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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Morphy Auctions Brings Iconic American Advertising and Antique Toys to The ...SYS-CON Media (press release), April 22nd
Other featured items include a large, 1930s stainless steel and neon outdoor Coca Cola sign, as well as other rare Coca-Cola pieces. The first day will conclude with more than 150 lots of tobacciana, including one of only a few known examples of a...Read more
Strictly Ballroom: The Musical dazzles and frustratesThe Daily Telegraph, April 19th
Time After Time, which Scott and Fran sing under the Coca-Cola sign, comes closest to transporting us but Luhrmann interrupts it with cuts to Scott's father Doug in the studio below and the mood is broken. Several important choreographic moments also...Read more
Bodies After Motion, Oases in Snow and Exodus UndercoverWall Street Journal, April 18th
Seba Kurtis's picture of "Tanta" (2008), an Egyptian trying to get to Europe, shows him standing in front of a Coca-Cola sign, but the top half of the image, including his head, is whited out. Mr. Meyers writes on photography for the Journal. See his...Read more
Selfie Photo Scavenger Hunt begins April 25Daily Tribune News, April 18th
Friendship Plaza is filled with all kinds of historic charm and [Young Brothers Pharmacy has] the world's first outdoor Coca-Cola sign, so there's just so many things that are historic to our area. Hopefully this will be a fun way for people to learn a...Read more
Diamond wedding celebrations for Helston coupleFalmouth Packet, April 14th
Sparks flew when Jean and Tony Wright met while building London's iconic illuminated Coca Cola sign 60 years ago. Now the Helston couple have celebrated their diamond wedding anniversary, with a surprise party thrown by family and friends at The Clies, ...Read more
Strictly Ballroom's Sydney stage debut glitzy funThe Sunshine Coast Daily, April 13th
Win, which was penned especially for the show by Offspring's Eddie Perfect, drew loud applause as did the infamous "rooftop Rumba", which was executed on one of the show's many impressive sets, complete with glittering Coca Cola sign as the backdrop...Read more
Sip some Southern hospitality at Harper's TableThe Virginian-Pilot, April 10th
The hybrid wine entered its heyday a few thousand years later, about the same time that the Coca-Cola sign was painted. It surged in popularity during Prohibition as a foil for rotgut gin and then faded from favor post-Prohibition when the quality of...Read more
Lawrence man ordered to undergo drug treatment for meth possession after ...Lawrence Journal World, April 8th
Police arrested Siler in May 2013 while investigating a previous theft of a Coca-Cola sign and traffic light from a North Lawrence home. Police said that Siler, when contacted, tried to dispose of syringes and methamphetamine and also had a "knuckle...Read more