Vanishing Roadside of America
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V A N I S H I N G R O A D S I D E A M E R I C Aof
typography of vintage neon signs
V A N I S H I N G R O A D S I D E A M E R I C Aof
A look at the history of neon signs and their current position in the American roadside.
Content, design and photography by Claire Pedersen
A U b i q u i t o u s P a r t o f E v e r y d a y L i f e
Driving down the highway, a person’s picture plane is
flooded with clever window displays, figurative wonders on
porcelain-enamel, and masterpieces of animated spectacular,
all a part of the folk art that makes up Vintage Neon Signs.
These signs were produced in the golden age of neon signs
from the 1930’s through the 1950’s, which makes most
of the signs we see today over 50 years old. In the 1930’s
these signs symbolized popular hopes for a new era of
technological achievement and commercial abundance.
neon signage
03
The 1950’s saw a huge demand for neon signs
and consequently a demand for workers to
produce these flashy signs. Artists responsible
for manufacturing these elaborate designs in neon
were called Glass Benders. These artists worked
long hours and needed several years of training.
The physical act of making these signs was very
labor extensive. That did not drive up the cost of
these glowing works of art, however, as neon signs
were fairly inexpensive.
The GlAss MenAGerie
The process of making a neon sign begins when
sections of a 4 to 5 foot piece of straight, hollow glass
are heated until they are malleable and then bent into
a shape and aligned to a pattern. Phosphorescent
powder coats the inside of the sealed glass tube and
then a high voltage electrical charge excites the gas,
glass and powder thereby producing a glow. This
medium was popular not only for its beautiful glowing
aura, but the sustainablility of the product. Neon signs
last generations and don’t use up much energy.
05
I L L U M I N A T E D L E I S U R Eneon signs calling drivers to restaurants and entertainment venues.
Design Conception
Call for Attention
01
T h e s e a r t i s t s h a d a v o r a c i o u s a p p e t i t e f o r n e o n .
Emerged between the 1930’s and 1950’s. During
this period, locals owned a large percentage of
businesses in every town as there were very little
franchises. Owners often lived above or close
to their businesses and were considered to be
extensions of their neighborhood. This made the
design of their business even more important.
Shopkeepers often produced the designs for their
neon signs themselves thereby incorporating
the common man’s touch. These designs often
possessed some underlying humor, which made
for some outrageous designs. These iconic signs are
now considered to be a kind of folk art.
The fiGurAl TrADiTion of neon siGns
0 1 I l l u m i n a t e d
L e i s u r eDesign Conception
s t e a k B u r g e rindependence, Mo
This beautiful, old, eroded neon
sign was made in the 1950’s. The
current owner, Jose rubio, is working
on getting the sign fully functional.
Today this sign is only visible at night
and partially syncronized. it appears
as though the big arrow has three
seperate elements, but currently only
the first two flash together while the
third remains unlit.
11
L a c a s a P i z z aomaha, ne
T r u e v e r n a c u l a r c r e a t i o n s c o n c e i v e d b y c l e a v e r b u s i n e s s o w n e r s a n d i m a g i n a t i v e a r t i s a n s .
Joe Pantane, created the
image of the strolling guitar
player named “Peppi”.
Peppi’s hand is animated
as it plucks the strings of
the mandolin. This design
was meant to capture the
authentic southern european
fare of the restaurant.
1 9 5 7
12
The conception of these designs was one thing,
but the manufacturing of these detailed signs was
another. Neon was cheap because there was so much
competition during the 1950’s that glass benders
often made very little wages per hour. The artist spent
all day creating the designs using huge amounts of
glass tubing. The designs of these signs were carefully
planned so they could last generations. This eye for
design extended beyond the neon sign. Outside their
restaurants or other small businesses, owners used
expensive details like tile, stainless steel, and porcelain
enamel. Hardwood cabinets and tin ceilings adorned
the insides. A high quality of design is typical for
this time period and lots of iconic signs were created
during this period.
14
Neon signs always accompanied the entertainment
industry. In the 1930’s through the 1950’s movie
palace marquees beamed with geometric neon designs
often using thousands of feet of neon.I - 7 0 D r i v e I nindependence, Mo
Cal l for At tent ion
“ T h e n e o n c r e a t e d a n a u r a o f f a n t a s y a n d g r a n d e u r e v e n b e f o r e t h e t h e a t e r g o e r l a i d e y e s
o n t h e b i g s c r e e n . ”
R i o d r i v e T h e a t e rleawood, Ks
C i n e m a c e n t e romaha, ne
(Davidson 143)
This small art-deco inspired
theater is situated in
downtown overland Park.
its electric blue neon lights
contrast nicely with the vivid
red lighht shining through its
glass block walls.
17
s i g n s f o r s e r v i c eBurning through an evening of darkness, guiding ones way.
Guiding light
Kaleidoscope of Color
illusion of Motion
02
“ N e o n ’ s e l e c t r i c h u e s c a n s i m i l a r l y t r a n s p o r t t h e v i e w e r t o a m a g i c a l p l a c e w h e r e d a r k n e s s
o p e n s i n t o r a d i a n t s h a p e a n d c o l o r . ” (Davidson 87)
With animation, cleaver graphics and piercing color.
Their use extended beyond just marking the physical
location of a service building. The structure of these
signs are based on elementary rectangles, intermediate
shapes and sometimes complex silhouettes. They can be
fantastic forms made from a homemade apparatus. Sheet
metal mechanics often worked with glass benders to create
ornate signs. These structures are called “cans.” The can
is the canvas that the neon was built on. It housed the
transformers that powered the light. These cans were
painted or porcelainized to mimic neon signs. Colors of
the painted material mimicked the colors glowing from
the neon tubes, which helped make the signs legible
during the daylight.
n e o n s i G n s w e r e C r e A T e D T o A T T r A C T s P e e D i n G M o T o r i s T s
0 2S i g n s f o r
s e r v i c eGuiding light
23
Neon light contains over 40
shades including a kaleidoscope
palette. Night blue, ruby red
and noviol gold were the most
common colors used in neon
signs. Older signs typically take
on a richer tone. There are places
where you can see the neon signs
from over 25 feet away. These
signs used to paint the American
landscape.
Kaleidoscope of Color
on the corner of Broadway and
Valentine sits uptown Theater. This
theater was created in1928 and was
the first of its kind in Kansas City.
The theater was renovated in 1994
to restore its originial details. its soft
lit box office now lights up the Kansas
City skyline 365 days a year.
U p t o w n t e h a t e rKansas City, Mo
The pinnacle of the medium came with the invention of
animated signs. Owners of animated signs were considered
to be in the “Neon Big Leagues”. These signs often give
off a comic depiction of the action, like spinning tires and
even a swinging lasso.
The illusion of Motion
Charlie Graham Body and service
opened in 1969 with its sign shinning
bright since opening day. This sign is
an animated sign because it alternates
back and forth between a crunched
car and a fixed one.
C h a r l i e g r a h a momaha, ne
27
R o s s m i l l e r C l e a n e r sKansas City, Mo
ross Miller Cleaners was
established in 1928 and is in
Kansas City, Mo. This animated
sign is from the 1950’s and depicts
a man operating a commercial
pressing machine. The lid of the
press moves up and down when lit.
1 9 5 0
28
B y p a s s e d M o t e l sneon signs in front of lodging and accommodation buildings.
unlit Phantoms
A fading history
03
“ B y p a s s e d h i g h w a y s s e r p e n t i n e t h r o u g h d y i n g t o w n s , m o t e l r o o m s l i t b y t h e
g l o w o f n e o n o o z i n g t h r o u g h c u r t a i n s t h a t d o n ’ t q u i t e c l o s e . ”
(Davidson 70)
America’s landscape. These once hustling and bustling
travel destinations now lay vacant. Their neon signs,
easily legible from far distances, often informed the
traveler of the availability of rooms, the price and extra
bonus features such as TVs in every room. Sometimes
motels would even outline the exterior room windows
with neon, turning the whole motel into a sign.
ToDAy, ABAnDoneD AnD CloseD MoTels liTTer
“ N e o n i s l i n k e d t o t h e h e a r t : t o a t i m e i n o n e ’ s l i f e , a d e e p l y f e lt e m o t i o n a l s t a t e , a
j o u r n e y a s o f t e n i n t e r n a l a s e x t e r n a l . ” (Davidson 68)
0 3 b y p a s s e d
M o t e l sunlit Phantoms
W e s t - H a v e n m o t e lKansas City, Ks
off of route 24 is this once
charming motor lodge, west-haven.
now it is left to be come another
vacant lot. This sign’s can is colored
a beautiful fire truck red, which
contrast nicely against the deep
blues in the sky. The only part of
this neon sign that seems to be
affected by time is the small amount
of rust that is slowly consuming the
white lettering.
35
s a t e l l i t e m o t e lomaha, ne
“ Z e a l o u s c i v i c b e a u t i f i e r s t r i e d t o w i p e o u t a l l n e o n s i g n s . ”
A fading history
(Postrel 1)
39
Neon signs were eclipsed by plastic symbols in the 1970’s.
On the edge of the energy crisis many people began
producing plastic signs, fearful of the long-term effects
and cost of neon signs. During this time, many of the very
skilled glass benders were retiring and not passing on the
craft to future generations.
Styles of neon signs began to change in the 1970’s.
The eye catching, pulsating and animated signs
made prior to 1970 were torn down were torn
down in attempt to tidy up of corporatism. Cities
even began to create ordinances and laws against
their use, which resulted in the destruction of
beautiful neon signs all over the country. Many
civic leaders believed that neon signs created a
“carnival atmosphere” and “visual clutter” in cities.
For a while neon type seemed doomed to be hidden
inside plastic-faced, channel letters.
m a y f a i r c l e a n e r sKansas City, Mo
a n e w t h r e a t
In the 1990’s, plastic signs became more costly and there was
a small revival of neon type. However, there now appeared
a new threat--LED lights which use less power and have
a sharper glow. The glowing gasses of neon will forever
attract true keepers of the flame. These neon signs contain
memory, identity and hope. These signs extend beyond just
vernacular type. They contain fond memories of America’s
vanishing roadsides.
43
W h e n w i l l t h e n e o n a r r o w s t r i k e y o u r hea r t ?
Typog raphy i i
fa l l 2012
Pa t r i c k Doo l e y
univ e r s i t y o f Kan sa s
CoPy s e t i n hux l e y and Adob e Garamond
PhoTos t ak en by C la i re Ped e r s en u s in g a Canon Di g i t a l reb e l Xs i and Canon Di g i t a l reb e l eso 40D.
PrinTeD on an ep s on st y l u s Pro 4000
BiBlioGrPAhy
Dav id son , Len . Vin ta g e neon . A tg l en , PA : Sch i f f e r Pub. , 1999 . Pr in t . A Sch i f f e r Re f e rence Book .
Gus t a i t i s , Jo s eph . “Neon : A L igh t Hi s to r y. ” Amer i c an Hi s to r y 35 .2 (2000) : 28 -32 . Academi c onefi l e . Web.
Po s t re l , V. (2006 , S i gn s o f ou r t ime s . The A t l an t i c Mon th l y , 298 , 137 -138 ,140 .