By Kate Bartlett
Eric Zimmermann is owner and founder of Visual Impact Signs in East Aurora. He has created many 3-demential noteworthy signs for businesses in the area, including the original Purple Doorknob (Ellicottville), Pearl Street Brewing (Buffalo), 42 North Brewing (East Aurora), New Era Cap (Highmark Stadium), the Welcome to the Village of East Aurora and the Town of Holland, and the soon-to-be-unveiled sign for the new location of the Purple Doorknob in the Elmwood Village of Buffalo.
Eric has always been creative by nature. As an art major at Alden High School, he was constantly drawing, sketching and doodling for fun, and for projects to create banners for family and community functions. His art evolved through the years, and he dubs himself a self-taught artist. “I just drew whatever came to mind, and took on any projects that came my way,” says Eric. He’d sketch in pencil and ink, and learned as he went, hand lettering signs the old-fashioned way.
“The sign businesses came on naturally,” Eric explains. “It was a creative outlet for me and I enjoyed taking on new projects, learning as I went.” He opened Visual Impact Signs in 1984 and it continued to evolve organically, as the community embraced his art. “We knew we could create,” says Eric “and we wanted to make an impact with our signs, hence the name: Visual Impact.”
The studio started small, as most do, and Eric and his team took on various types of projects. Their creations evolved, and they learned how to utilize computers and other forms of technology as the need arose. “There’s always a learning curve, but it’s how you evolve as a business and best meet the needs of the community.”
East Aurora has embraced Eric’s art, and his creations can be found all over the village and surrounding area. “I’m so grateful to live and work in such a supportive community. I’ve raised my 4 children here, and I wouldn’t have it any other way.” Erics work can be seen throughout East Aurora at 42 North, and the popular 3-D Taste Cup, a 2×3’ sculptured coffee cup which actually emits steam. Eric also designed the 20-foot “Lake Effect Man” beer tap that adorns Pearl Street Brewery in downtown Buffalo, and the 7×8’ size New Era Cap at Highmark Stadium. His work is anything but ordinary, making an impression across counties.
Eric designed the original sign at The Purple Doorknob in Ellicottville 16 years ago, and recently designed a similar sign for the second location in the Elmwood Village of Buffalo. The original sign is 24” glass-like doorknob on a 30×60”plate with keyhole and currently hangs at the shop located at 11 Washington Street. The second sign is similar to the first and is awaiting finishing touches to soon adorn their newest location at 744 Elmwood Ave in Buffalo.
The current location at 316 Main Street is hard to miss, boasting a large 20 ft. long lettering brush on the front roofline. “We wanted to make an impression, of course. It’s what we do.” Eric lives and works at his studio, as his art is a part of who he is. “I live where I work, so I can’t escape it, but I honestly wouldn’t want to. I love what I do.”
Eric’s favorite thing about his work is the creative outlet it provides. Not only it is surreal seeing his work around the community, but it’s incredibly rewarding. “I enjoy helping customers promote themselves and create signage that draws attention to their business. I’ve never had to advertise, our work is out in the public eye every day as proof of product.”
For more information https://visualimpactsign.com/ or stop into the shop in East Aurora.