Building A Better Channel Letter

The commonality of some mall letters makes the tradition of channel neon letters seem quite boring. Design is centered around a lettering font or style and the type of plastic used. Repetition in signage portrays the store as being "just like the others." The painful truth for retailers is a better mouse trap attracts better mice. Selling is the name of the game, both for you and your customers. Pulling a product out of the doldrums will definitely set it apart. In the following cases, neither the components nor the techniques of fabrication are new. Only the implementation has changed. Lighted Returns First viewed in Europe at high-end boutiques, there are now several varieties of side-lit letters in North America. I sometimes hear them called edge-lit, but this term refers to sheets of clear acrylic that are screened on or engraved to catch light entering the edge of the sheet from a concealed position. Side-lit letters are internally illuminated and have acrylic faces and acrylic returns. They are more expensive due to the bending and bonding requirements, but visually, the glow is exquisite when properly executed. The edge can be a contrasting color. The 360 degree glow gives the letter form great dimension as well as illuminating the area around it. Very chic, very elegant. Dual Lighting Neon illumination is common in sets of individual letters where the faces are illuminated. This gives the letter a flat look at night. Halo-lit or reverse-neon letters look dimensional yet subdued. Other effects can be achieved with translucent fronts and translucent backs that allow the light to spill out in multiple directions and patterns. When using dual lighting, two sets of tubes may be required depending on the letter size and construction. Tubes in halo-lit letters run along the perimeter, while tubes exclusively for face illumination must fill the area of the stroke. Despite the two different approaches, one set of neon tubes can do the work of two. Different colored acrylic or translucent vinyl applied to front and back to extend the range of lighting effects. The illumination can emphasize corporate colors and create back wall splashes. Opaque overlays can be used to create even more outlines and graphic effects. Accent Illumination Here, the neon is a source of design and illumination. The norm for a mall channel letter is to "hide" the neon tube inside of the channel. The quality of tube bending in these cases is not required to be A-1. Visual neon, on the other hand, requires the finesse of a master tube bender. Electrode housings must be strategically placed for a clean, unwired look. Simplified tube design puts accent illumination within the reach of many companies. The tube can be part of the logo or a pure accent. It will serve a dual role as illuminator if it is strategically placed. This practice can also reduce overall costs as the letters themselves may be easier to install, non-illuminated and electrical code compliance simplified. Shadow Box This can be a retro, art deco look, but also a solution to execution problems. The bulky raceway style letters often suggested for simplified installation can give way to the classic look of a shadow box. Electrical connections and the neon tubes are inside a single piece frame while the wash gives a bright illumination. Letter forms can be very thin illumination can even be fluorescent or incandescent. To find a new look, experimentation is the name of the game.