Signs, Streets, and Storefronts addresses more than 200 years of signs and place-marking along America s commercial corridors. From small-town squares to Broadway, State Street, and Wilshire Boulevard, Martin Treu follows design developments into the present and explores issues of historic preservation.
Treu considers "common" architecture and its place-defining business signs as well as influential high-style design examples by taste-making leaders. Combining advertising and architectural history, the book presents a full picture of the commercial landscape, including design adaptations made for motorists and the migration from Main Street to suburbia.
The dynamic between individual businesses and the common good has a major effect on the appearance of our country's Main Streets. Several forces are at work: technological advances, design imagination and the media, corporate propaganda, customer needs, and municipal mandates. Present-day controls have often led to a denuding of traditional commercial corridors. Such reform, Treu argues, has suppressed originality and radically cleared away years of accumulated history based on the taste of a single generation.
A must-read for city planners, town councils, architects, sign designers, concerned citizens, and anyone who cares about the appearance and vitality of America s commercial streets, this heavily illustrated book is equally appealing to armchair historians, small-town enthusiasts, and lovers of Americana.