From around 1890 and for the first ten or so years of the 20th century, a new decorative style, Art Nouveau, arrived in England. English designers* drew on the work of graphic artists, architects, and product designers in France and Belgium. The hallmarks of their work included curved lines (and curvaceousness generally), ornament based on the natural world, especially plants and flowers, and a preference for pastel shades.† The curvilinear features of Art Nouveau spread to the way lettering was handled, and in this and two following posts, I’d like to illustrate this by signage on three Manchester buildings.
First, the Sawyers Arms Hotel on a corner in Deansgate. Corner sites were a favourite location for pubs, especially sites, like this one, on a crossroads – they gave you maximum passing footfall, and two frontages on which to display your sign. This site has held a pub almost continuously since the 1730s and the current building dates to the end of the 19th century.
The name stretches all the way around the curving corner of the building and the script in which it’s written is typical of the style and period – that’s to say expressive, curvy, and a little bit eccentric. Some of the letters break out of their ‘normal’ positions and proportions with great swagger – look at the way the S plunges beneath the base line and displays a noticeable difference in the size of its two loops – small at the top, huge at the bottom. The R likewise has an exaggeratedly large upper bowl, leaving the ‘leg’ of the letter to kick out to the right, invading the lower area of the next letter along. The upper strokes of the W and Y have ornate tops, while the middle parts of the W and M have small strokes, but are still very decorative.
These fancy details, all done with an ornamental curve where this is possible, make the lettering showy and eye-catching. Some elaborate lettering can defeat its own purpose, ending up muddled and hard to read. But that’s not the case here – the sign is both wonderfully clear and brightly eye-catching. It’s just the thing for a grand city pub, a place where people come to relax and enjoy themselves. Exemplary, I’d say.§
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* English rather than British: the history of this development was rather different in Scotland, for example, where there were closer ties to the Austrian and German version of the style, known there as Jugendstil and characterised by a more straight-lined, geometrical approach.
† See, for example, the advertising work of the great Czech artist Alfons Mucha, active in Paris, and architects such as Hector Guimard, famous for his Parisian Metro stations.
§ Grammarians will note the cop-out when it comes to the lack of an apostrophe.