Identification products such as signage and badges are a crucial component
of everyday society. When you think about it, without signs parking would
be chaos, you wouldnt be able to find your doctors office
and you would probably lose track of what hole youre playing on
the golf course! (Okay, maybe the latter isnt so bad.) Likewise,
badges help people avoid awkward situations (what was his name?) and can
even be necessities, especially for security purposes.
A
major job of the recognition and identification industry has been serving
these identification needs by providing quality signageboth interior
and exteriorand name badge products. Manufacturers and suppliers
have been on their toes by continually offering new products that will
please discriminating customerswhether its plastic engraving
stock that looks like granite or contemporary badge frames with magnetic
findings. This industry is fortunate to have several manufacturers and
suppliers that have been in the business for many, many years, a fact
that not only helps you meet the needs of customers, but can also help
you in your everyday operations.
Reliability,
consistent performance and someone who has enough experience to be able
to guide you when you are having problems or questions are qualities to
look for in a supplier, explains Ted Uibel, Nash Industries, Gloucester
City, NJ. I believe most of the suppliers in this industry can do
that. Weve been around for a lot of years and we are not new to
engraving. So if people are having a problem, we probably understand what
the problem is because we have most likely encountered it before.
Heres
a look at whats happening in the industry in the area of sign and
badge materials and components.
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Another
industry function is to provide name badges in many shapes and sizes
including this gold version from Horizons, Inc., Cleveland, OH and
this multi-color logo version from Accent Signage, Minneapolis, MN. |
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Laserable
materials like these from Rowmark, Findlay, OH are the hottest thing
in the industry, according to Jen Perry.
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The Latest & Greatest
By
all accounts, many of the traditional standby materials in the industry
are still widely used, but there are some newcomers that are gaining popularity
as well. Johnson Plastics, Minneapolis, MN, offers a complete line of plastic
materials for rotary and laser engraving. Interestingly, black on
white is still the biggest seller for sign-making, says Margaret Johnson.
Most of the badges we do are either white with a black core, gold
with a black core or with a blue core. We tend to sell much more of the
simple solid primary colors than the newer variety of materials that are
out there, but customers still want new, so all of the manufacturers
continually try to bring new products to the market.
Johnson
Plastics also offers Unisub sublimation blanks for products like sublimated
signs and badges. We often get requests for unusual badge shapes for
sublimation. It might have a domed top or a state shape, says Johnson.
Innovative
Plastics Inc. (IPI), Algonquin, IL, manufactures plastic engraving stock
for rotary and laser engraving as well as other marking methods like silk
screening and hot stamping. Id say that our fastest growing
line right now is our Gold Coast line, says Don DAntonio. This
plastic stock line features several different cap colors and marble patterns
with a bright gold metallic modified acrylic core designed to resemble brass
when it is laser or rotary engraved. It looks very rich and it fits
into a lot of different signage areas, interior-wise, and it works very
well for badges, he says, adding that this type of material is also
ideal for specialty signage applications, such as point-of-purchase (POP)
displays in jewelry stores. The material provides a nice impressive,
expensive look for not much money.
IPI
also manufactures a relatively new product called the Night Reflectors,
a plastic material that reflects brightly in the dark when light shines
on it. Available in six different colors, the material is designed for rotary
engraving and can be used indoors or outdoors. This line is used for
dog tags and for signage application such as parking lots, warehouses and
caution areas, says DAntonio.
Rowmark
is another major engraving stock manufacturer in the recognition and identification
industry. Rowmark offers a variety of materials to the sign maker, including
ADA Alternative®, which is a material made to comply with the Americans
with Disabilities Act; Ultra-Mattes, also, can be used to create ADA compliant
signage and is outdoor weatherable along with Textures, a durable and dirt/scratch
resistant material that holds up in high traffic, industrial or outdoor
environments.
Laserable
materials are probably the most-requested in the engraving industry right
now, says Rowmarks Jennifer Perry, although most large
format sign makers use routers and prefer to work with thicker-gauge, more
rigid products.
Leathertone,
Inc., Woonsocket, RI, manufactures the EZ GRAV line of plastic engraving
materials which is sold in full, half and quarter sheets for use in sign-
and badge-making. The company offers interior and exterior products for
both rotary and laser engraving, metallic plastics, an ADA line of appliqué
and substrate material (both rotary and laser) as well as reverse engravable
materials.
The
traditional rotary engraver is still quite popular, but in the past few
years, the demand for laser engravable plastics has taken off. Most engravers
have both rotary as well as laser engraving machines, says Leathertones
James Rubenstein.
Horizons
Inc., Cleveland, OH, offers something outside the realm of plastic engraving
stock with its core product called the MetalPhoto line. MetalPhoto is a
unique photographic process that can be used for making signs, badges and
other identification products. The technique involves exposing the light-sensitive
MetalPhoto material to UV light with a film positive or negative and then
processing the metal to create a subsurface image. The result is a very
durable product that can even be used outdoors. Thats our core
product, explains Zeda Blau. Thats the product that is
most widely used in the nameplate business. But its also used in exterior
signage, zoo signage, arboretum signage, architectural signage and more.
There are huge applications for MetalPhoto in those fields. The MetalPhoto
process can be used to put everything from text to halftone images on signs
and creates an extremely durable product. Because its a photographic
product, its a little daunting for some people, and perhaps some new
technologies are faster, but the fact remains that there is nothing as durable
as MetalPhoto and nothing as high resolution.
Horizons
also offers printable aluminum products with multiple applications,
including signage and badges. AlumaJet, for example, is an aluminum material
that you can actually feed into your inkjet printer just like paper. The
thin aluminum product works with J-feed printers (printers that feed from
the top), including Epson, Lexmark and Canon models, allowing you to print
high resolution, full-color images directly on the substrate. After the
piece is printed, the image is protected with a laminate covering to create
interior signage and badges as well as plaques and awards. It can
be used anywhere you would want to put color onto an aluminum substrate,
says Blau. Horizons also offers a thicker substrate designed for inkjet
printers with a straight pass-through feed, including models such as the
new Epson 4000.
Horizons
AlumaMark material is designed for laser engraving applications. Available
in silver, gold, brass, bronze, aluminum, etc., the material turns black
when exposed to a CO2 laser beam. This material is suitable for interior
signage applications and Horizons has also recently introduced AlumaMark
precut badge blanks in two sizes: 1" x 3" and 11/2" x 3"
(available in silver and satin brass finishes).
Identification
Plates, Inc., Mesquite, TX, is another manufacturer specializing in metal
materials. ID Plates carries a full line of metals for signage, badges and
ID products, including brass for interior use and stainless steel and anodized
aluminum for interior and exterior use. They also offer acid etching and
screen printing services for creating custom identification products.
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One of the
fastest growing lines for Innovative Plastics is its Gold Coast
line.
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Black
on white is still the biggest seller for sign-making as shown in this
example from Innovative Plastics, Inc., Crystal Lake, IL. |
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Whats Not So Hot
For
the most part, traditional sign materials have remained fairly stable sales-wise,
although industry experts do point out that there is a trend away from high
gloss plastics as well as those that are strictly rotary engravable,
i.e. not suitable for laser engraving.
The
satin materials are staying flat. Its an interior product that has
a little bit of a glare to it so it shows scratching, says Don DAntonio.
Margaret Johnson also points out that this material is not laser engravable
because of the thick cap and ABS core.
Nash
Industries Ted Uibel agrees that satin materials are still used, but
arent as popular as they once were. From my perspective, I think
matte finishes have become more popular than the shinier finishes if, for
nothing else, the reduction of the glare. If its shiny, you are getting
reflections and glare off of it and its harder to read and thats
why people prefer matte finishes.
Alan
Burgess, Gravograph-New Hermes, Duluth, GA, says, Our top-selling
material for signage is Gravo-Tac in the matte finish because of ADA
compliance. This material is laserable and can also be used for rotary engraving.
Weve seen a decrease in two-ply products that are limited to rotary
engraving only and limited for indoor use only.
Several
industry suppliers noted a decline in the use of woodgrain plastic engraving
stock, not necessarily from lack of demand but more in terms of lack of
supply. In general, we see a falling off in the woodgrains. The industry
sort of started with woodgrain and now we see that as less popular. Part
of it is that the foil for woodgrains is getting more difficult to come
by, says Margaret Johnson.
Ted
Uibel agrees, One of the problems with woodgrains is that a lot of
them have disappeared. Even the people who want the woodgrains cant
get them anymore. A number of the foils used to make the woodgrain materials
have just vanished. Thats something that has happened with a number
of the woodgrain colors over the past years.
New For 2005
Never
fear, manufacturers are hard at work coming up with new and better materials
for making signs and badges. Most manufacturers have revamped some of their
current linesadding new colors, textures, designs, etc., and have
introduced new products in response to industry demands, such as additional
laser engravable substrates. Heres a look at what you can expect in
2005.
Earthtones,
Granites Deluxe, ColorCast Acrylics and Heavy Weights are all new products
Rowmark has recently introduced for the signage markets. Rowmark has several
new products queued up for release in January of 2005 and more to follow
as 2005 unfolds, says Jennifer Perry.
Were
expanding our laser line. Our laser products are currently our top-selling
products. They are growing by leaps and bounds, explains IPIs
Don DAntonio. DAntonio also sees a current trend toward reverse
laserable products which provide a very interesting, subsurface look. Since
there hasnt been a great deal of variety or choice in these types
of materials, IPI plans to expand the line to include a reverse laserable
mirrored acrylic product, available in gold and silver and a second line
tentatively called Gem Stones, which is a reverse laserable
plastic with a marble pattern. Both materials can be reverse engraved with
a laser and then paint filled to provide a very unique look.
ADA
signage is another area of focus for some manufacturers in the industry,
including Gravograph-New Hermes. In 2005, we will focus greatly on
materials that can be used for ADA compliant signs, says Alan Burgess.
We will have new colors, including translucent products that can be
used for ADA compliant signs and back-lit signs. We are the only company
offering a full line of ADA compliant signage (raised letter and engravable)
for outdoor use. Also new for 2005 will be an exciting range of sublimatable
materials to be used in conjunction with the Gravo-Tac product line.
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The
LensMart sign from Horizons, Inc., is made with AlumaJet inkjet printable
aluminum which you can feed into your inkjet J-feed printer just like
paper. |
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Gravograph-New
Hermes top-selling laserable and rotary engravable material
for signage is Gravo-Tac in the matte finish because of its ADA compliance. |
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Making The Mark
When
it comes to making signs and badges, we are seeing some of the same basic
trends as other areas of the industry, such as personalizing awards and
gifts. Mechanical engraving is still very much on the sceneJohnson
Plastics points out that rotary engravable plastic is still its top sellerbut
there also continues to be growth in laser engraving.
Traditional
rotary engraving is still very popular, although laser engraving continues
to grow, says Jennifer Perry, Rowmark.
I
would say there is definitely a trend into laserable materials because the
proliferation of laser equipment is very strong and has been for a number
of years. So, naturally, manufacturers have to provide materials to meet
those needs. That trend is not new this year, of course, its been
going on for several years, states Ted Uibel.
Sublimation
is not as widely used for signage and badges as processes like rotary and
laser engraving, but it is gaining some interest for these applications.
Sublimation is coming on strong for signage. The ability of four-color
is becoming quite popular, says Johnson.
One
of the drawbacks to sublimated signage is its inability to directly create
ADA compliant signage. Rotary engraving combined with Gravo-Tac engraving
materials is the perfect combination for ADA compliant signage. We see a
lot of growth potential for this type of signage for the future. Sublimation
is of high interest right now but its growth may be limited due to its lack
of ADA compliance, says Alan Burgess. Some sign makers are, however,
combining technologies to create ADA signage; for example, using rotary
or laser engraving for the Braille and raised letters and sublimation to
create colorful graphics. Plus, Jennifer Perry adds, sublimation can be
a great tool for creating decorative name badges. Sublimation is another
method of producing name badges that is sometimes overlooked, yet a variety
of shapes and sizes offer a plethora of colorful options, she says.
Of
course, these arent the only methods being used to produce signage
and badges. Routers are used for larger signs, screen printing is another
popular method that can be used on its own or in conjunction with engraving
and hot stamping is still a very common method for putting shiny logos on
badges. Identification Plates also offers custom acid etching and screen
printing for signs and badges.
Don
DAntonio pointed out that, although not a marking method per se, a
lot can be done with thermobending plastics, especially in the area of display
and POP signage. For example, IPI relates how Firestone created a unique
display for its tires by screen printing its logo on brushed aluminum plastic
and then thermobending the plastic to create a curved header.
The sign features cutout sections to display the actual tires
and is mounted on the wall. Its an inexpensive way of making
displaysthey are making thousands of these. They have the look of
metal but the ease and economy of plastic, he says.
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Sublimation
is not as widely used for signage but it is coming on strong. This
example from Condé Systems, Mobile, AL, shows what color can
do to enhance a sign. |
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Everyday
we come across someone wearing and needing a photo badge. Photo courtesy
of Rowmark. |
Putting It All Together
Of
course a personalized name badge really has no purpose unless the individual
can wear it and thats where badge findings come in. Suppliers in the
industry offer a variety of badge components, including safety pins, magnetic
clasps (rated as the most popular by many suppliers), bulldog clips and
clutches with tacks.
Badge holders and badge frames are also popular badge components that can
dress up a badge dramatically. Rowmark, for example, offers Identifiers
name badge holders in five sizes and three traditional finishes, and Gravograph-New
Hermes has a complete range of metal badge frames, magnets, pins and clutches.
We will be adding a line of gold magnets and a new range of badge
frames to our product line for 05, says Burgess.
In
the same vein, sometimes a perfectly engraved sign blank isnt enough;
sometimes it needs more embellishment and a great way to do that is with
a sign frame. Don DAntonio says that, particularly in the U.S., there
has been a major trend toward using frames for signage to add visual appeal.
Not only can a frame add to the value of the sale, but it can also be a
great marketing tool. A great way to make signage look better and
more impressive or even give it a certain image is to frame it or put it
in a holder of some sort, he says.
The
JRS Company, Covina, CA, is one of the largest manufacturers of sign frames
and holders, offering a variety of lines and looks to fit a variety of budgets.
Several distributors in the industry, including Nash Industries, IPI and
Johnson Plastics, carry the companys product line. JRS manufactures
some very, very unique products that really take a simple piece of plastic
and, for not a lot of money, turn it into signage that looks a lot more
expensive, says DAntonio.
One
of the new lines that JRS has introduced is its Curves sign
framing system, a series of aluminum frames that are curved to provide interesting
architectural appeal. The wall-mounted frames accept 1/16" plastic
inserts and are available in standard sizes but can also be manufactured
to custom specifications. Its quite a nice, new look,
says Margaret Johnson.
JRS
has also introduced a plastic framing system designed to accommodate paper
sign inserts printed on an inkjet or laser printer. Once the paper sign
is printed, pop it into the frame. A clear plastic lens slides over the
top to protect it and provide a professional look.
Horizons
Inc. has also introduced a new aluminum sign system called AlumaSigns. AlumaSigns
consists of modular sign frames that you can snap apart, insert the sign
blank in and then snap back together.
In
keeping with the sign framing trend, Gravograph-New Hermes has unveiled
new products to its sign framing line as well. We offer a full range
of plastic modular frames in seven different colors and two different corner
shapes. We also offer a range of aluminum modular frames in silver, black
and gold as well as a full range of Slatz Sign Systems.
Can I See Your ID?
Badges
imprinted with a photograph, i.e. photo IDs, are another segment of the
industry, although they typically have more specialized applications than
standard name badges. Photo badges are not, in most cases, used for general
identification purposes, but they do have significant applications. In fact,
they are nearly a necessity for businesses concerned with enhanced security
features.
One
method for making photo badges is to use a thermal digital printer, such
as the Millennium from Direct Color Systems. In addition to printing full-color
photos, graphics and text, these printers are capable of printing encoded
data onto the magnetic strip of special badge blanks that can be read by
magnetic and optical security scanners. Most material suppliers offer compatible
blanks and substrates for these printers. IPI, for example, has plain white,
gold and silver blanks. The company also sells two- and three-ply plastic
blanks featuring a white cap and a colored core so, in addition to thermal
printing, the material can also be engraved. In some cases, traditional
sublimation is used to create photo IDs, although to a lesser extent since
it does not have the security coding capabilities.
Horizons
Inc.s AlumaJet inkjet printable aluminum is another product that can
be used to create photo ID badges. AlumaJet is ideal for badges because
you can scan a picture of a person and print it on the badge, says
Zeda Blau.
Another
way to incorporate photographs or full-color images onto badges is through
using special adhesive-backed film materials, such as those available from
The Magic Touch line. You can use your laser or inkjet printer to print
images directly onto the film, then transfer the film to a substrate material,
such as plastic, and then use a laser to cut out the badges. So you
can batch up a group of badges onto a sheet size page and with very little
labor, cut out custom shapes with a laser and thereby produce full-color
images, explains Ted Uibel. Its a very interesting convergence
of technologies. Its not outlandish because there are so many laser
machines out there and color laser printers have come down in price dramatically
over the last few years.
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JRS,
Covina, CA, manufacturers of sign frames introduced the "Curves"
sign framing system, a series of aluminum frames that are curved to
provide interesting architectural appeal. Photo courtesy of Johnson
Plastics, Inc., Minneapolis, MN. |
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Making The Sale
As
Don DAntonio says, Anywhere that you have to identify a person
or create a corporate image or an identity for the company, ID products
fit in. And that opens up a lot of opportunity for our industry to
sell these products.
You
can start by looking for quality suppliers that will help you through every
step of the process. Dealers should look for inventory levels, customer
service, knowledge, support as far as standing behind their product as well
as technical support, says Margaret Johnson.
DAntonio
says that finding a supplier who can help with the design stage can be extremely
beneficial. If you dont want to pay a designer or you dont
have a plan, there are signage suppliers out there who have those capabilities
and they are adding value to their products. They might not always be the
less expensive of the group, but they will be able to deliver a lot more
capabilities and probably at a lower price than having to hire a designer,
he says.
Of
course, you also need to actively sell your products to make a profit. Ted
Uibel says, My first recommendation to the retailer would be to do
some nice samples. Dont rely on basic pieces or things you have left
over. The retailer who has a walk-in storefront or a display area of any
kind has customers that tend to buy what they see, so if you show them something
nice, something of quality, something maybe a little different from what
the guy down the street is showing, theres a good chance theyre
going to buy that. But if you dont show it to them, nobody knows that
you can do it.
Selling
signage and badges may take a little more legwork today as the business
economy struggles to stay on its feet. But its clear that its
headed in the right directionmechanical engraving, laser engraving,
hot stamping, sublimation and more are all being used to create exciting
new ID products. And who knows what lies ahead? As Margaret Johnson puts
it, Its going to be fun to watch to see how it goes! Its
becoming a more colorful world! |