It’s a thing of beauty. It demands attention. That sign that causes unassuming people passing byto do a double-take. Mesmerized. To stare wondrously and think, “How did they do that?”That’s
the draw of a three-dimensional routed sign. It’s art. It’s a story. It’s alive.
私人订制的3D切割标识是一件漂亮的工艺品，它需要更多的关注。这种标识能让那些谦逊低调的人驻足观望。这些人往往被他们的制作工艺所吸引，他们专注地盯着3D标识思考着：“它们是怎么做的呢？”这就是3D标识的魅力所在，一件有故事的艺术品。
The end product is an amazing testimony to hard work, genius design and thoughtful implementation.How to get to that end point is a tale in itself. Sign shops may wonder: What are some tips in creating such signs? Novices may not know where to begin. Sign industry veterans may be stuckon one component or another. A layman might be lost completely.
3D标识的成品是见证了它制作过程的艰辛，极具创意的设计，高超的安装技能等。标识制作公司肯定想知道：创造这些标识需要哪些技巧？标识制作的新手可能都不知道先从哪里下手。标识行业的资深人士或许会被3D标识复杂的制作工艺深深迷恋，外行人士可能什么都看不出来。
In this article, two very capable sign shops were interviewed to shed light on what exactly goesinto a three-dimensional routed sign project; but they have completely different arrangements. One works across the gamut of sign projects and employs an ample staff of employees; the other is focused strictly on routed signs and is run as a very nimble operation. Make no mistake, both are vastly talented. And both have stories to tell.
在这篇文章中，我们采访了两家谙熟3D标识制作工艺的广告标识公司，他们将会为我们详细阐述3D标识项目的推进过程；但他们两家公司的施工过程完全不同。一个是侧重于大项目有众多雇员的大公司，另一个是集中精力制作切割标识的小公司。毋庸置疑，这两家公司都是非常有能力的，他们都有故事要向我们讲述。
The Introduction
简介
“Keeping the work in-house allows us to get very creative,” says Roger Cox. (Image courtesy of House of Signs)
在室内作业能让我们发挥更多的创造力。
Ben Ziglin is the president of Ziglin Signs in St. Louis, Missouri. He has seen many sign projects come through his shop, not all of which involved a router. But some eventually led to routed work. His 35 employees seem to work around the clock; some designing, some creating, some producing, some assembling—and Ziglin is constantly noticing.
Ben Ziglin是美国圣路易斯Ziglin Signs公司的总裁，通过他的公司，他目睹了很多标识项目的安装。虽然这些项目不全是切割标识，但不少客户最终还是选择了切割工艺。Ziglin经常看到他的35个雇员夜以继日的工作；有的设计，有的制作，有的安装。
“They always say you have to find your niche and stick to it,” Ziglin says. “Well, unfortunately, my niche was the jack-of-all-trades and the doitall.” His work of banners to LED to
“everything in between” is listed prominently on his website. Ziglin admits that the all-encompassing model of the company sometimes “hurts,” it also gives Ziglin more liberty to provide more from a customer service perspective. “It’s allowed us to give our customers everything that they need. We have three full-time designers and fulltime printers that run our flatbed and
roll printer,” he says. “And then we have our fabrications and our full install crews.”
Ziglin说：“人们常说，做生意要找到利基市场（即有利可图的市场，也可理解为商机）然后坚持下去。然而，我的利基市场涉及所有的行业。”Ziglin的广告作品在他们的网站上都有展示。Ziglin不否认公司里所有的标识模型有时候对于设计来说是一个阻力，有时客户的要求可能会给你提供更多的灵感。他说：“它为我们提供客户想要的一切，我们有三个全职的设计师以及负责操作平板打印机和卷对卷打印机的喷绘机操纵工人，除此之外，我们还有专门的制作和安装团队。”
A few states away, another sign professional is conducting his business. In Frisco, Colorado, Roger Cox, owner of House of Signs, has a trusted and respected crew. He has operating since 1989 and excels in hand-carved work. But even with all of his experience, he puts a lot of trust
in his staff.
远在千里之外的另一家标识专家正在做和他一样的业务。科罗拉多的House of Signs公司的老板Roger Cox有一个值得信任的受人尊敬的团队。这家公司成立于1989年，擅长于手工切割工艺。在他所有的经历中，他都给予员工极大的信任。
“Peris and I are the primary designers, and I artdirect all projects,” Cox says. “Peris takes the designs into our 3D software program and turns out the concepts into 3D magic. Steve,one of our fabricators, is involved on the front-end of engineering, as he builds many of our structures and handles our in-house welding needs.”
Cox说：“我和Peris是主要的设计师，我又直接管理所有的项目，Peris将我们的设计带入3D软件程序中，后来让我们产生了3D标识的概念。我们的制作者之一Steve非常熟悉工程学，设计结构和焊接方面的工作都是由他负责的。”
As you can tell, it’s a closeknit group at House of Signs. A bit of a different business
structure than Ziglin Signs but they both share some of the same sentiments. “We have a Multicam CNC router and that is our workhorse,” Ziglin says. Cox had an almost identical answer. “OurCNC router is one of our workhorse tools.”
如你所见，House of Signs公司的工作分工都很严谨，在企业结构上， House of Signs和Ziglin Signs有所不同，但是他们在某些方面也有很多相同之处。Ziglin说：“我们有一个多功能电脑数控切割机，它是我们的主力。”Cox的回答几乎与Ziglin相同。他说：“我们的电脑数控切割机也是我们的主力之一。”
Creating 3D signage is an art form and it can be created in any number of ways. (Image courtesy of Ziglin Signs)
制作3D标识是一个艺术创造的过程，它可以有很多创造方式。
This should tell sign shops in the 3D sign-making market that no matter their background or
configuration, there is one constan-treliance on the machine. Using the right CNC router will
provide optimal results and repeat business. But some aspects of routed signs also include additional care—outside of the machine. Custom hand work can improve the look of these types of signs.
这就告诉广大标识公司，在3D标识的制作过程中，无论标识的背景和结构是怎样的，切割工具才是最重要的。恰当的电脑数控切割机可以给你最佳的切割效果，产生很多回头客。但一个成功的标识项目还需要注重很多切割机之外的细节。传统的制作工艺可以改善这类标识的外观。
“When it comes to the molding that’s all done by hand,” Ziglin says. “We do a lot of fabrication with aluminum-some steal but not much. Every once in a while we’ll use some sculpting aspects where we’ll carve.” Keeping all parts of the project under the shop’s supervision is abig advantage. It allows the shop to stick to the timetable and ensure that nothing is overlooked. “We do a lot of inhouse welding and building of wood structures,” Cox says. “Keeping the work in-house allows us to get very creative and keep projects moving efficiently.”
Ziglin说：“我们的模组都是手工制作的，我们用到了很多铝材以及少量的铁。偶尔，我们的切割方面的工作也会涉及雕刻工艺。”标识公司全程监控整个项目的进程是一个良好的习惯。这样可以确保标识公司按时完成项目，也能保证没有什么被忽视。Cox说：“我们需要做很多的室内焊接工作和木材的搭建工作，室内作业可以让我们发挥更多的创造力，项目进程也会快一些。”
A “How-To” Approach
施工步骤
First steps can be the biggest. Shop owners should ask themselves: What should I consider when approaching a three-dimensional sign project? Cox says, “Our normal process begins with a client meeting to gather information, and educate them with our knowledge of design and materials.”
制作3D标识的第一步非常重要，标识公司应该首先思考：一个3D标识的项目的安装过程需要考虑哪些方面？Cox说：“一般的项目我们都是以与客户的会面开始的，在初次的交涉中，我们会尽可能多的搜集有用的信息，并给客户普及标识设计和材料方面的基础知识。”
Following that initial meeting, House of Signs conducts a site visit and then starts to draft a
concept to present to the client. From Ziglin’s perspective, there are a couple of starter stepsto follow. He says the “dimension factor is always number one,” and keep these two questions in mind:
·How are you going to make the project—is it routed or hand made?
·What is the concept of it?
这次会议之后，House of Signs公司会委派小组去现场参观，然后为客户起草一个设计草稿。
Ziglin认为，初始阶段有很多工作要做，他说：“维度是首要考虑的因素。”并思考以下两个问题：
·你打算如何制作标识——机器切割还是手工制作？
·它的概念是什么？
“Figure out how you’re going to make a realistic file because the file is the key,” Ziglin says. “With everything now in laser and CNC, it all boils down to the file. So creating the file or having help creating the file is crucial to the whole 3D aspect of it.”
Ziglin说：“明确你如何将你的设计图纸制作成现实的标识，因为加工方式很关键，无论是激光切割机还是电脑数控切割机，都有自己与众不同的特点。标识的切割方式对整个项目来说很重要。”
From there, it’s on to actually getting the design in place. “3D sign design requires more complexity than flat signage because it entails more moving parts and interesting interfaces,” says Cox, as he compares it to other projects. “How much carving depth and the level of detail required to execute a design should be determined early on the design phase. Blending materials and finishes to be dimensional and aesthetically pleasing while meshing with an integrated bracket or framework are extremely important aspects that we take very seriously. Very clear vector design isalso important before importing design files into 3D software. This allows the CNC router to runmore smoothly and quickly.”
从这个方面老说，它的实际设计也很重要。Cox说：“3D标识的设计要求比平面标识的要求更复杂，因为它设计很多的部件和界面。切割的深度与层次都取决于设计，所以，标识的设计图纸应该尽早确定。在标识的结构设计和空间布局时，材料的选取和加工的方式很重要，它关乎标识的艺术美，因此，我们要认真谨慎对待。非常清晰的矢量设计也很重要，在导入三维软件之前，它有助于电脑数控切割机更顺畅地完成切割作业。”
When beginning a project, Ziglin sometimes likes to render a miniature model or a sample if it’s a one-off job. But if there’s more than one piece, “it becomes way too labor intensive to
do it in that scenario, and that’s where we got into the molding aspect. We do a lot of HDU3D stuff, but if we’re going to do a bunch of them, then we’ll just do one and cast it in a mold, then pour the mold to help with the production aspect.”
在项目的起始阶段，如果标识是一个一次性的工作的话，Ziglin有时会制造出一个小模型用作参考。Ziglin说：“如果不止一个的话，那就变成一个劳动密集型的工作了，这就是我们采用模型的原因。如果，我们需要很多相同的产品的话，我们就可以通过模型来提高生产率。”
On the Job
施工过程
The town of Breckenridge, Colorado created an entire arts district for the community. House of Signs was fortunate enough to create the signage and designs for the campus.
布雷肯里奇镇在他们的社区里创建了一个文化园。House of Signs公司有幸参与到他们的标识设计以及古建筑的部分修复工作。
“We have been involved with a fantastic project since last year,” Cox says, “And we are currently working on Phase Two.” Cox explains that the town of Breckenridge, Colorado has created anentire arts district in the community. House of Signs was fortunate enough to create the signage and designs for the campus that included a mix of both new and restored historical buildings.
Cox说：“从去年到现在，我们接到一个激动人心的项目，这个项目，我们目前正在进行第二阶段。”Cox解释道，布雷肯里奇镇在他们的社区里创建了一个文化园。House of Signs公司有幸参与到他们的标识设计以及古建筑的部分修复工作。
“Blending the vintage with the more modern elements was the ultimate goal, and the sign system has been very well received,” Cox says. Cox points to careful attention with this kind of workbecause “the various substrates, finishes and textures must be executed to be both aesthetically pleasing, sufficiently durable and compatible with the framework, brackets and hardware required to secure the sign.”
Cox说：“在古典的氛围中恰当地添加现代艺术是我们的最终目标，并且，我们的标识系统已被当地广泛接受。”Cox强调这种工作要注意这种工作的细节，因为“标识的板材、加工方式和纹理图案众多，我们在设计和制作的过程中必须兼顾美学原理和产品的耐用性。”
Most often the types of substrates that are used, and the methods of installation being implemented are left to the sign maker’s discretion. “Rarely do we get a customer who is specific about the materials used on the sign,” Cox says. Ziglin echoes by saying, “We don’t consult withour customers about materials. The customer sees a piece of paper and they say, ‘That looks cool, make it look like that.’ The rest of it is on us and our vendors.” Very recently, Ziglin Signs was awarded a project that included fully customized elements from concept to finish.
但，很多时候标识制作者使用的板材以及他们的安装方式与他们的预期效果有差距。Cox说：“极少有客户明确他们想要使用的板材。”Ziglin附和道：“我们从不与客户商讨标识的板材，因为即使顾客看到纸质的标识，他们也会说‘哦！那个标识看起来好漂亮！我们就要那样的标识！’一般情况下，这方面的事情就由我们和我们的供应商来决定。”最近，Ziglin Signs公司接到一个从设计到制作完全自主化的工程。
“A customer wanted us to do a 3D six-foot-tall sparkplug,” Ziglin says. “To come up an figure out how to make this and then figure out some type of stand for tradeshows and other venues there’s a lot that goes into the thought process behind it.” Ziglin admits, he wasn’t
sure which way they wanted to go with this project.
Ziglin说：“有一个客户想要做一个6英尺高的3D，为了尽快开展项目，我们不得不先确定备选方案和制作方式，这需要我们私下做很多工作。”Ziglin承认他们也不确定那种方式会是客户最心仪的。
“There are several ways you can skin a cat,” he describes. “Ideally, with the five-axis CNC router and the technology that’s out there, you can do things a lot easier.” Ziglin leveraged not only his machinery but his team to make the sparkplug project come to life. “Withthis particular project, it’s an 18-inch round realistic sparkplug that we sliced into two-inch pieces and laminated all together.” “It’s very cool when you can take a two-dimensional object on a piece of paper and make it a 3D living and breathing thing,” Ziglin says.
他说：“解决问题的方式往往比问题要多。理论上来说，我们的五轴数控切割机和先进的技术会给我们减少很多工作量。”Ziglin认为，不仅是他的设备，最重要的是他的智囊团让这个项目进入正常轨道。他说：“这是一个特殊的项目，我们要把一个18英寸厚的火花塞切成2英寸的薄片，再把它们压缩在一起。”Ziglin说：“将纸上的二维物体制作成一个逼真的三维标识真是一件很酷的事情。”
Who's Buying?
注重客户的合作体验
Why do customers come back for business, or better yet, come to you in the first place? Cox says, “Most of our customers rely on our design experience and award-winning reputation, that
they feel it's best to let the artist take the reins. We prefer this approach, as it gives us
100 percent design freedom, but always welcome their ideas or any reference material they may provide.”
有时候企业需要认真思考一下，是什么让客户选择与我们合作，甚至再度与我们合作？Cox说：“我们的绝大多数客户都看中了我们的设计经验以及行业内的良好信誉，这些让他们相信我们完全可以胜任他们的工作。我们很喜欢这种方式，因为客户的信任让我们有更多自由发挥的空间，当然，有时我们也会采取个别客户的创意以及他们提供的材料。”
For Ziglin, the process is a little different. In the Ziglin Signs’ world, routed work is justpart of the experience. The shop also completes printed graphics, electrical signs and more. Jack-of-all-trades is truly a suitable title. “That’s where our niche has helped us the most,”
Ziglin explains. He says that the sparkplug project came from a much more involved job with brake pads. And that customer started out in the vehicle wraps arena. “They came in one day to look at some artwork we were doing for one of their customers—we were doing a wrap for them—and they saw some 3D stuff we had on our shelf and asked, ‘You guys do this?’ That was it.”
对于Ziglin来说，这个程序有些困难。因为，在Ziglin Sign公司中，切割工作仅是经验中的一小部分。标识公司还要完成设计图纸，电力方面的配置等工作。这种经验涉及整个项目的每一项工作。Ziglin解释道：“这就是我们的利基市场对我们帮助最大的地方。我们的客户在我们这里花费了一天的时间参观我们以前的作品，当他们在展架上看到我们3D标识作品，惊讶地说，‘这些是你们做的？’对的。这就是我们的亮点和强项。”
Routed signage by nature is typically a unique type of offering. For that reason, it continues to be in demand and requires a lot of attention. Both sign makers and customers take this kind of work seriously because, in the end, it strengthens both of their businesses. “Most of our work isn't cookiecutter,” says Cox. “We have an international clientele that is very enthusiastic with the work we specialize in. Therefore we try to keep our work unique and fresh, so it doesn't become boring and stale—or cookie-cutter.”
切割标识是一类即独特又重要的标识，正因为如此，它理应得到更多的关注。标识公司和客户双方都很注重这一类的工作，最终，双方都会从中受益。Cox说：“我们的工作并不是千篇一律的，我们的一个国际客户非常热衷于我们的3D标识。我们要努力保持我们的作品新颖独特，这样它们才不会显得枯燥陈旧或者千篇一律。”
These types of signs are a thing of beauty. They are original. They provoke thoughts and questions. They tell a story.
这种类型的标识真的是一件独具美学意义的艺术品。它们别具匠心，它们能激起人们的想法和疑问，吸引人们的注意力，让人浮想联翩。
