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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Kodak retiree opens '50s-style dinerRochester Democrat and Chronicle, February 8th
Constantino is proud of the 1950s Coca-Cola sign that graces his shop and the 1940s Dunhill fountain that dispenses soda. He traveled across country to accumulate the collection to decorate his restaurant. "I've been collecting for 20 years...Read more
Vintage Coke sign spruces up downtown RamseurAsheboro Courier Tribune, February 5th
Louis was the last Coca-Cola sign painter on the payroll when he quit in 1972 to start his own sign painting business.” Brady still runs that sign shop and has continued, over the years, to restore nostalgic Coke signs upon request. “They (the town of...Read more
Cornerspotter: Pan-Am, Bartell's & Coca-Cola in 1965Curbed Seattle, January 28th
That big Bartell's is long gone and with it went the Coca-Cola sign and Pan-Am billboard. Those curved awnings at the right lead to a transportation choice we still use, we just get to it a different way these days. And that Bon Marché building in the...Read more
Antique Coca-Cola posters, Winchester bullet boards will be part of Showtime ...ArtfixDaily, January 28th
Advertising signs will feature a 1914 self-framed Coca-Cola sign in excellent condition, and a very rare Indian Root Pills tin sign with stunning color and graphics. Also sold will be a two-piece tin die-cut window display for Buster Brown Shoes and an...Read more
Asia Clean Capital and Swire Coca-Cola sign 3.4 megawatt solar agreementYour Renewable News (press release), January 26th
Asia Clean Capital ("ACC") today announced the signing of an agreement to provide a 3.4 megawatt rooftop solar system to Swire Coca-Cola at their Luohe bottling facility. Under the terms of the agreement, ACC will invest 100% of the system cost and...Read more
Plans unfold to preserve art deco sign in BourneWicked Local, January 25th
“The preservation is similar to the Coca-Cola sign being saved when the Coke building was demolished in Sagamore.” That Coca-Cola art deco-relief sign now sits at the edge of the Market Basket parking lot off the Route 6 ramp at Sagamore. Ellis hopes...Read more
All Blacks end 21-year sponsorship with Coca-Cola, sign deal with PepsiNew Zealand Herald, January 19th
The New Zealand Rugby Union has ended a two-decade long commercial relationship with Coca-Cola by signing a deal with Pepsi. The new five-year partnership will see the All Blacks linked to Gatorade, rather than Coca-Cola owned Powerade, the rugby ...Read more
BRAF takes ownership of downtown Coca-Cola sign, ending 18-month disputeGreater Baton Rouge Business Report, December 4th
Ownership of the historic, neon Coca-Cola sign that overlooks downtown Baton Rouge has been transferred to the Baton Rouge Area Foundation in a previously announced deal that was finalized this week. BRAF stepped in last summer to end a then ...Read more