Neon signs have become iconic symbols of vibrant cityscapes, illuminating streets and shop windows with their bright colours and striking designs. The journey of neon advertising from its humble beginnings to its present significance is a captivating tale, showcasing the intersections of art, technology, and commerce. Besides their aesthetic appeal, these luminous creations have a fascinating history, dating back to the early 20th century.
In this blog post, we will delve into the history, development, and enduring allure of neon signs, from their inception over a century ago to their resurgence in today’s culture.
Here is an overview of the key topics we will cover in this article:
The Origins of Neon Lighting The Discovery of Neon Gas The Work of Georges Claude The Development of the First Neon Light The Rise of Neon Signs The Use of Neon Signs in Commercial Advertising The Growth of Neon Advertising Companies The Popularity of Neon Advertising in the 1920s and 1930s Innovations in Neon Technology The Introduction of Coloured Neon Lights Advancements in Neon Sign Design and Manufacturing The Decline of Neon Signs The Emergence of New Types of Signs, such as LEDs and LCDs The Impact of World War II on Neon Sign Production The Decline of Neon Companies in the Mid-20th Century The Comeback of Neon Signs The Resurgence of Interest in Old Neon Signs The Use of Neon in Contemporary Art and Design The Ongoing Relevance of Neon Advertising in Modern Advertising This exploration sheds light on the science, history, and enduring charm of neon signs, tracing their development and influence over the years. Neon signs are not merely glowing tubes; they are a part of our evolving relationship with light, colour, and the art of standing out in the urban landscape. Join us as we uncover the captivating history of neon advertising step by step.
The Origins of Neon Lighting The history of neon lights began with the discovery of neon gas. In 1898, Sir William Ramsay, a Scottish chemist, and Morris W. Travers, an English chemist, discovered neon while experimenting with liquefied air. Neon, an inert noble gas found in minute amounts in the Earth’s atmosphere, emits a striking red glow when an electric current is passed through it. This discovery laid the foundation for the development of gas discharge tubes as a neon lighting technology.
Thus, the birth of neon advertising can be traced back to the early 20th century. In 1910, the French engineer and chemist Georges Claude harnessed the unique properties of neon gas by passing an electric current through it in a sealed glass tube with electrodes. This groundbreaking experiment led to the invention of the first neon light, emitting a fascinating red glow when powered.
Neon Gas Discharge Tube. Image credit: Superagent001/CC BY-SA 4.0
Recognising the potential for commercial applications, Claude’s demonstration at the 1910 Paris Motor Show garnered worldwide interest and ushered in the era of neon signs as a striking and innovative form of lighting and advertising.
The first widely known neon sign in the United States, described by an enthralled audience as “liquid fire,” is attributed to businessman Earle C. Anthony. In 1922 or 1923, he purchased two signs reading “Packard” from the French company Georges Claude and hung them outside his car dealership in Los Angeles.
While there can be debate over whether these signs were indeed the first neon signs installed in the USA, they quickly became very popular, marking the beginning of the neon sign era in America.
The Rise of Neon Signs The 1920s and 1930s were the golden age of neon advertising. With increasing urbanisation and electrification, neon signs adorned the facades of businesses and transformed city streets into vibrant, glowing landscapes. The mesmerising glow of neon signs provided businesses a striking way to attract customers and stand out from competitors.
Companies emerged to satisfy the growing demand for these fascinating signs. Cities like Las Vegas embraced neon signs, turning their streets into vivid, glowing spectacles.
Paris was the international neon capital of the 1920s with landmarks like the iconic Moulin Rouge. Image credit: Willem van de Poll/Nationaal Archief/CC0
Meanwhile, neon signs became known not only as advertising media but also as works of art during this time. Artisans and glassblowers set new standards, developing intricate designs and experimenting with various colours and shapes. The aesthetic appeal of neon signs reflected the cultural and artistic movements of the time, making them not just functional but also artistic statements.
1930s Neon Signs, like this restored original Coca Cola neon sign, remain highly sought after by collectors to this day. Image credit: Ben Franske/CC BY-SA 4.0
Innovations in Neon Technology Advancements in neon technology in the 1940s enabled the introduction of a broader colour spectrum. By mixing neon with other noble gases like argon and helium, signs could now display a variety of hues, making them even more attractive to businesses and consumers.
The use of mercury in neon sign manufacturing had also been discovered and implemented. This discovery significantly enhanced the efficiency and colour palette of neon lighting, as the interaction of mercury vapour and phosphor coating in the tubes produced various glowing colours. Mercury is used in neon sign manufacturing to facilitate the production of ultraviolet light in the neon tubes, which then interacts with the phosphor coatings to create the desired, visible colours for the human eye.
The impressive neon facade signage of the Radio City Music Hall, opened in 1932, became one of the most famous examples of neon signs in the 1930s and 1940s worldwide. Image credit: Sebastien Cordat/Unsplash
Prior to World War II, companies continuously leveraged the potential of neon signs to enhance their brand image and attract customers in a rapidly growing market.
From hotels and casinos to theatres and restaurants, businesses used neon signs to create a sense of excitement and glamour. Neon signs became synonymous with quality, elegance, and a touch of extravagance, conveying to potential customers the value and prestige of a business.
During this time, insulation techniques were also improved, extending the life of neon tubes and making them more durable and suitable for various environments. The combination of refined craftsmanship, diverse colour options, and enhanced durability contributed significantly to the artistic and commercial viability of neon signs in this era.
The Decline of Neon Signs The 1950s and especially the 1960s marked a turning point for neon advertising, as new types of signage entered the market. These alternatives offered lower energy consumption and longer lifespan, challenging the traditional glass neon signs.
The emergence of new technologies like LEDs (Light-Emitting Diodes; first commercial application in 1962) and LCDs (Liquid Crystal Displays; first functioning product in 1968) marked a significant shift in the advertising landscape.
In the 1960s, neon signs and their traditional applications for diners and nightclubs began to seem somewhat old-fashioned, as new advertising technologies emerged. Image credit (right): Nick Fewings/Unsplash
LEDs, known for their energy efficiency, longevity, and versatility, began to replace traditional neon signs due to their lower power consumption and longer lifespan. LCDs, on the other hand, introduced digital displays to the market, enabling dynamic content changes and interactive features.
These innovations not only offered businesses cost-effective advertising solutions but also opened up a new dimension of visual possibilities, contributing to the decline of traditional neon signs in the mid-20th century.
Perhaps the most famous neon sign of the 1950s: “Welcome to Fabulous Las Vegas, Nevada,” installed in 1959.
World War II also had significant impacts on neon sign production.
World War II had considerable and long-term effects on the production of neon signs, causing substantial disruptions in the industry. As resources were diverted to the war effort, materials such as glass and various gases, essential for neon sign manufacturing, became scarce. The focus on wartime priorities led to a decline in consumer spending and economic uncertainty, in turn reducing the demand for advertising and neon signs.
With limited supplies and changing economic conditions, many neon advertising companies struggled to maintain operations. As a result, the once-thriving neon advertising industry experienced a temporary setback during this time, as nations’ attentions were directed towards the demands of war.
Neon signs of the 1970s perfectly matched the glitz and glamour of the disco era – they occasionally suffered a similar fate in public perception. Image credit: Hey Emmby/Unsplash
By the mid-20th century, neon advertising companies faced declining demand. However, despite the challenges, some companies remained persistent and continued to produce neon signs, preserving the art form for future generations.
Neon signs in the 1980s had to compete with vibrant colours and maximalism in all areas of life, like the legendary furniture and interior design concepts of the Memphis Milano movement, launched by the Memphis Group in 1981. Image credit: Zanone/CC BY-SA 3.0
The Comeback of Neon Signs In recent years, a nostalgic longing for the past has led to a resurgence of interest in old and vintage neon signs. People have rediscovered the charm of these classic signs, recognising their historical significance and unique appeal.
Enthusiasts and collectors have sought out these iconic signs, restoring them as authentic relics of a bygone era. Notable examples include the historical “Coca-Cola” signs, reminiscent of the golden age of advertising, or the famous “Moulin Rouge” sign in Las Vegas, testament to the history of neon lighting in the city.
The original neon sign of the Moulin Rouge Hotel is currently on display at the Neon Museum in Las Vegas. Image credit: BAPK/CC BY-SA 4.0
Interest also extends to art installations like Chris Bracey’s “God’s Own Junkyard,” where old neon signs are reinterpreted to create vivid and immersive experiences. This rekindled interest underscores the enduring charm and cultural significance of these glowing relics, bridging the past with the present in a captivating fusion of history and design.
Additionally, neon signs have found new life in contemporary art and design. Artists incorporate neon elements into their works, creating compelling installations and sculptures that bridge traditional craftsmanship with modern aesthetics, thus honouring more than a century of neon history.
Even today, neon signs maintain their significance in modern advertising. Businesses recognise that these luminous displays capture the attention of potential customers and leave a lasting impression.
Although LED technology has become a popular alternative, neon signs remain a niche market for businesses seeking a distinctive and classic aesthetic for their branding. The allure of neon colours and the warm glow of the tubes are still unmatched, making them a timeless choice for advertising in a digitally dominated world.
Despite the rise of digital advertising and cutting-edge technologies, neon signs have stood the test of time. Their ability to capture attention, evoke emotions, and create a sense of place makes them a perfect choice for businesses looking to make a lasting impression.
The rise and evolution of neon signs offer a captivating journey through the history of advertising, art, and technology. From their early discovery and groundbreaking work by Georges Claude to their decline and subsequent revival, neon signs have left an indelible mark on the landscape of advertising and visual culture. As we continue to embrace new technologies, we should not forget the lasting impact of these luminous wonders that have brightened our lives for over a century. If you’re a business considering the use of neon advertising, it can be a strategic move to create a strong brand presence, enhance customer engagement, and leave a lasting impression on potential clients.
From their early discovery to the pioneering work of Georges Claude, to their decline and subsequent revival, neon signs have left an indelible imprint on the landscape of advertising and visual culture. As we continue to harness new technologies, let’s not forget the enduring impact of these luminous marvels that have illuminated our lives for over a century.
