Categories: Electric Signs

A New Season for Signs

The Signs of the Times staff recently toured Dualite Sales & Service Inc.’s Williamsburg, OH location. We took particular interest in a 13 x 40-ft. Coca-Cola logo sign they’re producing for the Cincinnati Reds’ new billboard spectacular this baseball season. The huge, flexible-face, channel-letter sign, under construction in Dualite’s 500,000-sq.-ft. shop, was truly a wonder to behold. We can’t wait to see it proudly adorn Great American ballpark. Also, Dualite's friendly, professional staff showed how to work in unison to craft a complex, large-scale sign. Signs are art, and their construction is an art form.

(Jeff Russ is ST's senior art director.)

Jeff Russ

Jeff Russ is a content studio manager for SmartWork Media and was the senior art director of Signs of the Times from 1996-2021. A graphic designer and illustrator with an interest in sign design and sign history, Jeff documents important, interesting and notable design trends in the sign industry as a contributor to Signs of the Times. He has written dozens of features for Signs, and his column, Design Matters, was published for more than a decade.