On day 4 of our 12 part series on Americana, Andrea Valluzzo takes us on a tour of trade signs and shingles. How apt, given that TV and the Internet still keep us in tune with who’s selling what, and where, this holiday season.
Signs, signs, everywhere there’s signs… all welcoming shoppers. Long before diamond vision, trade signs and professional shingles were the height of visual imagery. They were to-the-point and easily interpreted by a population that was pretty much illiterate.
For instance, Cape Cod may have the market cornered on potato chips but the Pennsylvania Dutch region is pretzel country. A carved pretzel trade sign (like the featured image above) carved in the round and with original paint, circa 1880, is a rare and enjoyable find.
From the 1700s through 1900s, trade signs were Advertising, with a capital A. Most of the signs were oversize, double sided, sometimes even 3-D.
A fine example of this is the SMITH sign showing a blacksmith at his anvil, hammer ready to strike. An even more graphic one might be an eight foot sled 8-feet long and painted in patriotic colors.
The Shelburne Museum in Vermont houses a collection of over 175 trade signs representing different trades. Today, these images are both fun and decorative. A huge cobbler’s boot, oversize locksmith keys and an innkeeper’s pineapple could go a long way in making your home unique.
Surprisingly, marketing in centuries past was pretty sophisticated. According to the Shelburne, one of the best known sign and show figure makers was New York’s own Samuel Robb. In 1881 the firm sent out the word that they could create a graphic for just about any profession. “Tobacconist signs in great variety on hand and made to any design. Ship and steamboat carvings, eagles, scroll heads, block letters, shoe, dentist, and druggist signs, etc.” their advertisements read.
If you think that’s stretching things, think about a 19th Century double sided shingle for tutor, J.A. Abendschein, It featured a gilt basket overflowing with laurel and surrounded by a laurel wreath. The elements signify the tutor’s academic knowledge.
If you like advertising art, all signs lead to Americana Week, where vintage trade signs are generally liberally sprinkled around the shows like gems waiting to be found.
























