This book, just like its subject, is bright, colorful, eye-catching, and informative. That subject, quite obviously, is the 25-year-old American Sign Museum in Cincinnati, Ohio. The three names in this post’s title are of the book’s author, photographer, and designer. I don’t think I have ever called out a designer by name before, although some books I’ve reviewed clearly benefited from a good design. Most books, I believe, are designed by the author or an employee of the publisher. Here, the designer, Kathy Kikkert, is identified as a member of the team and rightfully so. Her design added greatly to my enjoyment of the book. Technically, Sam Roberts is not identified as the author but as the person responsible for the “text”. Close enough. Natalie Grilli is the person responsible for “photography”. Short biographies in the book list the outstanding qualifications all three have for their roles.
Pulitzer Prize-winning cartoonist Jim Borgman supplied the book’s foreword. As a fellow Cincinnatian, I was familiar with Borgman’s work, but was a little surprised to see his name here. Then, as I read his contribution and learned that his father had been a skilled sign painter, I realized he was the perfect man for the job.
Museum founder Tod Swormstedt provided a welcome page and an introduction, and his influence is evident throughout. It’s a given that some of the information presented in Roberts’ text came from Tod and others. To me, it seems almost as obvious that a guy so adept at organizing walls, rooms, and buildings filled with signs would have a hand in organizing sign-filled pages, and I have a strong hunch that he might have suggested a few targets for Grilli’s camera.
As Tod describes in the introduction, the book consists of three sections. The first describes what the museum is. It begins with some statistics, such as size (40,000 sq ft), oldest sign (155 years), and tallest sign (21 ft). That is followed by “A Founder’s Vision” (written by Tod), some words about the museum’s mission and its relationship with the community, and recognition of some of the many individuals who have been instrumental in the museum’s development and ongoing operation.
The second section concerns signs in general. There is a condensed history of signs in America that starts with carved and painted signs and progresses through materials like glass and plastic. The major changes electricity brought and the development of various illumination methods are covered. The section concludes with a glossary of sign types and the techniques and materials used in their construction.
Section three begins just short of halfway through the book. This is, as the “Celebrating 25 Years” title suggests, the reason this book exists. The first two sections set the scene by providing an idea of what the museum is and some understanding of the things it contains. This section tells the story of how it got there.
I first became aware of the museum with the 2005 opening of its original Walnut Hills location. To someone not involved with the sign business in any way, it seemed to me that this wonderful new attraction had magically appeared, fully formed, in my city overnight. However, we all know that’s not how things work, and I soon learned about some, but far from all, of the work behind that magic. The first part of section three nicely covers the period between forming a board of directors in 1999, incorporating as a non-profit in 2000, and that delightful grand opening on April 28, 2005. This is also where I found more photos of Tod wearing a tie (3) than I’d ever seen before.
That first home in Essex Studios in the Walnut Hills neighborhood of Cincinnati was outgrown before it was occupied. Behind-the-scenes coverage continues as the current location in Camp Washington is acquired and made ready for another grand opening in June 2012. Central to “A Founder’s Vision” was the desire to not just display signs but to tell the story of American signage. Two envisioned methods for doing that were a Letter Wall showing the evolution of sign lettering and a faux street where signs were displayed in period-appropriate settings. A short Letter Wall existed at Essex, and some signs were sort of arranged as if they were on a street, but the backing was mostly plain white walls. In the new location, there was room to create proper versions of these two features. A much longer Letter Wall was constructed at the entrance to the main display area, and a Main Street was built with various storefronts lining both sides. To add another layer of realism, a diverse group of sign painters known as Letterheads descended on the museum to add signs to windows and doors to augment the big signs hanging on the storefronts and standing in the street. The store windows serve as natural display locations for items like painter kits and books.
The Letterheads and the museum have a wonderful relationship that is well documented in the book. The museum hosted the group’s 40th and 50th reunions in 2015 and 2025, and the group added murals and other features to the museum each time. When the museum expanded and Main Street doubled in length in 2024, the Letterheads returned to work their magic on the new storefronts. The Letterhead story is just one of many that show how the museum is appreciated by sign makers as well as sign fans.
There is something akin to a fourth section spread throughout the book. It is made up of things called “Sign Stories”, which are like sidebars in that they are standalone and not tied to the main flow of the book. But each is at least one full page, and some fill a two-page spread. Most describe a sign or group of signs in the museum’s collection. They typically provide a date and original location and identify the sign material and type. Then the page is filled with details about the sign’s original owner, its acquisition, or some other truly interesting aspect of the sign. I didn’t count them, but there’s a bunch. Enough to believe that some people might think the book worthy of purchase if these were all it contained.
I imagine everyone has figured out that the book is packed with pictures. Some are from the museum archives, and some from other sources, including Grilli’s personal stash from ten years of museum visits. But many are brand new, selected from the 19,179 images Grilli recorded specifically for this project. Heavyweight glossy paper and good print quality deliver the bright, colorful, eye-catching stuff. The book is available in both hard and soft cover. I have the softcover version, but I did leaf through a hardcover copy at the museum. The hardcover is clearly the sturdier of the two, but I believe the print quality is the same for both. At least for now, the book is only available through the museum and through Sam Roberts’ BLAG magazine website in Europe.
American Sign Museum: Celebrating 25 Years, Sam Roberts (text), Natalie Grilli (photography), Kathy Kikkert (design), American Sign Museum (November 15, 2025), 10 x 10 inches, 166 pages, ISBN 979-8-218-65249-4 (9798218752521 – BLAG)
Available here and here (Europe)