Once a pole draped with red rags was the emblem of the barber-surgeon who was permitted to bleed customers on his premises, the pole itself a token of the wooden rod which the customer held to keep his arm steady. The red rag later turned into a red stripe, until it became the customary barber’s pole of succeeding centuries. Almost every house, and certainly every trade, had its own sign so that the streets of the city were a perpetual forest of painted imagery: “Floure de Lice … Ravyns Head … Corniyshe coughs … The Chalice … The Cardinal’s Hat.” There were images of chained bears and of rising suns, of sailing ships and angels, of red lions and golden bells. There were also simple tokens of residence. Mr. Bell, for example, might hang the sign of a bell outside his house. But there were also well-known, if somewhat surprising, conjunctions in pub signs such as the Dog and Gridiron or the Three Nuns and a Hare. There were unusual attributions, too. As Addison pointed out, “I have seen a Goat set up before the Door of a Perfumer, and the French King’s Head at a Sword-Cutlers’s.” Tom Jones, in Henry Fielding’s novel of that name, takes up the litany: “Here we saw
It was a question of reading the street, of making the right associations and connections in an environment which needed a thorough decoding to mitigate its chaos and variety. Interpretative tracts, such as the elegantly titled
There were also signs and plaques carved into the stone of London’s buildings. Small tablets marked newly laid-out streets-“This is Johns Street Ano Dom 1685”-while corporate heraldry was employed in the “arms” of a district or company affixed to various buildings; the symbol of St. Marylebone contains lilies and roses, because these were the flowers found in the grave of St. Mary after whom the district is named. At a later date even the lowly coal-hole covers were richly decorated, so that those who preferred to look down upon the ground were still assaulted by symbols of dogs and flowers. A nailed hoop upon a door or wall denoted the presence of fresh paint, while a small bouquet of straw meant that building work was taking place in the vicinity.
The city is indeed a labyrinth of signs, with the occasional but unnerving suspicion that there may exist no other reality than these painted symbols which demand your attention while leading you astray. As one commentator said of the modern and brilliantly illuminated Piccadilly Circus, “it is a wonderful sight-unless you can read.”
The signs of the city were distracting in another sense. They hung out so far from the wall that they touched those on the opposite side of the street, and they were sometimes so large that they blocked out sight of the sky. They could also be dangerous; they were meant to be placed at least nine feet above the level of the pavement, so that a horse and rider could pass beneath, but the regulation was not always obeyed. They were very heavy and there were occasions when the weight of sign and leaden support was too great for the wall to which they were fixed-one “front-fall” of this kind in Fleet Street injured several people and killed “two young ladies, a cobbler, and the king’s jeweller.” On windy days in the capital, the noise was ominous, their “creaking Noise” a sure sign of impending “rainy Floods.” So, in the same years as the exhibition of street signs off Bow Street, the city authorities concluded that they had become an impediment to the ever increasing traffic of the streets and ordered that they be taken down. Ten years later came street numbers.
