Hochschule Wismar

Hochschule WismarViranpach Naranitithum 112285Surada Suasangthong 112287

Light course : Light and symbolA symbol of identityThomas Schielke

THE TYPOLOGY OF LIGHT ADVERTISEMENT



What can make you remember advertisement signage?

Can the light on signage specify products?

If there are no word on signage, Can you still remember the product?

Can light on signage indicate time?

How new technology can change form of light advertisement?


Content




Preface

Chapter 1 : Light and advertisement signage and Human perception of light

Chapter 2 : Compared analysis case study

Bank

Petrol station

Restaurant

Chapter 3 : Case study, Evolution of lighting advertisement brand signage

Chapter 4 : Trend for light advertisement

Appendix

Reference

Session 1

Session 2

Chapter 1 : Light and advertisement signage Nowadays, advertisement plays a

role as important factor in business and service and it is a strategy which makes consumers can recognize brands so that business owners, producers, distributors can sell their products or service. Then, the main factor making consumers can reach the brand easily is to create identity of the business and the most important criteria is eye perception and feeling perception.

Logo and signage are strategies which are used to promote and advertise brands. Basicly, from correcting information about the feature and characteristic, signage can be categorized 11 types by following the appearance.




1. Cold cathod or Neon

Chapter 1 : Category of signage types (divided by physical feature)




2. Plate





3. Letters





4. Profile





5. Effect light






6. Rotating equipment




7. Artlight






8. Car




9. Digital print






10. Pylons





11. Roof system




In addition to designing logo and signage, light is a significant principal to enhance eye perception and feeling perception. As a result, many kinds of business try to integrate light in logo, signage, and advertisement, which can be represented their brand, in order that consumers will pay attention to their products or services.

For easy understanding, from a data collection, there are 5 main characteristics of light which are integrated in advertisement and signage. These are categorize from the appearance of lighting design, namely

Chapter 1 : Category of signage types (divided by the appearance of lighting design)




1.Direct lighted signage

This signage type cannot illuminate by itself; therefore it

needs some luminaire to give light.

There are 2 ways to give light to the advertisement signage,

logos, or symbols• pointing light sources to that signage in order to get

uniform brightness • another way is to give the light in some area of the

signage which is considered as a significant part of signage

Normally, the lamp types severally found in this signage

types are • Incandescent lamp• Halogen lamp• Metal halide lamp• LED lamp

Direct lighted signage can be divided by using the position

of light source as a criteria. There are 3 kinds, namely






1.1 Directional downlighted signage


Sample of signage : Louis Vuitton, Subway, Garten Markt, Praktiker

The Logo of these brand are letter types, and these brands are already well-know in the market, so they can sell their product easily without a lot of promoting or creating any new symbol. They just present their name to consumers for promoting and communicating. Therefore, the lighting for these brands has no symbolic meaning, it just use for illumination. By the way, the downlight luminaries in these samples make the uniform light, so it is easy for people to receive the message on that signage.





1.1 Directional downlighted signage

Sample of signage : Real Business

This signage uses symbol and text letter to communicate with people. The interesting things are 3 hexagon-shaped symbols which are attractive attention from people. To light at the specific area can enhance attractiveness. Moreover, to use accent lighting on this symbol can guide people to remember this representative symbol of the company. If people see this symbol, it can remind them of the company.







1.2 Directional uplighted signage

Sample of signage : Baytara

This signage is a letter type which is written in vertical line, it is hard to read, so using uplighting can accent the line of text and it is easy for people to receive the message on that signage. Likewise the signage mentioned above, this light just use to create brightness, but there is no point or important meaning.company. If people see this symbol, it can remind them of the company.






1.2 Directional uplighted signage

Sample of signage : Crown Promenade

This signage is a letter with thickness. Using uplight can create interesting shadow on the background and it also can help people to see the dimension of the letter. In addition, the different color temperature of light can make the signage more attracting.






1.2 Directional downlight in angle

Sample of signage : Eagle Tower

The main word is Eagle, the name of the place. Accent light in a particular area is the strategy that designer use in order to guide people to remember the name of the building and the lighting in angle is a tactics to make the simple text look more fascinating.






1.2 Directional downlight in angle

Sample of signage : HXW

The italic font make the design of signage has movement. Furthermore, illumination from above the signage in different directions can enhance the movement of the signage.






The interesting aspects for overall direct lighted signage

• The cost of construction is low and it is easy for implementation.

• The directional light can give light to all area of the signage, logo, or advertisement. As a result, it is suitable for signage or advertisement which has more detail or more information in itself.

• The direct light can accent an important detail on the signage.

• The direct light can cause the shade and shadow. It becomes advantages or disadvantages, so it should be considered thoroughly to implement.

• This kind of lighting pattern is difficult to create the identity of brands, because it is a regular way of illumination.





2. Back lit signage

For this kind of illumination, the position of the light source is behind the objects, so signage can be seen as silhouette.

Normally, the lamp types severally found in this signage types are

• Fluorescent• Cold cathode• LED lamp

Back lit signage can be divided 3 kinds by using the position of light source as a criteria, namely,





2. Back lit signage

2.1 Light box behind the signage

Sample of signage : Louis Vuitton, Gucci

This signage is a solid text. It cannot illuminate by itself; therefore designer use the bright background as a strategy in order to attract people in a remote distance. In other words, they use the brightness to manipulate people to pay attention to their brand. In this case, the brightness can make their retail shops more outstanding than other shops.





2. Back lit signage

2.2 Light glowing behind the letter signage

Sample of signage : Chick mama, Sparkasse, Wonderamova by Areeya, RAW, Zoom

This kind of lighting is illuminated by following the shape of the letter or text in order to accent the depth or the dimension of the signage.





2. Back lit signage

2.3 Uplight behind the signage

Sample of signage : Disney Theatre

This signage is illuminated by using uplight luminaire and the position of the light sources are behind the. Consequently, the detail on the signage cannot be seen, it just identifying the shape. In addition, the effect from using the low intensity red light is to make the brand look more mysterious.





2. Back lit signage

2.4 Downlight behind the signage

Sample of signage : Chanel

This type of signage gets the light to a long vertical plane by putting the cold white downlight behind the signage. Also, just the shape of the object can be seen. It can remind people about simplicity. At the same time, it also reminds people of luxury. Moreover, it just the silhouette effect can be seen. That is people can receive just the outline of the text with black and white color. Thus it relate to the color of the brand –Chanel.





3. Light box

This signage type light the signage from inside by making the box usually use white square acrylic plate or difference shape cut one side or both sides depend on types of signage, installation site and the requirements of owner

• Light sources are in the box of white acrylic with the proper dimension between light sources and acrylic plate. It can make a lighting plane glow out through illustration logo or advertisement of the signage.• Usually light box advertisement are made to be pylons because it can be both sides light box• Some advertisement use light box as a back lit light source.


• Fluorescent lamp• Cold cathode lamp• LED lamp

Light box signage can be divided 2 kinds by the cutting of the acrylic box the orientation of the lamp inside as a criteria, namely





3. Light box

3.1 Plate acrylic box

Sample of signage :

Yves Rocher

This signage is a square white acrylic plate with printed logo of Yves Rocher. The light glow from inside of the square box makes the signage look clean. Because of the logo of this brand is white and green when the light glows from inside, it feel like natural and clean that can clearly describe their products.





3. Light box

3.2 Letter

Sample of signage :

McDonalds

The signage use both sides light box that is cut in M shape which is McDonalds famous logo the material is in yellow color. It means this logo still in yellow color when the light is turned off. The lamp is white cold cathode that can make M shape inside of the box. This logo is well-known with the shape and color when the logo is lit and glow in that shape it can be the most easily to understand and remember identity of this fast food restaurant.





3. Light box

3.2 Letter

Sample of signage :

Mac

This signage is made in the shape of Apple logo which is well-known as the most modern computers and accessories. By light this logo from inside with powerful light source on façade or the front of the shop, it can identify what is that building be and what is the things that you can find inside.





3. Light box

3.2 Letter

Sample of signage :

Gucci

This signage is a big square shape of solid material and cut it of in a shape of wording to be the light box logo because the logo of this brand is in form of letters. With the light that glowing the alphabets, can make it easily to see and with material and font type of this logo, can make this shop look more luxury.





3. Light box

The interesting aspects for overall light box signage

• The cost of construction is low and it is easy for implementation.

• The cost of maintenance is low because light sources are inside of the box.

• It can be advertisement signage for many kind of brand depends on the design of screens, letters, and illustration.





4. Naked bulb

This signage type uses the light source to be the shape of signage and show light source.

Light sources are the information of the advertisement.It is usually be the signage of café, night club, or restaurant because of several color of light sources and orientation of the lamps that can create more enjoyable signage.It can make to be alphabets or simple illustration with cold cathode lamp and complex illustration with LED lamp.


• Cold cathode lamp• LED lamp

Light box signage can be divided 2 kinds by the light source as criteria, namely





4. Naked bulb

4.1 Cold cathode

Sample of signage :

Hard Rock Cafe

The appearance of this signage is red blue and yellow cold cathode lamp along the logo of this signage as in picture. It can make obviously identity of the place. This logo is known as cold cathode from the past until today. It has a strong identity of café because of color of the light and form of the logo.





4. Naked bulb

4.2 LED

Sample of signage :

Open signage

With many small light sources can create simple graphic that can understand information of that place very easily. It has an outstanding of 24 hours shop with colorful led and the word “open”





5. New technology

Nowadays, with high technology of lamps and control systems, we can have light advertisement as LED TV screen. It can create new perception of light advertisement from picture to be moving signage and advertisement on the façade.




Content




Preface

Chapter 1 : Light and advertisement signage and Human perception of light


Bank

Petrol station

Restaurant

Chapter 3 : Case study, Evolution of lighting advertisement brand signage

Chapter 4 : Trend for light advertisement

Appendix

Reference

Session 1

Session 2


The case studies of brand signage analysis are divided into 3 categories which are

• Bank• Petrol station• Restaurant




Documents

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