‘Decay is a kind of progress’, says Dorothy in Alan Bennett’s hilarious and thoughtful play People. It’s a play with an old building in it, and it’s one I often think about. That particular line comes into my mind mind sometimes when I look at ghost signs, those now-redundant bits of advertising that hang on, flaking but evocative, to walls in our cities. They’re bits of the past in the form of hand-painted lettering and they evoke past businesses and past times. As the paint grows less distinct and wears at the edges, they’re more evocative somehow, and oddly attractive – ‘pleasing decay’ as John Piper called it.
Something happens, though when, like Dorothy in the play, one reaches a certain age. You realise that the signs were advertising companies, brands, and products that are part of your own history. Here’s a personal example. I can remember Boselli’s ice cream van visiting streets in Cheltenham in the 1970s, when I was a teenager. No doubt the van was even more familiar in nearby Gloucester, where Boselli’s were based. The company vanished from my view at some point in the 1980s, by which time in any case, I’d moved away, first to university, then to London.
But there Boselli’s were, for a while, in my past. Better than nationally known brands like Wall’s (also made in Gloucester, as it happened). And now here’s their sign, now a familiar landmark for me as I drive past on a route near the city centre. And the sign is starting to decay, the background going, the lettering a bit frayed around the edges. And I’m its contemporary. It’s something that makes me pause, that’s all.
Meanwhile, I’m pleased to be reminded of Boselli’s, and pleased that ghost signs are not all for the great universal brands that we all know – Bovril, Hovis bread, Bass beer, Boot’s the chemist – but also for those small local businesses that can come back to life in the minds of locals who pass them. They’re messages from the past, and we should notice them while we can.
