There are certain brands that most Americans, and even international consumers, will recognize immediately. Harley Davidson, Wendy’s and Big Boy are some major commercial chains that have distinguishable branding and signage — and they’ve all collaborated with Identicom Sign Solutions, a signage company based in Novi, Michigan.
So when Domino’s recently launched an aggressive rebranding – losing the “Pizza” and sticking with just “Domino’s” — the company was confident in Identicom to help with overhauling signage in order to strengthen the company’s new identity. Domino’s boldly re-visualized its logo and signage, going from a diamond sign at a 45-degree angle, which displayed the Domino’s Pizza name, to a 45 degree-angled domino with no name or simply a sign saying “Domino’s.”
“Domino’s asked [Identicom] to review their (then) current specifications, and we determined that some of the materials were either outdated or more expensive, so we updated their specifications and decreased the overall cost while maintaining high-quality materials with extended warranties,” says John DiNunzio, Identicom’s president.
Founded more than 30 years ago, Identicom is a national signage company that provides project management, surveys, permit procurement graphic design and engineering services. The company offers a menu of signage products, including channel letters, cabinet signs, pylon signs, electronic messaging centers, monument signs, awnings and canopies, dimensional letters and interior signage.
“Chains are our primary focus,” DiNunzio says. “Most of our clients have 100 to 5,000 locations and they’re either reimaging, relocating or opening up new stores.”
About 60 percent of Identicom’s business comes from restaurants and the rest from other commercial chains, according to DiNunzio. While Identicom prides itself on quality manufacturing, DiNunzio emphasized that collaborating with chain businesses goes beyond product satisfaction — there should be more of an effort to gain client trust and relationships.
“Project Management is an area of expertise for Identicom,” DiNunzio says. “Most sign companies fabricate quality signs, but where most are weak or even fail is managing the program or project that they have been awarded.”
For the Domino’s rebranding, Identicom provided complete turn-key services, including code research, property design layout, permitting, production, logistics and installation. Identicom has been installing several signs at Domino’s locations, as well as wherever Domino’s might be advertised (above the pumps at a gas station in Holloman, New Mexico, for example).
Domino’s incorporates several signage products into their branding. A frequently used product for the pizza company is the channel letter, which is lit from the inside while light shines through the plastic sign face.
“We use aluminum returns and backs,” DiNunzio explained. “We use Plaskolite plastic materials, which is typical in the sign industry; the difference is the new innovated vinyl film made by 3M 3730 series vinyl. When applied to white plastic the amount of LEDs required is approximately 30 percent less, depending on the LED population. In addition to using GE-branded LEDs, JT LEDs are being used along with BBright power supplies. The production method is typical primarily using automated channel letter-making equipment.”
A long-time product for 3M in its illuminated signs category has been the 3630 series, according to DiNunzio. That product was designed for fluorescent lighting. When 3M went back to the drawing board to accommodate LED lighting, it produced the 3730 series, which DiNunzio said allows for a stronger brightness while using about 30 percent fewer LED lights depending on the layout of the sign.
“By [using fewer LEDs], we’ve lowered the cost on the LEDs, so if a sign requires 100 feet of LED on the overall sign, we were able to use 70 feet. It not only costs less to buy but it requires less power supply and less energy. LEDs are already very energy efficient, but we’re reducing it even further by using this 3M material,” DiNunzio says.
Probably the most difficult part of working with chain companies, according to DiNunzio, is working with the volume of projects, from manufacturing to installation. One client could have hundreds of project locations, and so project or program management is key to ensuring a successful client relationship.
“Domino’s is very demanding in looking for not just response but we need to have a quality program management department,” DiNunzio said. “[Identicom] has systems in place that ensures we are meeting timelines and milestones from A to Z, starting from the point they ask us to do the research and then put together the color and rendering. We’re working 200 to 400 stores at a time, and you have to keep track of every single site at every step of the way. The challenge is keeping up with multiple sites in the program at the same time.”
Potential clients can go to Identicom’s website — identicomsigns.com — to view the company’s method of organizing a project timeline. It begins with a customer request, research, surveys and proposals. For Identicom, the project never really ends, because the company also commits to ongoing maintenance and customer care.
“Simply put, our advice is to streamline and bulletproof your program management department. If you do that you’ll be able to do that then you’ll be able to run an efficient sign company,” DiNunzio says.