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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Grandfathered: Repainted Coke sign in downtown Johnson City meets guidelinesJohnson City Press (subscription), July 27th
Your great-grandfather might have seen it when it was first painted. Now it's grandfathered in — fresh look and all. What is it? The vintage Coca-Cola sign painted on the Wilson Avenue side of the old office building at 126 Buffalo St. being remodeled...Read more
Coca-Cola Contour bottle marks 100th anniversaryHerald Sun, July 23rd
Starring Toni Collette, the Coca-Cola sign and bottle star in a scene at a minimart. 2008 – Changeling. In the film directed by Clint Eastwood and headlined by Angelina Jolie, the Coca-Cola Contour bottle gets a guernsey. A 1940 Santa artwork for Coca...Read more
Iconic Daytona International Speedway sign demolishedBay News 9, July 23rd
The Coca-Cola sign stood as Daytona International Speedway's identification sign since 1992. (PHOTO/Julie Gargotta, Staff). "It's a bittersweet moment," said Andrew Gurtis, vice president of operations at Daytona International Speedway. "We're going to ...Read more
Stock futures dropping; Coca-Cola earnings top estimates; Amazon expanding ...cleveland.com, July 22nd
In this Oct. 17, 2011 photo, a restored Coca-Cola sign is displayed on a building in Springfield, Ill. Coca-Cola, the world's largest beverage company, posted second-quarter earnings that beat analysts' estimates after cutting expenses and increasing...Read more
Liquid Light, Coca-Cola sign technology development agreementBiomass Magazine, July 21st
Liquid Light announced it has signed a technology development agreement with The Coca-Cola Co. The objective of the agreement is to accelerate the development of Liquid Light's technology which can make mono-ethylene glycol (MEG) from carbon ...Read more
Artist Roger Foley unlocks mystery behind the Kings Cross Coke signThe Daily Telegraph, July 21st
Why, given, the increasing residential population of the area, do we need a "brighter" Coke sign? As I understand it, the only 'coke' being consumed in the Cross is the kind you snort! Preserve the Coca Cola sign by all means but put it in a museum...Read more
Iconic Kings Cross 'Coca-Cola' Sign Hid Mural For 40 YearsPedestrian TV, July 16th
The helpful beacon of direction for lost tourists, the signpost of 'it's-5am-that-kebab-won't-save-you-now-just-go-home', and all-around wonderfully iconic light fixture 'the Kings Cross Coca-Cola Sign', has officially been removed for renovation...Read more
Vintage Coca-Cola sign disappearsGrand Haven Tribune, July 8th
(UPDATE: 10:10 p.m.) A construction company prepping a local building for demolition came up with a surprising discovery last week — a vintage Coca-Cola sign painted on the side of the structure. Tribune Staff. Grand Haven. Jul 8, 2015. (Courtesy...Read more