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(December 2007) posted on Fri Dec 07, 2007

From stone to electronic-digital signage.

By Paul Roba

We’re all familiar with the saying and the 1963 Bob Dylan song “The Times They Are A-Changing.” I would like to modify this saying, slightly, to portray our industry direction, “The Signs They Are A-Changing.” The sign industry has experienced a continuous Darwinian evolution, where the strong survive, and adaptation is essential. I know some don’t accept Darwin’s evolution theory, but it’s analogous to where signage came from and where it’s heading.

Signage has been changing. From pictograms to the futuristic electronic gizmos of the movies, we all see the changes. Each step takes us to new, uncharted areas, and the crafts of yesteryear, which still persist, evolve with technology. In reality, the growth and changes have expanded our options, because previous tried and true technologies and art forms of the past help us appreciate future developments.

Drawinius Signimus
Ancient Signs. Were ancient cavemen drawing signs or art? This raises a debate – whether this form of expression was used to advertise, editorialize, beautify or record history, it communicated. The crude drawings detail life and survival. How did people exist, and what did they do on a daily basis? All in all, they’re signs of what was ancient history.

Painterabilis
Handcrafted Signs. Although cave drawings were handcrafted, the real artistry in handpainted signs didn’t occur until many years later. According to ST’s September 1975 issue, around 3,000 B.C., signage began with brick carving. Many empires rose and fall. Years went by and the sign craft grew, becoming more complex and creative following the Dark Ages.

In the 17th and 18th Centuries, the artistry grew. More creativity and quality became apparent and colorful signboards hung from shops and banking houses. The artistry became omnipresent through the years, as new paints and techniques evolved. The addition of metallic paints, consistent glass storefronts, and booming economies drove the artistry to new levels.

In addition, screenprinting created an offshoot to the handpainted market. It allowed artisans to create and replicate signs for large opportunities and point-of-sale displays. First came line colors – simple blended inks in a solid color; then came four-color-process printing. Printing photo-like graphics became simpler. Four-color wasn’t cheap or easy – color separations, individual screens, moiré and squeegee pressure – yet another craft stemmed from signpainting.