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
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One person injured when car slams into Five Points buildingAtlanta Journal Constitution, November 24th
Authorities began working late Monday morning to determine the structural integrity of the building, on which the iconic neon Coca-Cola sign is mounted. Atlanta Fire spokeswoman Janet Ward said Monday afternoon that the building had been determined to ...Read more
Dixie Divas: Lightning strikes down memoriesGainesville Times, November 10th
On an outdoor wall still hung, though licked thoroughly by fire, the badly faded Coca-Cola sign reading: Satterfield Alignment and Garage. For 40 years, at least, Daddy had a Coke machine so the company had given him a sign. It caused a chuckle, though...Read more
Kings Cross Coca-Cola sign to get a facelift after 40 yearsSydney Morning Herald, November 10th
After more than 40 years exposed to the elements, the Coca-Cola sign at Kings Cross is getting a facelift. The lights were turned off a month ago and a close inspection shows it's being held together by ropes with all the bulbs taken away. "It's lost...Read more
Smith T discovers century-old Coca-Cola mural behind wall of Opelika hardware ...Opelika Auburn News, October 4th
Smith T referenced what is considered the oldest Coca-Cola sign, one dating to 1894 located in Cartersville, Ga.; however, it has been repainted. “It makes you wonder how many old buildings there are around the South or around the country that would be...Read more
If I were king for a day, I would ban Coca-ColaThe Guardian, September 26th
This sugary drink neither quenches thirst nor increases energy. It damages teeth, thickens waistlines and lightens purses. A Coca-Cola sign in Mexico City. 'Whether it was a Peruvian city or a clearing somewhere in Africa, that white lettering on a red ...Read more
Coca-Cola mural in Opelika could be over 100 years oldWTVM, June 21st
A gigantic red, white and black Coca Cola Sign believed to be more than 100 years old. "Still trying to nail down a close estimate of the time, but this building was built in the 1920's, so probably around 1910 so, 110 years probably," said Smith T...Read more
Coca-Cola sign in downtown Baton Rouge unshrouded on Tuesday: UpdatedThe Times-Picayune, May 27th
The historic Coca-Cola sign in downtown Baton Rouge was unshrouded on Tuesday, after it spent Memorial Day weekend covered by a tarp amid an apparent dispute between the building's owner and Coca-Cola. Property owner Mike Crouch put the tarp ...Read more
Coca-Cola to restore downtown BR signThe Advocate, March 11th
Advocate staff file photo by TRAVIS SPRADLING -- The Baton Rouge Coca-Cola Bottling Co. will fully restore the iconic neon Coca-Cola sign at the corner of Third and Florida streets. The soft drink company will spend about $20,000 to replace neon and ...Read more