Unpacking the Legacy of Antique Ad Signage

  Rassegna Stampa, Social
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Metal signs were prominent until materials became scarce, expensive to produce or were needed for the war effort. Neon began to be used in the 1920s and was very popular until the 1960s, recently making a comeback. These signs were made from materials like porcelain, painted metal, plastic and Lexan. McDonald’s has used both neon and Lexan—still used to this day—for their famous golden arches.

Everything old is new again

Vintage signs have the power to evoke feelings of authenticity, trust and reliability that resonate with customers. Think of the Coca-Cola red can that’s been a mainstay of their brand advertising since the 1800s, or John Deere’s iconic logo and green tractor. Much of our consumer behavior is fueled by memory, from our first bicycle to our first car to the brand of television we buy. These ads can be powerful levers, taking you back to an impactful time and place in your life, which is why vintage brand signs have become an inspiration for modern-day brands.

When I think of some of the most iconic advertising signs from days gone by, I’m reminded of Beaman Pontiac in Nashville, Fisherman’s Friend in Seattle and, of course, “Welcome to Fabulous Las Vegas.” These signs influenced advertising trends for generations, and their enduring appeal is evident today in the businesses that continue to honor and display them. 

Brands can harness the power of antique signs in the following ways.

Turning to the past to create an aura of trust and craftsmanship. If you’re wondering about the power of nostalgia, look no further than Chevrolet’s 2021 holiday ad. Presumably designed to highlight Chevy’s modern fleet of trucks, a 1966 Chevy Impala is the star of this ad. If you want to imply that your modern product has staying power, craftsmanship, reliability and aesthetic, this ad says it all.

Provoking a sense of glamor and superior service. Travel just isn’t what it used to be. Airline seats are smaller, meals are meager and hotels charge outrageous “resort fees” for basic services. But some hotels are using vintage signs to reflect the magic of travel from a bygone era. Stylized signage from previous eras may help imply that your travel experience will be superior. When MCR Hotels refurbished the old TWA terminal at JFK airport, their express purpose was to convey the feeling of the golden age of travel, starting with the iconic signage; a new motor lodge in Charleston, S.C., Starlight Motor Inn, is reviving the category of motor lodges and their vintage signage, another homage to the golden age. 

Instilling a sense of old-fashioned quality. When it comes to the fast casual food industry, conveying quality food served within a consistent, comfortable and memorable setting is paramount. It’s ironic that Potbelly had its first location in a former antique store; perhaps that was the inspiration for the chain’s down-home style antique signage displayed throughout their restaurants. Potbelly’s use of vintage signage creates a whimsical setting for patrons to channel the concept of hearty meals right out of a former time.

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