125 years after the discovery of neon, DesignStreet’s new home in the Sydney CBD is lit up in the latest iteration of this magical and enduring advertising medium.
Neon is a chemical element that was discovered in 1898 by two British chemists, William Ramsay and Morris Travers. A French engineer, Georges Claude, saw its potential and patented the first neon sign in 1910.
Neon’s glow is caused by a gas that is chilled until it liquefies and then reheated, trapped in tubes and energised by electrons. The tubes can be blown and twisted into any shape you choose, in any colour. This made for a dramatic innovation in signage, especially for the advertising industry. Darkness became the backdrop on which to sign write your brand.
The first neon sign in the United States was installed in 1923 in Los Angeles, California, to advertise a Packard car dealership. It was a showstopper and the traffic literally came to a standstill as people stood and wondered at this dramatic new form of signage written in lights in the sky.
Neon signs became widely popular in the United States in the 1930’s, when the Great Depression forced many businesses to look for affordable ways to advertise and stand out to attract customers.
The 1940s and 1950s were the golden age of neon signage and were used to promote everything from diners to motels to gas stations. These bright and colourful signs became synonymous with the American way of life and helped create a unique atmosphere in many towns and cities. The technology and appeal spread world-wide. One of the most famous neon signs from this period is the “Welcome to Fabulous Las Vegas” sign, which was erected in 1959 and has become an iconic symbol of Las Vegas, attracting millions of visitors each year.
Neon signage declined in popularity in the 1960s and 1970’s as mass forms of advertising like television and radio became more prevalent. The high cost of maintaining the signs and the introduction of cheaper materials like plastic also contributed to their decline.
In recent years, neon signage has experienced a resurgence in popularity. Many businesses have rediscovered the value of neon signs as a way to stand out in crowded street walks and busy marketplaces. The unique and eye-catching designs of neon signs can be used to create a memorable brand image and to draw customers to a business.
Today, neon signage is used in a variety of settings, from traditional storefronts to art installations. The signs are also commonly used in interior design to create a retro or vintage atmosphere. Neon signs have become an integral part of the street art scene and are used by artists to create stunning visual displays.
Neon signage has stood the test of time and continues to be a popular choice for businesses and artists who want to create a memorable brand image. There’s something special about them too, with their bespoke designs and fiery lighting sending out a visual message that remains unique, even after all these years.
