Back in the day

[Mike Jackson]

I was talking to Tom McIltrot at SignCraft yesterday about an upcoming article. We normally get into discussions of how things are changing.

There are at least a few people reading this forum that can relate to a few comments and observations. I'll throw them out on the table here.

Up until roughly 1982, I ran a basic sign shop in Moore, Oklahoma—a suburb of Oklahoma City and about halfway between there and Norman, OK. After 1982, I added a Gerber Signmaker III which was later upgraded to a Signmaker 4B. We ran the shop there until 1986.

Back then, I always cringed when a customer wanted a Pool Rules sign or a menu. Directory signs were bad enough, but those two were killers. They took forever to letter and you could never really charge enough for either. But really, there weren't a lot of other options. Where else would you send them? You might be able to screen print them, but it still meant coming up with a film positive and that technology was only beginning to emerge. Some menus were worse than others, too. I lettered a couple of menus for a Mexican Restaurant. Each item consisted of the name of the meal and then underneath it were all the various additions like chopped beef, chicken, beans, rice, salsa, and so forth. If it wasn't too profitable making the menus in the first place, figure the profit margin going back to change half a dozen prices or replacing a menu item that wasn't selling!

The other type of job that never seemed to be profitable was office door lettering. Most of the time, it meant going to the location, sometimes in the heat of summer and sometimes in the cold of winter and double coat white Helvetica medium letters on an opaque tinted window. Occasionally, all that was made worse by all the customers coming and going. I did one for a Credit Union on a Friday. It took twice as long as it should have.

And if you remember, when someone asked about lettering on a truck or vehicle, the first thing you'd ask was, "What color is the vehicle?" Dark colored vehicles usually meant double coating most of the lettering.

I originally bought my Signmaker 3/4 plotter to take the load off of many of the issues above. We still hand lettered most of the signs, but the small copy went through the computer plotter. They didn't have many font choices originally either. Same for vinyl colors, so even if you had the equipment, you still had to hand letter some of the projects.

There was a time when the die-hard hand lettering people wouldn't touch one of the boxes. Most eventually changed their tune or retired, I guess. I just look back and am thankful I didn't have to continue to hand letter all of the projects needing tons of mind numbing lettering.

Heck, menus and pool rules are still a pain in the rear, but they can at least be profitable now. If they don't want to spend the money with us, we can just send them to Staples and let them print them on paper and laminate it on some foam core. They aren't cheap either!

Maybe a few here can relate?

Mike Jackson

[Mark Summers]

Interesting comments Mike. I was going to do a topic that
read "Are We Better Off". I too remember the early days when
the Gerber III arrived on the scene and everybody was
clamoring over the way of the future. I was first on the scene
to go to Midwest Signs (then Amco). to see the new magic box.
I wasn't about to stop attaining all the above technology
I could. I then got a Gerber 4B with a font extender which
gave me a big-time 28 fonts & $285. each. Then a digitizing
tablet to boot. All cutting edge for the time. The owner
of the shop was incensed when Amco sold one of these
hi-tech machines to a condominium/hotel association across
the way. The rest is history everybody and their mama has
a vinyl cutter and a copious amount of electronic technology,
which by the way has created more competition like it or not.
Lots of vinyl slappers out there that at one time or another
you and I have gotten frustrated with.
The one reason I am able to do this work also is the fact that
I have a goodly amount of this technology. I would never have
lasted as a signpainter only. A solid day or more to paint up
a couple vehicle doors just wouldn't cut it profit wise and being
able to afford this shop. I would cut my wrists if all I did was
slap vinyl all day. My solace is staying tuned into the very thing
that enamored me to this trade from the beginning. Been some
time as you might have been able to figure out but I still feel
incredibly good and engaged with what I'm doing. This board has
reinforced my desire to keep going. The fine arts are really my
devotion these days. Hope have a better grasp on that like a
number of you that I have seen. Still a ways to go though.
Could I digital print a picture? Yes, but only as a last resort will
I go that way on a sign that I know should be hand painted.
I would like to reiterate just how helpful this board has been
with my renewed interest. So many mega-talented people that
post here and with a great deal of humility at that. Thanks for
all help. Hopefully I added a little bit to the pool.

Still energized after all these years,
Mark