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As a longtime collector and dealer of antique advertisements and signs—what I like to call “rusty gold”—I can tell you there’s more to them than just the name of an old business.
As a child growing up in Iowa, I developed an interest in exploring junkyards and flea markets, where I was especially drawn to the metal signs that advertised old merchants. As an adult, I have a better understanding of why these were so alluring to me: These advertisements were much more than discarded remnants. They told a story of the history of a time, a place and an industry. As my own collection of antique signs has positioned me as a sought-after expert, I’ve gained an understanding of what they mean to people and businesses, and why they are still effective today.
These signs are a visual touchstone to a bygone era. They evoke a feeling of nostalgia—a powerful emotional lever—and have become a strategic marketing technique in today’s fast-paced digital world where nostalgia can play a significant role in branding. As a result, antique advertising signs have become very much in demand today, not only for collectors hunting down old artifacts (the iconic porcelain sign for Musgo Gasoline sold for $1.5 million, a new world record) but also for new businesses looking for inspiration.
Here’s a bit of the history of these signs, which further explains their unique branding proposition that resonates with customers.
From visual to verbal
Advertising has been a mainstay since our nation’s founding to get customers to come into a store or locate a service. Prior to the 19th century, because many people were illiterate, visual advertising dominated. Images that could represent a trade or craft were placed outside a shop: The barber’s red- and white-striped pole and the tobacconist’s carved wooden American Indian figure are typical examples. These colorful and catchy signs were effective in capturing the interest of potential customers.
In the later part of the 19th century, improvements in education led to a shift where signage with words became increasingly common. Long before social media or influencer partnerships, these signs were the way businesses marketed themselves.
The materials used to make the signs, and the changes in those materials over time, also provide a fascinating history. Early metal signage was usually cast iron or steel, with porcelain enamel cast over the top to create a richly pigmented appearance. As we entered the 20th century, steel’s prominence switched to tin—a much cheaper, easier to produce metal than steel or iron. This cost-effective alternative allowed for companies to produce thousands of these signs for very low costs.
