capture that Arizona feel. 

 

“Because of the sheer size of it, the design doesn’t need to be crazy,” Rustin says. “One of the great uses of grand-format printing is, by the size, you can convey the message without having to go into detail. You don’t even need to have a lot of supporting banners, though they can be nice.”

 

Grand-format applications especially have a place in the future, Rustin says, because they are in an industry that is far from stagnant. With grand-format applications, clients are always looking to push the limits, and the capability is there.

 

“To be successful, you have to remain fluid in your technology and your thinking,” Rustin says. “We really are in the phase of ‘if you can think it, you can do it.’ Just a few years ago, you were really limited in your outdoor executions, and now there’s such an explosion in all advertising and marketing that things we never thought were possible are now mainstream.”