Before digital fonts and the ability to reproduce graphics on a large scale, there were sign painters. Today, printers can spit out countless posters and ads, but there was a time when hand-painted promotional signage was needed for retail windows, and business names were often rendered just the same. Of course, it’s a trade that virtually died out with the advent of new technologies, which made it cheaper and faster to produce public messaging. In the way of LPs and film cameras, though, just because there were new methods in daily use, it certainly doesn’t mean that the art form doesn’t live on.
A new book published by Letterform Archive, Lettres Décoratives: A Century of French Sign Painters’ Alphabets, celebrates the vivacity and timelessness of French sign painting from the 19th and early 20th centuries. Compiled from lithograph portfolios, which range from 1875 to around 1932, the volume includes more than 150 full-color reproductions of these bold lettering samples. These portfolios once served as catalogue-like albums, providing inspiration for styles and motifs that could be translated onto large billboards and small signage alike.
While decorative painting had been around long before embellished lettering came into vogue, it took a while to catch on. “Only in the nineteenth century did painters make alphabets into primary decorative elements,” writes sign painter Morgane Côme in the introduction. “Indeed even then, many of the letters painted on signboards, canvas awnings, and vehicles remained simple in form, following inherited models of Roman square capitals and modern variants used in printing type. The new demand for eye-catching signs called for significant change in perspective.”
Explore more in your own copy, which you can grab from the Colossal Shop.
