Ahead in the Clouds

New environmental-graphic forums seemingly emerge daily. From large-format, inkjet prints to electronic messageboards, graphic communications reach into increasingly surprising spaces. However, a Lexington, AL-based company has developed a method that takes environmental graphics far above terra firma.

SnowMasters, which has produced snow and foam-making machines and other special effects for 15 years, recently unveiled Flogo – a contraction of “floating logo” – which sends synthetic, stencil-shaped logo “clouds” skyward.

SnowMaster co-founder Fran Guerra began experimenting with Flogos approximately seven years ago. He decided to mix the bubblemaking formula used in its foam machines and send it through an extruder to see what types of shapes he could develop. After numerous trial batches, he and his partner, Brian Glover, discovered that a lower concentration of fluid mixed with water and helium would yield a drier, firmer cloud. Guerra also modified the extruder to enhance productivity.

The puffy creations waft towards the wild blue yonder for approximately 30 to 40 minutes before the nontoxic material dissipates. According to Guerra, a single Flogo can travel up to 30 miles and linger at up to 20,000 ft., and the machinery can produce a fresh cloud every 15 seconds.

Also, Guerra said Flogos will simply bounce off buildings, lightpoles and other structures until it dissolves. Currently, the system produces 4-ft.-diameter clouds, and the company is developing an extruder that will yield 6-ft.-wide Flogos.

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The Walt Disney Corp., which frequently purchased other SnowMaster products for its theme parks and shows, became the first Flogo customer – predictably, its first floating image comprised mouse ears that floated over Orlando’s Disney World. Nike has expressed an interest in using the Flogo system to create clouds shaped in its trademark swoosh, and several colleges and universities have also inquired about contracting the Flogo system to create their logos at sporting events and other public functions.

“I think the market is eager for a different type of media,” Guerra said. “Companies are hungry for new ways to brand themselves, and I think we’re offering a unique, effective opportunity.”

Currently, the company has signed agreements with distributors in Australia, Germany, Mexico and Singapore, and Guerra aspires to have franchise operations in every industrialized nation within the next three years.