Oh my goodness! You have totally made my day. I’ve long been interested in this art form, which was still being practiced in some stores in the 1970s. The grocery store I worked at posted their “specials” on banners in the windows — huge sheets of white butcher paper with beautifully hand-written lettering, made with big brushes and poster paint. They also created hand written show cards for fresh produce because prices changed regularly. The antique stores sell these show cards and posters now. They have, HAD, a style of typography all their own. The chalkboard menus we see now are a welcome echo of what used to be so common.
One of my favorite (current) examples of this is Zingerman’s in Ann Arbor. https://zingermansart.myshopify.com . Going to zingerman’s when I was little was what made me want to go into design/illustration.
Thanks for this article! It was very interesting! I'm 76 and I have memories of these kind of cards being in stores when I was a kid. Also I learned a new word: engrossing. I'd never come across that before used in the sense that it's meant here so thanks for expanding my vocabulary! I knew what it referred to I just didn't know that was the name of the process.
I completed the Sign Graphics course at L.A. Trade Tech in the early '80s. The course is still going strong today. We weren't allowed to pick up a brush until the second semester. The First semester was devoted to hand-drawing the basic alphabet styles freehand. The second semester we started painting showcards with tempera paint. Mike Stevens in the San Jose area was becoming well known for his showcards and letter styles. Look up his book. Hollywood Signs kept two full time showcard writers because they did much work for TV game shows, etc. I would love to go up to Las Vegas just to admire the handpainted showcards at the major casinos. Fond memories. Thanks James!
In 1974 I applied for a job painting signs for a record shop in Campbell or Los Gatos, California. Tower Records, I think it was. I had to submit a hand lettered and painted sign on cardboard---those swirly, multi-colored and neon scripts. I didnt get the job, but it was fun just painting the sign! Thanks for bringing up this subject, James.
Oh my goodness! You have totally made my day. I’ve long been interested in this art form, which was still being practiced in some stores in the 1970s. The grocery store I worked at posted their “specials” on banners in the windows — huge sheets of white butcher paper with beautifully hand-written lettering, made with big brushes and poster paint. They also created hand written show cards for fresh produce because prices changed regularly. The antique stores sell these show cards and posters now. They have, HAD, a style of typography all their own. The chalkboard menus we see now are a welcome echo of what used to be so common.
One of my favorite (current) examples of this is Zingerman’s in Ann Arbor. https://zingermansart.myshopify.com . Going to zingerman’s when I was little was what made me want to go into design/illustration.
I've never been to their B & M store but have received their catalog for years, lots of hand lettering and great funky illustrations!
If you’re ever in Ann Arbor it’s worth the trip. The food is excellent and the store is fun.
Thanks for this article! It was very interesting! I'm 76 and I have memories of these kind of cards being in stores when I was a kid. Also I learned a new word: engrossing. I'd never come across that before used in the sense that it's meant here so thanks for expanding my vocabulary! I knew what it referred to I just didn't know that was the name of the process.
I completed the Sign Graphics course at L.A. Trade Tech in the early '80s. The course is still going strong today. We weren't allowed to pick up a brush until the second semester. The First semester was devoted to hand-drawing the basic alphabet styles freehand. The second semester we started painting showcards with tempera paint. Mike Stevens in the San Jose area was becoming well known for his showcards and letter styles. Look up his book. Hollywood Signs kept two full time showcard writers because they did much work for TV game shows, etc. I would love to go up to Las Vegas just to admire the handpainted showcards at the major casinos. Fond memories. Thanks James!
Eric Sloane of Hudson School fame started as a signmaker. Useful skillset.
In 1974 I applied for a job painting signs for a record shop in Campbell or Los Gatos, California. Tower Records, I think it was. I had to submit a hand lettered and painted sign on cardboard---those swirly, multi-colored and neon scripts. I didnt get the job, but it was fun just painting the sign! Thanks for bringing up this subject, James.
I LOVE this. Hopefully I can incorporate nice lettering in a graphic novel I make!