How does one define and describe a city? Perhaps, through its architecture, its culture, the topography and its people. But, do you know that a city also reveals itself through signage and signboards?
Yes, the same signboards which are seen outside commercial establishments, public buildings, houses, etc. But, one might wonder, how?
Answering this question is Goa-based graphic designer, Vishal Rawlley, who has spent many years studying such signage of a megacity like Mumbai and now, here, in Panjim. He also conducts walks to make citizens more aware about this concept, and in turn, help in understanding the social, cultural and the political aspect of a city through signage and signboards.
One such walk will be held on April 14, 2023 at 8 am in Panjim as part of the Heritage Walk Festival organised by the Goa Heritage Action Group (GHAG).
BEHIND THE BOARDS
Speaking about signboards, Vishal says, “Signboards are an example of an art, craft and tradition. They bear historical references through the family names, trades and font styles. There is very little understanding of this and how much they are part of the visual aesthetic of a historic city precinct.”
He observes that when anyone, especially from a small town comes to a city, it is the signboards, which are screaming to be read, that grab their attention.
Vishal started studying the signboards of Mumbai when he began his career as a graphic designer and filmmaker during 2002-2008.
He initiated by observing the typography, design and the material used for signboards, such as wood, metal, hand painted, neon, acrylic, etc. He then discovered how the names, the places and the services mentioned in those signs connected to the city’s history.
Elaborating on a city’s heritage and how it is connected to its identity, he gives the example of very famous Irani cafes of Mumbai.
He shares, “Unlike the multinational corporate culture of today, cities were earlier a conglomeration of small and big entrepreneurs, many family-run businesses, or trade that a particular community practiced. For example, the Irani cafes, run by Parsis, gives Bombay (now Mumbai) street corners its unique identity. They have beautiful old signage and interesting wall menus that are part of the city’s heritage.”
A CITY SPEAKS
Vishal is currently based in Goa and has been busy studying the signage of Panjim city for almost a decade, especially areas like St Tome, Fontainhas, which are well-known and are home to many commercial establishments which are ages old.
Here, you will also come across what is probably one of the oldest signages of the city – a wine shop that dates back to 1885. Additionally, there is one old road signage at the entrance of the old Patto bridge.
This entire area has some hand painted, or wooden carved signages. Some of these are well-maintained and have a distinct style and fonts. For Vishal, the most interesting are those with the Portuguese spellings of Hindu names, like Camota for Kamat, or Xetio for Shetye.
Vishal, while explaining about the commonality between the signage found in different places, said that there is a heavy influence of Art Deco design that closely followed the Industrial Movement.
He says, “This was the time when most of the cities that we recognise today came into being and flourished. They were all connected by sea trade."
"So, you can see a global design influence in all of them. The signboards all have sans serif, neo gothic fonts. The signboards have streamlined shapes and curves, bevelled and rounded edges. So, we see local names displayed in international style. Similar styles are also seen at Mapusa and Margao,” he continues.
Nowadays, signboards are getting replaced by multinational company brands, made from vinyl, etc which look similar, do not last long and most importantly, do not gel well with the city’s aesthetics.
Vishal says, “If these (old signboards) are destroyed or replaced, then those buildings and facades will be without an original reference. We will lose so much information if we lose these signboards. So, we need to preserve them and also prevent vandalism by new corporate signages destroying the city’s character.”
The walk titled, 'Panjim City Signage – Reading the City' will be held on April 14, 2023 at 8 am. For more details and registration, check out www.heritagewalkfest.com
Arti Das is a freelance journalist based in Goa. She loves writing about art, culture and the ecology of Goa.
