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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Inside Sydney's Randall 'Animal' Nelson's secret Santa workshopDaily Mail, October 1st
The Wayside's pastor Reverend Graham Long, who will conduct the service, said Animal had been as integral to Kings Cross as the suburb's famous El Alamein Fountain or the iconic neon Coca-Cola sign at the top of the red-light district's William Street...Read more
KIIS FM debuts The X Studio with Kyle and Jackie O set to host big celebritiesDaily Mail, September 30th
The Australian Radio Network (ARN) is behind the joint venture, with the venue set to open under the famous Coca-Cola sign in Sydney's Kings Cross next week. High-profile personalities from ARN's KIIS 106.5FM Kyle and Jackie O are said to be planning...Read more
Richard Branson Says He's Ready For Historic Trip Into Space - He Talks About ...Business Insider, September 30th
This was before 9/11. We'd rigged up the Coca-Cola sign in Times Square with what looked like explosives, lots of smoke and everything. And we fired the Sherman tank at it. Anyway, it was a good laugh. We rolled the tank over tons of coke cans; Coca...Read more
Call to ID scrappers who did their part during WWIIThe Advocate, September 27th
He stands with his buddies behind a boat and in front of a pile of pipe, fencing, barrels, tubes, poles, a Coca-Cola sign, a motor oil sign, pots, pans, cans, wheels and other metal junk. On the side of the boat someone wrote in big letters, "Highview...Read more
Salem man ahead of the front lines during World War IIStatesman Journal, September 27th
His platoon had plenty of close calls, such as the time when a bomb made from a Coca-Cola sign came tumbling down a hillside, splattered the rear of his vehicle with picric acid but failed to explode. On another patrol, his platoon had to high-tail it...Read more
If I were king for a day, I would ban Coca-ColaThe Guardian, September 26th
One image was common to them all – the Coca-Cola sign hanging off the corner of a ramshackle shop. Whether it was a Peruvian city or a clearing somewhere in Africa, that white lettering on a red background was ubiquitous. That was in the early 1960s...Read more
Historic 'ghost signs' haunt downtown ConcordIndependent Tribune, September 19th
Mayor Scott Padgett said the council first became interested when they noticed the popularity of downtown murals and the Coca-Cola sign. “So we said 'well, what else have we got that can be saved so we know our history?'” Padgett said. The council ...Read more
Looking back: A Coke and a smileMyhorrynews, September 16th
Looking Back: A Coke and a smile 1. This old barn off Red Bluff Road in Loris is adorned with a retro Coca-Cola sign. Looking Back: A Coke and a smile 2. Martha Boyd stands with her collection of Coca-Cola memorabilia. Her prized artifact is a Coca...Read more