One letter at a Time

Fabricated signage is quite a broad and ambiguous term, and generally covers many areas of the sign industry. However, it mostly concerns itself with built up letters and sign trays, and tends to cover signs that are three-dimensional and stand out, rather than signs that lie flat on the wall.

Of course, as with many sectors in this industry, there is considerable debate about whether it is best for sign-makers to outsource and use a trade service provider or whether to invest in technology and bring equipment in-house to make signs. It will also be interesting to find out if, having brought equipment in-house, sign-makers then go on to provide a trade service themselves to make the most out of their equipment.

To really get into the depths of this area, I decided to talk to some of the key companies which create fabricated signage to get an overview of the true state of the market.

The way forward

Graeme Hoole, production manager of The Sign Group, explains how their most popular product “by far” is their Neon Plus brand. “The versatility, brightness and options available don’t compare to any other option. These are definitely the way forward,” Hoole says. He also calls upon stainless rim and return and rimless built ups, and acrylic built ups as other types of fabricated signage they create.



Hoole warns sign-makers looking to bring equipment in-house that it takes a lot of hard work. He says: “Built up letter fabrication is a skilled art, and can’t just be picked up and mastered quickly. It takes years of practise with the right guidance to become proficient enough to sell them. If I was a sign company who bought in built up letters to sell to an end user, this element of outsourcing wouldn’t be the first bit I would look to make in house.”


Hoole advises on the best course of action for sign-makers: “For example, I’d be looking at getting my teeth into LEDs, keeping stock of connectors and wire, and really trying to understand how they can be used, and save on my suppliers fitting them in signs or letters for me.”

Overall, Hoole encourages sign-makers to try it out: “Saying all that, if they were dead set on trying to produce built up letters in house all I would say would be to have a go. Get the right tools, and figure out how long it would be to finish manufacture for the job in hand. Then get a comparison quote for buying it in from someone like us. Depending on how much they value their time, I think they’ll find buying in built ups is the cost effective way to go.”



Although some sign-makers who bring equipment in-house do end up providing a trade service, Hoole says it does not make a great deal of difference to trade only suppliers such as The Sign Group.

He elaborates: “The majority of customers who use a trade supplier are looking for them to be trade only so they have the confidence that we wouldn’t go direct to their customer and cut them out. They also know they are getting trade reseller prices and a good level of service and quality.”

Another company in the sector offering advice to sign-makers is Yorkut Letter Co., which produces flat cut letters in acrylic, PVC foam, aluminium composite, and stainless steel. The company produces several shapes such as circles and ovals—any shapes that need a machine cut edge rather than a hand cut edge. Yorkut’s production manager, Kevin Foster, advises sign companies that are growing to invest in a printer and look to routers further down the track.

Foster is also keen to point out the requirements needed to run this level of production in-house. He says: “The cost, space, and labour required for a router, which may not be fully used, is beyond most small- to medium-sized sign shops. Therefore, it is better to keep your cash for a different piece of equipment and outsource your needs.
“We bought a printer before the router as we could fill that with our own needs. The router is part filled with our work and part with trade work. Our own work is local in York so there is no conflict of interest with national trade work.”

Great impact

Sign Build specialises in signage for the housebuilding sector and Mark Cowin, director at Sign Build UK explains how fabricated signage plays an important part. He says: “When looking for a high quality modern look, fabricated signs are the way forward. Sign letter fabrication offers a greater depth than a standard sign and an even greater impact with all parts individually assembled.



“At Sign Build we specialise in the housebuilding sector and for us, although sign-letter fabrication isn't always a necessity for our clients, we still offer the service to bolster our standing as experts in the signage industry.”



To ensure the highest quality product, it is important to invest in the latest technology. A point Cowin is emphatic about: “We have recently perfected the process of sign-letter fabrication by investing in a Zund G3 2XL digital cutter, with automatic router change (ARC). The letters are cut by a digital cutting system offered by Zund, which has an optical camera ensuring that operator errors are substantially reduced and a higher quality finish is provided.



“Zund cuts a range of materials; acrylic, aluminium composite, wood, and also any shape that our customers request. All too often when it comes to signage we see two dimensional right angles, but with Zund, we have the ability to create whatever our customers may want. Anything really is possible.”



Cowin also explains how they create illuminated light box signage, which results in “eye-catching” and “sophisticated” options for the customer, giving housing developments a more powerful presence.

He continues: “With the illuminated signage, we use push through acrylic letters, which provides a unique way to display logos or company names. Again we use the new Zund machine and the letters are routed out and then the acrylic letters pushed through the routed area, providing depth and a creative look with light provided from the inside.”

Significant investment

Similarly to others I have talked to, Cowin warns of the significant investment it requires to bring sign fabrication production in-house. He says: “The decision should never be taken lightly to take sign fabrication services in-house, it requires significant investment and a strong team of professionals in order to make it a success.

“Here at Sign Build we originally outsourced some fabrication and routing but the decision was recently made to bring everything in-house, as the strong demand for fabricated signage from our customers continued to grow at a rapid rate. After extensive research and examining costs and time scales, we decided the capital investment would be more than beneficial in providing our customers with better quality items at a faster turnaround time and whilst also being more cost effective.”

Indeed, Sign Build has recently invested around £500,000 in new printing and finishing equipment, including the previously mentioned Zund as well as being the first ever UK company to invest in a Canon Océ Arizona 1200 series flatbed printer.

Cowin explains the reasons behind this decision: “Quality is always at the forefront of our mind and ways that we can maintain our position as experts in the field. Investing in this particular machinery ensures our customer’s signage sets them apart from their competition. By moving all sign fabrication in-house to our very own factory floor, we have developed an infrastructure capable of satisfying the traditional needs of the housebuilding industry.
 
“It’s important to remember that signage is a primary means of communicating a message, but how this message can be presented is changing and so companies must change with it and help differentiate their customers from the competition. We’re pleased to say that after installing both machines, Sign Build’s turnaround times, which were already impressive, have vastly improved due to all work being conducted in-house.”

O Factoid: Built-up letters are also known as 3D letters or channel letters because of the channel created when a letter face and sides (known as returns) are fixed together. O

Although Cowin notes that not all sign-makers bring production in-house, he does not see the competition as a bad thing, and concludes with some further advice. He comments: “The more competition the better, that’s certainly what all at Sign Build think. Realistically, not all sign-makers are going to bring sign fabrication in house, as it isn’t suitable for everyone; the capital investment is needed and floor space must be readily available, as well as a strong and professional workforce. Differentiate customers and help give them an edge. Once they’ve got that edge you’ll get more business.”

From talking to a range of experts in the fabricated signage sector, it is clear that if you are a sign-maker looking to expand into this area, you will need to have a serious think about the money, space, and time it takes to take on such a project. Alternatively, there are a plethora of talented trade companies making both general and bespoke sign-letters, which continue to keep their pricing keen as a result of tough competition nationwide. In the final analysis it truly depends on your requirements, capabilities, and long-term goals. One thing is very clear, however, the demand for built up signage schemes is well and truly on the rise, driven in large part by the immense wealth of creative choice on offer that can really help a brand stand out. So, if you currently outsource your requirements, have another good look around at what is on offer from trade suppliers to enhance your offering. But if you have the capital, will, and talent in your business, then it would certainly seem that the time is ripe to bring some if not at all sign fabrication work in-house.


Your text here...