Stand for a moment on a bright city street and count how many illuminated signs or illuminated logos you see around you? Shopping malls, office buildings, gas stations and restaurants – all want to make themselves more visible in the cityscape and be easily found by customers. If one day you too are planning to order illuminated signs for your business, what should you consider when choosing a suitable solution?

There are many different solutions on the websites of illuminated advertising manufacturers. Light boxes, illuminated stars and advertising poles. Both materials and technologies vary; some advertisements are illuminated from the front, others from the back, and still others illuminate the sides.

The easiest way is to send a request to the advertising manufacturer with a logo file and information about the planned location of the advertisement. Will the advertisement be located indoors or outdoors, and how far away does it need to be visible? It is helpful if you include a picture of the location where the advertisement needs to be installed.

 

The size of an outdoor advertisement is determined by how far it is viewed.

According to Mario Märtsin, sales manager at Springmar, you could start by thinking about who needs to see the ad and where it will be placed. “The location also determines how big the ad should be. At first glance, a three-meter logo on the outside wall of a building may seem very large, but if most potential observers pass the building on the road from a distance of 100 meters, then this three-meter logo may look like a strip of light and the desired message will not be conveyed. The perspective, from how far the logo is viewed, is certainly one of the most important criteria.” According to Märtsin, it is difficult to give a specific formula, because logos have very different shapes and proportions. “If the logo consists of, for example, two words and 25 letters, then even eight meters wide may not be enough, because each letter is so tiny.” One option is to arrange the two words one below the other, if the rules for using the logo allow it.

In the case of large-scale advertising solutions, more attention must be paid to installation and transportation options. As a rule, large-scale advertisements are produced in several parts and assembled during installation. This often requires special equipment. Link to the installation on the Delta Plaza website.

It is important for the manufacturer to know whether the advertisement is intended for indoor or outdoor use. Some solutions are weatherproof, while others are not suitable for outdoor use at all. This information is also provided for each product on the Springmar website. “In general, glued parts are not used in outdoor use, but solutions that are mechanically screwed together or installed with slats,” Märtsin gives an example.

 

The final cost is determined by both production and installation, as well as transport to the site.

If you have an initial vision of the solution, you should definitely take a look at the planned budget. The calculator on the Springmar website gives an indicative range of what one or another solution will cost. To find out the final price, you also need to think about the installation. “Does the client want the advertisement to be installed on the facade and how is it accessible? Is special equipment needed for installation? For example, sometimes there are green areas in front of the houses that cranes and forklifts are not allowed to drive on. Then the advertisement has to be installed from the roof or on window washing ramps,” describes Märtsin. Each advertising solution is unique and there are several different aspects that need to be taken into account and that affect both the final price and the production solution. It is not at all uncommon for the production of illuminated advertising to be cheaper than its installation and transport. The Springmar team will definitely help you find the right balance between the desired solution and the budget.

The manufacturer and installer need to know the installation height of the advertisement and how the power supply is intended to be solved. “For example, in the case of houses with a glass facade, it may happen that there is no power supply on a given side of the house and there is nowhere to bring it,” Märtsin shares his experience. “Buildings with glass facades have certain specific places where power can be brought through and important elements of the house structure must not be affected.” The client should find out in advance whether there is a 220V power supply somewhere near the desired installation location of the advertisement.

Whether to choose a front-lit or rear-lit advertisement or one that illuminates the sides depends primarily on the environment in which the solution is used. Is the logo more informative or part of the interior or exterior design? For smooth exterior facades, a rear-lit advertisement is suitable, while for profiled or wavy facades, a front-lit advertisement is more suitable. The illuminated advertisement should contrast with the background; it makes no sense to place a bright illuminated advertisement on a light facade. If the logo is the same color as the facade, a contrasting background plate is usually used.

Illuminated signs are used not only to display company logos, but also, for example, as directional and informative signs at airports and bus stations. “If you find yourself in the territory of a large logistics center in the dark, unlit directional signs are not noticeable. This is where illuminated arrows and signs come to the rescue,” Märtsin gives an example. The lighting solution can also be part of the design of the building’s facade. The canopies of gas stations are illuminated with light strips, thanks to which a person driving a car notices the gas station from afar. In shopping centers, illuminated portals with various effects are placed around the entrances of stores to better attract customers.

 

Coordinate the solution with the building owner and, if necessary, the local government.

Märtsin highlights another important aspect that the client should take into account when planning the installation of outdoor advertising. “The client should be aware of the advertising tax that is established by the local government in the city. It is also necessary to obtain approval from the local government that the selected type of advertising solution can be installed on the facade in a given location. The municipal official is responsible for ensuring that there is not too much light noise in the city. That no one puts their very large logo behind someone’s bedroom window.” Companies in Estonia are mostly located in rented premises and need to coordinate the installation of illuminated advertising with the building owner and the local government. This is based on a sketch drawing that describes the technical details of the illuminated advertising, from size to light intensity.

You also need to be careful with light poles and digital screens installed along the roads. They should not be placed too close to the road, as there is a risk that they will distract the driver.
In shopping centers, there is a uniform concept for both indoor and outdoor advertising and specific rules for what types of advertising can be installed. Here too, you need to consider how far away the light advertising will be viewed.

 

Which logo is best for producing illuminated advertising?

Any startup that designs and creates its own logo should also consider its use in different situations. A complex and detailed logo that works seamlessly in digital media can be a difficult challenge for a sign manufacturer. For more complex solutions, you should definitely consider a larger budget. The simpler the logo, the better.

It is necessary to distinguish between outdoor and indoor conditions, and separate parameters apply to them. For indoor conditions, Märtsin recommends not making the texts too small; the letter height should be at least 50-70 millimeters. “Otherwise, it will look like a merging white stripe and the text will not be readable.”

If the logo has a lot of small, complex details, such as text in smaller font below the logo, how should you approach this? “Indoors are easier with small details, where there is general lighting. For small text, contrast is enough, light on dark or dark on light. Here, you can also just use a sticker,” says Märtsin.

Use a short version of the logo.

Since there are often regulations in urban spaces that illuminated advertising must be in a similar tone to the surrounding logos, it is especially important to use a short version of the logo. In the world of illuminated advertising, there is a merciless fight for consumer attention and the rule is: less is more . Long words written in calligraphic style are beautiful to look at on a computer screen, but the eye cannot grasp them as illuminated advertising. In the case of franchises, logo books are generally flexible and it is worth preferring a short version.

In addition to technical dimensions, it is important not to forget that this is still advertising – so eye-catching is important. You have to think about how to stand out from your competitors. If the given parameters are that the logo must fit into a 4×1.5 square, but you have to be next to your competitor in shopping centers, which is only 5 letters. The competitor will get their message across more effectively.
Maybe your logo is as familiar or even more familiar than the brand name in writing? Example: McDonald’s. McDonald’s does not use words on the side of the highway, but their recognizable logo is their illuminated advertising.

Märtsin points out that dark-colored logos are more difficult to illuminate. Dark blue and dark red are particularly whimsical shades. They are usually illuminated with LEDs of the same color. It is also more difficult to capture such illuminated advertisements, because when photographed with a regular camera, they tend to appear mottled. “If you look at such an advertisement with the naked eye, everything is OK, but it is more difficult to get a decent image for marketing materials, for example.”
Should you prefer front-lit or back-lit advertisements? There is no difference in price. A lot depends on the background system and the temperature of the message you want to convey. Premium brands are often displayed back-lit, because it gives the impression of exclusivity.

One common misconception: an unlit logo and an illuminated logo should look the same. If you send a color code to the manufacturer of the illuminated sign, unfortunately, when it is illuminated, it becomes a few shades lighter.

Does the number of logo colors affect the price of illuminated advertising and to what extent? “90% of illuminated advertising production uses powder coating for the final finish. Powder coating ensures a longer lifespan of the advertising even in the most extreme conditions, because we choose the color solutions that are most suitable for the Estonian and Scandinavian climate,” describes Märtsin. “Powder paints have a fairly limited color range. For larger quantities, special orders for colors can also be made, but in this case, a longer delivery time must be taken into account. As a standard solution, we use classic RAL colors for the finish, which is definitely the preferred solution and is also the most cost-effective for the customer. In the case of aluminum parts, there is no price difference between the standard color and the standard color, if a suitable RAL color card match is available. “
In the case of illuminated surfaces, the possibilities are relatively unlimited and the number of printing colors does not affect the price. The illuminated surface, which is colored, is printed on a light-technical film and the film is placed on plexiglass.

Does the client also have to tell the manufacturer something about the light intensity or brightness, or are there specific standards that the manufacturer knows? “There are two main measurable quantities when it comes to light,” explains Märtsin. One is the tone of the light, whether it is cold or warm. This is measured in Kelvin. 3000 K is warm, 6500 K is colder. Another important nuance is the lumen intensity, or the brightness of the light. “As a rule, our standard solutions are suitable for Estonian conditions. However, if the advertisement really ends up near someone’s bedroom, then the light intensity cannot be that high, and it should be turned down,” says Märtsin. Therefore, it is possible to order a dimmer for illuminated advertisements, with which the light intensity can be regulated. The same applies when ordering an advertisement for indoor conditions; in a dim environment, a very brightly lit advertisement can be uncomfortable for the eyes. According to Märtsin, about a third of illuminated advertisements are ordered from Springmar as dimmable, and this trend is growing.

 

Environmentally conscious approach and warranty period

Many large companies today set requirements for the environmental friendliness of their advertising materials. Which illuminated advertising is the least burdensome for the environment? “One of the things we do at Springmar is that we measure our CO2 emissions and try to find ways to be an increasingly environmentally friendly company. Unfortunately, today, classic illuminated advertising cannot yet be 100% “green”. There is no option in the material selection that would last a long time and would also be completely environmentally friendly,” explains Märtsin. However, Springmar does have a so-called Green Line product in its selection, which consists of recyclable aluminum and plexiglass. Springmar has an ISO 14001:2015 certificate for its environmental management system, and all waste management is measurable and regulated. “We monitor this quite closely,” says Märtsin. “That way, we don’t throw anything away, we use the materials to the maximum.” Springmar also offers its customers the option of disposing of old illuminated advertisements. The advertisements are dismantled into parts and sorted according to waste management requirements.

How long does it take to produce a neon sign? Märtsin recommends at least four weeks. “We can do it in 2.5 weeks if necessary, but this requires very clear input from us. Where the sign will be installed, information about the location of the cables, dimensions, color codes. If the sign is produced so that the power cable comes out from the bottom right, and when you go to install it, it turns out that the power supply comes from the top left, then there will be a lot of work on site to resolve this matter politely.” This is one of many examples that can come with a rush order.

Märtsin also recommends paying attention to the warranty period of the selected product. “As a rule, illuminated advertisements are not ordered for a couple of months, but rather an investment that must bring income for years or even decades. For example, an advertisement with a five-year warranty costs 2,000 euros, a solution with a two-year warranty costs 1,700 euros. But if after three years the LED or transformer burns out or the paint or film starts to peel off, then repairing or restoring it can entail quite a considerable additional cost. For example, you need to order a lift to replace the transformer or LED lighting, in more complicated cases the advertisement has to be taken down from the wall and reinstalled later. As a rule, this cost is much greater than the money initially saved.”

Springmar’s standard products come with a five-year warranty and include full service – installers come to the site and replace the transformer themselves. If the customer is from a foreign country, Springmar uses a local partner for warranty work and covers the costs of the work during the warranty period.