Sign & Digital Graphics

May '18

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Page 46 of 88

WRAPS DIGITAL GRAPHICS Wrap Design Creating simple, effective designs Charity Jackson is co-owner of Visual Horizons Custom Signs based in Modesto, California. She has been in business since 1995 and has worked in the sign industry for over 25 years. You can visit her website at B Y C H A R I T Y J A C K S O N Let's Talk Shop Existing Art So how do you design an effective wrap? Especially when your customer might have a huge list of ideas they want to include. We've found that the first place to start is with your cus- tomer's logo and any current branding they're already using. If they have a good logo and branding philosophy in place then carrying this onto their vehicle wrap will maintain consistency. But what do you do if the customer has a terrible logo? They've had it for 30 years, it's on all of their advertising, and they don't want to pay a ton of money to have it redesigned. Some designers say that they simply won't design a wrap for a customer without creating a completely new branding package for them. Most of us don't have the luxury of turning away customers—especially when you understand where the customer is coming from budget-wise. That said, you're doing the customer a disservice by not pointing out some options when it comes to their ineffective design. Sure, they might have used it forever but that doesn't mean it couldn't use an update. We have a logo design package that includes art files and D esigning an effective vehicle wrap requires an educated approach. A designer who offers vehicle wrap design needs to be intimately familiar with the wrap process, installation obstacles and designing advertisements with a short view time. Vehicle wraps are a personal advertisement for most cus- tomers since they plan to drive it around for years. Business cards, postcards, flyers and other short-term advertising will be replaced within months while a vehicle wrap needs to be designed to be effective for several years. Unlike print advertising, the wrap also needs to be effective in a short viewing period. The process requires steering the customer a bit on what works, as well as offering clear ideas at the start of the process. This customer already has good branding in place, so it was fit into their entire fleet of vehicles. 40 • May 2018 • S I G N & D I G I T A L G R A P H I C S

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