Signs: Don't ignore the tried and true in marketing business

A great article with ideas for marketing through signage!

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Social media. Search engine ads. Mobile marketing.

• Kevork Djansezian, Getty Images
  A billboard advertising the film "Hangover: Part II" is seen on the Sunset Strip on May 24, 2011 in West Hollywood.

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Kevork Djansezian, Getty Images

A billboard advertising the film "Hangover: Part II" is seen on the Sunset Strip on May 24, 2011 in West Hollywood.

You can market your small business in a lot of sexy new ways, but hold on. Don't overlook one of the most tried-and true ways to let people know about your business.

I'm talking about signs.

The concept is hardly ground breaking, but that's why they're easily forgotten. Signs are cheap and easy, but best of all they work.

Consider:

1. As we discussed the need for an online document-storage system, a few of us suggested the same company. Why? We had seen a huge billboard on the freeway.

2. For each trade show where we exhibit, we print a special sign featuring our newest product and a special offer for attendees. The sign costs about $100 but dramatically increases the number of people who come to our booth.

3. My carpet cleaner parks his truck, his unmarked truck, in my driveway on a very busy street. For a few bucks, he could get a magnetic sign and let hundreds of potential customers see his name and phone number. No sign, no ad.

Signs come in all forms and sizes -- a billboard in Times Square, an awning over your restaurant's front door, the name of your construction company on the side of your truck, someone standing on a corner wildly waving a sign pointing to your furniture store.

They can be inside or outside your place of business -- a banner printed at a copy shop announcing a blow-out sale or a hand-printed sign on a "staff favorites" shelf at a book store.

Signs get people's attention.

Besides being pretty cheap, another advantage is that typically they're persistent -- unlike a TV or website ad that disappears in 30 seconds or a Facebook posting that gets pushed down within an hour.

Invest in them once, and they generally stay around a long time without social media's ever-present need to update. Once you design the sign, you may not have to think about it for years.

When considering signs for your business, carefully consider what they'll look like and where you'll place them:

-- Keep the colors, type style, logo, and tagline consistent with all your other corporate identity and branding.

-- Make your message very brief, perhaps as few as seven to 10 words, as they'll have to be understood quickly

-- Use type large enough to be seen from the street or further away if necessary.

-- Make sure your signs are visible to people coming from every direction whenever possible.

-- Use high-contrast colors. Black text on a yellow background is considered the most readable combination, followed by black text on white, and white on black.

-- Keep your sign distinctive from its surroundings. If the sign will be surrounded by trees, avoid using too much green. Also try to make your sign different in shape, size, and style from other signs around it.

-- Make sure your sign is well illuminated if it needs to be seen at night.

Just because a location seems like a great place for a sign doesn't mean you can put your sign there.

Even at your own place of business, it's likely that your city or town has regulations strictly limiting the size and nature of the sign you can put up -- how large, whether it can have lighting, at what hours, and so forth.

It's also illegal to post signs or posters in most public locations or on others' private property. And you can't just put up a poster at a bus stop. You have to pay the transit authority for that privilege.

Rhonda Abrams is president of The Planning Shop and publisher of books for entrepreneurs. Her newest is the 5th edition of The Successful Business Plan: Secrets and Strategies. Register for Rhonda's free newsletter at www.PlanningShop.com and "like" The Planning Shop on Facebook for updates. See an index of Abrams' columns.Twitter: twitter.com/RhondaAbrams. Copyright Rhonda Abrams 2011.

How To Increase Restaurant Visibility Despite Restrictive Sign Codes

A GREAT article for my restaurant clients!

~Amy Donahue

signage consultant

How To Increase Restaurant Visibility Despite Restrictive Sign Codes

Does it seem your city is working against your restaurant marketing efforts by imposing restrictive sign codes? Gone are the days of putting up a 50 foot tall pole sign with flashing strobe lights. Now in many jurisdictions it's all about small, low and non-obtrusive. Isn't that working against the whole purpose of a sign in the first place? The good news is that there are ways to increase visibility while staying within (or pushing the boundaries) of your local sign code.

Here are some ideas to improve visibility and help your restaurant marketing. Some of these may require a temporary permit or city approval, but often it's good to operate under the theory that it's easier to receive forgiveness than permission.

• Window Clings - Your windows can provide a lot of area to advertise. With today's widespread availability of large format digital printing, it's easy to create and produce window signage. Printers can even print on a material that allows customers inside to still see out through the window.

• Banners - These can be created in any size, any color, with a variety of methods. Whether they're digitally printed in full color or are cut vinyl letters made by the local one hour sign shop, banners are easy to customize for any restaurant marketing purpose.

• Inflatables - These attract attention. From the large burger or milkshake on the roof of your building, to the dancing chef in the parking lot, these are fun and eye-catching.

• Yard Signs – This is as inexpensive and low-tech as you can get, but people will see them. Just like the politicians use, yard signs can raise awareness of your promotion or location.

• A-frame Signs - A-frame signs come in a variety of sizes, shapes and looks – some even have the ability to change the words and graphics. A-frames are very handy because you can put them out when you want, then carry them back in. For instance, if you offer a special on your slow days, you only put the sign out on those days.

• Light Pole Banners – There is hardware available that you can add to lightposts in your parking to hang decorative or promotional banners. You often see holiday decorations hung this way, but there’s no reason you can’t use this to your advantage all year around.

• Wind Sails - These have become popular attention grabbers. You can have them printed with your logo or promo, then either stick the holder into the ground or use a weighted base to set them on a hard surface. They are available in multiple heights, with some sails going as high as 20 feet.

• Building Façade – If you look at trends in modern restaurant construction, you’ll notice many chains are now adding a tall tower entrance to their buildings. This tall architectural feature is actually part of the restaurant marketing strategy. That small sign you’re allowed to hang for your business is much more visible when it’s mounted at the top of a tower.

• Murals – Sometimes the best visibility is on someone else’s property. Is there a building down the street where you could paint a directional sign – “Dave’s Deli – Two Blocks Right”? Think of all the old barns throughout the country with Mail Pouch painted on them. That wasn’t to create a historic rustic look for those barns, they were advertising murals.

• Company Vehicle – Do you have a delivery van or company vehicle wrapped in signage? Simply park this at the end of your parking lot by a busy street, and it will act as extra signage – no sign permit required!

• Costumed Character – If you have a mascot or a costumed character, they can stand out in front of your restaurant and wave at passing motorists.

• Sign Waver – This attention-grabbing method seems to have started with the furniture and liquidation sale industry. People are hired (presumably at minimum wage) to stand with signs on busy streets and attract the attention of drivers. Often these people spin the signs and dance around either to be entertaining, or because it’s an incredibly boring job!

• Flag Pole – In most cities a flag pole does not fall under sign codes. You can install a tall flag pole that will help attract attention for you. Supercharge your flag pole by flying the American flag on top, and then a flag with your logo underneath it.

Read more: http://foodservicenews.com/articles/restaurant-marketing/how-to-increase-restaurant-visibility-despite-restrictive-sign-codes-8738/#ixzz1O9Fep5nI

A great article from FastCompany

Aiming To Become Iconic, A Houston Museum Morphs Its Building Into A Logo

 

The new logo is both bold and cost effective, using design-world standards to maximum effect.

The Guggenheim Bilbao, San Francisco’s DeYoung, New York’s Whitney -- all are museums that have identities inextricably linked to their buildings and the architects who gave them shape (Frank Gehry, Herzog & deMeuron, and Marcel Breuer, respectively). You may know squat about art, but odds are you can pick Frank Lloyd Wright’s iconic Guggenheim out of a lineup. Can you say the same of the Contemporary Arts Museum Houston? Unless you live in Houston, probably not. That isn’t stopping the CAMH from trying to remix the building, as the basis for its rebranding campaign.

Although it never made it into the architectural cannon, the stainless-steel-clad structure, designed by Latvian-born Gunnar Birkerts in 1972, is a standout work, especially for Houston. (Birkerts, the father of the literary critic Sven Birkerts, is better known for the Federal Reserve Bank of Minneapolis, 1973, and the Kemper Museum of Contemporary Art, in Kansas City, 1994.) Various views of the building yield four distinctive geometric shapes, which the New York-based firm AHL&CO layered on top of each other like a CMYK collage. (The previous logo was a flat, literal representation of the museum.) The mark can be used separately or in combination with the acronym in Helvetica Bold and all caps.

Detractors immediately seized on the logo when it began making the rounds on the Interweb, slamming it for the color palette (unimaginative!) and the typeface (Helvetica? Snore.). The designers answer their critics thusly: “In terms of the Helvetica and CMYK -- it was a simple matter of economy,” Peter Ahlberg writes in an email. “That meant there was no budget for new/customized type, spot color, etc. We felt that Helvetica Bold was malleable enough to accommodate any art (style, medium, etc.) paired with it.”

We’ll leave it to the graphic designers to debate the finer points. Regardless of the logo's merits, we applaud the museum’s appreciation of its home, even if it hasn’t achieved landmark status. And the mark just may encourage people to investigate their built environment from all angles, and there’s no downside to that.

http://www.fastcodesign.com/1663799/camh-logo

I love Jelly Belly! Can't wait to see these signs!

MONDAY APRIL 4, 2011

Jelly Belly Offers Neon Logo Signs

Fairfield, CA — Retailers can purchase new neon signs from Jelly Belly Candy Co., featuring the company’s red and yellow logo.

The supplier says retailers can hang the Jelly Belly signs in store windows to signal shoppers that they stock the brand. Each sign is set against a black backdrop and can be attached to a neon yellow “Open” sign, also available from the company.

The signs are 18” long and 11” tall, and are available for shipment now, according to Jelly Belly.

Pop-up retail gains favor in D.C. with Garment District

I love to see articles on how other cities are working to develop their commercial properties and expand businesses. Here's a first hand account of how small businesses are developing in D.C. A shout out to the Rockford City Market for starting our own "pop-up" store! I've found some awesome goodies every time I've gone!

~Amy Donahue

There was no certainty that the Temporium, a temporary "pop-up" retail boutique featuring 17 local designers, would take off when it launched in July at 13th and H streets NE.
Not only did it, well, pop up during the dog days of summer, one of the slowest sales periods for retail, but the concept of opening a store for a few weeks was pretty much unheard of in these parts. Over four weekends, however, the Temporium welcomed 1,616 visitors and pocketed $11,427 in sales after taxes.
That success has spawned two more temporary stores now open in the Mount Pleasant and Shaw neighborhoods of the District. Like their predecessor, the new boutiques are an outgrowth of the D.C. Office of Planning's Temporary Urbanism initiative to transform vacant commercial space into lively destinations that highlight the retail potential in emerging neighborhoods.
Though sales tax revenue is the only direct economic benefit for the city, Tanya Washington, chief of staff at the Office of Planning, considers the project a "win-win for everybody."
"It's activating these vacant spaces, bringing potential customers to the other businesses located near the Temporiums, and it's a great venue for artists and designers to display their work," she said.
The city awarded Mount Pleasant Main Street and Shaw Main Streets, nonprofit commercial revitalization groups, $15,000 a piece. Artisans must contribute 15 to 20 percent of their earnings, which is pooled with the grant money, to operate the stores.
About 40 designers and artists are featured at the Garment District, the Shaw store, at 1005 Seventh St. NW. The 10,000-square-foot space, owned by developer Douglas Jemal, has been used as campaign headquarters for D.C. Council member Jack Evans and former mayor Anthony Williams.

"Hopefully, there will be a restaurateur or retailer that will see the space in use and realize that it would be a great location for a business," said Alexander M. Padro, executive director of Shaw Main Streets. "As is, this is a vibrant corridor."

Padro partnered with Singa, a design training program in the District, to find vendors. To drum up interest, the organizers are offering more than two dozen free sewing classes until the store closes March 20. Local bands such as Cigarbox Planetarium will also perform.
Organizers of the Mount Pleasant Temporium, at 3068 Mount Pleasant St. NW, also have a full roster of events to draw visitors, including a series of storytelling events hosted by SpeakeasyDC and workshops run by Hello Craft.
At 900 square feet, the store, featuring 34 vendors, is a fraction of the size of its counterpart. Still, the boutique, scheduled to run through Sunday, rustled up some 2,000 visitors in its first weekend of operation.
At this rate, project manager Jessica Scheuerman anticipates the store will surpass the sales at the H Street Temporium. Scheuerman, who wrote the grant proposal as the economic development chair of Mount Pleasant Main Street, said the store reached its projected sales goal, which she would not disclose, within the first 10 days of operation.
That kind of public response is more than Philippa P.B. Hughes, founder of the Pink Line Project, envisioned in championing the Temporium concept and launching the H Street site.
A local cultural maven, Hughes aimed to create a viable business model for artisans to sell their wares, expand their brands and get new customers.
Thanks to the retail project, designer Dana Ayanna Greaves of Artistic Aya was inspired to open her own store in Georgetown.
"People are energized by doing these temporary, cool, creative projects," Hughes said. "It spurs interest and gets people thinking about what's out there. All of these things contribute to economic development."

By Danielle Douglas Sunday, March 6, 2011; 5:47 PM Capital Business Staff Writer

Cities, counties expect big expense for sign changes

As much as the business is good for the companies fabricating these signs, it does not seem to be the right time to try to push this kind change through (and with such a small deadline). I agree certain directional signs need to be made larger and more visible, but forcing small cities in particular to have to change all the signs within such a short period of time? And from the federal government? A more gradual phase out of the older style signs should be included... if any changes now at all...

~Amy Donahue

Cities, counties expect big expense for sign changes

WASHINGTON — Set aside the funding issues. For St. Cloud Mayor Dave Kleis, new federal requirements regarding road signs are just another example of Washington impinging upon the province of local government.

“For the federal government to tell us how large the letters should be on our street signs is ridiculous,” Kleis said. “I don’t think that’s the role of the federal government.”
Yet, for Siobhan Kathleen Brady of Woodbury and dozens like her nationwide, the rules aimed at making road signs more visible can’t be implemented quick enough.
“I’m getting to an age where it is a little harder to see at night,” Brady said in an online comment on the issue. “Bright signs do help me see better and know where I am going; when to turn, for example.”
Such a divide poses a dilemma for the Federal Highway Administration as it culls through hundreds of comments on the agency’s compliance dates for traffic control regulations that range from crosswalk timing to road sign reflectivity. The guidelines, contained in the Manual on Uniform Traffic Control Devices, include replacing all street-name signs that are in uppercase letters with signs that are in uppercase and lowercase.
The FHWA, as the agency is known, will have to decide in effect whether to side with public officials or private citizens on its timetable, but comments by U.S. Transportation Secretary Ray LaHood may provide a clue to which way the agency will lean.
“I believe that this regulation makes no sense,” LaHood said in a Nov. 30 statement. “It does not properly take into account the high costs that local governments would have to bear. States, cities and towns should not be required to spend money that they don’t have to replace perfectly good traffic signs.”
Along with his statement, the secretary opened a new 45-day public comment period. The issue drew more than 550 responses before the period closed Jan. 14. More than two dozen Minnesotans commented, including some members of the Minnesota Association of Townships.
At issue are the compliance deadlines for the regulations, which were enacted under the George W. Bush administration. The FHWA wants all jurisdictions to have a plan by January 2012 for evaluating and replacing street signs. By January 2015, warning and ground-level guide signs must meet federal reflectivity standards. And by 2018, overhead guide signs and non-compliant street signs must meet those standards. There is no deadline for the lettering on street-name signs.

Safety, costs

The heart of the issue is public safety, and it comes on the cusp of a sizable increase in the population of older Americans as the first wave of baby boomers reach age 65 in 2011. The number of licensed drivers older than 65 will reach 57 million by 2030, according to the National Highway Traffic Safety Administration. In 2008, older people accounted for 15 percent of traffic fatalities and 18 percent of pedestrian fatalities, according to the agency.
Public works officials say they are all for safety, but they balk that the regulations are an unfunded mandate at a time when local governments are struggling to take care of the basics.
“We have significant budget issues, and our priority is to make sure cops are on the streets,” said Kleis, who estimated the cost of complying with road sign regulations would run “several hundred thousand dollars.”
The financial strain is particularly onerous for smaller communities.
“The impact of the new sign program will hit the public on so many levels because it affects safety signs, road signs and even those in the parking lots of our favorite shopping areas and malls,” said Eugene Dufault, special-programs coordinator for the Minnesota Association of Townships. “The cost will be enormous for those entities that have not or haven’t been able to keep up the sign replacement.”

Seeking flexibility
Such concern stirred Sen. Al Franken to urge the FHWA to give states and local communities more leeway in meeting the requirements.
“At minimum, FHWA should provide more flexibility in meeting the 2018 deadline and make additional funds available to assist local governments with the costs of meeting these requirements,” Franken said in a Jan. 10 letter to FHWA Administrator Victor Mendez.
Franken’s letter said the Minnesota Department of Transportation estimates the cost of meeting the requirements would be $55 million to $76 million statewide. That figure is derived from the state’s estimate of costs for typical townships, cities under 5,000 population, cities over 5,000 population and counties.

For example, the typical township has about 30 miles of roadway with an average of six traffic signs per mile. The average to replace each sign would be $150. The annual replacement cost to meet the 2015 deadline for all warning and ground level signs would be $5,400. For small cities, it would be $65,000. For larger cities, the annual cost would be $260,00, and for counties it would be $400,000.
The city of Minneapolis estimates complying with the sign reflectivity requirements would cost more than $5 million during the next four to seven years, as half of the city’s nearly 100,000 signs would have to be replaced.
“A realistic goal for sign reflectivity is to consider existing documented maintenance programs in correlation with the characteristics of the roadway ... and limit the program requirements to what the local authorities deem as priorities,” city engineer Steven Kotke said in a Jan. 11 comment.
In a Jan. 11 comment, the National Association of County Engineers urged the FHWA to allow state and local governments to replace signs as they wear out, rather than on the agency’s schedule. The NACE said the agency’s new Manual on Uniform Traffic Devices strips the ability of local and state road experts to “exercise engineering judgment” on when to replace signs.
“That dilution of the authority of state and local agencies does not advance safety but does pile costs on the backs of state and local governments,” the engineers group said.
Those costs are small when measured against the public safety value of the new sign regulations, say many of those who commented on the issue.
“The economic benefits of replacing noncompliant signs outweigh the economic losses that will be incurred,” wrote Gerald Bauer of Woodbury on Jan. 11, citing insurance claims, emergency responses and court action stemming from roadside accidents. “This is one of those instances where we need to be proactive and set a deadline and hold ourselves to it to prevent more economical loss than what it takes to prevent the loss.”
Dufault said local communities need more time to adjust their budget priorities. He, too, called for a more flexible schedule while recognizing that public safety is a shared goal.
“Safety is a big concern for all governments large and small, and I think everyone wants to be responsible and responsive,” Dufault said, “but this is an unfunded mandate in a time when everyone is strapped.”

By Larry Bivins • Times Washington correspondent • February 21, 2011

ADA Signage - Restroom / Hand Washing Signs

The Americans with Disabilities Act (ADA) requires building standards that make it possible for those with disabilities to use public facilities safely. The ADA encompasses many different areas of building design. One important area that it covers is signage. Signage is an important part of ADA because it helps to identify areas, rooms, and paths of travel that make it possible for those with disabilities to use the building. Restroom signage is important, especially in buildings that may not have accessible restrooms. Signs help to identify those restrooms that are accessible.

Options for Restroom Signs:

• ADA Braille - Laser-engraved acrylic restroom identification signs in various color combinations.
• Printed, Multi-Mount - Printed on a variety of materials, options include surface-mount signs and signs that stand out from the wall or ceiling for increased visibility. Standard, designer and premium colors match our engraved acrylic signs.
• California Title 24 Sets - California has specific rules for restroom signs, and we've got the signs you need to meet the requirements. Door / wall sets and individual signs and symbols are available in standard, designer and premium colors.
• Engraved Office Signs - Available in 2 sizes, 9 colors, with or without symbols, and with your choice of silver- or gold-finish wall brackets.
• Sliding Signs - These engraved acrylic signs slide left and right in a metal bracket to indicate the status of the room: (Men / Women; Occupied / Vacant). Available in 9 colors.
• Tactile Braille - These slightly enlarged versions of our Office Signs include Grade 2 Braille and a matte finish. Choose from 22 color combinations.
• Informational Signs - Check this page to find baby changing signs, hygiene reminders and more.

Options for Hand Washing Signs:

• Instructions - These printed signs use words and symbols to show proper hand washing techniques.
• OSHA and ANSI - Notice, Warning and other headers can help prevent contamination and injury in the workplace.
• Engraved - Various color combination's to identify hand washing facilities and remind employees to wash up.
• Engraved, Braille - Various color combination's in ADA and office styles.
• Clear Labels - These adhesive-backed clear labels work great on mirrors and chrome surfaces.
• Child-Friendly - These signs with bright colors and fun designs are sure to appeal to kids - and help teach them good hand washing habits.
• Plaques and Frames - If your restrooms deserve a designer touch, look through our collection of signs with wood frame and plaque options, or choose a brushed metal finish.

Insignia is your one stop shop for all your ADA signage needs. We can customize your signs to work aesthetically with your decor and even design architectural elements into your signage. Call today for a free consultation!

More recylcing tips...

More things we do to be as environmentally responsible as we can be as a company!

~Amy Donahue

signage consultant 

Recycling Vinyl:

All types of vinyl products can be recycled and reprocessed into second-generation products. According to a 1999 study by Principia Partners, more than one billion pounds of vinyl were recovered and recycled into useful products in North America in 1997. About 18 million pounds of that was post-consumer vinyl diverted from landfills and recycled into second-generation products. Overall, more than 99 percent of all manufactured vinyl compound ends up in a finished product, due to widespread post-industrial recycling.

Also, every time we have excess vinyl left over from a project, we try to salvage as much as we can for utilizing in future products thus eliminating as much waste as possible.

Symbols relating to various materials:

PETE	Polyethylene Terephalate Ethylene PETE goes into soft drink, juice, water, detergent, and cleaner bottles. Also used for cooking and peanut butter jars.
HDPE	High Density Polyethylene High Density Polyethylene HDPE goes into milk and water jugs, bleach bottles, detergent and shampoo. Plastic bags and grocery sacks, motor oil bottles, household cleaners and butter tubs.
PVC	Polyvinyl Cloride PVC goes into window cleaner, cooking oils, and detergent bottles. Also used for peanut butter jars and water jugs.
LDPE	Low Density Polyethylene LDPE goes into plastic bags and grocery sacks, dry cleaning bags and flexible film packaging. Also some bottles.
PP	Polypropylene PP goes into caps, disks, syrup bottles, yogurt tubs, straws and film packaging.
PS	Polystyrene PS goes into meat trays, egg cartons, plates, cutlery, carry-out containers and clear trays.
OTHER	Other Includes resins not mentioned above or combinations of plastics.

Gap to Scrap New Logo, Return to Old Design

Use caution when trying to change your brand identity! Sometimes too much change is not for the best!

~Amy Donahue 
signage consultant

Plans to Announce Change on Company Facebook Page

NEW YORK (AdAge.com) -- Just four days after confirming its surprise new logo was, in fact, legit, Gap is returning to its old design, Ad Age has learned. The announcement is expected to be made at 4:30 Pacific Time today on the brand's Facebook page.

Marka Hansen, Gap North America president, informed the company's marketing department this afternoon of the change, acknowledging that the switch was a mistake and that the company would be tabling any changes for the foreseeable future. The logo, created by New York agency Laird & Partners, was intended to be a long-term commitment for the brand with a nod to the future. Ms. Hansen's about-face about the Gap's new logo was foreshadowed by a blog post she wrote for the Huffington Post last Thursday. "We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward," she said. "Now, given the passionate outpouring from customers that followed, we've decided to engage in the dialogue, take their feedback on board and work together as we move ahead and evolve to the next phase of Gap."
Calls to Laird & Partners were not immediately returned.
Gap representative Louise Callagy also told Ad Age that the logo debacle does not mean that it has ended its relationship with Laird & Partners. "We are still engaged," she said. 
The scrapping of the design -- which re-created the retailer's name in a bold Helvetica font with a blue gradiated box perched atop the comes after Gap was put through the ringer last week for its new look. The company became the whipping boy of designers, who besides merely disliking the new logo were enraged at the suggestion that design professionals should help fix the mistake by offering up ideas for free.
Gap had posted a message on its Facebook account last week indicating that it would be pursuing a "crowdsourcing project" in the near term. But people familiar with the Gap's plans said that would not be related to the logo.
Many consumers on Facebook and blogs picked apart the new logo too, though according to a poll of 1,000 consumers Ad Age commissioned from Ipsos Observer, some 80% said they had no idea the logo had changed.
Gap's official Facebook account has more than 720,000 fans and has been the main channel through which the company has posted updates and responses to the criticism regarding the new logo. Its @gap Twitter page also has more than 35,000 followers, but has thus far remained silent on a number of fake Twitter accounts -- @gaplogo, @oldgaplogo and @newgaplogo, among them -- that have gained traction in the days following the announcement, with humorous nods to Peter Arnell, the designer and adman responsible for the Tropicana-packaging fiasco.
~ ~ ~
UPDATE: Statement from Marka Hansen, president of Gap Brand, North America:
"Since we rolled out an updated version of our logo last week on our Website, we've seen an outpouring of comments from customers and the online community in support of the iconic blue box logo. 

"Last week, we moved quickly to address the feedback and began exploring how we could tap into all of the passion. Ultimately, we've learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we've made the decision not to use the new logo on gap.com any further. 

"At Gap brand, our customers have always come first. We've been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back. So we've made the decision to do just that – we will bring it back across all channels. 

"In the meantime, the website will go back to our iconic blue box logo and, for Holiday, we'll turn our blue box red for our seasonal campaign. 

"We've learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community. This wasn't the right project at the right time for crowd sourcing. 

"There may be a time to evolve our logo, but if and when that time comes, we'll handle it in a different way." 

By Andrew Hampp and Rupal Parekh   Published: October 11, 2010

Recycling Tips

Tis the season for... political signs! Here are some great GREEN tips to keep in mind with political signs! ~Amy Donahue 
signage consultant

Recycle Your Signs:
Consumers have several ways of ridding themselves of their now-unwanted plastic signs: (1) disposal that results in it being placed in a landfill, (2) recycling, and (3) incorrect disposal, otherwise known as littering.

Yard signs are made of corrugated polypropylene plastic commonly known by their brand names Coroplast and Corex. Large signs, such as 4x8 political signs, are highly valued for reuse.

Looking for a place that will take a lot of your signs? Contact your municipal garbage dump first to see if they accept plastic yard signs. Move on up to for-profit companies if they don’t. PlastiCycle for instance is a for-profit company that picks ups all types of plastic recyclables within 24 hours. Call Toll-free 877-997-6882. They will even pay you for your plastic.

The U.S. and Canada Recycled Plastic Markets Database on the PlasticsResource.com http://www.plasticsresource.com/s_plasticsresource/index.asp.

Last but not least--be nice! Collect your signs when you are finished with them and take the time to dispose of them in an environmentally friendly way. Doing otherwise only gives sign folks a bad reputation! website is an easy-to-use resource for locating disposal facilities for all types of plastic.

Technical Bulletin written by Coroplast - CSS-014-93

Reducing environmental waste means looking for ways to reduce material used in our products, reusing products whenever possible, and recycling when the product's useful life is over.

Coroplast products contribute to the reduction of environmental waste on all three aspects.
* Reduce
Coroplast twin-wall fluted structure produces strength and rigidity at a lower weight, thereby reducing the amount of material required.
* Reuse
The durability of Coroplast in outdoor use and in packaging applications means it can be used longer and reused over and over enabling a longer useful life.
* Recycle
Coroplast uses polypropylene copolymers which makes for easy recycling at the end of their useful life. Polypropylene, being a polyolefin, recycles in processing streams such as plastic milk cartons and detergent bottles. Contact you local plastics recycling center for local information on polypropylene recycling.

Coroplast continues to create new products and uses based on the need to reduce, reuse, and recycle plastic. Look to Coroplast as one of the solutions.

For additional Technical information contact Coroplast.

Corrugated plastic is recyclable and therefore considered environmentally friendly.

Coroplast also known as, Corriflute or Twinplast, refers to a wide range of extruded twin-wall plastic sheet products. It is a light weight tough material which can easily be cut with a craft knife. Coroplast signs are commonly used for political campaigns as well as any kind of company advertisement.

The Business of Being Green

At Insignia we are in the business of being green! That's why this month I've collected several articles on green practices, particularly in the signage industry. Solar powered signage and specialty recycled paper are just two of the great ideas for working toward sustaining our environment!
~Amy Donahue 
signage consultant


Adopting Eco-Friendly Strategies “Sustains” Reprographers, Benefits Environment

Despite the various challenges facing reprographers today, developing sound eco-friendly business practices and assisting their architecture, engineering and construction (AEC) customers to meet their own sustainability goals continues to be an ongoing focus for many. The catalyst behind this can be attributed to recent industry outlook studies that define green building as one of the most influential trends impacting the AEC community.  Factors such as a renewal of environmental consciousness in the US, the federal government’s prioritization of green jobs and volatile energy costs, which have made sustainable design and energy efficiency even more attractive from an economic perspective, are driving this trend as was reported in the March 11, 2009 Zweigwhite’s 2009 AEC Industry Outlook: Strategy and Insight for Design & Construction Firms. Those organizations actively redefining what it means to print green—and those willing to “walk the green walk”—are in a unique position to maintain customer loyalty and capture market share in an increasingly competitive economic environment.

Converting to Recycled and FSC-certified Paper

 Paper lies at the heart of reprographers’ operations. As times change striving to adopt procedures that conserve natural resources, reuse existing resources and embrace technology that make possible a more paperless, yet still viable, way of business is essential. Consider this: global production in the pulp, paper and publishing sector is expected to increase by 77 percent from 1995 to 2020 according to the OECD Environmental Outlook, Paris: OECD, 2001. Reprographers are in a unique position to help reduce this statistic by embracing green practices—such as technology that enables digital operations and minimizes inaccurate printing—that can minimize paper usage and paper waste.
Research by the Alliance for Environmental Innovation has shown that each ton of recycled fiber that displaces a ton of virgin fiber used in coated ground wood paper can:

• Reduce total energy consumption by 27 percent
• Lower net greenhouse gas emission by 47 percent and reduce particulate emissions by 28 percent
• Decrease wastewater by 33%, reduce solid waste by 54%, and reduce wood use by 100 percent according to the Environmental Paper Network, “Paper Related Statistics,” www.environmentalpaper.org/paper-statistics.html

Willamette Print & Blueprint, based in Portland, OR, can attest firsthand to benefits of utilizing their 30 percent post consumer waste paper milled at Sustainable Forestry Initiative locations. Given the approximately 144 tons of paper used in their production facilities each year, they are able to contribute to a savings of 576,000 KHW of energy, 1,108,000 gallons of water and 2,448 trees by making the switch to recycled media . “This practice helps preserve the delicate natural resources so vital to environmental sustainability and renewal,” said David Guzman, vice president & general manager, Willamette Print & Blueprint.
While the cost of using recycled paper may be slightly higher for clients than using “virgin stock”, many reprographers are finding their customers are less concerned about the associated costs than they are the environmental payback. And, because the look and feel of today’s recycled paper has dramatically improved so that it’s virtually indistinguishable from virgin bond, reprographers can also ensure they are supplying clients with high quality construction documents. In turn, AEC clients can then use those documents can be used to request Leadership in Energy & Environmental Design (LEED) points in the Innovation in Design category for demonstrating quantifiable environmental benefits not specifically noted in the LEED Rating System.
Patricia Clark, planroom administrator of Reprographics Northwest in Seattle, WA, has found that using recycled paper has helped cement customer loyalty. “Our customers especially appreciate that we stock locally produced 100 percent small format paper,” said Clark. “And since listing Océ 4511-R 30 percent recycled wide-format bond as a house stock, we’ve seen a steady increase in its popularity.”
Forest Stewardship Council (FSC) or Sustainable Forestry Initiative (SFI) certified paper, where FSC or SFI “chain of custody” certification guarantees that responsible forest management and environmental standards are met during logging, manufacturing and printing, is another option reprographers can offer to clients. Angela Giraldo, director of marketing and green services for Reliable Graphics in California, the only reprographer to be FSC and SFI-certified and proud member of the U.S. Green Building Council, has found these designations invaluable to her operation and is thrilled to be able to say, “As an extension of our dedication to sustainable efforts, we proudly offer recycled cardboard binders, CD sleeves, edge tabs, Eco Board, and Eco Banner, which biodegrades in as few as nine months.”

Other reprographers have also gone a step further in using eco-friendly mounting materials.  For example, the majority of Santa Monica, CA-based Blair Graphics' mounting substrates are made from recycled material, including Eco-Board and honeycomb-board.

Replacing Paper with Online Project Management

Recognizing that minimizing the use of paper in the AEC project cycle is a surefire way to support sustainability goals; many reprographers are now offering digital alternatives to traditional paper-based methods.  California-based BarkerBlue Digital Imaging encourages the use of online document management applications that allow customers to create electronic “take-offs,” save files locally as PDFs and link and e-mail files, to minimize the need for customers to print in large volumes. Extending the digital options push, Willamette Print and Blueprint has implemented a paperless invoice and month-end statement system. “It allows our customers to review PDF documents of their invoices and receive their month-end statement electronically,” stated Guzman.  
            Reliable Graphics’ customers can utilize online project management software to order plans and ITBs online. “Most of our projects are managed online,” Giraldo said. “And we offer local file archiving and encourage digital file transfer via FTP or Océ  Repro Desk^® software to further reduce paper usage.”
            Electronic project management also slashes the fuel – and associated carbon emissions—required for job pick-up and delivery.  For instance, Blair Graphics promotes online digital services, including PlanWell EWO (Electronic Work Order System) and MetaPrint, which send files electronically versus using a driver to pick-up and deliver content.
In addition, reprographers increasingly transmit jobs digitally across the country and the globe for remote printing, thus eliminating the need for overnight shipping—costly to the environment and the customer.

Environmentally Agreeable Equipment

Leasing or using Energy Star-rated printers and equipment is another way reprographers can gain “green ground” in the quest for improved sustainability and a reduced carbon footprint. This rating denotes equipment which performs at peak levels of energy-efficient product performance—wide-format printers with this designation, for example, consume less power overall and use more efficiently what power they do require.
BarkerBlue Digital Imaging, Inc. extends energy efficiency to its clients by offering them the Océ TDS line of large format printers, with energy-saving features like no warm-up time, one-touch green button printing and the capacity to instantly return to sleep mode after printing. And Blair Graphics has found green advantages in the ability to market the Océ ColorWave 600 color printer to clients looking for LEED certification opportunities or for those who simply wish to switch to sustainable products.

For many reprographers, upgrading to Energy Star-rated printers marks just the beginning. Reliable Graphics’ Giraldo explained that to minimize energy use in other areas, they have purchased Energy Star-rated computers, installed Energy Star-rated thermostats that are programmable, and begun to transition to Energy Star-rated refrigerators and microwaves.
         

Leading through Sustainable Example

A multifaceted approach to green initiatives in all nuances of operability benefits reprographers on many fronts—the most important being their ability to secure customer loyalty through leading by example. This includes striving to reduce paper waste, recycle and reuse at every opportunity. “We have a recycling program in place to send content cores, caps and boxes back to the manufacturer. We also are an authorized reseller of AEC products including recycled bond media,” explained Guzman. Other reprographers recycle plug ends and toner cartridges as well as used plan tubes, CDs and pallets.
Eco-conscious reprographers have also found ways to apply green practices to a broad spectrum of their daily operations, including:

• Replacing conventional light bulbs with energy-efficient compact fluorescents
• Installing motion-activated light sensors to turn lights on and off
• Utilizing low VOC paint in offices
• Replacing carpeting with recycled rubber flooring
• Installing ceiling fans to better circulate hot and cold air
• Improving the seals around all warehouse doors to reduce heat loss
• Using recycled-content bathroom supplies and eco-friendly cleaning alternatives
• Installing low-flow toilets and low-flow aerators on sinks
• Holding videoconferences via webcam in lieu of putting additional cars on the road
• Using solar-powered outdoor signage
• Offering “green services” seminars to inform and educate clients
• Catering office gatherings with locally grown food.

BarkerBlue Digital Imaging has gone so far as to install a $1.5 million, 170 KW, photo voltaic system (solar panels), which allows it to generate 75 percent of its own power while feeding power back to the local utility on the weekends when its facility is idle (enough to power 25 homes).  A live web monitor of the system can be found at www.barkergreen.com/swf/index.html.
Encouraging employees to support sustainability is a vital part of reprographers’ green goals.  Many believe that involving employees in helping to shape corporate green behavior inspires and reinforces environmentally sound personal choices. Reprographics Northwest places educational and inspirational posters around their shop to encourage recycling and has been recognized for three straight years as a Best Workplace for Recycling by the King County Department of Natural Resources.  Blair Graphics employs an employee suggestion program encouraging ideas to eliminate waste or spoilage and reduce their environmental impact.  Others make a conscious effort to locate facilities on public transportation routes, offer incentives for carpooling, provide bike-friendly storage options and reward employees’ green efforts with special recognition.

Sustainable Practices Cultivate Positive Results

The green movement has never been stronger and, in response, the AEC community continually strives to better connect the line between supplier eco-responsibility and their own internal initiatives. As such, reprographers that take proactive steps to help reduce the impact on the environment with green business practices and eco-friendly, sustainable equipment are finding they can achieve an overall competitive advantage and maintain customer loyalty.

Maree Joyce is product marketing specialist for Océ North America. For more information, please visit directory.myprintresource.com/10006967.