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LEDs + Lighting

Light on the Subject

The Sign Factory’s Robert File recounts a neon vs. LED rebranding decision



On a recent sales visit to a long-time, valued client, Sign Factory owner Jim Risher and project manager Paul Genge presented a few new ideas.

Samples of their sign program’s 18-in.-tall channel letters with 5-in.-deep returns were set up in the client’s office. As soon as the group convened, the client said it was moot, although they appreciated our efforts. Two days prior, the company’s senior management had selected an image makeover that incorporated a new logo and colors. Jim and Paul might have been inconvenienced by presenting these samples for naught; fortunately, as the client’s sign vendor, they could address these challenges in person.

Seeing green

Gone was the decades-old, red logo. Red had worked, and red had sold for all those years, but red was everywhere. The client’s neighbors in the mall



Introducing the Sign Industry Podcast

The Sign Industry Podcast is a platform for every sign person out there — from the old-timers who bent neon and hand-lettered boats to those venturing into new technologies — we want to get their stories out for everyone to hear. Come join us and listen to stories, learn tricks or techniques, and get insights of what’s to come. We are the world’s second oldest profession. The folks who started the world’s oldest profession needed a sign.

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