LEDs + Lighting

Light on the Subject

The Sign Factory’s Robert File recounts a neon vs. LED rebranding decision

Published

18 years ago

February 21, 2006

Robert File Signs of the Times March 2009 Issue

On a recent sales visit to a long-time, valued client, Sign Factory owner Jim Risher and project manager Paul Genge presented a few new ideas.

Samples of their sign program’s 18-in.-tall channel letters with 5-in.-deep returns were set up in the client’s office. As soon as the group convened, the client said it was moot, although they appreciated our efforts. Two days prior, the company’s senior management had selected an image makeover that incorporated a new logo and colors. Jim and Paul might have been inconvenienced by presenting these samples for naught; fortunately, as the client’s sign vendor, they could address these challenges in person.

Seeing green

Gone was the decades-old, red logo. Red had worked, and red had sold for all those years, but red was everywhere. The client’s neighbors in the mall

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