SIGNtific Advertising by EC Matthews

Originallly published under the title “Florida SIGNtific” in 1956, this 126 page book is E.C. Matthews book is a chronicle of his time spent in the winters in Florida, with stacks of examples from Mid Century Sign Painters, Phone book advertisements and an array of other advertising goods appropriate for the era of sign painting. Possibly the earliest known example of the casual alphabets in any of EC Matthews books, this hard to find book is a gem in a mountain of mid century advertising.

Limited run print, cover letter pressed on Crane Lettra, perfect bound in an 8.5’’x5.5’’ book.