American Sign Museum: Celebrating 25 Years Text
By Text: Sam Roberts, Photography: Natalie Grilli, Design: Kathy Kikkert
American Sign Museum, 2025
Hardcover & Softcover, 168 pages, Hardcover $84, Softcover $42
Reviewed by Josh Silber
A “Great Sign” will greet you as you arrive at the American Sign Museum (ASM) in Cincinnati. Anyone of a certain age will undoubtedly recognize the iconic totem that once stood out front of so many Holiday Inn hotels in America from 1954 to 1982. And while the Holiday Inn sign remains universally recognizable even after all these years, shockingly, the one outside the ASM is believed to be the “last authentic original” in existence. The surprising history of this Great Sign is just a small bit of the overall story of signage chronicled in a new book, American Sign Museum: Celebrating 25 Years, recently published by the American Sign Museum.
This book offers a stunning tribute to the art of signage, aligning seamlessly with the museum’s mission to preserve and celebrate our roadside heritage. Featuring meticulous design, extraordinary photography, and insightful historical narrative, it is a must-have for anyone passionate about the American roadside experience. It aims not to be another encyclopedia.
Instead, with clear and concise text by Sam Roberts, some anecdotes by founder Tod Swormstedt, and a foreword by Jim Borgman, the book offers a fascinating history of the business and art of sign making while touching on the role of signage in shaping American culture, the evolution of signage as commercial art and, most importantly, some extraordinary stories of sign preservation.
At the heart of this book is the high-quality design. The layout is clean and sophisticated, yet accessible, offering a visual feast for readers. Every page is a work of art, featuring well-chosen typography and a perfect balance between text and imagery. Designer Kathy Kikkert has successfully captured the essence of both the signs and the museum, translating the feeling of walking through the ASM’s exhibits into a printed form that is visually delightful. The use of space allows the vibrant colors and intricate details of each sign to stand out, emphasizing their visual impact.
The crisp photography throughout the book, much of it by photographer Natalie Grilli, does justice to the iconic signs featured in the ASM collection. Each image is more than just a photograph; it is a study of light and color. The signs, many of which have been rescued from the fate of the wrecking ball, are captured in their full glory, offering a rare opportunity to marvel at their details in a way that differs from a visit to the museum itself, allowing many of the signs to stand apart. At the museum, it is more difficult to
focus on the details of just one sign when there are so many more at every turn! Through Grilli’s lens, as well as the lenses of several guest photographers, including this author, these roadside artifacts are immortalized, showcasing their wear and tear, their artistry, and their undeniable charm.
The history of the American Sign Museum and its founder, Tod Swormstedt, is another focus of the book. Swormstedt’s journey is not just one of personal achievement, having lived a life fully enmeshed in the business of signs, but a reflection of the growing public appreciation for the cultural significance of signs. The book chronicles the evolution of the museum from its
modest beginnings to its current status as a beacon for the preservation of signage.
Swormstedt’s vision for the museum, which he began conceptualizing in 1999, was born out of his passion for the artistry and history of the signs. His dedication to preserving these pieces of American history has resulted in a collection that is both educational and awe-inspiring. The book highlights his tireless efforts and those of his team to safeguard the legacies of the artisans who created these signs. For those of us lucky enough to know him, we know it has not been an easy journey.
The focus on preservation and the people who worked tirelessly to save so many signs is another fascinating aspect of this book. Throughout the book, readers are introduced to the “sign saviors,” individuals who have played crucial roles in acquiring, restoring, and preserving signs that might otherwise have been lost to time. Some of these stories read like thrillers! This community of donors, volunteers, and experts has been integral to the ASM’s success. Their contributions have allowed the museum to tell the stories of signs from all over the country, giving them a second life in a world that often overlooks their significance.
What truly sets this book apart, much like a visit to the ASM itself, is its ability to evoke nostalgia. The vibrant neon lights, the bold typography, and the quirky, larger-than-life designs are all featured prominently, inviting readers to reminisce about their own experiences with iconic signs. Whether it’s the nostalgic allure of a classic roadside “color TV” sign as a reminder of a great family vacation or memories of a sign that instantly brings us back to a specific place or time, like a restaurant near grandma’s house, this book reminds readers of how deeply embedded these signs are in the fabric of American culture.
I feared that this book might just be another collection of snippets and photographs. It is not. It is a beautiful testament to the ASM’s role in preserving the signs and the stories behind them, which are a part of our collective memories. Whether you’re a historian, a design enthusiast, or a lover of roadside Americana, this book, like a visit to the ASM, perfectly captures the magic and legacy of American signs.
Josh Silber is a New York City lawyer by day and a roadside photographer by passion, always chasing neon and mid-century glow. As Vice President of the Society for Commercial Archeology, he champions the preservation of America’s roadside treasures. He was thrilled to revisit one of his all-time favorites, New York City’s Clover Deli, now on display at the American Sign Museum in Cincinnati, following the SCA’s Nashville Road Trip last year. In essence, he traveled more than a thousand miles to see something that was just a few blocks away from his NYC office for decades!
This book review originally appeared in the SCA Journal, Fall 2025, Vol. 43, No. 2. The SCA Journal is a semi-annual publication and a member benefit of the Society for Commercial Archeology.
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