After the signs and posts had been removed, we can imagine how bleak and empty the streets at first appeared; how silent in the night-time; what a difficulty there must have been in finding out the houses and shops; and how everybody, particularly the old people, grumbled about the innovations.
Now numbers appeared everywhere. As early as 1512 an attempt had been made in Paris at numbering sixty-eight new houses, built in that year on the Pont Nôtre-Dame, which were all distinguished by 1, 2, 3, 4, &c.; yet more than two centuries elapsed before the numerical arrangement was generally adopted. In 1787 the custom in France had become almost universal, but was not enforced by police regulations until 1805. In London it appears to have been attempted in the beginning of the eighteenth century; for in Hatton’s “New View of London,” 1708, we see that “in Prescott Street, Goodman’s Fields, instead of signs the houses are distinguished by numbers, as the staircases in the Inns of Court and Chancery.” In all probability reading was not sufficiently widespread at that time to bring this novelty into general practice. Yet how much more simple is the method of numbering, for giving a clear and unmistakable direction, may be seen from the means resorted to to indicate a house under the signboard system; as for instance:—
“TO be lett, Newbury House, in St James’s Park, next door but one to Lady Oxford’s, having two balls at the gate, and iron rails before the door,” &c., &c.—Advertisement in the original edition of the Spectator, No. 207.
“AT her house, the Red Ball and Acorn, over against the Globe Tavern, in Queen Street, Cheapside, near the Three Crowns, liveth a Gentlewoman,” &c.
At night the difficulty of finding a house was greatly increased, for the light of the lamps was so faint that the signs, generally hung rather high, could scarcely be discerned. Other means, therefore, were resorted to, as we see from the advertisement of “Doctor James Tilbrogh, a German Doctor,” who resides “over against the New Exchange in Bedford Street, at the sign of the Peacock, where you shall see at night two candles burning within one of the chambers before the balcony, and a lanthorn with a candle in it upon the balcony.” And in that strain all directions were given: over against, or next door to, were among the consecrated formulæ. Hence many dispensed with a picture of their own, and clung, like parasites, to the sign opposite or next door, particularly if it was a shop of some note. Others resorted to painting their houses, doors, balconies, or doorposts, in some striking colour; hence those Red, Blue, or White Houses still so common; hence also the Blue Posts and the Green Posts. So we find a Dark House in Chequer Alley, Moorfields, a Green Door in Craven Building, and a Blue Balcony in Little Queen Street, all of which figure on the seventeenth century trades tokens.[40] Those who did much trade by night, as coffee-houses, quacks, &c., adopted lamps with coloured glasses, by which they distinguished their houses. This custom has come down to us, and is still adhered to by doctors, chemists, public-houses, and occasionally by sweeps.
Yet, though the numbers were now an established fact, the shopkeepers still clung to the old traditions, and for years continued to display their signs, grand, gorgeous, and gigantic as ever, though affixed to the houses. As late as 1803, a traveller thus writes about London:—“As it is one of the principal secrets of the trade to attract the attention of that tide of people which is constantly ebbing and flowing in the streets, it may easily be conceived that great pains are taken to give a striking form to the signs and devices hanging out before their shops. The whole front of a house is frequently employed for this purpose. Thus, in the vicinity of Ludgate Hill, the house of S——, who has amassed a fortune of £40,000 by selling razors, is daubed with large capitals three feet high, acquainting the public that ‘the most excellent and superb patent razors are sold here.’ As soon, therefore, as a shop has acquired some degree of reputation, the younger brethren of the trade copy its device. A grocer in the city, who had a large Beehive for his sign hanging out before his shop, had allured a great many customers. No sooner were the people seen swarming about this hive than the old signs suddenly disappeared, and Beehives, elegantly gilt, were substituted in their places. Hence the grocer was obliged to insert an advertisement in the newspapers, importing ‘that he was the sole proprietor of the original and celebrated Beehive.’ A similar accident befell the shop of one E—— in Cheapside, who has a considerable demand for his goods on account of their cheapness and excellence. The sign of this gentleman consists in a prodigious Grasshopper, and as this insect had quickly propagated its species through every part of the city, Mr E—— has in his advertisements repeatedly requested the public to observe that ‘the genuine Grasshopper is only to be found before his warehouse.’ He has, however, been so successful as to persuade several young beginners to enter into engagements with him, on conditions very advantageous to himself, by which they have obtained a licence for hanging out the sign of a Grasshopper before their shops, expressly adding this clause in large capitals, that ‘they are genuine descendants of the renowned and matchless Grasshopper of Mr E—— in Cheapside.’”[41]
Such practices as these, however, necessarily gave the deathblow to signboards; for, by reason of this imitation on the part of rival shopkeepers, the main object—distinction and notoriety—was lost. How was a stranger to know which of those innumerable Beehives in the Strand was the Beehive; or which of all those “genuine Grasshoppers” was THE genuine one? So, gradually, the signs began to dwindle away, first in the principal streets, then in the smaller thoroughfares and the suburbs; finally, in the provincial towns also. The publicans only retained them, and even they in the end were satisfied with the name without the sign, vox et præterea nihil.
| PLATE III. | |
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| MERMAID. (Cheapside, 1640.) | ALE-GARLAND. (Wouwverman, 17th cent.) |
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| CRISPIN AND CRISPIAN. (Roxburghe Ballads. 17th century.) | |
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| TRUSTY SERVANT. (Circa 1700.) | HOG IN ARMOUR. |
In the seventeenth century signs had been sung in sprightly ballads, and often given the groundwork for a biting satire. They continued to inspire the popular Muse until the end, but her latter productions were more like a wail than a ballad. There is certainly a rollicking air of gladness about the following song, but it was the last flicker of the lamp:—
“THE MAIL-COACH GUARD.