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  1. 1. Hi...
  2. 2. Just kidding.
  3. 3. Do these methods (diagramming, media translation) work with strangers? Yes, with guidelines, convergent thinking required What OTHER methods or themes will help graduate stu- dents break down disciplinary walls? Food, social interaction (potential friendship), projects, manual tasks Is there an exit point for me, as the designer? Possibly Is this process (re)packageable? Yes If so, what is that form? Handbooks, Toolkits, Instruction sets, Training others QUESTIONS ANSWERS
  5. 5. THEMES THINGS INTERACTION PATHOS (ME) ETHOS (EMOTION) STORIES VALUES Authenticity The Spoken Word Performance Bizarre/Weird/Odd Humor Events Unfinished Narration The Written Word Artifact Surprise Fictions Dignity Nostalgia Everyday Objects Intimacy Histories Humility Towns Nourishing MORPHOLOGICAL CHART / PROJECT EVALUATIONS
  6. 6. Rhetorical Dimensions of Typographic Signage in Historic Architectural Restoration OR Dream of Wholeness: Restored Signs and Fractured Communities Robin McDowell Rhetoric & Social Style – Prof. Barry Brummett Adapted from a presentation given April 23, 2014
  7. 7. WHAT I AM LOOKING FOR: Commercial signage on significant structures in fractured communities that have fallen into decay or disrepair, then restored or renovated under private or civic auspices. These sites do not necessarily have to be completely overhauled.
  8. 8. MY ARGUMENT/HUNCH: How typographic signs are treated during the architectural renovation/restoration process… a) Tells us about the values of a designer/architect business owner. b) Demonstrates that style is a powerful force in reconstructing fractured communities. c) Can be used by community members to enunciate social identity and agency.
  9. 9. BACKGROUND INFORMATION Original Structures: 1850-1950 Restorations/Renovations: 1997-2014 Proximity Environments: semi-public shared spaces such as neighbourhoods, parks and work environments* Typographic Landscape Category: Commercial* Sub-Categories: Honorary, Artistic, Accidental Anna Paula Silva Gouveia, Priscila Lena Farias and Patrícia Souza Gatto. “Letters and cities: reading the urban environment with the help of perception theories,” Visual Communication Vol. 8 (2009), 339-349.
  10. 10. “In order to describe signage in an urban space, we have to go beyond a description of the graphic features of material production, recover the historical and cultural models of spatial order within which signage functions, and then we must include discussion of signs as a part of a system of enunciation. In other words, any instance of language in the landscape enacts social relations.” Drucker, Johanna. “Writing Spaces, Species of Éspaces, or Models of Signage as Enunciative Systems.” for LogoCities, Montreal, May 5, 2007.
  11. 11. WHAT I WANT TO KNOW/ WHERE I MIGHT INTERVENE: What happens to the sign? Who is involved? Why? Who decides? How?
  12. 12. FINDINGS SO FAR: US Department of the Interior Texas Historical Commission City of New Orleans Historic District Commission Vieux Carré Commission ... DO NOT HAVE COMPREHENSIVE (PUBLISHED) TYPOLOGIES OR CASE STUDIES FOR TREATMENT OF HISTORIC SIGNS...
  13. 13. Brief Citations “Keeping the old sign is often a good marketing strategy. It can exploit the recogni- tion value of the old name and play upon the public’s fondness for the old sign. The advertising value of an old sign can be immense. Signs often become so important to a community that they are valued long after their role as commercial markers has ceased...They no longer merely advertise, but are valued in and of themselves. They become icons.” Auer, Michael J. “The Preservation of Historic Signs” in Preserving Historic Architecture: The Official Guidelines, U.S. Department of the Interior. New York: Skyhorse Publishing, 2013. pp.275-286 City of New Orleans Historic District Landmarks Commission. “Guide- lines for Commercial Buildings.” August 2012. Accessed April 22, 2014.
  14. 14. Treatment of a historic sign during a typical restoration or renovation project is determined LAST, many times by a third party graphic designer or marketing agency. Signage is not typically included in the application for National Historic Place status or project budget. “New businesses used to have sign-raisings. Like barn raisings. The whole town would come. No one does that anymore.” Remarks from Norma Jeanne Maloney of Red Rider Studios, Austin. April 30, 2014. Review of Preservation Worksheets from Irwin, J. Kirk. Historic Preservation Handbook. New York: McGraw-Hill, 2003.
  15. 15. I took a stab at a typology based on observation, archival research, and first person accounts...
  16. 16. RESURRECTION Circle Food Store PRESERVATION ArtEgg Studios Preservation Hall Rice Mill Lofts American Can Apartments REINVENTION Morning Call Coffee Stand The Victory Grill APPROPRIATION Quickie Pickie Pagoda Cafe
  17. 17. 1. RESURRECTION original signage is: - Damaged - Destroyed - Removed Signage is reproduced and re-installed in exact image of the original in the original location. the function of style: - Social cohesion - Denotes arena for community activities - Space becomes Place/Landmark* *Lynch, Kevin. The Image of the City. Cambridge: MIT Press, 1960. Lippard, Lucy. The Lure of the Local: Senses of Place in a Multicentered Society. New York: The New Press, 1997.
  18. 18. Example 1: CIRCLE FOOD STORE St. Bernard Avenue, New Orleans
  19. 19. 2. REINVENTION original signage could be: - Damaged - Destroyed - Removed - Intact New signage, inspired by the original, is produced and installed at original or new location. the function of style: - Space becomes Place/Landmark (Lynch, Lippard) - Cultural and Geographic (Re)Orientation - Authenticity of operation and structure
  20. 20. Example 2: MORNING CALL COFFEE STAND 1870–1976: French Market, New Orleans 1976–2005: Metairie 2013: City Park, New Orleans
  21. 21. VICTORY GRILL 11th Street, Austin, TX 1998: National Register of Historic Places
  22. 22. 3. PRESERVATION original signage could be: - Damaged - Intact Signage is restored to its original image or saved in situ with original materials intact. the function of style: - Colonial or community concession - Demonstration of “Fitness” - Authenticity through narrative
  23. 23. Example 4: ARTEGG STUDIOS Broad Street, New Orleans
  24. 24. Example 7: RICE MILL LOFTS Bywater, New Orleans
  25. 25. 4. APPROPRIATION original signage is: - Removed New signage is invented, produced, and installed that is inspired by other historic signage, but not specifically associated with the particular building, landscape, or historic period. the function of style: - Associates site with cultural values of displaced location, community, or time period. - “Virtual Nostalgia” Xue, Haian and Pedro Carvalho de Almeida. “Nostalgia and Its Value to Design Strategy: Some Fundamental Considerations.” Paper presented at the Proceedings of the Tsinghua-DMI International Design Management Symposium 2011 Hong Kong.
  26. 26. Example 8: QUICKIE PICKIE 11th Street, Austin, TX
  27. 27. Example 9: PAGODA CAFÉ Bayou Road, Treme, New Orleans
  28. 28. “This ‘dream of wholeness,’ implies a sense of partialness and fragmentation that resides just beneath the surface. The appeal of style in twentieth-century cultures cannot be separated from the conditions of the human subject it addresses.” - Stuart Ewen, All-Consuming Images “And signs, for aught we know, may be but the sympathies of Nature with man.” - Charlotte Brontë, Jane Eyre
  29. 29. CONCLUSIONS + NOTES This project/paper is NOT focused on: - Branding/logos/designing branded experiences - Critiques of gentrification - How to salvage/preserve materials - Historic Preservation Law - Prescriptive graphic design - Exclusively positivist accounts of rebuilding - Exclusively post-Katrina rehabilitation projects What this project/paper COULD BE about...
  30. 30. Typology for Architects, Preservationists and Planners with Aesthetic, Historic, Technical, and Social Dimensions? Full Case Studies? Focus on One? Community/Public Interest Design Project?
  31. 31. IO NON SONO IN VIAGGIO PER L’ITALIA Doing Public Scholarship Seminar (June 5-25) Prof. Randy Lewis, American Studies Independent Study 1: Reading Seminar (Gloria) American Commercial Signage, Urban Studies Foundations Independent Study 2: Field Research (Gloria) Austin, TX & New Orleans, LA
  32. 32. Bye!