Madrid reveals its character not just through grand boulevards and museums, but in the weathered signs that dot its neighborhoods. Signspotter Jeff Russ traveled to Madrid with a mission to capture the city’s most interesting signs. Over the course of his visit, he photographed distinctive examples throughout the city — from small businesses and family-owned restaurants to global brands along major thoroughfares. Each sign represents Madrid’s distinctive visual culture. ¡Olé!
PHOTOS AND CAPTIONS by Jeff Russ
Originally installed in 1936, Madrid’s most iconic vintage sign “Tio Pepe” has been moved (and re-moved) over the years because of evolving sign codes. The sign now presides over the Puerta del Sol.
This mushroom-shaped sign hints at the specialty of the house at Mesón del Champiñon.
If you’re wondering what’s for lunch in Madrid, you only need to look up.
This illuminated iron sign incorporates a street lamp and a little gent with a rifle.
Spanish tiles and a beautiful “Lady of Spain” beckon patrons to the Mesón la Revolcona.
This swanky sign belies the fact that Mahou has been serving hungry football fans since 1890. Note the famed Bernabéu stadium in the background.
Another cast-iron illuminated sign, this one promising wine and beer to thirsty travellers.
The Palace Hotel displays its luxe cred with shining gold letters against a marble background.
A close-up of the Palace Hotel entry sign.
No matter where you travel in this world, you can always find someone who wants to add more words to their sign.
Huge banners positioned just outside of the subway stations promoted Netflix’s hit series Stranger Things.
Apple’s newest iPhone offerings were on display on buildings, billboards and in metro terminals.
Scaffolds hold large-format images on every boulevard and thoroughfare, this one advertising headphones from JBL.
This banner promoting a show on the side of Madrid’s Reína Sopha Art Museum, was being installed using a series of ropes and cables systematically pulled into place.
Madrid is famous for its tasty Jamón Ibérico, a premium Spanish cured ham derived from free-range pigs that feed on acorns only. The tiles show them eating their fill.
This produce market has everything you could need to cook a nice meal, and every type of sign you could imagine too.
If you look hard enough, you can find some neon signs that have been grandfathered into Madrid’s evolving sign codes. ¡Salud!
As in most European cities, posters are ubiquitous in Madrid’s advertising mix.
This festive food hall sign mixes typical Spanish tile work with whimsical illuminated chicken and cat characters. Chef’s kiss!
Vertical signs dot the cramped Madrid street scene. It’s a great way to make use of the limited available space.
20 Signs Defining Madrid’s Street Character
Madrid reveals its character not just through grand boulevards and museums, but in the weathered signs that dot its neighborhoods. Signspotter Jeff Russ traveled to Madrid with a mission to capture the city’s most interesting signs. Over the course of his visit, he photographed distinctive examples throughout the city — from small businesses and family-owned restaurants to global brands along major thoroughfares. Each sign represents Madrid’s distinctive visual culture. ¡Olé!
PHOTOS AND CAPTIONS by Jeff Russ