Flashy, colourful neon lights, symbols, and eye-catching bright graphic elements - these are the distinguishing features of the American style, which reigned in the United States in the 1950s. It was an expression of fascination with the future and the cosmos, as well as a reflection of the positive mood prevailing at the time. And although this enthusiastic era has long passed, the American style still fascinates and finds itself well in the advertising market.
Undoubtedly, if we want to stand out from the competition, it is a style that is worth being inspired by and used to promote the brand. Especially if you belong to people who focus on individualism, and courage and creativity are their middle names.
American-style light advertising - where does the idea come from?
The style in question is a combination of flashiness, colours and shapes that attract attention from a distance. That was the purpose of mid-twentieth-century American signs. They invited people to roadside bars, restaurants, and motels. They indicated specific points with large arrows, symbols, and lights. They surprised with their futuristic appearance, but on the other hand, they blended in perfectly with the so-called Googie architecture. If you are looking for references in culture, the second part of the movie "Back to the Future" can be mentioned, in which the main character goes back in time to a town full of neon lights and enjoys a classic "milkshake" in a pastel bar. From fairy-tale references, "The Jetsons" fit perfectly into this style, delighting with a futuristic vision of a city in the clouds. It is a style that was ahead of its time, attracted attention and allowed breaking the standards prevailing at that time. Today, it is being rediscovered in various industries, partly due to its uniqueness, but also due to fascination with the vintage trend.
American style in a modern edition
Although it seems that the American style is glamorous and exaggerated, it undoubtedly attracts attention. In our projects, we get the best out of it, we inspire ourselves and adapt it to the client's visual identification. This style is characterized by its individuality, influenced by the fact that our first designs are always made by hand, and we have launched a new, special production line to create these non-standard signs. Thanks to this, we are the only company in Europe that specializes in creating creative advertising in the American style.
What distinguishes the American style in light advertising?
In this light advertisement, there is no talk of minimalism and simplicity. Here, a multitude of well-matched elements stands out, distinguishing and complementing each other. Therefore, we can find:
- colour - bright colors, clear, but often combined with pastels,
- graphic symbols - arrows, geometric shapes, stars, hands pointing in the direction,
- light bulbs - like in wardrobes from old movies,
- neons - created from glass curls shaping into names, phrases, or slogans,
- forms and shapes - flat surfaces, wavy, transparency, or colored metal bases of letters and symbols.
Without a doubt, a lot happens on these signs, just like in the brands they represent.
Down with minimalism - we will find a golden mean
The secret of a good American-style light advertisement is matching it perfectly to the surrounding space and finding the golden mean in its design. Therefore, as with every project, talking to our advisor is essential. Any abstraction and excess can be framed, and our technology allows us to create various ideas of our clients and create their own American Dream.