PAPER PRESENTATION: Rhetorical Dimensions of Typographic Signage in Historic Architectural Restoration

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PAPER PRESENTATION: Rhetorical Dimensions of Typographic Signage in Historic Architectural Restoration

  1. 1. Rhetorical Dimensions of Typographic Signage in Historic Architectural Restoration Robin McDowell Rhetoric & Social Style 4.23.14
  2. 2. BACKGROUND INFORMATION Original Structures: 1850-1950 Restorations/Renovations: 1997-2014 Proximity Environments: semi-public shared spaces such as neighbourhoods, parks and work environments Environmental psychology is above all a psychology of space, whose paramount goal is to analyze the relation between the individual and the environment. 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.
  3. 3. Anna Paula Silva Gouveia, Priscila Lena Farias and Patrícia Sou- za Gatto. “Letters and cities: reading the urban environment with the help of perception theories,” Visual Communication Vol. 8 (2009), 339-349.
  4. 4. Serif (Roman) Blackletter Serif (Egyptain/Slab) Script (Brush/Casual) Sans Serif (Gothic) Script (Edwardian/Formal)
  5. 5. RESURRECTION PRESERVATION REINVENTION APPROPRIATION
  6. 6. 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
  7. 7. 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, Lippard)
  8. 8. Example 1: CIRCLE FOOD STORE St. Bernard Avenue, New Orleans
  9. 9. 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
  10. 10. Example 2: MORNING CALL COFFEE STAND 1870–1970: French Market, New Orleans 1970–2006: Metairie 2013: City Park, New Orleans
  11. 11. Example 3: VICTORY GRILL 11th Street, Austin, TX 1997: National Register of Historic Places
  12. 12. 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
  13. 13. Example 4: ARTEGG STUDIOS Broad Street, New Orleans
  14. 14. Example 5: PRESERVATION HALL French Quarter, New Orleans
  15. 15. Example 6: AMERICAN CAN COMPANY Mid-City, New Orleans
  16. 16. Example 7: RICE MILL LOFTS Bywater, New Orleans
  17. 17. 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.
  18. 18. Example 8: QUICKIE PICKIE 11th Street, Austin, TX
  19. 19. Example 9: PAGODA CAFÉ Bayou Road, Treme, New Orleans

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