American Signs Form and Meaning on Route 66


aw item number:  2004.126
author:  Lisa Mahar
publisher:  The Monacelli Press, Inc.
ISBN:  1-58093-119-7

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number of pages:  272
date manufactured:  2002 size:  7"L x 9"H x .75"W
status:  Library  edition:  Paperback

description:  The roadside sign has become an American icon: a glowing neon symbol of the golden age of the open road. Yet signs are complex pieces of design, serving not only as physical markers but also cultural, political and economic ones. This book reveals the rich vernacular traditions of motel sign making in five eras, spanning from the late 1930s through the 1970s. The motel signs of the early 1940s, for instance, reflect vernacular traditions dating back at least a century, while examples from the later years of the decade reveal a culture newly obsessed with themes. America's fascination with newness and technological progress is manifested in 1950s motel signs. Finally, in the 1960s, a turn toward simplicity and the use of new, modular technologies allowed motel signs to address the needs of a mass society and the beginnings of a national, rather than regional, aesthetic for motel signs.