Overheard on the hotel shuttle to this year’s ISA Show in Orlando, FL: “Hey, what’s the difference between a designer and a production artist?” Followed by “About $20,000 a year! Har har har.”
I instantly understood why this sales rep (who shall remain nameless) was wearing an ill-fitting suit and shabby shoes: He has no idea what he’s selling. And neither did the guys around him, who laughed at the joke. They clearly had little respect for the role design plays in the sign industry (or that there might be a designer on the bus). To them, signs are a commodity to be bought or sold by the pound. Luckily, this mindset was the exception. Many exhibitors at the Expo displayed gorgeous graphics that inspired me to take photos – and talk to designers.
There was no better example of this than the projects on display at MultiCam’s booth. Their 2016 “Sign Invitational” brought together a veritable sign-industry hall of fame. Take one look at the participant list and you’ll see what I mean.
The intricate logo for the Invitational, appropriate to the skill-level of its participants, was created by designer Jason Nale (originaledesigns.com).The website promoting MultiCam’s event (www.thesigninvitational.com) states that its primary mission is to “foster involvement and creativity in the sign industry.”
Talent and creativity were on display. Every entry was a reflection of its creator’s unique vision and vast abilities. I would narrow it down to one common trait: pride. I was able to meet two artists that I hold in particular esteem – Timber Signs’ Manfred Didier and House of Signs‘ Periandros Damoulis – and talk to them about their entries. Both of these guys would be on my sign-design version of Mt. Rushmore.
Just like the sound of Miles Davis’ trumpet, I could pick their designs out of a crowd. The typographic sensibility and craftmanship evident in their creations is just on another level. Again, pride. Davis famously said, “Sometimes you have to play a long time to be able to play like yourself.” It’s obvious that these projects represent the result of many thousands of hours of dedication.
Eventually, I walked the rest of the show, and had various conversations with sign designers from every discipline in the industry. The topic never centered on highly advanced tools and equipment. Software upgrades or state-of-the-art workstations were never mentioned. What was mentioned (often) was the spirit of perfection that guides the process.
I heard repeatedly about the satisfaction of a job well done. Many of the designers I spoke with were so clearly happy doing what they do. The budget hassles, time constraints and endless manufacturing compromises seemed to be quickly forgotten, but the excitement of sending their creations out into the world is a feeling they all enjoy. This year’s Sign Expo reminded me that even as sign designers work extremely hard, they like what they do, they like each other and they love (and value) the end result.
2016 Sign Invitational Participants List
Doug Haffner
Haffner’s Fantastic Creations
www.haffnersigns.com
Dan Sawatzky
Imagination Corporation
www.imaginationcorporation.com
Jeff Hartman
Artistic Automation
Nick Hansen
Hansen Signs
www.hansensigns.com
Stephen Hoey
KDF
www.kdf-comp.com
James Dawson
Synergy Sign & Graphics
www.synergysign.com
Jeremy VanderKratts
Signs By Van
www.signsbyvan.com
Peter Sawatzky
Imagination Corp.
www.imaginationcorporation.com
Tony Rose
Xpressive GraphiX
www.xpressivegraphix.com
Peter Poanessa
Keene Signworx
www.signworx.com
Roger Cox
House of Signs Co.
www.houseofsignsco.com
Noella Cotnam
Sign It Signs & Designs / Farm Signs
www.signit-signs.com
JD Winters
Jpro Studios
www.jprostudios.com
Manfred Didier
Timber Signs OHG
www.timbersigns.com