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

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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.

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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 .