American Signage: A Journey through America

I like to read words and interpret them. I like to think about what they mean. I want to get into the head of the person who wrote them. Why did they say so? What were they going through in life when they wrote that. All this mulling makes me a slow reader. But for me, half of the joy of reading is imagining and charting out the unsaid landscape behind and beyond words---be it a literary novel, a children's illustrated book, or a business non-fiction.


Words surround every individual in the civilized world. They help us make sense of our human settlements. Books, newspapers, periodicals, packaging, advertisements, public announcements and notices, directions, instructions, graffiti, tattoos, stickers, digital media, and so on. Without words we may as well be mute.

We humans know the impact of words. We know they can make or break, build or demolish, soothe or lacerate. The way people use words depends a lot on their education, training, enculturation, gender, upbringing, and economic and social circumstances. You can paint a fairly accurate picture of a person from the way they use words.

For me, the same applies to a nation. The way a society, a nation speaks to its citizens, or the way authority figures use words to put across ideas to the public, gives me an insight into that society. These public-space communications give me an idea about how people in general are treated in that society. Do the authorities respect their people? Do they find them dumb? Are they strict with people? In turn it gives me a sense where in the arc of civilizational development that society is currently placed.

I love taking pictures of texts that sound odd to me. They may just be different from what I find usual. Or they may just be humorous. Recently I traveled across a few cities and regions of America. This post is a photo-documentary of American public-space texts that I encountered.

*****

I know nothing about Penguini. Maybe it's a well-known New York City restaurant. I just found the name funny and imagined a penguin move to 78 Nassau Street :)

****

Saw this outside a church. The saying is poetic, beautiful. Importantly, it makes an appeal to society today for more diversity and inclusiveness, for respecting each other, for accepting each path to finding almighty as equally valid. Imagine, a Christian church decided to use the words of a Muslim, Sufi poet! Now imagine the parallel of that happening in India...

That's a beautiful sign. But it kinda made me feel sad. It's pretty common for books to go on discount. I myself buy discounted books. But I think as an asset class, books depreciate even faster than cars. Books are my bread and butter. I would prefer that books sell in high numbers and with high prices. But high prices would take them out of reach of most readers, especially in a country like India. And that is not something I would like. Books -- and learning -- have the power of changing people's lives for the better significantly and within a short period of time. They are pretty much public goods and should be easily available to all people.

This was clicked across the road from Trump Tower on Fifth Avenue in New York City. Two gentlemen were selling anti-Trump buttons and posters. Now, this is what is amazing about America (or is it only in NYC?). The freedom to engage in this kind of dissent. Neither were the police stopping them, nor was any pro-Trump group lynching them. Imagine this happening in India, with such posters and buttons. There will be mayhem! In the current political climate I don't see this happening. Even well-known cartoonists tread carefully, trying to be as oblique as possible, so as to not invite right-wing ire.

The fun part of this demonstration/sale was that a Trump supporter who was passing by started an argument with these guys. There was some shouting and screaming, and homophobic words, such as 'faggots' were used. But the two gentlemen stood their ground and eventually told the miscreant off. More than once they invoked their right to freedom of speech.

This granite inscription is at the Rockefeller Center, one of the most 'pretty' sights of NYC. The quote by John D. Rockefeller, American tycoon, begins with, "I believe in the supreme worth of the individual and in his right to life, liberty and the pursuit of happiness." This is probably in the spirit of the philosophy of individualism, and in a way summarizes the American entrepreneurial spirit. An individual should be given these rights, and if given, an individual can, with sheer grit and labor, overcome any obstacle in the path to success.

This picture was taken somewhere on our way from Syosset to NYC using the Long Island Railroad trains. What stands out for me in this notice is the genuineness of the apology that MTA is offering its users. There is no arrogance, no apathy; just a plain and simple apology along with the reason behind the inconvenience. What also stands out for me is the choice of these words:  "...to restore the system to a state of good repair." Something about that gives me a lot of confidence in their intent and abilities.

Maine is a beautiful state! But please beware of poison ivy :) This picture was taken at the beginning of our hike at Mount Pisgah in Maine. A beautiful hike through a beautiful forest resplendent with fall colors! The sign stood out for me because I can't imagine that a similar sign would be seen anywhere in India. And it may sound strange, but this sign also made me feel like I'm entering a safe space. Even though the forest looked very 'Blair Witchish', it felt much safer than the dense tropical forests of India.

****

We were blown by the beauty of Maine! You can get a glimpse of the foliage in this picture, along with a gafitti that I found beautiful and calming. "You are exactly where you need to be."

Here are two more that indicate the modern American spirit. Exist loudly but be bravely vulnerable. It is an America that is changing; an America that is coming to terms with its softer side, yet wanting to break free from imposed silence in an individual's life.

The above and next few pictures are from a quaint food/groceries shop somewhere in rural Maine. I love these message placards wherever I see them. They're funny, conversational, and sometimes very wise. This particular was especially delightful in it's decor and warmth, and these messages was like its trademark.

**

This was the first advert ever that I had seen of a marijuana-related business. Treeline Cannabis Co is a Lewiston, Maine-based medical marijuana clinic. It would seem that in Maine, Marijuana can be prescribed for medicinal use. Notice the contrast between a the two companies advertised. One is firmly in the legally acceptable domain, the other is a recent entrant into that domain, albeit still seen with some suspicion in terms of scientific and moral principles.

This is just funny and odd. I can't imagine a product in India using the word 'naked', let alone 'bear (bare) naked'! American is definitely more permissive in that matter. What is odd is why would you call a brand of granola bear naked? What's the connection with bears or being naked? Ultimately, I felt that the naming could have something to do with the packaging where you can see what's inside through a transparent film. The picture was probably taken in Hannaford supermarket in Lewiston, Maine.

This picture, taken outside the main dining hall of Bates College, Maine, shows a clear change in the tone of the authorities. Why? Coz students are idiots! :D Just kidding. But yes, one needs to be firm with them. Otherwise, as is apparent from this notice, they will bring all kinds of animals into the dining hall, and will come in skateboarding, cycling, rollerblading, scootering, Segwaying, playing frisbee, and golfing! And they may even come in bare feet, coz they felt like, or couldn't find their shoes. Oh the things college students will do with their hormone-addled brains!

This was taken inside the Auburn, Maine branch of the Mechanics Savings Bank. From the point of view of Corporate Social Responsibility and fighting cyber crime, this to me is a great service. It made me think about what kind of security measures I myself take to ensure safety of my documents and identity.

One of the best experiences of our trip to USA was our journey to and stay at Monhegan Island. This particular picture shows the wall of a house that is on the main road of the island. The house is now used to display ads and notices of local businesses and also to hand lost-and-found items. Apparently, if you've lost something on the island, sooner or later it will turn up on this wall.

For a place as beautiful as Monhegan, the 'PASS AT YOUR OWN RISK' is bit of a buzzkill. But I guess the authorities are just doing their duty in informing the visitors to Monhegan island about their risks and duties.

 Taken at a crossing on the way to Port Clyde, this picture reflects the dynamism of American politics. These are candidates fighting the mid-terms (I guess). Of course, there's some commerce and some protest in there too. That's the entire arc anyway! :)

The porta-potties near Pemaquid Point Lighthouse had a hilarious slogan on them: "We're #1 in the #2 business." On point! :)

Does America really run on Dunkin? That may be an advert-exaggeration, but, yes, Americans do consume a humongous amount of fast food (and donuts). But here I found Dunkin's overconfidence in claiming that America runs on their food somewhat odd and upsetting.

This was outside a photobooth in Luxor Resort and Casino in Las Vegas. It was just funny :) But it also says that photographs taken in a photobooth may have a different impact a year later, a decade later, or even the next morning. People change; but the photographs remain the same.

The Venetian in Las Vegas has a man-made canal with functional gondolas. Naturally, in the middle of the Mojave desert that is a huge privilege. I was happy to note that they are being responsible about it and there are rules and regulations about it.

This was taken perhaps inside a shop on Pier 39, San Francisco. So shoplifting is a universal nuisance. But the shopkeepers here hope to prevent it by simply asking. I wonder if it works! It must be. Human beings can be persuaded if they're asked nicely.

The above two pictures were taken inside a Muni Bus in San Francisco. I found them very clever, persuasive, and catchy. Whichever creative agency they hired for this has done a great job!

I found these two 'artworks' on a steel railing on a view point en route to Big Sur on the California coast. First of all, I don't understand why they're there by the side of a cliff overlooking the magnificent Pacific ocean. Second, what does the gorilla have to do with concrete jungle (Is there a King Kong reference in there?). Third, I just don't know what the garbled text in yellow means. I intended to google about it, but forgot. (If you find out, let me know) It's just odd. Is that a secret society of some kind? Is that a message for an alien race? Odd.

You will find such plaques at many monuments and scenic places. What is interesting for me in such plaques is the massive sense of grandeur with which the authors are communicating with the public. I felt a distinct feeling of 'we are doing something great here' in all such messages. They did not just state a fact, they also projected a vision, a purpose, a mission, an achievement. And that is something that I have not seen in India yet. Maybe the nation needs to reach a certain level of achievement, both social and economic, before it will feel the need to put such grand words down on a bronze plaque that will last forever.

From the point of communication design, this notice is brilliant! Clear messaging, clear and simply understandable instructions. There is appeal to the good conscience of people. And in the end, there is a statement of service. Just great!

If the size of the 'please' doesn't do it for you, then nothing will  :) I felt the power of emphasis in that please -- the desperation with which the authorities are requesting the visitor to not be an idiot for their own safety. And the fact that this sign is required tells me how many people may be ignoring this advice :-/

Someone has stuck this sticker inside a train (in San Francisco?). No explanation needed. But I'm sure it lightened the heart of many a commuter. You are beautiful.

This was perhaps at San Francisco airport. I liked the fact that they have built facilities for pets too! How kind and considerate of them! Not only can you travel with your pet, you can also take them to do their business if they feel the need to. I love it! :)

***

This photo documentary is a very small slice of life of America. I hope to build on it in future, and also do the same in other countries (if I know their language). 

An interesting aspect of signs in America is the predominance of sans serif fonts. Most house and office numbers, most new signage use sans serif font. I think it is a deliberate choice in favor of the modern, no-nonsense feel of sans serif font. They're very business-like, though a bit cold, if you ask me. But the message about America gets across.