The morning news. [volume] (Savannah, Ga.) 1887-1900, 1889-10-26
SOMETHING OF SIGNS.
MIA evolution of the Gorgeous An
nouncement of To-Day.

uOuncement or To-Day.
From the Netc York Star.
rsssage in Edward Bellamys Sc Looking
,,-otuardn describes the city of hundred
IS hence as absolutely without signs.
gorAver it may be then, the sign is indis-
sable to-day. In this advertising age, it
US as a mute. but often strong, appeal to
- nasser-by. The best sign is the simplest
tho. comprehended at glance-standing
-,o.rlv ont among its neighbors, capable Of
sorming a simple mental picture to be re-
uembered.
rhs first signs in America were plain
r4+Ia SQUARES Of tin, black or gold lettered,
H. vreat business cards. Such are still to
- hA9 fe1nd at the doorwaysof some of the old
pe iUT office buildings. These, however,
Ioers before the days of advertising. Since
.bat time the sign and the advertisement
20 go zone hand in hand. The sign is as
La,,cb an advertisement as the mark of
Mace of business
nd STYLE as well as in material. "Signs
ooairted ANYWHERE" reads the advertise
!goant of q big company, and, in caricatur-
no wav. they paint one on Niagara Falls
;+Sslf The sign proper, however, is de-
.achable from its place, and is not that
-ainted ON an expanse of dead wall Yet
tba latter is often the most effective.
Early in the 'fiftles, when American sign
history actually begins, there were only the
Ettle signs of tin and the long and narrow
ones on boards. The latter, which never
have gone out of use; were OF PLAIN white or
back ground, with black, white or gold let
.ers tainted on. Many Of them still remain
where they have hung for fifty years, faded
srd barely legible. Their conservative
p,,,ners either do not care about the public
sva or take pride in these signs, which show
the long establishment Of their business.
In 1852 or Whereabouts a young English
maker of signs came to New York, and in
troduced here the metal sign then used to
some extent in English cities. These signs
were of zinc, and went by the name Of
stwhite metal" When polished,
however. they were so very bright that
they popularly passed as silver plate. Such
a condition of affairs the maker was not
slow to take advantage of. He got silver
Mate prices for them right along.
With the introduction of meal came an
innovation in the position of the sign. The
old wooden sign was left hanging over the
doorway, and the new metal plates were
placed on either side. They still remain
that way to-day. The metal sign seldom,
if ever. goes over the door. For there it
WOulQ he TOO U6IQ W ClotLH, wv uedNY dQNl
too expensive.
The zinc sign held its sway until ten years
ago. when brass began to take its place
Two years later the brass was heavily
eectroplated, producing the first silver
plated sign. In 1884 bronzs first came into
use, and now it may be said that the age of
metal signs is in its hight.
The first method of lettering was by en-
craving. Zinz signs are always engraved,
and that the letters may be emphasized and
stand out" they are filed in with black
enamel composition. Black is used instead
of colorS, since it is better fitted to with
stand cleaning and the weather, aud the
same principle applies to every kind of
painted sign. When brass and bronze came
into use the value of detached and raised
letter was seen. These are cast of brass or
iron and bolted on to the plate from the
back, for the metal sign is simply a thin
plate fastened on frame of wood. Letters
Of cast iron were found to be most effective
on silver plate, where they stand out in
very bold relief. Letters of brass are
principally for the plate of bronze; the
brass sign is oftener than not simply en-
graved. The bronze plate is often cast en-
tire, letters and all To increase the effect
iveness the ground of the plate is oxidized
and the letters left plain. Or the ground IS
hammered and the whole plate oxidized,
the hammered part taking different tint.
Sometimes the ground is coppered and
roughened, the letters and the border re-
naming smooth and Of a different tint in
color.
In many variations of these systems the
metal sign man keeps producing novel
effects.
Some small silver signs, recently devised,
have the lettering and rim of silver and a
Furnished ground in close imitation of
leather. Then, again, FURNISHED or matted
silver letters and band are fixed on plain
ground. Bands or holdings contrast, OF
they form portion of the ground raised
slightly above it. A pretty rope molding
is in vogue among those given to the fanci-
full.
When, in 1879, metal signs entered their
new era, novelty began to be sought for in
the wooden sign. Previous to that time the
cid sign of the 'fifties had remained I'M
changed. In 1881 the raised letters came
into use. 1t was, first, gold on a black
ground, and then black on gold.
Ornamental and contrasting holdings
we're there then substituted for plain bands,
and later on it was the aim to reproduce
metal effects. This was done by OVERLAPPING
the board with filling" composition.
While still soft it was pressed into regular
or irregular designs. Lincrusta Walton was
x
unftness for out-of-door work was demon
Strated
From the raised letter it was but a step
to the depressed. These were carved out
OF the board, and gilded or colored in con-
trast
Taste and fancy in the lettering of sings
now tend toward the quaint and antique
Novelty IN materials seems to have reached
Its limits; but there is always a chance fol-
novelty in design. Sometimes however
novelty is at the expense of legibility.
Inc wooden sign never reaches tht
elegance of the metal, but from its colorine
1t is often more effective. On a certain side
street of this city is shield shaped sign.
treat gold letters on a ground Of varying
green-what is called nowadays "virile
green. The contrast is startling. But the
sign is long recollected.
diass and wire signs-the latter a grea
WIRE background for huge letters of gold
or White-are out of the fashion, the sign
makers say. Yet stretching across tn,
fronts Of the buildings of scores Of old
established firms the wire sign is still to b,
seen. Most conspicuous of all, perhaps, i
me great golden signature, like that Of
Sarony, noticeable far across Union square
Inc glass sign is occasionally met with or
filth avenue. There was q time-somt
dozen years ago-when the wire sign was il
quite general use. The fevorite scheme wal
70 swing them over the streets from wires
attached to opposite roofs. To the passe
Deiow the sky was background, and the
letters stood out astonishly clear. But they
grew SO large that the city fathers passe(
hn Ordiua M or than ac a IIhliC 10 ~