Logistics, Regency style
Although repainted and sliced off on one side, this old sign is still worth pausing to look at. It begs several questions. How did it come to be missing its right-hand edge when the windows on either side look old? How old is it? Who were Isaac Marsh and William Swan? Answering the last question gives a hint of an answer to the second, at least.
There was a Marsh and Son operating wagons out of Cambridge in 1808, but by 1814 the company is called Marsh & Swan. They covered a range of Cambridgeshire and Norfolk towns, as well as operating their service to London’s Bull Inn, Bishopsgate Street, a major destination for London coaches and for vehicles carrying goods such as the flies, vans and wagons* that Marsh and Swan operated. But by 1845, the company was called Swan and Sons. So this sign must date to the period between the 1800s and the early-1840s.
They’d be called a logistics firm today and run a fleet of trucks and they were as essential to commercial life as the companies whose trucks carry everything from food to pharmaceuticals now. However, their modern equivalents do not leave behind them such well crafted signs as this one, which compares more than favourably not only with the lettering on most lorries but also with that on the modern sign below it.
The sign-writer who restored it seems to have done a good job of recreating the letterforms and ornaments of the original. The balance of thick and thin strokes in the capital letters, the fancy curlicues on the ornamental ’T’, ‘Y’ and ‘B’ , and the decorative arrangement of the ‘and’ between the proprietors’ names – all these, I hope, will meet with well deserved admiration .
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* Wagons or waggons were large four-wheeled horse-drawn vehicles for carrying goods. A fly was a smaller wagon, although the term could also be applied to a horse-drawn passenger vehicle – the main feature of both was the ability to travel quickly. Vans were smaller still, with a permanent covered structure.
