Friday, 17 Apr 2015 14:30 GMT

The Future of Neon

With five years until the ban of mercury in lighting, Jo Golding finds out how neon sign-makers will be affected by the restriction and whether the downfall of neon is inevitable

So long neon?

Despite the word neon coming from the Greek term, 'veov', meaning new, this chemical element has been in use for over a hundred years. Known fondly for enlivening city landmarks such as Piccadilly Circus and Times Square up until the 21st century, neon is thought of as one of the most evocative mediums in the sign industry—but does it have a shelf life?

Concern about the longevity of this industry sector unfolds with the news that a ban on mercury, which is used in the manufacture of neon, could be enforced in 2020. The Minamata Convention on Mercury wants to ban the substance due to the Restriction of Hazardous Substances Regulations (RoHS) 2012.

Fighting its corner

The British Sign and Graphics Association (BSGA) have argued against the ban, obtaining an extension until 2020 which means that neon sign makers can continue their art form using a maximum of 80mg of mercury. This gives the industry more time to find viable alternatives and prepare to argue its case again in 2020.

David Catanach, director of BSGA, says: “European legislators had included cold cathode lamps of all types within the scope of RoHS regulations. This would have effectively eliminated the use of mercury and restricted the colour of neon signs to red—which is of course completely unacceptable to the sign industry.


David Catanach, director of the BSGA, says neon is still an important part of the market for consumers and the skill sets of the sign industry alike



“Negotiations with the European Commission were always going to be difficult. However with the help from our colleagues in the European Sign Federation (ESF), and a lot of dogged determination and perseverance to go through the correct channels to get to the right people and present our strong case, we finally obtained an exemption to the regulations.”

Director of Neon Workshops, Richard Wheater, says: “The recent news from Brussels on the proposed banning of mercury use in cold cathode lighting (CCL) left us here at Neon Workshops completely bemused. We’re in a wonderful period for options in lighting, and yet there is a growing determined force to stop the use of arguably the most influential medium that has infiltrated our culture over the last 100 years.”

There is global concern over the toxic properties of mercury and the United Nations Environment Programme (UNEP) explains that it is, ‘a potent poison of the human nervous system’. It has the potential to kill neurons in specific areas of the body and case studies have proved that the effects can be fatal.

However, some argue that it is no more dangerous than any other electrical appliance.

“That’s a bit like asking if a kitchen is dangerous because of all those sharp knives, gas, heat, electricity and hot pans. If you place neon in an area where it can easily be got at and damaged, then yes it can be dangerous just like any other electrical sign can be when the product is mishandled. There are strict safety controls on the installation of neon as laid out in the standard BS EN 50107-1 and the IET wiring regulations,” Catanach explains.

Artistic medium

Those wishing to protect neon do so because of its creative nature and long history in the sign industry.

Even though the demand for neon signs has steadily declined in the UK since the production of more cost-effective alternatives, the desire for neon has not faded. Catanach comments: “There are still a number of companies and individuals in the marketplace whose livelihood depends on neon.”

There are still a number of companies and individuals in the marketplace whose livelihood depends on neon”


Kemp London creates neon artwork and is still kept busy with orders. Steve Earle, managing director, says: “For us at Kemp London these neon’s are traffic stoppers, we constantly have people coming in every day who just happened to be passing by and just had to call in as they were so taken aback by the beauty of the neon art form.

“From private individuals, it is undoubtedly artistic statement pieces to go on the kitchen or lounge wall of trendy apartments. In terms of sheer quantity we quite often produce volume runs of neon lighting for the retail sector. We recently produced 250 neon sale signs in citrus orange glass for H&M which were distributed to stores throughout Europe.”


Slogans and neon go hand in hand today - this blue neon script by Kemp London is just one of the statement pieces they can create
 


On a dark city street, you can still spot the occasional neon ‘OPEN’ sign lit up in reds and blues, and certain cities depend on it. Take the Las Vegas strip. It is constantly buzzing with brightly lit signs and still incorporates neon today. Neon has such significance in their culture that their Neon Museum houses a vast collection of iconic Vegas neon signs.


Not only do Kemp London create artwork for individuals, they also collaborate on large advertising campaigns such as Fiat’s autumn/winter collection
 


It would appear that neon, despite its ups and downs, still has its supporters and a place in a diverse sign industry. Earle continues: “Going back five to ten years with the advent of LED technology, there were many in the UK sign industry who considered that neon was a dead art, but nowadays the complete opposite is true. Neon has gone full circle, it’s been revitalised. It’s not just limited to the local fast food shop or the Soho sex industry, you now see it everywhere— TV ads, galleries, homes, the list goes on.”

Best of both worlds

The production of the light emitting diode (LED) has been one of the biggest influences on the replacement of neon. LEDs are less expensive to maintain, lighter, uses plastic so is therefore less likely to break, and are more reliable in their performance. The ongoing development of LED also means that the quality is getting better every year and it is seen as a more environmentally-friendly option.


Cold cathode refers to when neon is used for indirect lighting, like this example from Kemp London



Earle says: “Without doubt LEDs are a country mile ahead of neon in terms of their ‘green’ credentials and low cost per module to produce but on the flipside neon has a long history, having been used for the best part of a century it has a certain enigma and romance about it.”

But with every electrical appliance there are certain risks and LED is no exception. Wheater argues: “Regularly, studies find that the production, use and disposal of LEDs all present health risks, which the public should be made aware of. LEDs are currently not classified as toxic, and are disposed of in conventional landfills, frighteningly without protest, whilst the unstoppable propaganda machine tells us ‘LEDs can do no wrong!”


‘Neon Nude’ by Richard William Wheater, director of Neon Workshops, is from the upcoming exhibition ‘Nude not Naked’ in New York



He also cautions: “The facts that cold cathode lighting is 100 percent recyclable (even the mercury), highly energy-efficient and made using sand (glass) and metal rather than petroleum by-products seem to get overlooked.”

Although LED can be the best alternative for certain applications, should their environmental costs be more closely analysed? Wheater continues: “What I really object to is propaganda on such a grand scale that overshadows fact with a fiction that strikes fear into the mind of the consumer, to the point retailers and consumers don’t think to ask if there’s an agenda. Well, there is an agenda and it’s not the environment— it’s money.”

Uncertain future

It goes without saying that sign-makers, suppliers and manufacturers will be significantly affected if the ban on mercury goes ahead in 2020, though some are relishing the challenge. Earle says: “Although Kemp London has been in the sign business since 1868 and is one of the most prolific neon suppliers in London and the South East, we certainly don’t rest on our laurels and are constantly keeping abreast with new lighting technologies as they emerge.”

O Factoid: The first neon sign built in the UK was for the meat extract brand Bovril in 1923 O


Being limited to just one colour in a sector that is so colourful, could however spell the end for neon. Catanach warns: “Our industry is in the ‘visual communication’ world, and one that prides itself in being inventive in order to create signs and images that are seen and admired. Banning the use of mercury would effectively mean that neon signs will have to be only of a red colour which in turn would see the demise of this sector of the industry.”

It is not just the ban that could damage the neon sector but also the increasing popularity of its alternatives. Wheater adds: “Unfortunately due to the nature of what has become over the years a niche industry, the champions for neon are few and their platforms lower than that of the industry giants. Brussels’ proposal to regulate the ‘demonised’ use of mercury in tubes may not be such a terrible idea. Though at the very least, let’s have an honest look at what’s really taking place here and why it’s taking place.”


Neon letters and names have had a surge in popularity, giving a stylish apartment a personal touch



For now, the extension shows great promise for Catanach, who says: “Without the support of the BSGA and the ESF, it is doubtful if any of this would have transpired. It is true that the industry gained an exemption for hand crafted linear discharge tubes (HLDT) until 2018, which gives three years to consolidate the position and work towards a plan for the future. This will include working with the lamp manufacturers across Europe.

“It is now down to the engineers and designers of neon discharge tubes to find a way of being able to prove conformance until 2018, and then re-defend their position to RoHS and Minamata in 2020.”

While LED has dominated the market with its ever developing sharpness, it is important to remember that, is it not the blurred glow of neon in the distance that we love? Is it not the thrill of its luminosity that draws us in? The debate will continue over the next five years as to whether neon is too dangerous to use and whether LED should be more carefully considered. What is certain, no matter the outcome in 2020, is that the industry will always have a soft spot for neon.


Your text here...