These days, many New York storefronts are designed by committee. The heads of corporate branding cook up a brief, a design firm answers with a litany of slides, and, after iterations, interventions, and internal quarrels, the sign arrives in the physical plane, with glossy acrylic letterforms and antiseptic light. But New York used to be an exciting aesthetic hodgepodge: blinking marquees and boldly painted letters, and no mystical branding concepts, just facts—LIQUOR, PORK, SHOES. David Barnett, the founder of the New York Sign Museum, said the other day that such signs represented “a conversation between two people, a shop owner and a sign-maker.”
Barnett’s museum is a nonprofit that rescues historic advertising throughout the boroughs. A patient, soft-spoken man in his thirties, Barnett seems to know every storefront in New…
