Few brands have been as effectively and aggressively marketed as Coca-Cola, which was invented in 1886 by John S. Pemberton. Almost from day one, advertising materials, including signs, were produced to trumpet the virtues of the sweet, carbonated beverage. In fact, in his first year of business, Pemberton spent more money on advertising than he took in, producing, among other items, 14 outdoor signs painted on oilcloth and another 45 painted on tin. Today, thanks in part to his early obsession with advertising, Coca-Cola is one of the best-known brand names in the world.
The first metal Coca-Cola signs were lithographed or painted. Known as tackers, these signs were designed to be nailed directly through the metal and onto a wooden wall or fence. Even at this early moment in the company’s history, Coca-Cola understood the power of the celebrity endorsement—by the end of the 19th century, the popular opera singer Hilda Clark was pitching the beverage on rectangular and oval signs, made out of everything from paper to metal.
By 1910 the short-lived era of large outdoor oilcloth signs had come to an end. Because these signs wore out quickly (they were no match for the elements), they were systematically replaced by more durable, and expensive, metal ones. Some of these large outdoor signs were similar to the tackers, but others were made of fired enamels that were baked until they created a porcelain surface on a base of iron or steel. Eyelets at the corners and sides were built into the design, since nailing through porcelain would destroy the sign.
The first of these porcelain signs were roughly eight-by-eight feet and got right to the point: “Ice Cold Coca-Cola Sold Here,” they proclaimed. The Coke bottle depicted on the sign was straight sided—the company’s trademark curved bottle, which resembled the contours of a hobble skirt and was nicknamed “Mae West,” was not widely used until 1920.
Some tin signs were embossed, giving the brand’s famous logo relief, while others were made of aluminum and coated in celluloid, which was less durable than porcelain but worked fine in interiors such as soda fountains and bars.
An especially popular sign from 1914 featured a model named “Betty.” This marked a shift for the company away from high-brow celebrity toward something approaching sex appeal, although the young lady’s attire and flirtatious gaze is certainly tame by 21st-century standards. Other signs on cardboard from this period admonished customers to ask for Coca-Cola by its full name, which was an effort by the company to combat competitors trying to capitalize on the parts or even misspellings of the brand’s good name.
World War I brought severe sugar shortages, so very few signs were produced during these years, but in the 1920s the Coke advertising machine was in full swing again. One classic sign from this decade is the gas-station sign, which often had a chalk circle or triangle built into the sign so station attendants could write in that day’s gas price. Larger signs had what are known as “privilege panels” above the Coca-Cola panel itself. These gave retailers space for signage of their own, in close proximity to the Coca-Cola panel, of course...
The 1920s were also when flange signs first came to prominence. These signs featured stenciled-and-fired enamel artwork on both sides of the sign, with a small right-angle flange at one end so the sign could be attached to a building and read by customers walking in opposite directions.
Another famous vintage Coca-Cola sign shape is the so-called red button, which was made by porcelain sign manufacturer Temco of Nashville, Tennessee, among others. The red button sign shape found its way onto Coca-Cola clocks, metal trays, and calendars, as well as flange signs. Shield signs forced the logo into a triangular shape, while rectangular signs were jazzed up by placing the logo within a fishtail shape.
As with the rest of popular culture, Coca-Cola signs changed with the times. For example, the frames of Coca-Cola signs exhibit distinctively Art Deco touches through the 1930s, while the signs themselves often feature mirrored or reverse-painted black glass. In fact, despite the Depression, the 1930s were a big decade for Coca-Cola signage—in 1934 alone, for example, the company offered 28 different styles of signs to its retailers, plus four versions designed just for coolers.
The 1940s saw the arrival of a new Betty on Coca-Cola signs, but new metal signs were put on hold due to the needs of World War II. Untold numbers of porcelain signs were scrapped for the war effort, which, of course, has led to their current scarcity and popularity among collectors. After the war, porcelain signage fell out of favor for less-expensive alternatives such as aluminum and eventually plastic.
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Recent News: Coca Cola Signs
Source: Google News
Sciotoville house celebrates its 100th birthdayPortsmouth Daily Times, April 25th
Make no mistake about it, the Nelsons have made the house uniquely their own with advertising signs they have collected, including an internally-lit Coca Cola sign that advertises hamburgers for 25 cents, and doors that have two openings so they can be ...Read more
Historic Coca Cola sign officially relitWBRZ, April 15th
BATON ROUGE - A historic Coca Cola sign was officially turned back on at a special relighting ceremony in downtown Baton Rouge Friday night. The lights on the sign were turned back on a few months ago after going dark for awhile because of a dispute ...Read more
Iconic Coca-Cola sign lights back up FridayWBRZ, April 15th
BATON ROUGE- An iconic sign is coming back to Baton Rouge. A lighting ceremony will be held for the massive Coca-Cola sign downtown. The sign has been dark for more than 20 months due to a dispute over who owned it. The Baton Rouge Area ...Read more
Schimpff's shows a sign of a different timeThe Courier-Journal, April 11th
As of Monday, Schimpff's Confectionery has been in business for 125 years – all in the same storefront at 347 Spring St. in downtown Jeffersonville. The business commemorated the milestone with the unveiling of a historic 1950s Coca-Cola sign, similar...Read more
A SWEET CELEBRATION: Schimpff's turns 125 years MondayEvening News and Tribune, April 7th
Schimpff's Confectionery, 347 Spring St., Jeffersonville, is honoring its 125th birthday by unveiling a vintage 1950s Coca Cola sign with the business' name on it Monday. The sign will be hoisted outside of Schimpff's new building expansion next door...Read more
ACC and COFCO Coca-Cola sign 5.5 megawatt solar agreementYour Renewable News (press release), April 4th
Asia Clean Capital ("ACC") today announced a 5.5 megawatt solar power supply agreement with COFCO Coca-Cola Beverages (Hebei) Ltd., at their Shijiazhuang production facility in Hebei province. Under the terms of the Agreement ACC will invest 100 ...Read more
White Sox sign with Coke after 15-year run with PepsiCrain's Chicago Business (blog), April 4th
A new Coca-Cola sign is installed at U.S. Cellular Field. - Facebook. Photo by Facebook.com/Weaver Media A new Coca-Cola sign is installed at U.S. Cellular Field. That Coke's marketing braintrust was locally-based was a key factor for the Sox in making...Read more
protesters arrested after scaling iconic Coca-Cola sign in Sydney's Kings Cross9news.com.au, March 22nd
Seven Greenpeace Australia protesters have been arrested after they scaled the iconic Coca-Cola sign in Sydney's King Cross this morning. The protesters attempted to hang a large banner reading 'Stop Coke Trashing Australia' from the sign at around 8am...Read more