On the corner of Lancaster and South Register Streets in Baltimore’s Fells Point bar and restaurant zone, there used to be a dive bar that is now largely forgotten but still remembered by its understated sign. The starkly plain sign juts out over the narrow sidewalk, standing as a curious relic. Did they not have a name, or not want one? The sign is too big and sturdy to pass the dive off as a secretive speakeasy. Given that "Bar" had been around since the 1940s or 50s, the sign appears in remarkably good shape with its vintage lettering and corrugated background.
"Bar" located at 1718 Lancaster Street in Baltimore
"Bar" doesn’t have much written about it aside from a few Baltimore Sun articles and a handful of Yelp and Trip Advisor reviews. The Google listing shows it as permanently closed, and it appears to have shuttered its doors in 2021 when its owner passed away. Famously infamous for exceptionally rude service by its head (only?) bartender, cheap booze, and lack of much else, Bar lived up to its straightforward name. Now closed, this gritty relic from Fells' past offered a glimpse into a time of the area's rough-and-tumble bar culture. The no-frills sign suggested an uncomplicated experience awaited patrons within, and it did not disappoint.
But what if "Bar" had been intentionally branded with uncanny wit and simplicity? It's unlikely given the era it was born in, but fun to think about. How would that starkly obvious sign of necessity be applied to a simple but effective brand identity? One that stayed true to the basic tenor of the establishment. As basic as it is, the selection of early 20th-century typography suggests some level of thought behind its creation. Maybe there was a budding typographer learning the trade in a dingy sign shop. Maybe it was none of that and it’s just a sign made with basic materials available at the time. But it’s fun to ponder the potential of this unbranded brand evolving into a deliberate identity through the thoughtful application of a design system.
Comments