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Router-cut PVC letters on 72-by-48-in. PVC board panel. The sign is double-faced.

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Router-cut PVC letters on a composite panel mounted on an 8/4 mahogany slab

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24-by-48-in. overlaid plywood sidewalk sign

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Router-cut PVC letters on 30-by-32-in. HDU panel. The flower veining was printed with metallic ink.

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Router-cut PVC letters on 26-by-18-in. HDU panel. The “fabric” panels were routed from 1/8-in. PVC board.

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Router-carved 3-by-4-ft. HDU panel; lettering is finished with 23K gold leaf.

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The raised prismatic letters were routed out of the HDU panel, which is mounted on a 20-by-2-ft. 3mm aluminum composite material panel [ACM]. The clover leaves are formed PVC board with copper stems.

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Hand-carved 5-by-4-ft. slab of 4-in. thick solid mahogany

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Router-cut PVC graphics on 40-by-60-in. brushed silver ACM panel. The plane fuselage is domed, and the aluminum posts were wrapped with black vinyl.

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Router-cut black PVC letters on a raised copper background panel. The sign is 42-by-18-in. overall.

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Router-cut black PVC letters on a 72-by-18-in. raised copper panel

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“We designed and built 12 of these displays for Fine Paints of Europe,” says Roger. “We painted all 270 color panels, and designed and produced all the graphics — then crated and shipped each unit.”

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Lissy, Austin, Ted and Roger

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The hanging sign is a carved 36-by-24-in. HDU panel; the fascia sign is vinyl graphics on a 72-by-24 medium density fiberboard [MDF] panel.

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Router-cut PVC letters have digitally-printed graphics applied to them and are mounted on a 36-in. diameter double-faced PVC panel. The sign is hung on a custom-made bracket.

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Router-cut PVC letters and a digital print graphic on a 30-by-48-in. panel of 3mm ACM. The sign is double-faced.

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Lettering and trees are carved HDU board, finished with 23K gold leaf, on 72-by-48-in. HDU panel

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“The Jericho Market was our biggest project ever,” says Roger. “We designed and produced the whole interior—not just the graphics. It We did printed panels behind some of the department signage, and an 80-by-12-ft. wall mural on concrete.”

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The 4-ft.-tall letters were cut from UltraBoard foam core panels [www.ultraboard.com] and mounted on the barn wood background. The maple leaves are cut from maple plywood, and the center one is 8-by-8-ft. “We actually had a barn dismantled to get the wood we needed for this project,” says Roger.

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Router-carved lettering and 3-D rose on a 72-by-24-in. HDU panel. The lettering is finished with 23K gold leaf.

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Profile: Roger Sammel

By SignCraft Magazine

Posted on Sunday, January 1st, 2017

I’ve always looked for ways to improve our tools, techniques, knowledge and processes. The staff sees it the same way. We’re doing some planning and forward thinking now. The four of us are thinking about where we want Sammel Signs to be five years from now. My hope is ultimately to pass the business along to one or all of them.

For a lot of small independent sign shops, the owner and his or her skills provide the bulk of the value of the business. Once their talent is retired, there’s nothing there. But by building a team and developing systems and processes, you’re adding value to the business that makes it more sustainable. The cumulative talents of the team become the value of the company. That’s our big picture, but now we need to work out the specifics.

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