Vintage Natural Bridge Shoes Lighted ROG Counter Sign
c. 1940s-1950s; Craddock-Terry Shoe Corporation - Lynchburg, VA
Rectangular lighted glass counter sign advertising Natural Bridge Shoes, featuring reverse-painted, hand-lettered script pricing flanked by illuminated dollar amounts. The black glass field is framed within a molded wooden case, designed for countertop or shelf display in retail shoe stores. When lit, the warm glow accentuates the red and cream lettering, creating strong contrast and immediate legibility from across a sales floor. This type of sign was intended to reinforce brand recognition while clearly communicating mid-range pricing, making it both promotional and practical. The restrained graphics and balanced layout reflect postwar retail aesthetics, where clarity and durability took precedence over excess ornament.
Craddock-Terry Shoe Corporation was one of the largest shoe manufacturers in the United States during the mid-20th century, operating out of Lynchburg, Virginia, and producing a wide range of men's, women's, and children's footwear distributed nationally through independent retailers.
Tested and working. Very minor paint wear present at the upper right corner of the glass; otherwise excellent cosmetic condition with no cracks or structural issues observed.
13" W x 5.5" D x 6" H
MM - 18528 - 123025
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