The Influence of Art Deco on Advertising Sign Design
The roaring twenties and the years that followed witnessed an explosion of creativity and innovation, not just in music and fashion, but also in the world of design. The Art Deco movement, with its emphasis on sleek lines, geometric patterns, rich materials, and a sense of optimism, profoundly impacted nearly every facet of visual culture. This influence is readily apparent when examining vintage advertising signs, transforming them from simple promotional tools into striking pieces of collectible art.
What is Art Deco?
Born in France just before World War I, Art Deco drew inspiration from a diverse range of sources including Egyptian art (inspired by the discovery of Tutankhamun’s tomb), Cubism, and Bauhaus design. It rejected the organic curves of Art Nouveau in favor of streamlined shapes, stepped patterns, and motifs like sunbursts, zigzags, and stylized flora and fauna. The use of luxurious materials – chrome, Bakelite, inlaid wood, and vibrant colors – further contributed to the movement’s distinct aesthetic.
Art Deco's Impact on Sign Design
Prior to Art Deco, advertising signs often prioritized functionality over aesthetics. While they conveyed information, they lacked the visual flair that defines the era's advertisements. The advent of Art Deco changed all that. Sign makers began to incorporate the movement's signature elements into their designs. Think of the bold typography, the geometric borders, and the overall sense of grandeur.
Several key trends emerged:
- Bold Typography: Fonts became more stylized and geometric, often utilizing sharp angles and clean lines. A sense of modernity and efficiency was communicated through the lettering.
- Geometric Borders and Patterns: Sunbursts, chevrons, zigzags, and stepped patterns became ubiquitous, adding visual interest and reinforcing the Art Deco style.
- Streamlined Shapes: Rounded corners and flowing lines were replaced with sharp angles and straight lines, reflecting the era’s fascination with speed and technology.
- Rich Color Palettes: While traditional advertising colors were often muted, Art Deco signs embraced vibrant hues – jewel tones like emerald green, ruby red, and sapphire blue were frequently used, often paired with metallic accents.
Popular Brands and Examples
Several industries embraced Art Deco design for their advertising signs. Automotive manufacturers (like Chrysler and Packard) were particularly keen to project an image of speed and luxury. Food and beverage companies also utilized the style to convey a sense of sophistication and modernity. You're also likely to find beautifully designed Art Deco signs for petroleum products, tobacco, and even household goods.
Finding examples is relatively common, though condition and rarity dramatically affect value. Look for signs featuring:
- Automotive Brands: Chrysler, Packard, Duesenberg.
- Beverage Companies: Coca-Cola, Pepsi-Cola.
- Petroleum Brands: Shell, Texaco.
Collecting Art Deco Advertising Signs
For collectors of vintage advertising signs, Art Deco examples are highly prized. Their aesthetic appeal and historical significance make them valuable additions to any collection. Condition is paramount; signs in excellent condition with vibrant colors and minimal damage command the highest prices. Rarity also plays a major role, with signs from smaller or lesser-known brands often being more difficult to find.
The influence of Art Deco on advertising sign design left an enduring legacy, transforming functional signs into miniature works of art. Appreciating this connection not only enhances our understanding of sign collecting but also provides a fascinating glimpse into a vibrant era of creativity and innovation.
