This sign, located in the Moroccan Sahara, is a nice interpretation of Googie-style signs of the American west. While it’s believable that this sand-blasted pole-sign represents a driver’s last chance to fill their tank, the idea of finding an ice-cold beer stretches credulity.
Jeff Russ
Jeff Russ is a content studio manager for SmartWork Media and was the senior art director of Signs of the Times from 1996-2021. A graphic designer and illustrator with an interest in sign design and sign history, Jeff documents important, interesting and notable design trends in the sign industry as a contributor to Signs of the Times. He has written dozens of features for Signs, and his column, Design Matters, was published for more than a decade.