It’s always fun to cruise through Fantagraphics’s store in the Georgetown neighborhood of Seattle. You never know what you might stumble across amid the new comics releases, independent zines and assorted odd runs and old stock there. I happened upon a copy of Justin Green’s Sign Game (ST Publications and Last Gasp Of San Francisco). It’s an 80 page paperback collection from 1995 of the monthly comic strips Green did for the sign painter’s trade newsletter Signs of the Times from back in the 1980s and 90s.
As detailed in Green’s comics, that was a turbulent time of transition for sign painters. Just as desktop publishing and digital photography transformed the graphic design and photography businesses (ask bankrupt Kodak about that!), the dawn of the computerized vinyl letter cutting machines undid the business of hand-lettered and painted signage.
Each densely rich comic takes on one arcane aspect of this dying art, from the ins and outs of doing gold leaf lettering, or how to wield a mahlstick, to the fine points of font design and brush technique needed for painting on the corrugated surface of metal trucks. Green’s sardonic tone and hilarious perspective also illustrate each hard won lesson of running a business, filled with characters like hard-boiled artists, chiseling customers, and back-biting competitors.
As a comic, Green’s one-page masterpieces employs a myriad of graphic techniques: send ups of Johnson Smith & Co. catalog layouts, Goofus and Gallant-ish profiles, Dick Tracy Crimebsuters comic crooks, and an endless supply of cartoon lettering intro panel gimmicks that ape plexiglass, peeling vinyl letters and stencils.
One installment is most telling: his predictions for the sign biz from 1994. Many were already coming true then, like computer-less mini vinyl letter-cutting systems. One thing he did NOT foresee: the current hipster renaissance for all things artisanal—like hand painted signs and lettering! A brand new book and documentary film Sign Painters by Faithe Levine and Sam Macon promises to tell that tale, and I hope it will be as funny and informative as Green’s Sign Game.