Sign Language: The Dying Art of Rotulos

I am working on a design project at the moment that has me wrapped up in Mexican roadside iconography. As a Latin American myself who has traveled pretty extensively throughout Central America and the Carribean, what stands out the most from my tropical roadtrips are the classic handpainted signs – Rotulos – that are sadly starting to be replaces by modern, inexpensive computer printing. Until recently, most signs in these third world countries, even corporate ads for Coca-Cola and Corona, were painted by hand.  It’s a business that has thrives in some parts of the world for hundreds of years…

I read an article recently about the fading trade, that is still hanging on in many parts of Mexico. According to the author…

A Se Vende or Se Renta (“For Sale” or “For Rent”) sign with an accompanying phone number can be painted on your façade for under $200 pesos (less than $20 US). This includes materials and the meticulous lettering styles that the artist in question learned at a special school in Mexico City. Hand-drawn signs are cheaper, according to the painter, but many Mexicans prefer to use the more modern services as they think somehow they must look better.

Really?  Um.  Nah.