Standing out from the crowd
Responsible for much of the physical signage we see all around us, the craft and trade of sign-making is built from its fabricators.
With so many materials and methods of sign-making now available and with customers’ expectations higher than ever, sign fabrication is at a critical point.
Businesses and consumers alike are all starting to feel the pinch of price hikes, supply shortages, and the knock-on effects of the pandemic. So, with that in mind, how are companies dealing with the big changes and challenges in the assembly of signs?
History in the making
Well made and varied signage can find its way into the likes of retail venues, petroleum garages, and even Hollywood films and TV series. The recently titled Amazon series ‘The Lord of the Rings: The Rings of Power’ showcased a beautifully crafted sign debuting the name of the series and teasing its arrival on TV screens later in the year.
An online video released from the production team behind the series shows off the sign that is made from reclaimed redwood and molten metal.
Sign-making can incorporate a number of different trades and skills including welding and soldering
The video shot at an actual foundry utilising dazzling effects with argon pours, sparkler dust, water, and liquid hydrogen, demonstrates just how far signage and its materials can be pushed to create something spectacular.
From wayfinding systems, traffic signage, and built-up letters, the services and options companies can offer make for an immensely diverse sector that is built on collaboration and innovation.
One company that combines the legacy and innovation of the industry is William Smith, a group that encompasses materials, signage, and architextural films and coverings.
Marketing executive for William Smith Group 1832, Kyle Giles, says: “Our history in sign fabrication goes back almost 100 years. We even manufactured the first real road sign in 1930. Prior to 1930 and going back to 1832 our business was an established manufacturer and had diversified through many different product sectors.”
William Smith’s relationships and work with long-time partners and brands have meant the company has been able to build on its roots and offer a bigger range of services than ever before. Giles explains: “In the 1970s our relationship with 3M developed and traffic signage became a mainstay of the business, and still is a key focus to this day. All our traffic signage is CE marked and complies with the BSI standard BS EN 12899-1:2007. “Come the turn of the millennium the business diversified once again as it entered material distribution.”
While many companies will work with partners and specialists to outsource or collaborate on certain work, often increased workloads, or larger service offerings will lead fabrication companies to invest in new equipment.
“Since 2016 we’ve invested in a state-of-the-art powder coating system, new guillotines, a press brake system, several CNC routers, and most recently an extraction booth that will help improve air quality when sanding/polishing metals,” Giles adds.
Keeping up to date with technology, but also remembering the roots of your trade is an important aspect of any sector. With a history in metal fabrication, one company that has used its 20 years of experience to create a range of products is Applelec.
Specialists in signage solutions and branded environments, Astley acquired award-winning signage company Sign of the Times in 2016
“Sign fabrication is a real mix of old and new techniques. New machinery such as laser technology and CNC machines have advanced what is achievable, while also requiring staff to train in new computer engineering and artwork methods,” says Michael Crotch, head of signage at Applelec.
“Some machines are limited in what they can do, therefore, it is imperative, as a bespoke signage manufacturer that we continue to embrace traditional methods of hand-crafting built-up letters, to allow us to remain responsive to customer needs and changing trends.”
With technology ever evolving and the increased popularity of digital and lighting solutions, Applelec has ensured it has used its experience to stay ahead of the pack.
Crotch adds: “Over the years Applelec has used its market intuition to embrace growing trends in LED and lens technology, as well as game changing equipment such as our CNC and high-definition plasma cutter back in the 1990’s. We continue to innovate and provide an impressive depth and quality of signage products that has seen the business grow from just two people to over 70 members of staff in a six-acre business park.”
A new generation
With an industry and trade that requires a range of skilled workers from welders, designers, operators, and painters, the need for new sign-makers is ever expanding. The recent UK fuel crisis has pinpointed how years of stagnated employment and a shortage of potential workers has led to an over stretched transportation sector.
With sign fabrication also requiring a lot of health and safety checks, along with an embedded understanding of tools and machines, a steady workforce is vital to producing signage.
Sign fabrication requires a range of skilled workers from welders, designers, operators, and painters
Astley, a company with a long history in the sector, which supplies a range of sign and print services to businesses throughout the UK, has invested heavily in its growth and development through various methods. Based in Gateshead and Kettering, the business houses large production facilities that supply retail and petroleum businesses such as Sainsbury’s, Asda, and BP.
David Forrester, sales director at Astley, says: “Astley was actually established over 100 years ago now so as you can imagine, the entire industry has changed dramatically. Our custom-built Gateshead head office and production facility was a huge but very necessary investment for the company in 2010, as it allowed us to design a facility that responded to the demand for the fabrication of PFS totems.
“The sheer space available in our factory and our dedicated metal fabrication department means that we can offer our clients BS EN 1090 certified products.”
Developing the next generation of sign-makers has been very important to Astley and it has sought to use apprenticeships and training as much as possible.
“Education has understandably become more intensive and technology orientated. We’ve been pleased to work with partners like HILTI on internal safety initiatives,” says Forrester.
“Tools and machinery have of course become more advanced and reliant on technology. Jobs that potentially took one worker several days to craft, can now take a letter bender a few minutes to complete. Time saved with using efficient machinery can be invested in quality control, and our department staff can be multi-skilled in various processes and work in several areas of the business dependent on demand.
“Tools have been introduced to keep teams safer and to help them work more efficiently, but of course there is then regular maintenance and refresher training required.”
Crotch agrees, saying: “I think the traditional method of handcrafting built-up letters highlights the industry’s need for more promotion and education around the skill that goes into signage fabrication. Although technology can do a lot of great things, for a company which supplies bespoke signage, having a team of experienced craftsmen who can hand form built-up letters, is crucial to meeting our customers’ needs and continuing to grow.
“With a lack of apprenticeships or promotion for the artform, people trained in this skill will become harder to find, when really it should be a craft that we celebrate and take pride in as an industry.”
Speaking about the importance of schemes such as apprenticeships, Forrester says: “There are so many facets to the type of work we do and such a variety of skillsets required to produce branded environments, from traditional fabrication to digitised and interactive solutions, our industry can offer massive opportunities for career growth and development.
“It’s vital to invest time in training and recruiting apprentices so that they can learn off those that have been in the industry for years, while we also learn from the younger generation about new ways of communication and messaging formats. Integrating both the old and new will ensure our industry can grow and respond to demand.”
Obstacles in the industry
The continuing growth of sign-making and the transformations taking place in workplaces all over the world means many industry workers are constantly riding the wave of change.
Training, recruitment, and employee health have all become higher priorities in the workplace thanks to the use of social media, and our ever-connecting world.
Forrester says: “Industry training for health and safety now covers areas such as Covid and how to work safely both on and off site. We have also noticed an increase in health and safety training for mental wellbeing which is particularly welcomed by us. As a manufacturer, the safety of our staff has always been a priority for us, but when considering the pandemic and the impact on mental health, training on how to manage this within our own workforce has formed a key part of our strategy.
“We now have Mental Health First Aiders at our sites to support staff and understand how mental wellbeing has a direct impact on physical wellbeing.”
Just as Covid brought to light the issues of work-related stress and illness, other global issues have also unearthed challenges such as supply problems that have inflated due to the rise and fall of certain industries.
Crotch says: “We have definitely seen an increase in supply shortages from aluminium to steel and most consumables, including longer shipping times. Luckily our forward-thinking team anticipated this early on and strategically increased our stock holding, to ensure minimal impact to our fast-moving production. Being the sole UK distributer of SloanLED, this was an important decision for us that meant we retained plentiful stock to continue to meet customer needs.”
Sign-makers are calling on the government and associations to ensure the craft is promoted
Brexit, Covid, and global supply issues have all affected us in some way or another, but the sign industry’s resilience and readiness has demonstrated how decades of experience and challenges have prepared many for the worst.
“As Brexit didn’t exactly creep up on us and we had time to prepare, our Commercial Team was ready and fully equipped to handle any potential fallout from Brexit. We ensured we had a reliable supply chain and contingency plans in place should product not have been able to get in the country,” says Forrester.
“On the whole, we have been lucky not to have experienced any particular supply shortages, although like everyone, the increase in pricing for key materials like steel and aluminium continues to be challenging.”
New changes and barriers in the world have demonstrated how businesses have taken positive action from dozens of negative impacts.
SignFab, a provider of trade signage based in Leicester, which supports the industry with partnered workshops and a range of fabrication methods, is one such company that has tackled new obstacles head on. The company was founded by managing director Paul Bartholomew and chairman Carl Hodgson in 2001, who each hold over 35 years’ experience in the industry.
Bartholomew says: “We have been affected by the significant raw material stock availability and rapidly increasing prices. These have obviously affected everyone in various forms. But by looking ahead and securing large stock levels at competitive prices, we have always tried to be proactive in order to service our customers.
“Transportation between Europe and the UK is currently more difficult and expensive than previously. This is definitely encouraging UK buyers to buy signs manufactured in the UK, when previously they may have chosen cheaper European options.”
Transportation between Europe and the UK is currently more difficult and expensive than previously. This is definitely encouraging UK buyers to buy signs manufactured in the UK”
He adds: “As with all forms of business, the very best suppliers grow and become stronger while the ones who offer poor service or value fail. This is very reflective in the signage industry. The better companies continue to dominate the market, because they offer the best customer value and experience.
Moving forward
A large part of a successful business is making sure to produce impressive products and services by following trends and movements.
The changes and hurdles presented to fabricators have meant fantastic innovations and bold projects have been achieved thanks to sign-makers communicating highly with clients and keeping their ears close to the ground.
Bartholomew says: “Generally clients want to have the signage in as fewer sections as transportation will allow, meaning four-metre sections on panels and components are very prevalent. The days of making signs out of smaller sections seems to have disappeared.
“Due to some very serious accidents and failings in the manufacture of signs by lesser providers, we have found most clients prefer the reassurance that a supplier uses fully certificated practices and accredited methods of manufacture.
Bartholomew also cites sustainability as a big change in the industry, adding: “More work is coming from the companies who request eco-friendly solutions. We are now offering signs that are recyclable. SignFab also supplies both solar and wind turbine powered illuminated signs. These obviously have no running costs and can be located in places without the need for the traditional power supply requirements. I can only see these choices becoming more and more popular.”
The popularity of sustainable and eco-friendly materials cannot be overstated in sign fabrication, as it now becomes an industry standard, more than a fad or trend.
Crotch explains: “As we operate in a high waste material industry, it is important to evaluate our impact on the environment, something Applelec is committed to doing as part of its 2022 eco-pledge.
“With eco-friendly alternatives to our lighting and signage products, we can also eco-engineer bespoke sign fabrications with suggested eco swaps such as our 100% recycled and recyclable acrylics, lightbox skins, and light panels.”
Looking back at the changes in fabrication and the trends we now see, Forrester says: “20 years ago, you’d walk down a high street, and the majority of fascia signs were probably back-lit illuminated panel signs with graphics applied to the face. Now there is so much more choice for brands which is great for the industry.
O Factoid: Certifications from the British Assessment Bureau, such as ISO 9001 can help businesses improve efficiency and profit margins, while also helping to win and retain business O
“Shopfronts can now really showcase their image and have access to a variety of processes with fabricated built-up individual letters and logos either mounted directly or applied to panels with a range of illumination options.
Illumination has changed dramatically with the introduction of LEDs which revolutionised our industry. Signs used to use fluorescent tubes or neon but now 99.9% of the time they use energy saving LEDs.”
Despite the challenges and difficulties sign fabricators may have faced over the past two years, the work and craft still demonstrates the strength of the industry.
The fabrication of signage remains an exciting sector which challenges new and old employees alike with new materials, tools, and environments. Through dedicated and innovative signage producers, the industry can continue to flourish and gain the much needed promotion and recognition it deserves, in order to keep growing.
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