One of my favorite photographs of a Salem street shows a block of Essex adjacent to North in the 1890s: the three buildings in the picture are vastly preferable to those that occupy the space now, but what I really admire are the signs, particularly that single bicycle wheel sign in front of Whitten’s Bicycle Shop. Signs were just so much better then; I don’t know what happened. Well, probably cars, along with plastic and neon.
Actually I kind of like that Bonchon building, and if you can see (it’s pretty small), this business features not only the standard facade or wall sign but also a small projecting blade sign—an absolutely necessity in the “walking city” that Salem claims to be. Salem does have some really nice blade signs, commissioned by creative and civic-minded business owners who are investing in the look and feel of the city as well as their own enterprises. But there are also too many plastic facade and sandwich board signs scattered about, projecting the message: we’re just here for the Halloween season. Washington Street is lined with blade signs, as is Front, but ye olde Essex—the ancient “highway” of Salem– could do a lot better, in my humble opinion.
I suppose I am a sign snob: trade signs from a century or more ago just seem more creative to me in both their typography and their imagery. I particularly like symbolic signs in which bicycle wheels, keys, watches, boots, glasses, hats, and mortars & pestles advertise bicycle shops, locksmiths, jewelers, shoemakers, opticians, hatters and apothecaries. Key signs seem to be in every antique shop I go into, so they must have been a universal sign for that profession. I’ve seen lots of double-sided clock signs too, but the one below is particularly stunning.
Wouldn’t a big white wooden tooth look great hanging from or instead of this Essex Street Dentist’s sign? (maybe the one of the left is a bit scary).
Nineteenth-century trade signs from Skinner Auctions (key, bicycle wheel, smaller tooth); Architectural Anarchy at 1st Dibs (clock); Northeast Auctions (Hat and “We Defy Competition sign); and the American Folk Art Museum (large tooth).