Three companies consider electric-sign trends of the immediate past, present and future.
突如其来的新冠疫情让很多标识从业者们猝不及防地迎来了一场大萧条，如果你在为今后的生意感到迷茫的话，不妨看看这三家公司对于行业的分析。
Electric signs are becoming more customized, more of an architectural element and customers are demanding faster turnaround times, according to the officials of three sign companies we interviewed: Richard Poyant, president, and Stephanie Poyant Moran, director of sales operations, Poyant (New Bedford, MA) ; Kevin Keljo, owner, and Darci Keljo, community manager, Security Signs (Portland, OR) ; and Jeanne Mandeville, vice president, Mandeville Sign (Lincoln, RI) – hereafter, abbreviated to each’s company name.
本次访谈的对象分别是：Poyant公司的总裁理查德·博安特，以及营销总监斯蒂芬妮·博安特·莫兰；Security标识公司的老板凯文·凯尔乔，区域经理达奇·凯尔乔；Mandevile标识公司副总裁珍妮·曼德维尔。
根据采访中三家标识公司高管的说法，电子标识变得越来越定制化，同时也更加带有建筑行业的色彩：客户要求更快的周转时间。
TRENDS OF THE PAST 3-5 YEARS
回顾：过去3-5年间的行业趋势
It’s readily apparent that LEDs have continued to replace neon, fluorescent and incandescent lighting options for electric signs. Our latest State of the Industry survey found that 85% of sign companies use LEDs as the lighting source for their electric signs. Advancements in LEDs’ longevity, smaller sizes, multiple power options, operational savings and, of course, programmability have equated to widespread use. “Color-changing, dynamic, programmable LED lighting has had a big impact and a higher level of interest to deliver a landmark sign for a brand,” Poyant said.
很明显，LED在过去的3-5年里仍然保持迅猛发展的势头，继续着自己取代霓虹灯、荧光灯和白炽灯的历史使命，在电子标识领域中大放异彩，根据最新的行业状况调查发现，如今有85%的标识公司使用LED作为电子标识的光源，LED的使用寿命长，单元尺寸小，功率选择多，节能省电，高定制化非常适合广泛的使用。
Poyant公司认为：变色、动态、可编程的LED照明可以为品牌标识带来更高的价值，产生正面的影响，并且引起观看者的浓厚兴趣。
Beyond those, increased architectural applications and designs that take the structures behind the signs into account are on the rise, as well. “The influence of architects and designers outside the sign industry has driven some unique and innovative techniques to achieve the expected function and result,” Security Signs said. LED lighting systems have also enabled Poyant to offer new lighting enhancements, including architectural elements, as well as signage, and Mandeville Sign has noted an increase in landlords requiring trim-less letters.
Security标识公司经过调研得出，现在许多建筑师和建筑设计师都在推动着将独特和创新的建筑技术代入标识行业，标识的结构及设计中的建筑元素也不断增加。
Poyant公司利用LED照明系统应对这种情况，并且成功创建适应建筑技术的新型增强照明标识。
Mandeville标识公司同样指出，在他们的业务中，要求使用工业风的客户正在不断增加。
However, permitting electric signs has become more challenging for companies in certain locations, with continued tightening of jurisdictional controls, according to both Security Signs and Mandeville. “[The] review process has also been slower and requires more information in order to obtain sign permits,” Security Signs said. “Increased rigidity in code interpretation has also made the process more difficult to navigate.” Mandeville Sign has encountered greater uses of “Unified Plan Development” at the municipality plan review level to define sign design details, with an increased need for structural engineering design and stamped drawings. Fortunately, both Security Signs and Mandeville also report more municipalities moving to online permitting platforms, which is streamlining the submittal process.
但是，Security和Mandeville也指出了不利的一面：现在某些地区的对于电子标识进行管控，并且力度逐渐加大，使得电子标识的应用变得更具挑战性。Security公司告诉我们，对于电子标识的审查非常严格，速度也比较慢，需要更多信息才能获得签署许可。
Mandeville公司对此进一步做了解释：“严格的代码管控使得这一审查过程难以被标识公司把控，所以我们在需要通过市政审查的电子标识上使用‘统一计划开发’来创建标识的设计细节。”
审查中对结构工程设计图和冲压图的需求也越来越大，幸运的是Security和Mandeville公司能通过市政当局的在线审查平台进行操作，简化了大量的提交流程。
Otherwise, all three companies we spoke to reported an increase of complexity to recent electric sign projects. “We have noticed an increased demand and interest in cutting-edge design incorporating a variety of materials, finishes and textures that have not been common in our industry,” Poyant said. As a result, the company developed faux patina and wood grain paint finishes that are far more durable and less costly than digital prints.
巧合的是，这三家公司都表示最近电子标识项目越来越复杂，Poyant公司在采访中说：“我们注意到客户对于尖端设计的需求和兴趣不断增长，而这些设计需要用到传统标识行业中不常见的一些材料、饰面和纹理，于是我们研发出‘人造铜绿漆’和‘木纹漆’适应这些需求，这两款新产品的无论是耐用性还是造价都远远优于数码印刷。”
CUSTOMER DEMANDS
宗旨：客户需求
Poyant (New Bedford, MA) recently replaced the old logo for Reebok with a new 12-ft.-tall, programmable-LED channel letter set on the rooftop of their corporate headquarters in Boston’s Seaport District.
Poyant公司位于马萨诸塞州新贝德福德市，最近以一面3.65米高的可编程LED发光字去带了Reebok的旧标识，该发光字标识被放置在Reebok公司位于波士顿海港区总部大楼的楼顶上。
Not surprisingly, clients have been requesting faster turnarounds. “Customers are [becoming accustomed] to quick delivery of products online and are having the same expectation with custom electric signs,” Security Signs said. At the same time, Mandeville Sign has found that “customers have less knowledge about the sign type they would like to see on their project and rely more on the sign company to design from a blank page.” This has led to more customers wanting to see more prototypes and samples of materials to be used, quality photos of examples that meet their certain project needs and 3D drawings of their sign projects, according to Security Signs.
无论哪个时代哪个行业，所有的客户们都在要求更快的交付时间。Security公司认为：特别在信息时代，客户都已经习惯了在线快速接收产品，所以对于电子标识当然具有同样的期待。
Mandeville标识在工作中则发现，客户们往往不能为标识的设计提供多少想法，标识公司全部都需要从零开始创作；Security公司补充说：客户既然不能对成品有很多干涉，那么就会更多地要求管控原材料和审查样品，还有用来展示的高质量渲染图，以及该标识的3D图纸。
Poyant has noticed a “reawakening” on the part of Boston-area planning and zoning officials in considering and enabling larger branding opportunities as a way to drive new development and re-development of underutilized areas. “Companies like Converse, Boston Consulting Group and Reebok have been able to incorporate [color-changing, dynamic-signage] technology into large renditions of their logos,” Poyant said. Security Signs reported customers seeking a “small form factor” – thinner cabinets and letters that maintain clean lighting and high legibility.
Poyant公司注意到波士顿当地主管规划的官员逐渐对电子标识重视起来，他们正在考虑提供更多的品牌机会，以此来扩展一些电子标识还没有饱和的地区。Poyant公司为匡威、锐步以及波士顿咨询集团正在进行的，是代表性的logo大型再现工作，其中整合RGB和动态灯箱技术。
Security公司有一篇报告，则提到当前客户正在追求“轻量化”——更小型化的橱窗和发光字，在节约能源的同时，保持一个较高的清晰度。
To add to the list of contemporary client demands, Mandeville Sign observed that the sign design process is still often the last to be addressed in a construction project and starts much later than needed to meet production and installation timelines. Security Signs corroborated that finding, adding that electric sign projects are regularly developed while sites are being built.
为了满足客户的需求清单，Mandeville公司认为，标识设计的过程是建筑项目中的难点，因为它的生产和安装时间通常在项目末期，时间很紧迫；Security公司对此表示赞同，并补充道：在项目建造中，一般会预先订好电子标识的项目时间。
On a smaller scale, Poyant stated that “the clean lines of trim-less channel letter construction appeal to retail, university, healthcare and corporate markets for a clean, upscale look that is viewed close-up in both interior and exterior environments.” In addition, Poyant often incorporates dual-color vinyl technology that allows a daytime color for maximum contrast and readability, which can be backlit with stationary LEDs or color-changing LEDs for a completely different nighttime impact.
Poyant公司认为：在较小的范围内，无装饰的发光字结构凭借其简洁的线条，无论内部外部都可以近距离观看的透亮、高档外观，吸引了诸如便利店、大学、医疗保健、公司等场所竞相使用。
Poyant公司通常采用双色乙烯基技术，该技术让标识在白天也可以展示出特殊的色彩以实现最大的对比度和可读性，在夜晚则采用单色LED或变色LED进行背光照明，以产生完全不同的视觉观感。
LEADING MANUFACTURERS AND PRODUCTS
引领：制造商和产品
Trim-less channel letters have already been mentioned. Mandeville Sign also stated that LEDs procured from many sources are essential to custom electric signs. Security Signs mentioned cabinet LEDs, retrofit LED systems and programmable LED options as products that help achieve creative lighting solutions and small form factors.
对于无装饰的发光字，Security和Mandeville公司还有补充：多渠道采购LED对于定制电子标识必不可少，对于橱柜LED，重点应放在改造LED系统和可编程的LED软件上，这两项技术有助于实现创新性的照明解决方案，以及更小尺寸的产品。
Security Signs (Portland, OR) removed and fully restored their hometown’s iconic, revolving Franz Bakery bread loaf sign in March, its first facelift after almost 40 years. The display measures 8 x 25 ft. and the restoration included a full LED retrofit, new acrylic skin and graphics.今年3月，Security标识公司对波特兰当地标志性的旋转式弗朗兹面包店的大面包标识进行了拆除，并改头换面地进行修复，这是40年来该标识第一次离开安装的位置。修复包括完整的LED翻新，新的亚克力外壳和平面设计，显示器的尺寸为：2.4*7.6米。
Poyant has chosen products from several color-changing LED companies, but, “We have worked most closely with Bitro,” they said. “On our latest project, they provided terrific, on-site technology and programming support.” Poyant relies on 3M perforated vinyl as its preferred dual-color film. “And Miratec is our go-to for high-end, translucent digital printing, especially when the customer wants the same PMS color for day and nighttime viewing.” Steel Art has also been a long-time partner for Poyant when it comes to “creative, high-quality finishes and unique lighting for channel letters and logos, especially when the tolerances are tight and the configuration is small in size.”
Poyant标识从好几家LED公司中选择了产品，但与Bitro公司的合作最为紧密，在Poyant最新的项目中，Bitro提供了出色的现场制作技术以及编程支持；而Miratec公司则为Poyant提供双色膜的透明数字印刷，帮助标识在白天和晚上都能显示相同的色彩；另外在制作有创意、高品质的发光字标识，尤其是零部件公差要求很小且配置较小的标识，Poyant也与Steel Art长期合作。
Security Signs applauded the “variety of subscription-based CRM and project-management software systems that are easier to implement and evolve, versus products that require a large upfront investment and implementation,” adding that “we have been using Smartsheet for project tracking through sales and delivery cycles.”
Security标识一直推崇数字化营销和办公，比起大量前期投资与创建的产品，他们更愿意将资金投入到基于订阅的“客户关系管理系统”和“项目管理软件系统”，并且一直在使用Smartsheet软件进行销售中的项目交付周期跟踪。
ANTICIPATING THE NEXT THREE YEARS
展望：未来三年
Today, a broader, more diverse range of clients means emphasis on creativity is more important than ever. “Developing new methods and ideas to building electric displays,” are in the offing, as are thinner components. Mandeville Sign anticipates more signs with trim-less letters, stencil-cut aluminum faces recessed with push-through acrylic, internally illuminated fronts and halo-lit designs. Poyant foresees greater demand for more color, brighter, interesting and open spaces. “People will connect with brands that they feel they can trust and that best meet their ever-changing needs,” Poyant said. “Those needs are hard to predict. Whatever they are, our industry will find the way to best meet them.”
如今，客户越来越多元化意味着在标识设计中创造力更加得到重视，Mandeville标识正在以新思路、新技术开发电子显示器，以期取得更纤薄的组件，在今后将发布更多无装饰的发光字标识，这些标识将带有压入式的镂空铝面，提供正面及带有光晕的内部照明设计。
而Poyant则将重点放在更多色彩、更加明亮、更有趣味且定制化程度更高的电子标识上：客户将与他们认为可以信赖并能满足他们不断变化的需求的品牌建立长期的合作，虽然这些需求很难预测，但可以相见的是，无论是什么，标识行业都将找到最好的方式来满足他们。
Faster fulfilment times once designs and permits are approved lie just over the horizon, according to Security Signs, as well an increased emphasis on information updates. “Providing customers with project status, installation dates and visibility into their projects,” will be more common, they predicted.
Security公司对于未来同样保持乐观：一旦设计和许可的标准规范化，信息的更新将会越来越快，标识的交付时间也将大大缩短，频繁地向客户提供项目状态、安装日期之类的项目可视性操作将更为普遍。
COVID-19 CHANGES EXPECTED
预期：新冠将带来什么改变？
Of course, the COVID-19 pandemic has altered the changes expected, especially within the next several months to a year or more. “A lot will now depend on the confidence level of business leaders throughout the country as we move out of the ‘lock-down,’” Poyant said. “What will be the short- and long-term effects on the hospitality industry, brick-and-mortar retail, shopping centers, restaurants, casinos, hotels, healthcare and education? Will the trend of creating attractive, new work environments surrounded by amenities like gyms, coffee shops, restaurants, etc., continue?” they wondered.
不过，新冠疫情对于以上所说的展望与趋势带来些许改变，在接下来的几个月到一年的时间里，影响会一直存在，Poyant表示：在复工复产之前的这段时间，行业的起伏很大程度上取决于美国商界领袖的信心程度，酒店业、实体零售、购物中心、饭店、赌场、酒店的业务能否快速复苏？人们能否在健身房、咖啡厅、餐厅等便利设施的包围下，创造更有吸引力的新场所？这些都是会影响标识行业因素。
Security Signs feels that our entire culture may change, with a “larger number of people working from home and separated from peers. Exploring new ways to keep teams connected and engaged during these challenging times” will provide sign companies with new obstacles to overcome. An obvious need to highlight safety and health will be paramount, especially at signshops themselves. “More protocol and procedures to maintain healthy operations and awareness at our facility and customer’s premise,” are on Security Signs’ docket.
Security标识认为：随着大量在家工作、与同龄人分离的人群出现，整个标识行业的文化可能都会发生变化，在这样的环境下保持团队联系和项目参与是新的挑战，但标识公司必须克服这些障碍。首先对于安全与卫生的需求是至关重要的，尤其是标识公司的办公场所中。
在Security标识公司的重要条款中，已经加入了“办公场所和会客室要保持健康的运行系统和防控意识”。
The channel letter sign that Mandeville Sign (Lincoln, RI) created for this Panera Bread location features .125-in. aluminum faces with stencil-cut push-though clear acrylic, 4-in.-deep returns, clear Lexan backs and a white vinyl diffuser. The letters are pin-mounted 1 in. from the wall surface and produce both front and backlit effects.
Mandeville标识公司位于罗德岛州林肯市，他们为当地的标志性品牌：Panera面包店创建的发光字标识为模具切割的“镂空铝面透明亚克力”，铝面厚度0.3厘米，10厘米深的内部通道，清亮的聚碳酸酯背板和白色乙烯基扩散板，发光字固定在离墙面2.5厘米的销钉上，正面与背面都可以发光。
Mandeville Sign is concerned that in the near-term they could see severe budget constraints from customers, and “maybe less focus on the wow factor of the sign and more on the price/budget.” They worry that there could be “huge pricing pressure coming, as too many sign companies compete for too few projects.”
Mandeville标识担心，疫情期间客户的可能会严格限制预算，而且会减少标识中的创意元素，更多地关注价格预算，并且由于更多的标识公司参与项目投标，定价方面可能也会出现巨大的压力。
But aside from the omnipresent pandemic concerns, Mandeville offered one last observation by way of Michael Rogers, the “Practical Futurist,” who addressed the annual World Sign Association meeting 18 months ago. He spoke of consumer need for experience to drive satisfaction and envisioned AI experiences integrated with message-center signage. “Imagine a feedback loop as you pass by a wall of screens and a puppy appears to walk with you and interact,” Mandeville recalled. “I have not seen anything close to that as a product, but we are seeing the use of indoor-linked LED screens gaining a foothold in the market.”
虽然Mandeville公司在新冠疫情中充满了危机感，但是18月前的年度世界标识协会会议上，一名“实践未来主义者”迈克尔·罗杰斯提出了一个有趣的事情在一直激励着他们：集成AI体验的消息中心式标识——当人们经过一堵屏幕墙时，有一个反馈回路，墙面上会有一只小狗与人同行。
Mandeville公司目前还没有任何与之接近的产品，但是已经有室内链接的LED屏幕投入市场了。
So, be on the lookout for that AI puppy and more, as electric signs continue to evolve into a suddenly less certain future.
因此，请注意寻找那只“小狗”，因为电子标识将会让人们大吃一惊，成为未来的一部分！
