Kaplansky Insurance

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Micheal Noone, CIC CPIA

Vice President, Agency Operations, Kaplansky Insurance

Kaplansky Insurance – Channel Letter Signs

Client: Kaplansky Insurance Agency Location: Chelmsford, MA and Weymouth, MA Website: https://www.kaplanskyinsurance.com Client Description: Full Service Insurance Agency with multiple locations.  Provides Personal and Business insurance as well as Financial Planning.

Types of Signs

Channel Letters Pylon Sign Lettering

Objectives of Signs for This Client

To best make their logo and sign visible to traffic at multiple locations.  All of their  locations are on a well traveled roads.  Lighted Channel Letter signs were required by landlords in both the Chelmsford and Weymouth locations.  The Cambridge location allowed for limited non-illuminated signage.

The Creative Process

All three sites were surveyed to determine building dimensions, access for sign installation and get photos of the buildings.  The Client had an existing logo that we were incorporating into the signs.  Two of the locations required Channel Letter signs and in both cases, they were Raceway Mounted at the landlord’s request.   The third location in Cambridge only allowed for a non-illuminated panel sign and window graphics.  There were awnings on that location that the client decided not to use so they were removed.

In addition, the two locations in Chelmsford and Weymouth had pylon signs at the entrance to the plaza which required new faces.  In the case of a multi-location agency like this, it is best to keep the logo the same for branding.  Both locations allowed for channel letters with black trim and returns and red faces.  In some cases, town ordinances or landlords have specific color requirements which can become an issue.   This was not the case on either of these locations.

The creative decision for this client was whether or not to incorporate a white outline around the logo.  We determined that they gave the signs the best look and also increased the amount of light coming out of the letters.  In Cambridge, we utilized the existing sign bracket to mount the new sign saving the client money.  

Issues We Encountered

We discovered through the permitting process at the Weymouth location that the pylon sign had been illegally modified and that we could add the tenant to the sign without the landlord obtaining the correct Permit.  That sign is currently being revamped to meet code and we will add lettering when it is ready.

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