The production of neon signage, especially exposed neon, is still very much an art and craft based skill. It is a medium that engages not just our visual senses, but our hearts and minds as well.
In the recent past neon has fallen out of favour for a variety of reasons, such as the availability of cheaper and easier options, fashion, prohibitive planning regulations, and even advertising site owners’ preferences.
Think of London’s landmark Piccadilly Circus and a riot of neon almost automatically comes to mind. The first neon sign—for Bovril—was installed there in 1923 and gradually the whole area became alight with static and moving signs. Sadly, in February 2011 the last of the neon, Sanyo’s 340sq ft sign that had been in place for 33 years, was removed from this iconic location, when the advertising space owners requested a more modern form of signage—LED.
Light on the horizon
Neon Creations worked closely with a design agency to create the neon hearts and
cowboy designs that feature weekly on Channel 4’s Sunday Brunch programme
However, over the past twelve months or so the market for neon has been seeing some growth, especially in the demand for artwork pieces.
Richard Wheater, managing director of Neon Workshops, confirms: “There have been peaks and troughs over the last few decades, but we are certainly approaching a peak at the moment. It has been one of the busiest years for Neon Workshops. The music, arts and retail sectors are all interested—especially for neon art.
“It will never be as big as it once was due to the advent and increasing use of LEDs, but there are still some areas where neon is the best option. In some ways LEDs are doing neon a favour, because they are highlighting what neon can do,” he adds.
Neon artist, Julia Bickerstaff of Neoncraft, concurs: “The market is definitely still growing, although the majority of my work is more creative, design-based artwork pieces, for commercial applications as well as private commissions.”
It will never be as big as it once was due to the advent and increasing use of LEDs, but there are still some areas where neon is the best option”
“Retailers are turning back to neon for the retro look,” says Logotech director Mark Brown, who adds: “It is more popular for window displays than signage because of the increased use of LEDs. However, neon can’t be beaten for brilliance as it gives 360 degree light, which can’t be imitated with LED rope.”
Recently Logotech has done a lot of art pieces rather than signs. In particular they have seen an increase in demand for words and quotes used as wall art for restaurants, bars, retail, and private homes.
Derbyshire Neon is also seeing a strong demand in the retail sector, with director Adam Turner asserting designers still understand the benefits that neon can bring to in-store signage.
“Some LED companies claim to be the ‘new neon’, but it is simply not the same product, no more than the other light forms; they all have their individual markets. However, the raw look of neon lighting still attracts designers,” he concludes.
Over the past twelve months Avenue Signs has seen demand stabilise within the retail and the art world, as Steve Archer explains: “There is still a high demand for neon art which Avenue Signs has always provided and shipped around the UK, Europe and the world. And Christmas time is always a very busy period, meeting demand for retailers and artists alike for Christmas-based neon work.”
Some LED companies claim to be the ‘new neon’, but it is simply not the same product, no more than the other light forms; they all have their individual markets”
Indeed, Neon Creations has just completed the most successful year in its seven years of trading. The company specialises in internal neon signs and deals with a wide variety of market sectors, ranging from the traditional uses for signage, to retail and leisure.
“An increasing number of clients that we deal with are looking for neon as a piece of artwork, either for their home, or indeed their business,” comments managing director Catherine Spink.
She continues: “A lot of our clients like to use neon in home bars, games rooms, kitchens, bedrooms, and living spaces—virtually any room in the house.”
Galleries and artists are also a key market sector for Neon Creations, as well as TV and film production companies. An example of the use of neon on a TV production set is the neon cowboy and hearts created by Neon Creations for Channel 4’s Sunday Brunch programme.
Re-kindling the flame
A striking window display in Selfridges, created by Avenue Signs. A rainbow of neon
at London Fashion Week for Stella McCartney
So what are the challenges and what needs to be done to encourage sign-makers and end-users to ‘re-discover’ this medium and give neon its rightful place in the scheme of things?
“There is a difference between encouraging sign-makers and encouraging end users,” says Spink, adding: “Sign-makers seem to be looking at a different market of signage, i.e. shop fronts, where neon has been replaced by the use of LED for whatever reason. Sign-makers are often scared off by the initial cost of neon, but in the long run, it works out to be the brightest and best form of illuminated signage. Also, if they don’t have experience in installing neon, this can put them off.”
To help sign-makers overcome this concern, many of the neon signs produced by Neon Creations are supplied within acrylic cases or on acrylic panels, so do not actually require any specialist installation.
“When installation is required, then there are many experienced neon sign installers in the UK. On the other hand, I think that a lot of end users, those that use it for art, have a passion for neon that will never go away, and just need to find the right opportunity to use it,” says Spink.
Sign-makers are often scared off by the initial cost of neon, but in the long run, it works out to be the brightest and best form of illuminated signage”
Avenue Signs also offers a helping hand to sign-makers who are less experienced or uncertain about using neon. Archer explains: “Neon still requires some experience to assemble and fit, so we offer this to other sign companies, so they can sell a complete neon service, with the confidence that the job will be done by a company that deals with neon on a daily basis.”
Inevitably, the ease of use offered by LEDs and a lack of understanding about neon presents the greatest challenges. Bickerstaff, of Neoncraft, notes that most sign-makers and end-users are well aware of neon, but that LEDs are cheaper and easier to install. In addition, because branding changes take place more frequently these days, the durability of neon is not so essential.
“People also need to realise the value of the outlay and be aware that it’s a classical style of signage, where the cost includes not just the glass, but the installation elements as part of a whole package,” explains Bickerstaff, who adds: “However, I do a lot of work with artists who are already successful in their own right, helping them to realise ideas for their clients. I find that customers are now working more closely with the artists, becoming more involved in how the neon piece is made. They appreciate the high level of craft skills required.”
Logotech’s Brown emphasises: “People need to realise that LEDs do not last as long. While neon is more expensive, because it is a craft skill that requires specialist skills to install, it is long lasting. We are still repairing pieces from 30 years ago.”
People need to realise that LEDs do not last as long. While neon is more expensive, because it is a craft skill that requires specialist skills to install, it is long lasting”
Turner adds: “As a trade supplier I find some sign firms steer away from neon because of the issues with high voltage signs, which historically all neon signs were. Modern low voltage applications are simple to understand, and there is no requirement for the installation of fireman’s switches, making these types of signs easy to install.”
“In addition, there has always been an issue with the signs being made from glass and therefore easily breakable, but if they are made correctly, and by a high quality glass blower, the signs will give years of trouble free service.”
Wheater sees part of the problem as being a lack of promotion: “Neon doesn’t have champions in the way that LEDs do. In the USA, for example, there are pressure groups who lobby local councils to refurbish old neon signs and restore them. In the UK people are not so interested.”
He continues: “Many decision makers are not aware of the full facts about neon and they shy away from purchasing it. However, when sign-makers and end-users do venture into a neon shop they are surprised at what it can do. The challenge is to generate a wider awareness of neon and encourage understanding of it.”
Keeping the dream alive
A renovation project by Julia Bickerstaff for the Elsecar Heritage Centre’s museum.
It is a former commercial sign from the roof of a local baby clothing store in Barnsley
town centre
Although Neon Workshops is non-commercial and targeted mainly at the creative market, they currently offer two-and-a-half hour taster sessions to enable both commercial and creative people to experience neon for them-selves. The workshop covers what neon is, what it can be and how to make it; examples of neon art are explained; demonstrations are given of cutting, blowing, stretching, bending and fusing glass with flame, filling with gas and illuminating with elec-tricity; and participants also have the chance to try their own hand, under tuition, and take home the results.
Neon Workshops is the only place in the UK that offers training workshops, and there are only three places left in Europe where formal courses are available—Vienna, Paris and Germany. The only other alternative in the UK for those who want to learn this specialist craft is to find neon artists who offer their own workshops, such as Julia Bickerstaff, who also tutors and assists in workshops at Neon Workshops. As well as its base in Wakefield, it also now has a mobile workshop.
“Unfortunately, it’s an industry where people tend not to like sharing skills, but Neon Workshops’ aim is to share its passion, and we are now attracting people from all over the world to our workshops and courses,” says managing director, Wheater, before adding: “There are some nice neon shops around the UK that are turning out some good work and we are now working with some of these to share the skills.”
Stemming from the lack of training resources, Neon Creations has taken matters into their own hands. Spink asserts: “There is nowhere in the UK that you can specifically go and learn how to be a neon glass blower; this
is not a course that is offered at college, for example. Therefore, it is up to the existing neon sign companies to teach the younger generations, so that this art form does not eventually die out.”
There are some nice neon shops around the UK that are turning out some good work and we are now working with some of these to share the skills”
In order to ‘walk the talk’, Neon Creations took on a trainee in February 2012, with a view to this being a fairly long-term training programme—her main responsibility is assembling and wiring their neon signs, with the actual neon glass blowing being taught around this.
“We have devised our own training and grading programme, which is based on our own neon artist’s training, from around 25 years ago when there seemed to be more formal training in place,” she explains, adding:“There are no set time-scales, with each grade being achieved as and when a good enough standard of work is reached. She is already a permanent employee with us and a very valuable member of our team.”
Derbyshire Neon’s Turner gives cautious encouragement: “The craft of glass blowing itself is an art form in its own right, taking years to master. It takes commitment to become a qualified neon glass blower, but when you qualify you will reap rewards when you see a glowing hand-made sign hanging in a shop front window. It is by no means the dark ages of neon; if anything the future for neon has never been brighter.”
Neon will never die because it has an aesthetic quality and a heritage that will always be in demand. It has an endearing and tactile quality and it is enduring; there are pieces in London and Paris that were installed before the Second World War”
With the enthusiasm of those in the industry, it is evident that there is a definite future for neon, albeit in different markets than previously.
On a final note of encouragement and positivity, the last word goes to Wheater: “There is a massive opportunity to develop neon, which stems from traditional sign writing. We are entering an exciting time with options to work with neon, LEDs and a variety of other mediums. The aim of Neon Workshops is to give neon a future, especially as it was invented in Britain. We want to inspire people to bring neon into the 21st Century and give it credibility.
“Neon will never die because it has an aesthetic quality and a heritage that will always be in demand. It has an endearing and tactile quality and it is enduring; there are pieces in London and Paris that were installed before the Second World War.”
