By signcraft
Posted on Saturday, July 13th, 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 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:
One day at lunch you stop by your favorite local taco stand (where they know you by name), and leave with a burrito, a cold drink, and an order for a banner. The owner says he wants something bold and with lots of color—something that will really turn the heads of passing drivers. He’s not in a hurry, he says, but adds that he’d like to install it by the weekend.
Make a sketch of the sign you might have designed for this customer and quote a price.
Material:
4-by-4-ft. banner, 7 yards of intermediate vinyl and tape, times two: $98 CDN: $73 US
Time:
4 hrs. @ $73: $393 CDN, $292 US
Price: $491 CDN, $365 US plus taxes
Randy Howe
GetZum Exposure, Port Rowan, Ontario, Canada
This banner project would fall into the category of a half-day project. I feel I could sell, design and produce this in about four hours.
Material:
10-oz. banner, hemmed webbing and grommets: $81
Paint and thinner: $16
Time:
Labor 2 1⁄2 hrs. @ $81/hr: $202.50
Price: $299.50
Barry Quackenbush
Berry Signs, Brookfield, Wisconsin
For banners, a quick rough sketch on a napkin or scrap of paper is all I use to get an idea of the layout. I lay it out on the banner with a Stabilo pencil, or if I do a cartoon, I might project it.
On this one, I brushed in the neon colors then the black outline and drop shadow. The saw-tooth border and stars are shot on with a spray can and cardboard cutout stencil that I keep around for paper signs and banners. Quick, easy color!
I shortened the copy to .50 Taco Tuesday with Each & All Day very small making this a bold, big colorful layout that is effective and quick. I’ve also included the rough sketches of a second version.
Rob Cooper
Koh Tao, Thailand
On this banner, I would play up the 50¢ Tacos in the time-honored fashion of tricking the customer into coming in the door. Taco Tuesday is still readable enough so that there can’t be any arguments.
Price: $406
Materials:
Banner blank, shipping, paint, miscellaneous: $57
Time:
2 hrs. @ $130/hr: $260
20% sales profit: $63.40
Total selling price:$380.40
Lane Walker
Solo Signs, Reno, Nevada
Colors:
Taco Tuesday is lime yellow on a rust panel, 50¢ Tacos is lime yellow with an orange dry-brush outline and All Day is orange. The background is black with rust lines.
Guy Rice
Guy Rice Signs, Fond du Lac, Wisconsin
Because most fast-food restaurants are in a high-visibility area and I’m on a first-name basis with the owner, I’d throw a little extra at designing this banner than I normally might. A picture is worth a thousand words—hence the taco graphic.
Because the owner is asking for a bold, colorful banner that will catch the eye of drive-by traffic, I can assume he realizes the importance of color and design in advertising and would talk with him briefly to confirm my assumption. It also lets me know he’s allowed an adequate budget for this project.
Putting color to this banner would be a lot of fun because you can throw a lot of bright colors at it and not go too far wrong. And it’s just what the customer is asking for. I would use a combination of paint and vinyl for this banner. The banner material and 50¢ Tacos All Day would be yellow, the large panel behind the lettering and the taco graphic would be medium green, and the sun orange. The panel behind Taco Tuesday and the taco shells would be chamois, and Taco Tuesday would be vermilion.
Price: $406
Chuck Beauchemin
Capitan, New Mexico
Being known for doing signs a bit differently, the opportunity to do a quick banner with noticeability was a normal order from the taco-stand manager. Because there was no need for a layout approval, it was easier to dive into the banner and do it as it fit the space. (It was also easier to do a half-scale copy on enamel-receptive 10-oz. vinyl banner material that comes with grommets and hemmed than try and define all the variables in a sketch!)
Price: A 4-by-4-ft. banner for a regular customer would be $179 and about $244 for a one-time customer off the street.
Design A
Design B
Design C
Design D
Design E
Mike Rymsza
Sign Language of Tampa Bay, Inc., Clearwater, Florida
Since we are on a first-name basis with the owner of the taco stand, we would suggest a barter/trade since Mexican food is very popular at our shop. Heck, eating is very popular at our shop!
Normally we would only do one sketch for a job like this, and only if the customer requested it. Since no budget was determined, we came up with a few ideas with a range of prices.
Design A: This would probably be a combination of cut vinyl and Edge® print graphic elements. Price: $310
Design B: This would be all vinyl. Price: $244
Design C, D & E: These would be Edge prints on various colored banners. Price: $434
This appeared in the March/April 2004 issue of SignCraft. While the prices have been adjusted for inflation, they may not accurately reflect current pricing for such signage.