Modern Show Card and Theatrical Poster Lettering by Don Sturdivant

John Smith of Cincinnati Signs Supplies originally wrote to Jerry Swormstedt in August 1988 telling him of the availability of a number of signs for the proposed National Signs of the Times Museum. Among the signs noted was a Col. Sanders sign (see 1999.0003.0001), which was sitting at Lodge Signs and had never been installed. There was no follow-up until Tod Swormstedt discovered the letter 11 years later and contacted Larry Lodge. By this time Lodge had planned to retire and close the Lodge Sign Company. He said he would have a number of other items of possible interest to the museum. This resulted to several visits to Lodge Signs and the acquisition of many sign related objects.

“Don Sturdivant produced this book at a time when showcards were still commonplace from department stores to theaters.  By that time, showcard writing was a fairly specialized part of the sign industry even though the same theories of layout and design applied accross the board.  This book from first glance is fairly unassuming.  The alphabets are not too flashy and the layouts are solid, but not overpowering- but still solid.  Mike Stevens was greatly influenced by this boook; Sturdivant’s theories were echoed and refined for his book, ‘Mastering Layout.’ That book left a permanent mark ont he sign trade of today.” -from signmuseum.com via The Wayback Machine

Good: Faded cover