Digital Sign Manufacturing

The sign industry is changing from a creative field to a manufacturing field,” he said, and although I’m working from memory and may not be quoting the guy exactly, that quote is the gist of a statement made by an industry executive who has top knowledge of the signmaking field. He said this at a recent ISA Sign Expo 2017 press conference, adding that signmakers need to acknowledge, gear up for and act on the ongoing changes in their profession. I believe this speaker wanted the attending press corps to carry this message forward. Consequently, the next morning, at a crowded café and with a Mexican omelet smiling up at me, I asked Chris and Kathi Morrison about this most unusual statement. They, with their own breakfasts steaming, actively reviewed the notion: signmaking creativity transforming to a light manufacturing business model.

The Morrisons know their stuff. They’ve written ST’s “Tech Review” column for more than 12 years, have owned and operated a signshop that specialized in large-format printing and have worked as creative technology and product manufacturing specialists since the current tech era began. At breakfast, we deliberated the light-manufacturing concept between breakfast bites when Chris mentioned “maker society” groups, which launched a new line of thinking. Just then, the waitress asked, “More coffee?” and we said yes.

MAKER SOCIETIES
A Google search reveals abundant “maker society” definitions, each with unique purposes and places. Thus, to solidify what we breakfasters saw as a signmaking relationship to “maker societies,” and because one is close to ST’s address, my definition stems from the Cincinnati-based Manufactory, a 17,000-sq.-ft. membership workshop that claims it is “chock full” of equipment and tools, and a perfect place to build “things.”

The Manufactory web spin says the clientele comprises artisans, engineers, inventors, prototype builders, crafters, stage and prop builders, restorers, entrepreneurs, repair technicians, DIY persons and others. Such places may also be called Hackerspaces, Makerspaces, Techshops and Fablabs. What does this have to do with signmaking? Well, first, the Manufactory sounds like the average signshop. Even better, such a makerspace could function as an alternative specialty fabrication place for small signshops. Do you own welding paraphernalia or a drill press? They do.

CREATIVITY STAYS
Chris, Kathi and I decided the difference between creative signmaking and small-scale manufacturing processes is the ability to produce (reproduce?) quantity signage, posters, banners and labels with consistent quality – i.e., mass production, even for a limited count. Your digital print machine does this. At the ISA Sign Expo, for example, HP exhibited an array of digital printers, including its HP Latex print and cut portfolio. These printers link to cutting plotters in order to production-line image and sequence cut labels, stickers, window graphics, etc., that signshops could make and sell to businesses, manufacturers and others.

Regarding cutouts, you’ve seen cutouts of Emma Stone, Harley Quinn or the classic Marilyn Monroe skirting, but forget those. Instead, think of profiting from multiple, same file, digitally printed signs and banners – or printed and cut manufacturing labels to add to a manufacturer’s product for either branding or essential-use communications. Think Henry Ford and production lines, but on a smaller scale. Think Bill Gates. He got rich by replicating his software on discs and selling each two-dollar one for several hundred dollars. And, think profits. Successive same-same prints cost less to make (no sales, design or shop set-up costs after the prototype is approved), which result in more profit if you’re using automated processes that produce numerous copies.

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The ISA Sign Expo 2017 comprised 20,000 sq. ft. of exhibit space, 600 exhibits and, not surprisingly, numerous digital print machines, from superwide models for printing building wraps to benchtop printers that image on 3D merchandise, such as smartphone covers, golf balls and aluminum water bottles. Generally, digital print machines for signmakers allow you to produce regular signshop products (vehicle wraps, signs, banners), that take you to the repeat-process manufacturing aspects of sign and image making.

See it as when, in 1928, Otto Fredrick Rohwedder invented and marketed the first bread slicer. He was on top of the world. Too soon, however, others modified his patent and everyone sold one. Next, however, someone devised the printed bread wrapper that, unlike the one-per-shop slicer, offered uncountable print and profit opportunities. See your digital printer as the billion-count wrapper printer, not the everyone-has-one slicer.

THE JOB MACHINES
For repeatable digital print work, Roland DGA offers numerous large-format, UV-cure, flatbed and print/cut devices. For example, its 64 x 98-in., VersaUV LEJ-640FT UV flatbed printer will image on media or objects up to 6 in. thick that can weigh up to 220 lbs. Think guitars, doors, skateboards. Roland’s upgraded VersaUV LEF UV flatbed printers can print directly on virtually any substrate or object up to 3.94 in. thick. Roland’s VersaUV LEC Series UV large-format inkjet printer/cutters will print, contour cut, crease, varnish and emboss to produce specialty graphics, promotional goods and fine art, as well as custom signs, packaging, labels and specialty graphics. Its TrueVIS VG-640, VG-540 series will produce decals, banners, signs and vehicle graphics. And, Roland’s VersaUV technology systems feature direct printing onto various dimensional media, which allows you to image directly onto multiple manufactured products. Think branded golf balls, thousands of them.

Mimaki USA, in addition to presenting its new equipment, consumables and technologies for signage, graphics, textiles and industrial printing applications, presented a new “Microfactory” show booth that employed mocked-up sporting goods for a simulated startup client. Mimaki presented demonstrations and tutorials that utilized existing Mimaki technologies, matched with diverse production technologies from the finishing and fabrication industry, to create a working, show-floor Microfactory that produced various sellable goods: digitally printed (branded) apparel, helmets, bicycles, kayaks, skateboards and other items. Mimaki said a signshop can become a Microfactory operation and move from concept to setup, printing, finishing and shipment-ready final production in hours instead of weeks.

Mimaki displayed its TX300P-1800B direct-to-fabric printer featuring a belt transport system for processing thin fabrics, as well as a high-gap printhead system that allows you to print on thin and thick textiles, woven patterns or raised fiber surfaces. Also on display was the 3.2-meter TX500P-3200DS direct-to-fabric printer with an inline color fixation unit featuring simultaneous printing and color fixation capabilities that enable high productivity. Also on display was Mimaki’s UJF-3042 MkII EX, an eight-color benchtop printer that will print on diverse media up to 11.8 x 16.5 x 6 in. deep. Think branded skateboard wheels, thousands of them.

EFI said its printer line includes the EFI Midmarket Print Suite and PACE software that features such production management tools as estimating, planning and management attributes. The firm’s new EFI Pro16h hybrid boasts of high speeds and low ownership costs. The EFI Vutek 3r roll-to-roll printer will image 3,715 sq. ft./hr. at 1,200 dpi and offers an option for an inline finishing system that will cut, slit and collect.

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Agfa displayed its 106-in.-wide Jeti Mira HS LED-lamped flatbed printer with speeds up to 2,486 sq. ft./hr., plus six-color and white ink with options for varnish or primer. Agfa says its highly pigmented inks are ideal for indoor/outdoor applications and its LED print technology broadens the scope to heat-sensitive substrates. Agfa’s 126-in.-wide, Jeti Ceres RTR3200 LED-lamped, roll-to-roll printer provides high print quality at high speeds (2,002 sq. ft./hr.), features unattended printing and will image on mesh and porous substrates without a liner. Its 100-in.-wide Jeti Tauro H2500 hybrid, UV-cure inkjet printer features high image quality at speeds up to 2,960 sq. ft./hr.

Gandy Digital introduced its Fascin8tor UV-cure, roll-to-roll printer that automatically adjusts the printhead height for incoming media and, interestingly, is equipped with a crash sensor that protects the printheads. It also has an app for remote, mobile operation as well as options for a media slitter and sheeter, which fit the machine into the manufacturing categories we’ve discussed here. Its UV-cure inks provide excellent adhesion to various media, plastics and polyethylene films, which are appropriate for label and custom production work.

RAPID RESPONSE
ISA, distributing an Esko-sponsored, InfoTrends-prepared whitepaper (produced by the ISA staff) wrote, “Digital printing is transforming the packaging, signage, and display supply chain by helping to cut costs, shrink cycle time, and minimize errors and defects. Using fixed images as well as variable data, digital technology offers the ability to create versions and respond rapidly to changing design, brand, security and regulatory requirements.”

The report said diverse environments involve complex workflow – input, finishing and distribution – that is not often optimized by the digital print sector. It also said various market opportunities exist and that fully digital workflow can become a strong asset to wide-format printer owners, in terms of strategy and production.

So, is the creative side dead? No, signshops are as creative and innovative as they’ve always been. But, is the manufacturing approach a new way of signmaking? As Chris, Kathi and I decided, you’ll want to add a Henry Ford viewpoint.