Quote:
Originally Posted by HossC
The whole sign can be seen in the picture below. It says "Crandall Aylsworth Company" in the center, with "Up To Date" and "Bargains" around the top and bottom.
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USC Digital Library, "
Intersection of Spring Street and First Street looking south, ca.1900-1904".
This rooftop sign has been a puzzlement to me since I first saw it. Was it electrified and illuminated? I'd think it almost had to be, because in broad daylight, with its see-through letters, the sign would be barely readable (below). And yet it was clearly a very fancy (and probably quite pricey) piece of metalwork, so why would a business spend good money to make a sign for its store that is difficult for people to see? Obviously it wouldn't – the sign must have stood out in some way, but the only way it could would be if it were illuminated at night.
USC Digital Library, "
Hamburger's Department Store seen from down a very busy street ca.1890-1899" (detail, enhanced).
And what's that apparatus at the top? It looks like a canvas shade on a roller. It's affixed in such a way that it would cover the sign from the front, which makes even less sense, as when let down, that would make the sign flat-out impossible to read. What the hey is going on with this thing?
USC Digital Library, "
Intersection of Spring Street and First Street looking south, ca.1900-1904" (detail).
But, if it was an electric sign, what was the source of illumination? It couldn't be neon – in the aughts, that type of lighting hadn't been introduced to this country yet. Anyway, there aren't any glass tubes to be seen. It doesn't even have any light bulbs, like the sign on the cornice of the store next door in the second photo, or on Hamburger's rooftop sign in the background. Not even sockets for lights.
The sign does appear to be electrified, though. See the power line coming in from lower left, connecting to the insulator on the roof line, then appearing to connect to the metal frame of the sign? There also appears to be another smaller insulator on the frame a couple of feet above the connection point. And the rest of the wires connecting to various parts of the sign. A few of those seem to be for structural support, but others appear to have no other function than to connect one part of the metal sign to another (presumably to conduct current).
USC Digital Library, "
Intersection of Spring Street and First Street looking south, ca.1900-1904" (detail, enhanced).
But again, if the sign was electrified and meant to be seen at night, what could the source of illumination have been? I'm baffled, myself. Ideas, anyone?