Coral Sea Fish Market

March 2, 2010

Coral Sea Fish Market

I like all the shades of blue here and especially the weathered surface of the upper sign. If you study it closely, you’ll notice there’s another word faintly visible underneath: it seems to be “PEOPLE’S.”

Take a look at the word “FISH” on the awning. It’s so eager to convey fishiness that it bends itself into the shape of the creature it signifies. How irresistible is that?

Also, in a city where the main body of water is Lake Ontario, there is something very appealing about the words “Coral Sea,” don’t you think?

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Smoke’s Poutinerie

February 25, 2010

Smoke's PoutinerieOne of the most attention-getting words in the English language has got to be “free.” This sign uses it twice in a row with lettering that varies in size, giving the word an off-kilter charm.

I assume it’s a Pop Shoppe beverage that’s free, but to get the full details of the deal you have to ask inside. And once you’re inside, the call of poutine will ideally become irresistible.

I like the simple black, white and red colour scheme and especially the red “i” that looks like an upside down exclamation mark. If I ever felt the urge to eat poutine, I would probably go here.

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Toronto’s Party Place

February 22, 2010

Toronto's Party Place

This is how letters behave when they’ve had a few drinks: they get a bit rowdy and turn various colours.

You’ll find this sign on the Filmore Hotel. I like the contrast between the rambunctious type and the sober looking windows.

For some reason, I have a need to connect up the letters of the same colour to see what results, but it’s nonsense: TORYP, ONLA, TO’SCE. Then again, parties are full of jumbled conversations, half-heard syllables, so this is perfectly appropriate.

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Jim’s Super Foto

February 19, 2010

Jim's Super FotoWhy do deliberately misspelled words seem so exciting? If this sign read “Jim’s Super Photo” it wouldn’t be half as interesting.

I like the way there are three blocks of information here, each with its own background colour. That huge number one really grabs attention and the smaller number three pops out from its white and navy setting.

Jim obviously respects his potential customers: he makes his sign easy and fun to read and he promises to deliver his services in strict time frames. Who can argue with that?

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True Love Café

February 16, 2010

True Love Cafe

On Valentine’s Day I made a special pilgrimage to True Love Café and snapped some pictures. It’s located in Toronto’s most violent neighbourhood, right at the intersection of Dundas and Sherbourne. The facade is plastered with hearts, but these are neglected hearts, bruised hearts, hearts that have seen better days.

It’s disconcerting to see a dilapidated monument to love in a part of town known for robberies and vicious assaults. When I visited on Monday, the café was dark inside. I don’t know if it’s a currently functioning business.

Hope Valentine’s Day left your heart in better condition than what we encounter at this sad street corner.

Posted in Damage | 2 Comments »

Jet Fuel Coffee Shop

February 11, 2010

Jet Fuel Coffee Shop

I like signs that make bold promises. This coffee shop implies here that its drinks will send you on a cosmic journey.

Take a look at how the night sky abruptly ends part way across the sign. It’s as if to say you’ll be rocketed out of slumber by their caffeinated brew, perhaps leaving the limits of the known universe behind. The dramatic distortion of the words “JET FUEL” adds to the forecast of a mind-bending trip.

The three-dimensional rocket gives this a playful feeling. Maybe the giddy possibilities of childhood are recaptured here.

Has anyone been to Jet Fuel lately? How’s the coffee?

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Scientific Skin Care Center

February 8, 2010

Scientific Skin Care Center

I often pass this sign while riding the streetcar and it transfixes me every time. Is it her shellshocked expression that gets me? Perhaps it’s the contradiction between the idea of skin care and a sign that looks ravaged by the elements.

I’m also struck by the unusual choice of flowing script for the word “Scientific.” You would expect something more antiseptic. Against a faded backdrop, the word registers as nothing but a whisper.

Still, it’s her face that keeps me looking. This nameless woman, champion of Science, has become a landmark in my city travels. I’d be lost without her.

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Company Promotion

February 5, 2010

Company Promotion

I get the feeling the store owner is personally excited about this deal, don’t you?

The shape of the sign mimics the curviness of a classic Coke bottle. There’s an attempt to imitate the iconic Coca-Cola ribbon, rendered here as “CokaCola.” The Pepsi logo becomes two wavy areas of colour inside the letter P. Canada Dry doesn’t receive quite as much love.

I suppose this is an example of the power of branding. Even if you mangle a successful visual identity, it still retains some of the force of the original.

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Rex Dale (Rexdale)

February 1, 2010

Rex Dale (Rexdale)

The name is Rexdale on the opposite side of this container, but on this side it looks more like Rex Dale.

Rex has a don’t-mess-with-me attitude. He dominates the space between sidewalk and road with tank-like authority and the stenciled letters of his name add to the air of military seriousness.

I have no idea what sort of secrets Mr. Dale keeps; he’s not exactly the forthcoming sort. He does have lids on top that some curious soul could open. Frankly, I’m a bit too intimated to interfere with his privacy.

Posted in Stencils | 2 Comments »

Mothers Sandwich Shop

January 28, 2010

Mothers Sandwich Shop

This sign has the exuberance of a circus poster. It takes a daring designer to put pink, orange and white type on a black background. My guess is that this display of style dates from the seventies.

It’s layered like a sandwich and there’s so much going on that it asks for more attention than we usually give these days. Are we willing to look up from a mobile screen long enough to see this?

It doesn’t matter: the sandwich shop is long gone. The current business below is a clothing boutique. The sign continues to announce “14 Varieties” that we can only dream of tasting.

 

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