FIVE
LETTERS IN A CARROT
French Tobacconist Shop Signs
SINCE
the 17th century, tobacconist shops have traditionally been identified
by carrot-shaped signs. At that time, chewing tobacco was packaged for
sale in the form of a carrot. Today, tobacconists are required to display
the carrot sign, a diamond shape bearing the five letters of the French
word for tobacco, tabac. Sign standardization is not a problem even for
uncompetitive vendors because cigarette prices are fixed in France. Further,
signs are not required to be completely standardized because once the
two requirements are met - the word tabac appears and the sign is shaped
properly - signmakers may give free rein to their creativity and the tobacconist
may integrate the sign into the shop or café's visual identity.
However, most vendors are satisfied with the standard sign.
Standard
Signs
This
is the most widely-used tobacconist's sign in Paris.
The sign may be neon-lit from
the inside or outlined in neon. This
model may vary by shape or typeface. On the right, another very common
model, but its use seems to be in decline. The sign is lit both by neon
letters and outlining. However, the exposed neon makes it more fragile.
Variations
on a Sign
The
tobacco sign designer can adapt several variables: :
Letter
and background color. In general, letters are white for greater visibility
against a red background. Black is sometimes used with a white border
or design.
Verticality/Horizontality. Almost all the carrots are oriented vertically.
However, I did find one in a horizontal position. The advantage is that
the sign, extending into the street and thus into the pedestrian's field
of vision, is more visible. The disadvantage is that it is less legible,
for the very reason that the eye is not used to seeing a carrot placed
horizontally, so the pedestrian may confuse it with other decorative elements
of the store's façade.
The
typography of the word "tabac" is another differentiating feature.
On most signs, the word appears in boldface.
Because
Roman lettering is usually reserved for businesses involved in cultural
products like books, that typeface creates an unexpected effect when used
on a sign advertising tobacco.
Type
font can vary too:
Finally,
the volume of the sign can be changed. In general, the sign is flat, with
the word "tabac" appearing on both sides. Even
without the word "tabac," a sign in the carrot shape and size
is still recognizable.
Conversely, a larger carrot-shaped sign offers space for more than just
the word "tabac," alerting pedestrians that the shop also sells
cigars (see the sign on the right).
Technical
Features
A
sign must satisfy three criteria. It must meet the requirements of signage
regulation, be sturdy and match the visual identity of the business it
is advertising.
This
sign is manufactured by Noveclair.
It is made of a metal structure with a flashing neon tube as a border
and protected by two red Plexiglass shells bearing the word "tabac."
These materials are sturdy and also conform to signage regulations which
prohibit, for example, the use of glass in the manufacturing of signs.
The sign is 1.2 meters high by 4.2 cm wide (4 feet x 1 ½ inches).
It projects 1 meter (3.2 feet) from the wall. This last feature is also
regulated as signs may not project onto the public right-of-way by more
than a certain distance.
Type
font can vary too:
