{"id":16534,"date":"2014-09-15T13:30:37","date_gmt":"2014-09-15T17:30:37","guid":{"rendered":"http:\/\/www.signmedia.ca\/?p=16534"},"modified":"2014-09-15T13:30:37","modified_gmt":"2014-09-15T17:30:37","slug":"sign-systems-counting-down-to-the-pan-am-games","status":"publish","type":"post","link":"https:\/\/www.signmedia.ca\/sign-systems-counting-down-to-the-pan-am-games\/","title":{"rendered":"Sign Systems: Counting Down to the Pan Am Games"},"content":{"rendered":"
\"Photo<\/a>
Photo by Peter Saunders<\/em><\/figcaption><\/figure>\n

By Peter Saunders
\n <\/strong>In the summer of 2015, Toronto and other cities in Southern Ontario will host the 17th<\/sup> Pan American (Pan Am) Games and the fifth Parapan Games. They will represent the largest international multi-sport event held in Canada to date, about twice as large as Vancouver\u2019s 2010 Winter Olympic Games.<\/p>\n

On July 11 and 12, 2014, \u2018We Are Pan Am\u2019 festivities took place in Nathan Phillips Square, in front of Toronto\u2019s City Hall, to celebrate the one-year countdown to the games. Signage played a major role in the two-day festival, including an interactive mural, vehicle graphics and, most significantly for daily crowds in the public square, the installation of a giant countdown clock and a smaller touch-screen kiosk.<\/p>\n

A puzzling mural<\/strong>
\n One of the \u2018premier partners\u2019 sponsoring the games is Chevrolet, which is heavily involved in organizing a 20,000-strong volunteer program. As such, the automaker\u2019s Toronto-based creative agency, MacLaren McCann, sought to showcase the community-oriented program in a fun way at the countdown festival.<\/p>\n

\u201cWe came up with the idea of a crowdsourced mural,\u201d says Ann Solecki, one of the agency\u2019s art directors. \u201cIt was born out of a desire to illustrate how volunteering is a large gesture comprised of the smaller efforts of a number of committed individuals all working toward the same goal.\u201d<\/p>\n

\"The<\/a>
The Exhibit Store printed and cut two versions of Chevrolet\u2019s volunteer-themed artwork\u2014one in black-and-white for the background and another in full colour for the \u2018puzzle pieces.\u2019 Photos courtesy MacLaren McCann<\/em><\/figcaption><\/figure>\n

To design the 2.4 x 7.3-m (8 x 24-ft) mural, MacLaren McCann turned to Jacqui Oakley, a Hamilton-based freelance illustrator who teaches art at the Ontario College of Art & Design University (OCAD U) in Toronto.<\/p>\n

\u201cJacqui came highly recommended,\u201d says Solecki. \u201cWe were immediately struck with her beautiful, painterly style and sense of whimsy. We knew she would be able to compose a mural that conveyed the sense of community and spirit we were searching for.\u201d<\/p>\n

\u201cWe liked her style, spirit of fun and concept of play,\u201d says Cathy Mowat, Chevrolet\u2019s manager of digital and social marketing operations.<\/p>\n

\u201cThey wanted a vibrant, colourful piece from a local artist,\u201d says Oakley. \u201cIt was a lot of fun to work with and totally unique.\u201d<\/p>\n

She drew her original artwork\u2014depicting a diverse range of volunteers and athletes in action\u2014in black and white at one-third of the mural\u2019s final scale, vectorized her linework in Adobe Illustrator software and applied colour with Adobe Photoshop. Then she divided the image into pieces, based on an approximate count provided by the agency.<\/p>\n

\u201cThis way, I had a separate file based on the same drawing,\u201d she says.<\/p>\n

The Exhibit Store in Toronto handled the project from there in terms of printing and fabrication. The \u2018divided\u2019 file was printed at 100 dots-per-inch (dpi) onto 3-mm (0.12-in.) thick aluminum composite panel and cut with a computer numerical control (CNC) router. The linework was also printed onto additional sheets of the same substrate, but not cut. This way, the final mural would combine the sense of both a jigsaw puzzle and a colouring book.<\/p>\n

\u201cThere are markings to denote the art like a \u2018paint by numbers\u2019 piece,\u201d says Mowat.<\/p>\n

The Exhibit Store attached the linework sheets with Velcro to an exhibition frame system from Octanorm Canada in Oakville, Ont. The CNC-routed pieces could then be placed on top of the linework with a double-sided adhesive tape backing.<\/p>\n

\"Freelance<\/a>
Freelance illustrator Jacqui Oakley (left) and MacLaren McCann art director Ann Solecki (right) unveiled the mural at Nathan Phillips Square in July. Photos courtesy Jacqui Oakley<\/em><\/figcaption><\/figure>\n

Finally, the mural was set up on July 10 and unveiled on July 11 as the \u2018Paint By Play Project\u2019 at Nathan Phillips Square for the countdown festival. After Oakley applied the first piece of the puzzle herself, children were invited to help complete it.<\/p>\n

\u201cI don\u2019t often get to see people interacting with my artwork,\u201d she says. \u201cSeeing kids place the jigsaw puzzle together was so much fun. Anyone who placed a piece on the mural could sign their name in a book and receive a free magnetic puzzle of their own to take home. Later, a border will be added around the mural featuring all of those signatures and it will go on to different venues to advertise Chevrolet\u2019s involvement in the Pan Am Games. It just won\u2019t be a puzzle again, as the pieces are already stuck in place.\u201d<\/p>\n

\u201cWe absolutely want the signatures of those involved in the production of the mural to live on in its final home,\u201d says Solecki. \u201cHow large and with what rigidity we design the border will depend on where the mural is housed come the time of the games.\u201d<\/p>\n

\"Vehicle-Graphics\"<\/a>\"Vehicle-Graphics_mobile\"<\/a><\/p>\n

Wrapped in flags<\/strong>
\n Fittingly for an automaker, Chevrolet\u2019s display area at the festival also showcased vehicle graphics, with a sedan and a sport utility vehicle (SUV) wrapped in the flags of the nations that will compete in the games, along with the Toronto Pan Am 2015 logo.<\/p>\n

\u201cWe\u2019ve had that wrap in place for a while now, as our sponsorship of the games began a few years ago,\u201d says Mowat. \u201cIt\u2019s been to auto shows and other \u2018milestone\u2019 Pan Am events.\u201d<\/p>\n

Chevrolet will roll out more such wraps in the months to come, as it unveils a fleet of more than 1,000 vehicles for the games.<\/p>\n

\u201cSome of the vehicles will be fully wrapped,\u201d says Mowat. \u201cAll of them will at least feature logos and decals.\u201d<\/p>\n

\"Following<\/a>
Following the completion of the puzzle, the mural will be showcased at different venues relating to the Pan Am Games. Photos courtesy Chevrolet Canada<\/em><\/figcaption><\/figure>\n

A clock like no other<\/strong>
\n Meanwhile, the countdown clock and kiosk were \u2018woken from slumber\u2019 at the festival by a team of acrobats on stilts from Montreal-based Cirque du Soleil (another premier partner of the games), Brazilian drummers and breakdancers performing a charivari<\/em> discordant serenade and BMX cyclists doing tricks around the two structures.<\/p>\n

The 5.5-m (18-ft) tall, 4.1-m (13.5-ft) wide and 1.2-m (4-ft) thick countdown clock is decorated with the games\u2019 colourful sports pictograms and showcases five 1.2-m (47-in.) DynaScan industrial-grade liquid crystal displays (LCDs)\u2014four on the front, one on the back\u2014counting down the days, minutes and seconds to the start of the games and playing a series of videos every five minutes. Each of the screens boasts 2,500 candelas per square metre (cd\/m2<\/sup>) of luminance to ensure content is legible in daylight.<\/p>\n

Weighing 7.3 t (8 tons) and connected to 5 km (3.1 mi) of dedicated fibre optic cabling infrastructure running underground to a downtown Cisco data centre\u2014reportedly capable of sending one gigabit of data per second, equivalent to the Internet connectivity requirements of a community of 25,000 homes\u2014the clock will remain on-site until the Parapan Games end on August 15, 2015.<\/p>\n

\u201cIt\u2019s the first of its kind in the world and it will be an important landmark for locals and visitors alike, announcing the games are quickly approaching,\u201d says Nitin Kawale, president of Cisco Canada, which developed the clock as a premier partner and official information and communications technology (ICT) provider for the games. \u201cThis is more than just a clock; it\u2019s a social portal enabled by the \u2018Internet of Everything.\u2019\u201d<\/p>\n

\u201cFor athletes, the clock is a reminder of how close the games are,\u201d says Ryan Homsy, a handball goalie who has competed at the Pan Am Games twice before and serves as an \u2018ambassador\u2019 for Cisco. \u201cAs a member of the Canadian handball team, I\u2019m proud to have been there to unveil the clock and look forward to helping win a medal on home soil.\u201d<\/p>\n

The clock was fully funded and constructed by Cisco and its partners. Housed in a metal frame with an aluminum exterior cladding, it and the kiosk took a combined 7,000 hours from 40 people to build, including 28 Cisco engineers.<\/p>\n

\"The<\/a>
The mural was flanked by some of Chevrolet\u2019s graphic-wrapped vehicles, featuring the flags of nations that will compete in the games.<\/figcaption><\/figure>\n

\u201cThe planning began about six months ago,\u201d says Jeff Seifert, Cisco\u2019s chief technology officer (CTO). \u201cWe also had students from George Brown College in Toronto and University of Ontario Institute of Technology (UOIT) in Oshawa, Ont., help assemble the clock.\u201d<\/p>\n

The clock contains six Cisco 3010 industrial Ethernet switches\u2014including five video and one audio\u2014to connect to the LCD panels. Further, Cisco\u2019s iServices software platform operates the clock, supported by the company\u2019s unified computing system (UCS) and protected by ASA-55\/85X firewalls and Sourcefire intrusion software.<\/p>\n

Besides those components, however, the large structure called for specialized skills beyond Cisco\u2019s in-house capabilities. Toronto-based Fourth Wall Media, a digital out-of-home (DOOH) and kiosk agency that serves as Pattison Outdoor Advertising\u2019s \u2018experiential\u2019 marketing division, oversaw the development of the physical structure, based on mockups created in-house using a three-dimensional (3-D) printer, and facilitated the flow of content from Toronto 2015 (TO2015) Organizing Committee.<\/p>\n

\u201cWe\u2019ve been involved in big projects before, like an 8.5-m (28-ft) tall replica lighthouse in downtown Toronto last year for Nova Scotia Tourism,\u201d says Dmitri Melamed, vice-president (VP) of production. \u201cIn this case, we brought all of the necessary partners together on the same page, procured some of the equipment and facilitated bench-testing for fabrication, which began about one month before the clock\u2019s debut at the countdown festival.\u201d<\/p>\n

These partners included Enseicom, a sign, billboard and street furniture manufacturer based in Lachine, Que., which fabricated weatherproof cabinets to protect Cisco\u2019s technology inside the clock and kiosk; Optimum Graphiques, a large-format print house in Laval, Que., which produced the vinyl pictograms for the exterior surface; and X2O Media, a Montreal-based digital signage software developer.<\/p>\n

\u201cWe are a longtime partner of Cisco and have worked with their digital signage media players before, so it was quite natural that they reached out to us,\u201d says Vern Freedlander, X2O\u2019s VP of production. \u201cOur contribution for this project was more of a process than a product. We built the user experience, so our challenge was to design a compelling interface that would allow visitors to navigate intuitively through content, including wayfinding, news, information and video clips. Our graphic designers also had to maintain the TO2015 branding.\u201d<\/p>\n

The clock and kiosk were delivered to Toronto on a 16-m (53-ft) flatbed transport truck and placed into position with a 15-t (16.5-ton) Broderson deck crane. Fourth Wall co-ordinated the project with on-site engineering firm Blackwell and commercial sign installation, maintenance and repair contracting firm Trade Sync, based in Brantford, Ont.<\/p>\n

\u201cThey\u2019ve installed at lot of the digital signage at Toronto\u2019s Yonge-Dundas Square,\u201d says Melamed.<\/p>\n

Since the clock is about the same height as the average male giraffe, it is hard to miss. During the games, it will broadcast sports footage to crowds in the square. It also helps draw attention to the more human-scale kiosk that serves as a window to the aforementioned social portal.<\/p>\n

\"On<\/a>
On the same day as the mural project, Cisco unveiled its countdown clock and kiosk with the assistance of Cirque du Soleil acrobats. Photo courtesy Cisco<\/em><\/figcaption><\/figure>\n

Games at your fingertips
\n <\/strong>At the 2-m (6.5-ft) tall, 1.5-m (5-ft) wide and 0.5-m (1.5-ft) thick kiosk, which houses two Cisco 3010 industrial Ethernet switches in a similar metal frame with aluminum exterior cladding, visitors can access information about the games, the clock and Cisco\u2019s technology at either of two 1.2-m screens. Interactivity is enabled by touch-screen foil, reinforced behind a layer of security glass.<\/p>\n

Visitors can also use a custom app to take a photo of themselves in the public square, download it to their smartphone and create a virtual postcard for sharing via social networks and\/or viewing on the clock\u2019s own online photo page.<\/p>\n

\u201cWe will turn on new features over the next year,\u201d says Seifert. \u201cWe will unveil near-field communications (NFC) capabilities, for example, and embedded camera technology that can enable two-way video, so we can connect athletes with their hometowns. There will constantly be new content and surprises.\u201d<\/p>\n

The project will also reach beyond Nathan Phillips Square. While the kiosk is a long-term installation like the clock, anchored in cement, Cisco says it will also serve as a model for additional, shorter-term \u2018satellite\u2019 kiosk clocks that will appear at other location as the games draw nearer, using the same network infrastructure.<\/p>\n

\u201cThe secondary clocks will be derivative of the main one, but with some variations depending on their location,\u201d says Freedlander.<\/p>\n

\u201cWe also have widgets that can go on other people\u2019s digital signage networks,\u201d says Seifert. \u201cCisco is a business-to-business (B2B) company, not business-to-consumer (B2C), and this project is a way to show our customers\u2014including retailers, banks and technology partners\u2014what they can do with our products.\u201d<\/p>\n

With files from the TO2015 Organizing Committee, Chevrolet Canada, MacLaren McCann, Jacqui Oakley, the Exhibit Store, Octanorm Canada, Cisco Canada, Fourth Wall Media, Enseicom, Optimum Graphiques, X2O Media and Trade Sync. For more information, visit www.toronto2015.org<\/a>, www.chevrolet.gm.ca<\/a>, www.maclaren.com<\/a>, www.jacquioakley.com<\/a>, www.exhibitstore.ca<\/a>, www.octanorm.net<\/a>, www.ciscotoronto2015.ca<\/a>, www.fourthwall.ca<\/a>, www.ensei.com<\/a>, www.optimumgraphiques.com<\/a>, www.x2omedia.com<\/a> and www.tradesync.ca<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In the summer of 2015, Toronto and other cities in Southern Ontario will host the 17th Pan American (Pan Am) Games and the fifth Parapan Games. 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