Huge Ghirardelli Chocolate Parrot Mascot Painted Wood Advertising Sign, 1930s

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About the Item

A very rare and full of character 1930s six-foot-tall Ghirardelli Chocolate hand-painted wood advertising sign featuring the company's early and iconic parrot mascot. Fantastically vibrant and eye-catching outdoor billboard advertising products by the world famous 170-year-old San Francisco chocolatier, after which the city’s historic waterfront landmark Ghirardelli Square is named. Commanding and colorful graphic design distinguished by crisp, bold lettering and an incredibly charismatic parrot excitedly squawking the proper pronunciation: "Say Gear-Ar-Delly!" The parrot mascot was introduced in 1915 as part of a successful ad campaign that saw sales rise as customers felt more comfortable in asking for their chocolates and other products by name. In the parrot’s shopping cart are three cans of Ghirardelli products—Nu-Malt, Ground Chocolate, and Milk Cocoa—each nicely showcasing early-to-mid-century American packaging design. Displays a wonderful sense of depth and economical attention to detail. Exactingly executed and varied typefaces handsomely embody exactly what makes vintage advertising signage so visually striking and sought after. Reminiscent of Guinness beer posters featuring a toucan from the same era, rendered at a scale that would make an equally great impression in a residential or commercial interior, restaurant, or bar. Artistically executed in a combination of hand-painted and silkscreened techniques on plywood by San Francisco sign painting company Universal, with their signature in the bottom border alongside the mark of venerable Bay Area sign & display union Local 510. A curious handwritten hobo mark-like symbol appears in the bottom left corner. Sign was originally double-sided, with a ghost image of the advertising on the reverse still visible under a layer of ping-pong table-green paint. Additional photos provided upon request.

Dimensions:
Height: 72 in (182.88 cm)Width: 48 in (121.92 cm)Depth: 0.25 in (6.35 mm)
Style:
Mid-Century Modern (Of the Period)
Materials and Techniques:
Paint,Plywood,Hand-Painted
Place of Origin:
United States
Period:
1930-1939
Date of Manufacture:
1930s
Condition:
Wear consistent with age and use. Great condition for its type, use, and age; much better than its few comparable examples. Varied amounts of paint crazing. Wear/chips to edges and some marks to art. Light moisture stain along bottom. Various mounting holes. More photos upon request.
Seller Location:
San Francisco, CA
Reference Number:
1stDibs: LU955019777112

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