In the hunt for history, one of the most
exciting parts is the chase itself. The
pursuit can be full of surprises and often generates a host of unforgettable
memories. As intriguing as the chase may
be, though, the greatest satisfaction usually comes with the actual discovery
of pieces most have only read of or dreamed about. It’s a thought easily echoed in our own
searches as, again and again, our quests are punctuated with exceptional finds;
each driving us forward in the never-ending search for lost artifacts from
America’s first transportation industry.
Hand built, wooden promotional signage was once a commonsight with wagon retailers. |
Not long ago, we came upon another rare
survivor – An original, wooden sign that would have been used as an outdoor
billboard for a dealer of Peter Schuttler wagons. Schuttler, as many know, was a legendary
wagon builder and highly respected brand during more than 8 decades of
manufacturing in Chicago. I’ve written a
fair amount about the firm, including a brief company bio in Driving Digest
magazine a few years ago. Like
Studebaker, Mitchell, Bain, Jackson, and countless other nationally-recognized
brands, the Peter Schuttler Wagon Company was a strong marketer with a host of
advertising tools. Most of the true outdoor
pieces have either deteriorated, been destroyed, or may yet be tucked away in
an attic, old barn, or similar out-of-the-way place.
While these promotional signs came in a
multitude of sizes, this single plank display is one of the larger varieties,
measuring almost a foot in height and 14 feet in length. Surrounded by a well-worn, blue-beaded
finish, the faded white block lettering is adorned with barb-like serifs on the
individual characters. The spurred font carries
a unique western feel which may have been designed to leverage the company’s
rich history and popularity during the early growth of the West. The size of the sign is also significant as
it’s a strong indicator of its purpose as an outdoor piece. Larger signs were used to draw greater
attention while reinforcing the dominant market position of a particular
brand.
Early wagon signage was often more prominent than the name of thebusiness establishment itself. |
Numerous early photos in our Archives show
these signs on period hardware, lumber, general mercantile, and other
stores. While vintage wagon makers
worked to establish exclusive sales contracts with these sellers, retailers
were an independent sort and they often sold as many as a half dozen different
brands from a single store. It was no
doubt confusing to some buyers with so many signs and wagon names on the
outside of a building. Knowing this,
it’s no surprise that the practice of carrying multiple brands was a regular
source of contention between manufacturers and sellers of these historic
wood-wheeled wagons.
If you know of other early vehicle
signage, give us a shout. We enjoy the
opportunity to review period advertising materials. Custom designed for optimum impact, these special
pieces offer rare insights into the business side of one of the most
competitive and essential industries in early America.