RAF digital is my brand and my persona. It is the mask that I wear when I play the role of artist.

The signature that I place on my limited edition prints resembles a corporate logo more than the signature of an artist. This is deliberate. The distance between artist and entrepreneur is very short. We are made of the same genetic material.

‘JUST-IN-TIME’ MANUFACTURING

All of my prints are individually serial-numbered and made to order using a concept borrowed from business theory called ‘just-in-time’ manufacturing. By contrast conventional printmaking typically involves the artist producing a run or ‘editition’ of identical prints. The artist then maintains unsold works in inventory.

I make each of my prints in 3 sizes. Since the digital images that I produce are typically ‘vector’ images instead of  ’bitmapped’ images, the sizes that I can produce are limited primarily by printing technology. Currently I own an Epson 7800 Stylus Pro printer which can produce prints that are up to 24 inches wide. For larger works I subcontract to a commercial imaging facility which can produce prints on a commercial LIGHTJET printer at widths of up to 6 feet.

Such very large prints (typically 4 feet or more on the smaller dimension) are manufactured to order and are restricted to a single copy. These are intended primarily for institutional use, since they are difficult to accommodate in today’s smaller residences.

‘Limited edition’ prints – up to 24 inches on the smaller dimension – are produced on my Epson 7800 printer. Each one of these prints is made one at a time and each is numbered individually. Images are available in 2 sizes – depending  on the image itself. Larger prints are restricted to 12 copies,  while smaller prints are available in editions of 20. This approach reduces the cost of a print run and keeps my investment in inventory to a minimum. It also helps eliminate waste.

Images may be printed on traditional fine art papers, contemporary metallic papers or canvas and may be finished in a variety of ways according to the collector’s taste. In addition to the choice of media, options include ultraviolet coatings, lamination and framing. In that way they resemble the purchase of a car – with various finishing options to be selected at the time of purchase.

Example of a signature on a limited edition print

Note that colours don’t reproduce all that well on the computer monitors. It is best to see the works in my studio or in a gallery.