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T HE T YPOLOGY OF L IGHT A DVERTISEMENT. Hochschule Wismar. Light course : Light and symbol A symbol of identity Thomas Schielke. Viranpach Naranitithum 112285 Surada Suasangthong 112287. Content. Session 1 Session 2. Preface

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  1. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Content Session 1 Session 2 • 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

  2. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study • The case studies of brand signage analysis are divided into 3 categories which are • Bank • Petrol station • Restaurant

  3. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study • Criteria • Abstract-realistic • Image-text • Static-dynamic • Size • Distance of visibility • Visibility by day-by night • Security • Color • The comparison run between each brand in categories and between each categories.

  4. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.1 Banks in Thailand Nowadays, bank, credit, and financial business in Thai finance market has an extremely competition. Most of the banks try to improve business strategies in order to obtain more customers. Not only expanding branches in a community and department stores area, but also changing the design and feature of the bank is used as main strategies to create an attractive feeling. Using interesting color is a trend that most of banks in Thailand are using. Also, changing and developing the logo and signageto make it more interesting and outstanding. For the light advertisement, every bank decide to use the light box signage because of 2 main reasons

  5. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study Reasons for using the light box signage 1. Security aspect Security is on of the important criteria for bank. Especially, appropriate amount of light is necessary to protect criminal. Therefore, using plate acrylic box to decoration, signage, and logo which is quite big can give high brightness and quantity of light. 2. Design aspect Color is the main strategy which is used for gaining attention from customers. Thus, light box signage and light box for interior element can make that color more outstanding because of the brightness.

  6. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.1.1 Siam Commercial Bank Siam Commercial Bank is the first bank of Thailand, was established by Royal Charter in 1904 and currently provides financial services to customers through its branches, business relationship centers (BRC) and ATM network. The logo simplified from heart-shaped leaves of Bohd tree. The Bank compares itself to this tree which people can use this tree as a shelter to protect them from disaster. The logo was designed in a symmetrical and static form to imply a reliability. For the lighting aspect, light from the light box can give static and even light effect. For symbolic meaning, it is used to strongly guarantee about reliability. Moreover, high brightness from light box can be used for security at night and rendering the color of the bank to gain attention.

  7. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.1.2 Bangkok Bank Bangkok Bank is Thailand’s largest bank, and the fifth largest regional bank in Southeast Asia. The logo of the bank simplified from a Sacred Lotus which is a perennial aquatic plant. It propagated quickly and has high ability to grow in almost circumstances. For the symbolic aspect, Bangkok Bank compares itself to Sacred Lotus to implies that this bank is long-standing and never met the financial crisis. For lighting aspect, plate acrylic light box is used for illuminating the signage. As a result, light from the light box can create static and even light. For the symbolic meaning, not only the static and even light, but also cool color temperature light is used to guarantee the clients about reliability. Furthermore, high brightness from light box can be used for security at night and rendering the color of the bank to gain attention.

  8. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.1.3 Kasikorn Bank Kasikorn Bank is the fourth largest commercial bank in Thailand . The logo was simplified from ear of paddy and water to represents fruitfulness. For symbolic aspect, this symbol implies the customers about the profitableness. For the lighting aspect, the bank decided to use the even and static light from plate acrylic light box instead of the dynamic light to show trustworthiness. Also, high brightness given from light box can be use for security at night. Moreover, color is also the symbol to represent the bank, so light from light box can render the red and green which are the color of the bank to gain more attention.

  9. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.1.4 Krung Thai Bank Public Company Krung Thai Bank Public Company Limited was established by the Thai government, with the Finance Ministry as the major shareholder. To represent the bank, a paradise bird in Thai literature, which is a symbol of Thai Ministry of Finance is used as a logo signage to guarantee about the reliability. For lighting aspect, plate acrylic light box is used for illuminating the signage. The bank uses the even and static light from the light box to show trustworthiness. Also, high brightness from light box benefits for the security at night. Furthermore, blue, light blue, light green, and white color can be rendered dominantly to get interestingness.

  10. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study Compared Analysis for banks in Thailand

  11. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 1 : Category of signage types (divided by the appearance of lighting design) 2.2 Petrol stations From the research of case study, found that the design of the petrol stations signage look similar because of the characteristic and functions of the place. The position of signage, design of logo signage which are image, text and color are treat in the same way to achieve the aim of petrol station. The aims of petrol station are security, visibility from remote distance and memorable. The signage design mainly talking about the visibility by day and night and from the distance because its function has to work properly. Another requirement for lighting design on petrol station is security. Not only function lighting in the station but also signage lighting that should concern how to make customers trust for the security of this place by night. The color of petrol station always in primary colors in order to memorize easily by customer. Normally, the petrol station signages are in two positions. First is pylon in the front of the station in order to indicate customer by the road. Another signage is on the edge of roof structure.

  12. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 1 : Category of signage types (divided by the appearance of lighting design) 2.2.1 Esso petrol station Esso uses the word ESSO as a logo signage. The text “ESSO” in red color font on white background with blue ellipse line. Main color is red, blue and white. This logo are on the pylon is made from acrylic plate to be light box signage. Main color of signage is red which is made from acrylic plate to represent power and energy. It can be seen easily from the distance by light source inside the light box. The big logo of ESSO design is static in three principal colors for visibility from the distance all day and night. About security, strong light of light box signage make the customer feel save and trustful.

  13. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.2.2 Shell petrol station Shell uses the word “Shell” with illustration of shell as a logo signage. Main colors are yellow and red. It use red color to represent power and energy but when two of these colors go together they represents the fast which is mean services of the petrol station. Another signage which on the pylon is illustrator of yellow shell with red outline stand on white background. The logo of Shell design is static in graphic and dynamic of yellow and red colors which is different from the other stations to create the identity and visibility from remote distance. Also for the visibility by night, yellow signage of Shell with linier fluorescent uplight along the edges of roof structure make it stand out in the dark. Moreover, strong light of light box logo signage can make the customers feel save and trust.

  14. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.2.3 Caltex petrol station Caltex uses text and logo as a signage. It use red color to represent power and energy. The star logo means the number one of the petrol station. Another signage which is on the pylon is the same logo and word “Caltex” but it is on bluish gray background pylon. The logo of Caltex design is dynamic illustration of star represent power of petrol behind this brand. Size of signage: It’s big in function of visibility from the distance all day and night. For visibility from remote distance, the logo and illustration of star, make identity of the brand signage which customer can recognize from the distance in day time. For night time, big signage with high brightness from the light box can make the logo stand out in the darkness.

  15. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study Compared Analysis for petrol stations

  16. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.3 Fast food restaurant From the past to the present, restaurant is quite an interesting business for investors because they can gain valuable profit from that business. Thus, many the business owners try to invest in restaurant business. Because there are many competitors in this business, creating brand identity is so important to get a market share. Brand identity can be created by many ways, such as, typical shop and logo signage design and decoration by using color and light as two main strategies to achieve their objective.

  17. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.3.1 Hard Rock Café Hard Rock Cafe is a chain of bar-restaurants founded in 1971. There are currently over 140 Hard Rock Cafes in over 36 countries. Hard Rock Café use text and guitar symbol to represent music and entertainment. For the lighting aspect, cathode is used as a signage. The variety of color light from bare lamp can represent the colorful night life and the dynamic of the text and logo shows the movement activity of the café as well. Moreover, they use this color light to strongly support the concept of the restaurant. Obviously, it is very successful to create the identity of this signage, because in the darkness, a huge cold cathode can be seen easily. It benefits for the visibility distance. Especially, when colors are combined with light, it means enjoyment during the night time.

  18. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.3.2 TGI Friday TGI Friday is an American restaurant chain focusing on casual dinning, with over 800 restaurants in over 50 countries. The chain is known for its appearance, with red-striped canopies, brass railings, Tiffany lamps, and frequent use of antiques as decor. Red-striped is the main concept to create brand identity. They use red and white to remind people of the restaurant. Therefore, for lighting design aspect, they use the acrylic light box to illuminate the signage because even light from the signage can make people perceive the logo signage as same as during the day time.

  19. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.3.3 Au bon pain Au Bon Pain is a fast-casual bakery and cafe chain . It has attempted to differentiate itself from similar fast casual chains by emphasizing hospitality and the diversity, quality, and freshness of its menu and ingredients. A new brand identity has incorporated colors, design, and imagery from traditional French motifs.The logo and new café color scheme incorporate a blue taken from the Woad flower that’s grown in Provence, France, and a yellow which comes from sunflowers and many Parisian cafés. About the lighting for logo signage, they use the letter lighting signage to emphasize the customer that this is the French word, so It means that this is the French café which the customers can find French bakery. Also, the static and even light can guarantee this word. For the visibility distance, the bold letter with the light source inside can give a high brightness, so it is easy to perceive this identity of the brand .

  20. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study 2.3.4 Auntie Anne’s Auntie Anne's is well-known for their freshly-baked, hand-rolled soft pretzels. The new signage was installed in August 2006. Auntie Anne's kicked off its retooled, fun image with a free pretzel day. The new look built on the core aspects of the brand--a strong product with a country heritage--and added a younger look and feel, with more energy and more emphasis on the impulsiveness of a tasty snack in the mall. The halo and the pretzel perfection tagline touted the chain's confidence in its product, a bravado that resonated with the tween and teen customers. Owning to the new target group which are teenagers, for the lighting advertisement, letter signage with halo light is used in order to impulse the curiousness and invite the customer to buy the product. Moreover, the halo, static, and even light behind the letter can strengthen power of the brand. For the perception from remote distance, signage is not big, but the effect of light can persuade people to buy these products.

  21. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study Compared Analysis for Restaurant

  22. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 2 : Compared analysis case study Compared Analysis for banks in Thailand, petrol stations, and restaurants

  23. THE TYPOLOGY OF LIGHT ADVERTISEMENT Hochschule Wismar Light course : Light and symbolA symbol of identityThomas Schielke Viranpach Naranitithum 112285Surada Suasangthong 112287 Chapter 3 : Case study, Evolution of lighting advertisement brand signage Lighting design in brand signage and advertisement from the past depends on technology and trend at that time. It means that the more technology of materials and lighting develop from generation to next generation, the more technology affect the development of lighting design in advertisement signage. Case study : Dairy Queen

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