Exhibition Celebrates the Enduring Sign-Making Tradition
In Mexico City, an art form that was nearly lost is experiencing a resurgence. Isaías Salgado, a master sign-maker, comments on the revival of this traditional craft during the exhibition “Los rótulos no deben morir” (Signs Should Not Die).
The Sign-Making Tradition
Signs are a constant reinvention of typography, color selection, and illustrations that creatively adorn numerous signs found in public life. These signs can evoke laughter or serious thought, often infused with sarcasm, gracing streets with their presence. They are an integral part of Mexico City and, by extension, the country.
Efforts to Preserve the Craft
The Interinstitutional Commission for Cultural, Natural, and Biocultural Heritage—comprising officials from the Cultural, Governance, Education, Indigenous Peoples, Environment, and Finance departments, along with representatives from the INAH and INBAL—alongside various graphic collectives, are working to establish a technical file supporting the declaration of popular sign-making as Intangible Cultural Heritage of Mexico City.
If approved, the document will be sent to the local Cultural Secretariat for a report that will then be channeled to the Mayor’s Office for the official declaration decree.
Exhibition at Galería José María Velasco
To accompany this process, the Galería José María Velasco in Mexico City’s Colonia Morelos is hosting the exhibition “Los rótulos no deben morir,” featuring around 100 pieces, including contemporary sign-making works, objects exploring symbolism, and a selection of photographs by renowned photographers like Paulina Lavista, Tina Modotti, Nacho López, Graciela Iturbide, Rubén Ortiz Monasterio, Mariana Yampolsky, and Gilberto Chen. These images highlight the sign-making tradition’s deep connection to Mexico City.
Curated by Quetzalcóatl Molina, a workshop instructor and community design and art project promoter, with Isaías Salgado’s collaboration, the exhibition showcases around 100 pieces.
“Sign-Making is Both Work and Art”
Isaías Salgado, with 40 years of experience, explains that sign-making is both a job and an art form. “The essence of sign-making is creating advertisements, adding color to Mexico. We handle the typography and colors for signs. For food advertisements, we use natural colors like red and yellow; a black sign for a torteria wouldn’t work. Our goal is to make businesses stand out and bring them to life.”
Salgado learned the trade from his uncle, Manuel Andrade, whom he considers one of Mexico City’s best sign-makers.
Armando Téllez, Another Master Sign-Maker
Armando Téllez, another traditional sign-maker who has worked with Salgado for 30 years, shares his perspective:
“There were many workshops before; now traditional sign-making has nearly disappeared due to technology. Technology replaced our work, but what we do is unique; it’s not serial. Technology makes it repetitive. Although technology has diminished us, I believe there’s a resurgence—a second wind.”
Téllez recalls that three years ago, signs “practically vanished” from the Cuauhtémoc alcaldía but are now returning to the streets, primarily in this area. “We’ve intervened with many street vendor stalls in the Cuauhtémoc alcaldía.”
Exhibition’s Role in Preservation Efforts
Quetzalcóatl Molina, the exhibition’s curator, states that it is one of the actions supporting the process to be recognized as Intangible Cultural Heritage of Mexico City. He emphasizes, “We aim to protect this craft from potential erasure and give recognition to the dedicated masters in this profession.”
Key Questions and Answers
- What is the exhibition about? The exhibition “Los rótulos no deben morir” (Signs Should Not Die) celebrates the resurgence of traditional sign-making in Mexico City, highlighting its cultural significance and artistic value.
- Who is involved in preserving this tradition? Various stakeholders, including the Interinstitutional Commission for Cultural, Natural, and Biocultural Heritage and graphic collectives, are working to declare sign-making as Intangible Cultural Heritage of Mexico City.
- What makes sign-making an art form? Sign-makers like Isaías Salgado and Armando Téllez believe that their craft combines the practicality of advertising with creative expression, making it both a job and an art form.
- How is technology affecting traditional sign-making? While technology has replaced some aspects of the trade, sign-makers emphasize that their work remains unique and non-serial, distinguishing it from mass-produced designs.
- What is the significance of this tradition to Mexico City? The sign-making tradition is deeply rooted in Mexico City’s public life, adorning street vendors, transportation, and local businesses with creative typography and color schemes.
