Finding the Way(s)

Whether driving or walking, signs can help to lead the way—even in our GPS-dependent society. As output and substrate technologies continue to improve, wayfinding signage opportunities remain rife for commercial and wide-format printers in 2020 and beyond. However, to land these types of jobs, you first need to know with whom to engage.

“It is important to go to the source who is specifying this type of printing on large-scale wayfinding projects,” said Ted Kiper, board chair of the Sign Research Foundation. “Such specs typically are coming from the architectural and/or design consultants who are developing the project.”

Other good connections are general contractors and facility/plant managers.

The management/sales team at ER2 Image Group, a grand-format printer headquartered near Chicago (Hanover Park, Ill.), agrees: the architects sometimes bring them into projects. That was the case on a recent, exterior-signage installation at a JCC-affiliated fitness/community center in Northbrook, Ill.

“We revamped all their old, wayfinding signage,” said Chris Hogan, Jr., ER2’s senior director of national accounts.

Hogan proposed an idea to employ textured print techniques on boards for room numbers and ADA (Americans with Disabilities Act) signage.

“They had new Mohawk vinyl flooring in some areas of the building, and we told them we could match that wood-grain look,” he said. “The client loved it!”

To pull off the dimensionality, ER2 used its Direct Jet UV LED inkjet printer manufactured by Rocky Hill, Conn.’s Direct Color Systems. DCS’s raised-texture device is ideally suited for adding such elements to signs, especially when used in conjunction with its Color Byte RIP software, which features a proprietary TEXTUR3D printing process.

“Rather than running multiple passes to put down clear, white and color, it uses the RIP’s three groups of printhead channels to print any combination of two or three of these channels simultaneously, inline and in a single pass,” according to the manufacturer.

The textured printing can be applied to plastics, acrylic, wood and metal.

The best part about this process, according to Hogan, is that it is all ink-based.

“It’s not photopolymer printing, which took a lot of time,” he said. 

ER2 employed the same, textured ink technique on behalf of a large veterinary clinic.

“We printed raised paw prints on more than 100 signs,” Hogan said.

SRF’s Kiper added that such layered printing techniques are not only faster than traditional photopolymer signage, “it also is more cost-effective. We’ve been using this technology to produce ADA signage, allowing us to have raised letters and Braille. It also [is] more durable than the appliqué letter and raster Braille technique. Additionally, on larger prints, we are able to achieve dimensional textures and spot glosses that typically would not be achieved through printing.”

Evolving Print Innovations

“Printing in layers…creates textures that build up gradually, such as the Braille text on an ADA sign that is raised," said Lance Tucker, technical services manager at FASTSIGNS International, Inc. "It will print the text repeatedly until it has reached the desired height. This helps eliminate the two-step process of using a router or laser to cut the text and then adding it to the background.”

He believes there are myriad wayfinding opportunities out there for the printing.

“One might use them to create components of other signs, such as inserts, or to create temporary wayfinding signs for trade shows or events,” Tucker said. “In addition, a commercial/wide-format printer could be used to create a vinyl print that could be applied to a post and panel for wayfinding purposes.”

Printing on vinyl and fabric, while not new, is becoming more prevalent in interior and exterior signage/graphics applications.

“The wide variety of substrates…coupled with the large number of extrusions that are available, make this a very cost effective and dramatic option for graphics," Kiper said. "We’ve had some printing that can go up to 10-foot widths by whatever length.

“Wayfinding opportunities are increasing significantly for wide-format printing. Substrates and the increased longevity of inks make this a viable interior and exterior application. By incorporating fabric printing and silicone edge extrusion mounting, interior wayfinding/advertising/graphics applications have limitless opportunities. This technique allows for both non-illuminated and illuminated applications. Virtually no support or blocking is needed due to the lightweight materials. These graphics have the same look as solid-surface graphics, but with the ability to quickly change out the faces.”

Transportation facilities, such as airports, are use this for advertisements.

“In the past, a great deal of support and blocking would need to be included for overhead wayfinding applications,” Kiper said. “With this new technology, you can have slim-line overhead applications with a fraction of the weight. If the message ever has to change, the printer already knows the exact print sizes, [and] these can be printed relatively quickly, rolled up and sent out to the site. An internal facilities department would have the knowledge and capabilities to change out the graphics.”

Another wide-format technology, noted Tucker, is latex printing for “a more ‘green’ or ‘eco-friendly’ product.”

Retail Store Signage

In a recent white paper entitled “Retail Wayfinding Best Practices,” the Sign Research Foundation (SRF) contendsed that wayfinding helps to manage the in-store customer experience. This strategy is particularly critical in a 21st-century context, as more consumers shop online and gravitate away from brick-and-mortar stores. Millennials desire shopping “experiences”—and the stores still standing strive to give these customers what they want. Consistent branding is key when online and in-print graphics play well together.

The good news for sign printers is that their products play an important role in creating the optimal customer experience.

“For many years, signs were considered the most disposable part of retail stores,” according to the the report. “Now…[they] are considered a vital investment that must be treated with the same care as other fixtures.”

Some stores are even incorporating dimensional innovations—the use of channel letters, projecting signs and awnings, for example—as part of their exterior, architectural signage, according to SRF. Illuminated signs, employing new LED technologies, also are used within progressive store interiors, as are digital wayfinding systems and interactive kiosks.

Interior and exterior applications differ, of course.

“Size and cost are some of the biggest contributing factors in determining differences within exterior and interior signage,” said FASTSIGNS’ Tucker. “Materials will vary based on whether this is an exterior or interior sign. Interior signs are smaller in scale but still offer direction or wayfinding movement throughout a space. Interior signs are composed of lighter-grade materials in general, such as lighter aluminum, PVC and foam.”

“An interior program is typically in a protected, temperature-controlled, lit environment," Kiper said. "These factors allow the fabrication to be varied in the use of materials that may not always hold up to the extreme weather conditions of an exterior program. This allows for lighter weight substrates and illuminated applications that may not need to be protected from the elements. Additionally, inks and/or substrates that may fade or wear quicker in harsher elements can be used for a more economical application internally.”

For outside signage, Kiper said it is important to determine the longevity needed as well as how and where a sign will be mounted.

"The appropriate printing and material specification can be determined," he said. "Typically, we have seen large-format printing that is being used in an exterior application to be used as a more temporary or semi-permanent application. There are some applications, such as HPL—or High Pressure Laminate—applications, that couple the large-format printing with encapsulating this into a melamine laminate that can dramatically increase the life-span of the product.”

 “Exterior signs will generally be larger, possibly illuminated, and they act as more of a permanent fixture for a business," Tucker said. "They also offer the public an actual marker for a business location on a larger scale. They can often be made out of heavier, weather-resistant materials (aluminum, stainless steel, galvanized), welded construction for reliability and permanence.”

Best Practices

Color management is an important part of the production process, according to Tucker.

“FASTSIGNS centers make a practice of staying up-to-date on current software/malware, printer maintenance, media optimization and correct disposal of remnant ink and materials,” he said.

“One of the most critical elements that successful PSPs provide is understanding how to incorporate the right materials to both meet the building requirements and the overall design plan of the program,” says Craig Campbell, director of business development for the International Sign Association (ISA). “Most times, ADA signage is considered utilitarian and ultimately not factored into the overall design at the onset of the project, so this success can start with either working with the client directly or the agency responsible for the program and clearly showing how print can enhance this type of signage while meeting the strict regulations surrounding ADA compliance. ISA provides an excellent resource for more information on how to work with designers and other agencies in one of its most recent white papers entitled “Navigating the Visual Communication Space.” 

In addition, a PSP should be ready to provide materials based on their fire and smoke density ratings as outlined by ASTM e84 requirements and should be well versed in redundant emergency exit requirements as outlined in the International Building Code 1007.1 as this dramatically changed since 2001. Many times, the material manufacturer can acquire these material certifications. Truly successful PSPs working in this space are constantly updating their library of knowledge on the latest print technologies and materials and act as integrators into projects while offering solutions that enhance the overall project.

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When to Use ADA Signage

Additionally, there are regulations and industry best practices to consider.

“Those new to the signage industry need to consult their local and state construction codes along with state and federal laws,” said FASTSIGNS’ Tucker. “Experienced printers can access www.ada.gov for any recent changes as well.”

Use ADA Signage in these instances:

1. Permanently marked rooms—the designator has to have letters raised in Braille (follow regulations on Braille height)
2. Restrooms—specific sizes of the overall sign itself and the pictogram
3. Color has to be contrasting on an ADA sign.
4. Installation has to meet requirements:
1. Height requirements (48 inches from the ground to the bottom line of the sign and no more than 60 inches to the bottom of the top line of the sign)
2. Location requirements—it must be located on the handle side of the door

 (Source: FASTSIGNS International, Inc.)

“One of the best ways to keep track of the regulatory angle is to stay in contact with the people and organizations that are directly involved in standards-setting on an ongoing basis,” said Kenny Peskin, ISA’s director of industry programs. “For example, ISA has designated representatives serving as voting members on the International Code Council A117.1 Accessibility Standard Committee, which develops the regulations governing ADA signage. Because of that engagement, ISA knew immediately in mid-January 2020 that the U.S. Department of Housing and Urban Development proposed incorporating the 2009 Accessible and Usable Building and Facilities standard into the federal Fair Housing Act design and construction requirements. Others might not discover that ADA signage rules might be changing before the March 2020 public comment deadline or after HUD finalizes the changes.”

ISA also offers online learning courses to help the industry stay abreast of sign regulation topics: https://www.signs.org/online-learning/sign-safety-regulation. 

Urban Wayfinding, Planning and Implementation for 2020

“Our most widely used resource is the Urban Wayfinding Planning and Implementation Manual,” says Sapna Budev, executive director of the Sign Research Foundation (SRF). The manual is being updated to a 2020 edition, which will include additional information on:

Multimodal Transportation 

Cities and towns have widely expanded their encouragement of bike and pedestrian accessibility with signs, maps, and other identity elements. Most major cities have bike-share programs now, which require their own wayfinding structure. In addition, transit wayfinding for pedestrians is also becoming a key part of urban programs. 

Parks and Heritage Areas 

Park and Heritage Signage is an enormous growth area. Topics include parkway vehicular signs, bike trails, and pedestrian paths. 

Materials for Urban Sign Programs 

There have been tremendous advances in metal, paint, vinyl and printing for use in urban programs. The updates will reflect these innovations and show use case scenarios. 

Historic and Special Districts, Wayfinding and Identity 

More historic centers are developing specialty programs for integrating retail, business sign, and identity graphics. 

Department of Transportation 

There is more confusion in states about how to handle community-based signage. This section can provide more clarity on the issue. 

Interpretation and Wayfinding 

The Freedom Trail in Boston started a trend that has accelerated in combining interpretation and wayfinding. 

Dynamic Urban Wayfinding 

       The beginnings of digital and other dynamic wayfinding systems in the environment.

The new manual will be available at the SRF Annual Conference, co-located with ISA International Sign Expo on April 1 at the Orange County Convention Center in Orlando. “SRF also will offer a session on the Art & Science of Urban Wayfinding to dig deeper into the practical framework of these projects,” Budev informs.