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 in the society 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 and used to promote the brand. Especially if you belong to people who focus on individualism, and courage and creativity are their middle name.
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 the 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 to break the standards prevailing at the time. Today, it is being rediscovered in various industries. Among other things, due to its uniqueness, but also partly due to the fascination with what fits into 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 get inspired and we always try to adapt to the client's visual identification. This style is characterised by its individuality, which is influenced by the fact that the first designs are always made by hand. We have launched a new, special production line to produce 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?
There is no question of minimalism and simplicity in this light advertisement. Here, a multitude of elements are in the lead, well matched to each other, distinguishing and at the same time complementing each other. Therefore, we find here:
- colour - bright colours, clear, but also often combined with pastels,
- graphic symbols - arrows, geometric figures, stars, hands pointing in the direction,
- light bulbs - like in wardrobes from old movies,
- neon signs - swirls made of glass forming names, slogans or slogans,
- forms and shapes - flat surfaces, wavy surfaces, transparency or sheet metal colored bases of letters and symbols.
Without a doubt, there is a lot going on in these signs. Just like the brands they represent.
Down with minimalism - we will find a golden mean
The secret of a good American-style light advertisement is to match it perfectly to the surrounding space and find the golden mean in its design. Therefore, as in the case of any project, talking to our advisor is essential. Any abstraction and exaggeration can be framed, and our technology allows us to create the most diverse ideas of our clients and create their own American Dream.