Sign Out by Josef Schulz

Sign Out by Josef Schulz

For the recent series Sign Out, the Polish-born photographer Josef Schulz, now living in Düsseldorf, photographed aspects of the American commercial landscape and then stripped out the lettering. The vantage point of each photograph doesn’t allow for further context. Do you still recognize the form?

Has stripping the language off each sign robbed it of its function, or do the shape and colors still manage to communicate?

Sign Out by Josef Schulz

Sign Out by Josef Schulz

Sign Out by Josef Schulz

Sign Out by Josef Schulz

I’m fairly certain that the above signs are: Waffle House, National Car Rental, Budget Host Inn, and Perkins Restaurant. But the last one? It’s so familiar but, for the life of me, I can’t figure it out; help! Via Aesthetic Interlude.

9 thoughts on “Sign Out by Josef Schulz

  1. even less likely to get what the signs originally signified outside USA, Which I think makes them even more interesting. Knowing that I won’t know the previous references leaves me looking for something else, at a pre-linguistic level (?)
    Certainly they seem very beautiful to me

  2. Pingback: Sign Out by Josef Schulz (via Visualingual) « patternsthatconnect

  3. An interesting exercise in visual communication and cultural literacy. As a Canadian, the signs look very generic. None of the chain branding that you identify are found in the part of Canada in which I reside.
    My other thought is that somehow the sign shapes suggest American style signs rather than Canadian., but I don’t know why. Perhaps it is because I live in a small community and the variety of local sign shapes have a specific range. Those signs that are part of a national chain branding are typically American based companies, such as Ford or KFC .

  4. To me, some of the signs in the series look familiar even though I can’t peg them at all. Is it just because they fit into the same generic vernacular?

  5. I guess the next step would be to take familiar iconic sign shapes and insert words or images that contrast the their intended messages with social commentary. You could end up with the silly & the ridiculous, but you could also get some interesting insight into how we respond to having our cultural expectations challenged.

  6. Pingback: Roselyn Bakery Frankensigns in Indianapolis « Visualingual

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