By signcraft
Posted on Friday, June 7th, 2024
In every issue, SignCraft gave a few sign makers an imaginary project. We asked them to do a sketch of the sign they might have produced, and to quote a price for the job. Most of the details were left to the designer’s imagination. The object was to see how different sign makers approach the same project. Here’s the scenario these sign makers were given:
A local farmer has decided to respond to the growing demand for free-range, fresh eggs and has expanded his flock of laying hens. He’d like a price on a one- or two-color single-faced banner that he can hang on the fence near his front gate and hopes you can include a cartoon or silhouette. Make a sketch of the design you might have designed for the customer and quote a price.
This appeared in the January/February 2009 issue of SignCraft. While the prices have been adjusted for inflation, they may not accurately reflect current pricing for such signage.
Patrick Smith
Signsmith Studio
Orange, California
I started off by doing a couple of sketches on paper to get an idea of what I wanted to do, then went to the computer. Before I had a computer, I used to do a lot of marker sketches, but now I do the layout in CorelDraw and import an image of a range hen to use in the sketch.
After printing it out, I traced over the layout with a Pigma Micron pen and added color with markers. From this sketch I can make a transparency, then hand letter the banner with enamel paint.
I would use a 10-oz. enamel-receptive, white banner, with a pole pocket to keep the top stiff on a chain link fence. If it’s going on a wooden fence, I’d use grommets spaced to keep the banner secure.
I indicated black and red as the two colors, but I would probably outline the red with a warm gray. I usually tweak the layout a bit when making the pattern and when I paint.
I use the Sign Pricing Guide for cost. I figure my time including lettering and sketch around 7 hours, and the material costs at around $50. The total selling price would be $700 plus tax.
Mike Meyer
Mike Meyer, Sign Painter
Chester, Iowa
On a job like this, my price is determined by what I value the banner to be worth. If the farmer had no banner, the only way for him to promote his business would be word-of-mouth. I would point out to my customer that a banner can last a good 10 years if properly installed. I would ask for a $75 deposit to cover design time and include it in the price.
If the banner were smaller, I would use vinyl film on most of the lettering. I can make a cup of paint go further than vinyl, which cuts my material cost. Plus, the painted banner will outlast a less expensive digitally printed banner. I would sell it as “You-get-what-you-pay-for.” After all, if this is a real farmer, he’ll know the value of honest, professional work.
I’d also try to sell the design as a separate entity. If “KC’s” is a logo, the farmer can use it in his advertising if he chooses—newspaper ads, truck lettering, printing on egg cartons, hats and so on. The right logo will create an identity that makes his egg business more recognizable.
Price: For one color, including projecting the layout directly on the banner and hand lettering it, the price would be $565. (That’s $490 plus the $75 design fee.)
For two or more colors, including projecting layout on a banner that’s been coated out, then hand lettering it, the price would be $590. ($515 plus the $75 design fee.)
Eban Morales
Latin Dragon Graphics
Detroit, Michigan
This layout may be a little fancier than what the farmer had in mind, but I think it’s a nice look. Banners are really intended for short-term use, although I have seen people stretch them beyond their intended life expectancy and use them as permanent signs. But with this layout, he might decide to do an MDO sign face if the banner proved successful for him. The price for one hand-lettered banner would be $330.
This layout is a bit more simple, but it’s fun and it gets the message across. The simple cartoon draws the eye and is somewhat humorous. The price for one hand-lettered banner would be $275.
This one is still fun, with a simple cartoon graphic, but its overall look is brighter and cleaner. The price would be $275.
Dennis Gerathy
Vintage Signs
Cedar, Michigan
There are three things I enjoy about this project. First, I have always loved farms and everything connected to farming. Second, this banner is just a quick, fun, knockout job. And third, because there isn’t a price on it, or anything else that ties it to the present day: it’s the timeless sort of job that lends itself to a retro look.
Price: 3-by-12-ft. single-sided banner: $330 plus sales tax
