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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Retelling the story of the Phillies' collapse of 1964Philly.com, July 18th
against the wretched Mets and Johnny Callison slammed the game-winning walkoff homer in the All-Star Game and Dick Allen kept pounding the ball over the Coca-Cola sign atop the roof at Connie Mack Stadium on his way to Rookie of the Year honors...Read more
U of M, Coca-Cola Sign Beverage AgreementChrisD.ca, July 18th
The multi-year agreement will provide the campus with cold beverage services, building on Coca-Cola's presence in the province for nearly 100 years. The partnership includes the Fort Garry Campus, Bannatyne Campus, the University of Manitoba Students' ...Read more
Vancouver photographer among seven honoured in Canada Post seriesTimes Colonist, July 15th
The side featured a giant “Drink Coca-Cola” sign above a couple of “Fresh Up with 7UP” advertisements. The front had eight more 7UP signs, six for Coca-Cola, three for Red Rose Tea, two Pepsi signs, and a Craven 'A' ad. A quartet of scruffy young kids...Read more
Rocky Mount celebrates Coca-Cola sign restorationWVVA TV, July 10th
ROCKY MOUNT, Va. (AP) - Rocky Mount officials are celebrating the restoration of a Coca-Cola sign painted on an old downtown bottling plant. The building has been converted into a restaurant that will open soon. Media outlets report that Coca-Cola ...Read more
Former Coca-Cola bottling plant is the site of a new restaurant in Rocky MountWDBJ7, July 8th
The old Coca-Cola sign has been repainted on its original bottling facility in Rocky Mount. Bootleggers Café is set to open soon. “We're going to be doing some nice, cooking of fresh vegetables; bring back the home-style cooking that you can do in your...Read more
Iconic Coca-Cola 'Ghost Signs' Come Back to Life In Virginia and West Virginia ...MRO (press release), July 8th
“Long before the world-famous Times Square Coca-Cola sign was built, thousands of wall murals were painted in small towns and cities across the country. At Coca-Cola Consolidated, we have been identifying and refurbishing those signs over the past few ...Read more
Coca-Cola Bottling Co. Consolidated to Host Ribbon-Cutting at Bootleggers ...Virtual-Strategy Magazine (press release), June 30th
The event will celebrate the newly renovated Coca-Cola sign located at the restaurant in Historic Downtown Rocky Mount. Franklin County, VA (PRWEB) June 30, 2014. Coca-Cola Bottling Co. Consolidated will host a ribbon-cutting ceremony at 11 a.m., July ...Read more
Renovation underway to make way for a warehouse with the proposed Marty ...The Republic, June 22nd
PHILADELPHIA, Mississippi — Renovation of the historic Coca-Cola building in Philadelphia is underway to transform the building into a warehouse associated with the proposed Marty Stuart Center. The Coca-Cola sign painted on the east side of the ...Read more