Coca-Cola Fishtail Sign Value Guide

The Coca-Cola Fishtail sign, officially known as the Arciform design, represents a pivotal shift toward mid-century modern aesthetics in American advertising. Produced between 1958 and 1965, these double-sided metal signs are iconic symbols of the era's diners and soda fountains.

What affects the value of Coca-Cola Fishtail Sign?

• Overall paint condition, including the vibrancy of the red pigment and the lack of significant fading or chalking.
• Presence of original mounting holes and the structural integrity of the metal edges.
• The amount of surface oxidation or 'pitting,' which can significantly decrease the value if the logo is obscured.
• Rarity of the specific size, as these signs were produced in various dimensions for different retail environments.

How to Identify Coca-Cola Fishtail Sign?

• Verify the 'Arciform' or fishtail shape, which features a distinct curved top and bottom with pointed ends.
• Check for the classic Coca-Cola script centered within the stylized red background used specifically during the 1958-1965 era.
• Examine the metal construction for authentic age-related wear consistent with mid-century manufacturing techniques.
• Look for double-sided printing, as many original storefront versions were designed to be seen from both directions.

History of Coca-Cola Fishtail Sign

The 'Fishtail' logo, officially known as the 'Arciform' sign, was introduced by Coca-Cola in 1958 and used until 1965. This design marked a pivotal era in Coca-Cola's advertising, moving towards a more streamlined and modern aesthetic while still retaining the classic script. These signs were ubiquitous, gracing diners, soda fountains, and general stores across America, symbolizing a period of economic prosperity and cultural change. They are highly sought after by collectors as nostalgic representations of mid-century Americana.